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Activecampaign Reviews: Pros, Cons and Features

Are you searching for an effective way to streamline your email marketing efforts? In this comprehensive review guide, we will share everything you need to know about ActiveCampaign that can be useful to you for  email marketing automation. We will discuss everything from its features, what sets it apart from other similar tools and software, to its pricing and its pros and cons as well as some good alternatives to this platform. Let us dive in!

1. Introduction to ActiveCampaign

ActiveCampaign, a widely used marketing automation platform operating in over 170 countries worldwide, assists businesses in streamlining personalized email campaigns, enhancing customer experiences, simplifying online marketing tasks, and ultimately converting leads into revenue. This Chicago-based Software-as-a-Service (SaaS) platform, established in 2003, stands as one of the pioneering entities in its domain. Alongside its robust email marketing features, ActiveCampaign offers a suite of tools encompassing marketing automation, customer relationship management (CRM), and sales engagement functionalities, providing users with a comprehensive solution for sales and marketing automation needs. Renowned for its emphasis on advanced automations and analytics, ActiveCampaign earned recognition from Forbes Advisor, ranking as the ninth-best email marketing platform in 2024 and hailed as the top choice for automations. Whether you are a novice in online marketing or an industry expert, this comprehensive review guide aims to provide you with comprehensive insights into ActiveCampaign, covering its features, pricing, strengths, and areas for improvement, empowering you to leverage the platform effectively and propel your business growth.

Main Purpose Email Marketing
Free Plan No
Free Trial Yes (14-day)


2. What is ActiveCampaign

ActiveCampaign is an all-in-one automation, email marketing, and sales engagement platform. It provides users with the tools they need to create responsive email campaigns, nurture leads, and drive meaningful customer experiences. With features like automation workflows and personalized messaging, ActiveCampaign empowers businesses to connect with their audience on a deeper level.


3. How ActiveCampaign Works?

ActiveCampaign simplifies marketing tasks like creating workflows, automating email and SMS campaigns. It does not require coding, making it accessible to all users. The platform offers a user-friendly drag-and-drop campaign builder where you can customise prebuilt templates, select your audience, and schedule emails for delivery. It guides users through the setup process, ensuring simplicity no matter the type of campaign you are creating.

ActiveCampaign enables users to set up automated workflows triggered by specific criteria. For instance, you can create workflows to send welcome emails to new subscribers, follow up with interested leads, or re-engage inactive customers. By automating repetitive tasks, it saves time and allows businesses to focus on core activities.

The platform provides various communication tools, including email and text messaging, to reach customers in their preferred channels. Its features ensure messages are visually appealing and attention-grabbing, helping attract new customers and retain existing ones. Personalized messages can be automated, freeing up time for other tasks while maintaining customer engagement.

With ActiveCampaign‘s sales tools, users can efficiently manage the sales process, spending less time on paperwork and more on generating sales. Additionally, ActiveCampaign integrates with over 900 other tools, enhancing marketing effectiveness.

After launching an email campaign, ActiveCampaign tracks data and generates detailed analytics and reports. This valuable insight helps businesses make informed decisions and optimize campaigns to better connect with their audience, drive conversions, and foster loyalty. ActiveCampaign thus offers excellent value for its price, especially when strategically utilized across various industries like e-commerce, retail, SaaS, technology, travel, hospitality, edtech, and enterprises.

4. ActiveCampaign Core Features

ActiveCampaign offers a wide range of features to help all sizes and types of businesses optimize their marketing efforts and enhance customer engagement:

  1. Email marketing: ActiveCampaign‘s email marketing tools empower you to create and send personalized email campaigns that resonate with your audience. Whether you are sending newsletters, promotional offers, or transactional emails, ActiveCampaign‘s intuitive interface and customizable templates make it easy to craft visually appealing and impactful messages.

 2. Marketing automation: One of ActiveCampaign‘s most powerful features is its marketing automation capabilities. With ActiveCampaign, you can create sophisticated automation workflows that trigger actions based on specific criteria and user behaviors. From welcome emails to abandoned cart reminders, automation allows you to deliver the right message to the right person at the right time, without manual intervention.

