MA
Mailchimp
Email marketing · Software
Best value
Well-known email platform for newsletters, basic automation and simple audience management.
Best forSmall businesses sending regular newsletters with light segmentation.
AC
Used by me
Software · SubscriptionActiveCampaign review: is it worth it?
Email marketing and automation platform with strong segmentation and light CRM.
Category: Email marketing
My verdict
The best balance of proper automation and sane pricing for email-led businesses