 3. Sales engagement: ActiveCampaign goes beyond traditional email marketing by offering robust sales engagement tools. These tools enable you to prioritize leads, assign tasks, and track interactions with prospects throughout the sales cycle. By centralizing your marketing and sales efforts within the platform, you can streamline communication, nurture relationships, and drive conversions more effectively.

 4. CRM: ActiveCampaign‘s integrated CRM system helps you manage customer relationships and track interactions across the entire customer lifecycle. With built-in contact management, lead scoring, and deal tracking features, you can gain deeper insights into your audience and tailor your marketing efforts accordingly. The CRM also allows for seamless collaboration between marketing and sales teams, ensuring a cohesive approach to customer engagement.

5. Integrations: ActiveCampaign offers seamless integration with over 900 third-party apps and platforms, allowing you to connect your email marketing efforts with your existing tools and workflows. Whether you are using ecommerce platforms like Shopify or CRM systems like Salesforce, ActiveCampaign makes it easy to synchronize data and streamline processes across your entire tech stack.

6. Tracking, reporting, data collection, and analytics: ActiveCampaign provides comprehensive reporting and analytics tools to help you track the performance of your email campaigns and automation workflows. With real-time insights into open rates, click-through rates, and conversion metrics, you can measure the effectiveness of your marketing efforts and make data-driven decisions to optimize your strategies for better results. It provides tracking, data collection, and reporting functionalities within its category. Unlike many other platforms, ActiveCampaign offers users extensive options to track various aspects of their campaign's performance, going beyond basic metrics like open and conversion rates. Users can configure it to track user interactions on their website, leveraging data from sources like Google Analytics. Regarding reporting capabilities, ActiveCampaign provides a range of reports, such as campaign performance, email client trends, predictive content, and open and read trends. This comprehensive array of reporting options empowers users with valuable insights, allowing them to strategically develop highly effective campaigns.

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7. Personalization: ActiveCampaign‘s advanced personalization features enable you to deliver tailored experiences to your audience based on their preferences, behaviors, and demographics. From dynamic content and conditional logic to personalized recommendations and segmentation, you can ensure that each interaction with your brand feels relevant and meaningful to the recipient.

8. Mobile optimization: In today's mobile-first world, it is essential to ensure that your email campaigns look great on any device. ActiveCampaign‘s mobile optimization features ensure that your emails are responsive and visually appealing, whether they are viewed on a smartphone, tablet, or desktop computer. This ensures a consistent and engaging experience for your audience, regardless of how they access your content.

By leveraging these core features, businesses can use ActiveCampaign to automate personalized emails, nurture leads, and drive meaningful customer experiences.

5. Pros & Cons of ActiveCampaign

ActiveCampaign has many useful things about it, but there are also some not-so-good things to consider. Let us look at the pros and cons of this platform:


  1. Powerful automation: ActiveCampaign boasts robust automation capabilities, allowing users to automate various tasks such as sending emails, tracking customer behavior, and following up with leads. This streamlines workflow, saving time and effort.
  2. Personalization: The platform enables personalized emails and messages tailored to each recipient, fostering stronger connections and higher engagement rates with the audience
  3. Integrations: ActiveCampaign seamlessly integrates with numerous apps and tools, facilitating smooth workflow integration with existing systems and enhancing overall productivity.
  4. Analytics: Detailed analytics and reports provided by ActiveCampaign offer valuable insights into campaign performance, including metrics like email open rates, click-through rates, and user actions, empowering users to make data-driven decisions.
  5. Email deliverability: ActiveCampaign prioritizes email deliverability, ensuring messages reach recipients' inboxes effectively, thus improving communication effectiveness.
  6. Scalability and flexibility: All plans include unlimited email sends for up to 250,000 contacts, ensuring scalability and flexibility in email marketing campaigns.
  7. Contact migration service: The free contact migration service simplifies the transition process for new users, minimizing downtime and operational disruptions.
  8. High deliverability rate: ActiveCampaign's high deliverability rate enhances the likelihood of emails reaching recipients' inboxes, maximizing campaign effectiveness.
  9. Industry-leading automations: The platform offers industry-leading automation capabilities, enabling advanced workflow automation to cater to diverse marketing needs.
  10. Top-notch analytics and reporting: Users benefit from comprehensive analytics and reporting features, providing insights to optimize campaign performance effectively.
  11.  Split testing functionality: ActiveCampaign allows users to experiment with different email variations simultaneously through split testing, optimizing campaign effectiveness.
  12. SMS campaign support: Extending marketing reach beyond email, the platform supports SMS campaigns, diversifying communication channels.
  13.  Risk-free trial: A free trial without a credit card requirement allows users to explore platform features risk-free before committing to a subscription.


  1. Learning curve: ActiveCampaign may pose a challenge for beginners due to its complexity, requiring time and effort to learn and master all its features effectively.
  2. Cost: While ActiveCampaign offers various pricing plans to accommodate different budgets, some businesses may find it pricey compared to alternative email marketing platforms.
  3. Limited template designs: Although ActiveCampaign provides email templates, the selection might be limited, making it difficult to find designs that align perfectly with the brand's aesthetics.
  4. Basic template designs: Basic template designs may not meet the aesthetic preferences or branding requirements of all users.
  5. Customer support: Users have reported issues with ActiveCampaign's customer support, citing slow response times and difficulty in resolving problems efficiently.
  6. Slow loading: Some users have experienced slow loading times on the platform, impacting user experience and workflow efficiency.
  7. Lack of a free plan: The absence of a free plan limits accessibility for users seeking a no-cost option for basic email marketing needs.
  8. Limited trial: The free trial's limitations, such as a cap on contacts and emails, may restrict users' ability to fully evaluate the platform's capabilities.
  9. Integration limitations: The entry-level Lite plan offers limited integrations, potentially hindering seamless workflow integration with other tools.
  10. Absence of a stock image library: The platform lacks a built-in stock image library, limiting options for visual content creation within the platform.

Overall, ActiveCampaign is a useful tool for email marketing and automation, with many benefits for businesses. However, it is essential to consider both the pros and cons to determine if it is the right fit for your needs and budget.


ActiveCampaign Pricing and Plans

ActiveCampaign offers four types of pricing plans to cater to businesses of various sizes and requirements. Below are the details of each plan to assist you in selecting the most suitable option for your business:

Plan Purpose
Marketing Email & Marketing Automation
Sales CRM & Sales Engagement
Bundles Marketing Automation + Sales CRM
Transactional Email API + SMTP for Your Site or App
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Lite Plan

This plan starts at $29 per month when billed annually, or $39 per month when billed monthly. Geared towards solopreneurs and small businesses, the Lite plan provides fundamental email marketing and automation features. It encompasses personalized chat and email support, inline forms, site and event tracking, automation, and campaign reports. Additionally, it includes a contact email send limit equivalent to 10 times your marketing contacts, making it a fitting choice for businesses embarking on their marketing automation journey.

Plus Plan

Priced at $49 per month when billed annually, or $70 per month when billed monthly, the Plus plan is tailored for small teams dedicated to crafting exceptional customer experiences. Alongside all the features of the Lite plan, Plus offers advanced tools like landing pages, Facebook custom audiences and lead ads, lead scoring, pop-up and modal forms, conditional content, and integrations with popular ecommerce platforms such as WooCommerce, Shopify, and BigCommerce. Similar to the Lite plan, Plus also boasts a contact email send limit equivalent to 10 times your marketing contacts.

Professional Plan

At $149 per month when billed annually, or $187 per month when billed monthly, the Professional plan is recommended for teams seeking to experiment and optimize their marketing endeavors. In addition to the features included in the Plus plan, Professional introduces advanced functionalities such as predictive sending AI, split automations, integrations with leading CRM platforms like Salesforce and Microsoft Dynamics 365, website and in-application messages, marketing attribution reporting, and conversions tracking. Moreover, the Professional plan elevates the contact email send limit to 12 times your marketing contacts.

Enterprise Plan

Designed for expanding teams within larger organizations aiming to personalize their marketing efforts at scale, the Enterprise plan is priced at $259 per month when billed annually, or $323 per month when billed monthly. This top-tier plan encompasses all the features of the Professional plan, augmented with advanced capabilities including custom reporting, custom objects, single sign-on (SSO) authentication, Health Insurance Portability and Accountability Act (HIPAA) compliance for healthcare entities, an uptime service level agreement (SLA), and unlimited email testing. With the Enterprise plan, you benefit from the highest contact email send limit of up to 15 times your marketing contacts.

Each of ActiveCampaign‘s pricing plans can furnish businesses with the requisite tools for automating personalized emails, amplifying customer experiences, and converting leads into revenue. The plans come with different features and contact email send limits, so you can choose the one that best fits your needs and budget.

What Sets ActiveCampaign Apart

Although many email marketing platforms offer basic data tracking features, ActiveCampaign stands out as exceptionally advanced compared to most others in the market. While typical platforms provide basic tracking metrics like email open rates and conversions, ActiveCampaign offers users a comprehensive array of insights through its advanced tracking, data collection, and analytics capabilities. For instance, when creating a standard email, users are presented with options for various tracking and analytics features, including open and read tracking, link tracking, reply tracking, and integration with Google Analytics for additional web analytics insights.

Let us see how ActiveCampaign operates in this regard and what it offers:

  1. Powerful automations: Create complex workflows to automate repetitive tasks and drive meaningful customer experiences. ActiveCampaign can send emails automatically when someone takes a specific action, like signing up for your newsletter or making a purchase. This saves you time and ensures your customers get a quick response.
  2. Personalized emails and messaging: Tailor your email campaigns to individual contacts based on their preferences and behaviors. With ActiveCampaign, you can send different messages to different groups of people based on their interests or behavior. This means you can make sure each person gets the right message at the right time.
  3. Targeted emails: You can group your audience into segments based on different factors, like their location or how often they visit your website. This helps you send more relevant messages that are likely to resonate with each group.
  4. Email templates: ActiveCampaign provides ready-to-use email templates that are designed to look great on any device. You can choose from over 250 templates to create professional-looking emails in no time.
  5. Email deliverability: ActiveCampaign works hard to make sure your emails reach your customers' inboxes. We take steps to protect your email deliverability and ensure your emails are compliant with regulations.
  6. Extensive integrations with other apps: ActiveCampaign works well with many other apps, so you can connect it to your favorite tools and streamline your workflow (over 900 native integrations, including popular apps like PayPal, Shopify, and Facebook). Whether you use payment processors, ecommerce platforms, or social media, ActiveCampaign has you covered.
  7. Analytics: ActiveCampaign provides detailed reports and analytics to help you track the performance of your email campaigns. You can see which emails are getting the most opens and clicks, and use this information to improve your future campaigns.
  8. Easy-to-use tools: You do not need to be a tech expert to use ActiveCampaign. Our drag-and-drop email designer makes it easy to create beautiful campaigns in minutes, without any coding skills required.
  9. Comprehensive support: Access personalized chat and email support to help you make the most of the platform.

Thus, with ActiveCampaign, it seems you have all the tools you need to create successful email marketing campaigns that engage your audience and drive results.

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ActiveCampaign Alternatives

While ActiveCampaign is a powerful marketing automation platform, it is not the only option available. Some alternatives to consider include:

Close: Close is a CRM built by salespeople for salespeople. It is known for its robust and advanced features tailored to meet the needs of modern sales teams. With Close, you can develop relationships with prospects, track progress, and close deals more efficiently. The tool logs all interactions with leads, including emails, SMS messages, and phone calls. It offers automation to minimize time-consuming tasks and prioritize leads in real-time with Smart Views. Close integrates seamlessly with ActiveCampaign via Zapier for teams looking to synchronize marketing and sales efforts.

 Outreach: Positioned as a Sales Execution Platform, Outreach provides sales engagement, deal management, and pipeline management features. While it shares some similarities with ActiveCampaign, such as email marketing and lead qualification, Outreach targets enterprise customers and requires technical knowledge for optimal usage. Its wide range of features includes machine learning and AI, along with a dedicated customer success team.

 Pipedrive: Pipedrive is a popular CRM known for its intuitive interface and customizable features. It is designed to help sales teams organize customer data, manage deals, and prioritize sales efforts effectively. Unlike ActiveCampaign, Pipedrive is more sales-focused, offering advanced features for pipeline management and activity tracking. It also allows for running marketing campaigns, making it a versatile option for businesses.

 HubSpot: HubSpot is an all-in-one marketing automation platform offering email marketing, lead management, social media management, and analytics. While it offers advanced options, it may lack the flexibility found in other tools. HubSpot's CRM limits pipeline numbers based on the plan, and its free CRM option is quite limited compared to ActiveCampaign. However, HubSpot has a large active user community and offers advanced reporting and analytics.

 Constant Contact: Constant Contact offers email marketing and lead gen & CRM products. It provides a larger library of email templates compared to ActiveCampaign but may lack some advanced automation and workflow features. Constant Contact's CRM functionality is basic but complements its Email & Digital Marketing product well, making it suitable for businesses looking for simplicity and affordability.

 MailChimp: While primarily known for its marketing-focused features, MailChimp offers a CRM option with limited functionality compared to ActiveCampaign. It provides user-friendly and customizable templates but may not meet the needs of sales teams looking for advanced CRM features. MailChimp is suitable for small businesses just starting with email marketing.

 GetResponse: GetResponse is an all-in-one marketing software offering email marketing, marketing automation, and landing page building features. It is more affordable than ActiveCampaign and primarily targets small to mid-sized businesses. GetResponse allows for webinars and offers 24/7 customer support in multiple languages.

 Drip: Drip is a marketing automation tool tailored for eCommerce businesses. While it offers advanced email marketing automation tools, it may lack some detailed campaign reports compared to ActiveCampaign. Drip's pricing is based on the number of contacts, which can be a drawback for businesses with large contact lists.

 ConvertKit: ConvertKit is a creator marketing platform designed for bloggers and small businesses. It offers features like email list management, customizable sign-up forms, and subscriber reports. While it is simpler to use compared to ActiveCampaign, it may lack some advanced workflow options and customization features.

These alternatives cater to different business sizes and needs, so it is essential to evaluate their features, pricing, and suitability for your sales team before making a decision. Ultimately, the best choice for your business will depend on your specific needs and goals.


In conclusion, ActiveCampaign seems like a versatile marketing automation platform that offers robust automation features, extensive integrations, and comprehensive support. Whether you are a small business owner or part of a larger organization, ActiveCampaign boasts that it can help you streamline your email marketing efforts, nurture leads, and drive meaningful customer interactions. With its range of pricing plans and flexible features, ActiveCampaign can prove to be a valuable tool for businesses looking to grow and succeed in today's competitive market.


  1. What is ActiveCampaign and how does it benefit my business?

ActiveCampaign is an all-in-one marketing automation platform that helps businesses automate personalized emails, scale unique customer experiences, and turn leads into revenue. It benefits your business by streamlining your marketing efforts, nurturing leads, and driving meaningful customer interactions.

  1. How does it support email marketing and automation?

ActiveCampaign supports email marketing and automation by providing users with tools to create personalized email campaigns, automate repetitive tasks, and track interactions with leads and customers. With features like automation workflows and personalized messaging, ActiveCampaign empowers businesses to connect with their audience on a deeper level.

  1. What types of businesses can benefit the most from using ActiveCampaign?

ActiveCampaign is suitable for businesses of all sizes and types. However, it is particularly beneficial for small businesses due to its user-friendly interface, extensive automation features, and detailed performance insights. While it may not be the most budget-friendly option for businesses with a small email list, it becomes highly cost-effective for businesses with a larger contact list or high monthly email sends. This is because all plans include unlimited monthly sends and can accommodate up to 250,000 contacts. Beyond pricing considerations, ActiveCampaign stands out for its industry-leading insights, making it an excellent choice for data-driven businesses seeking to optimize their marketing efforts and create highly targeted campaigns that perform exceptionally well.


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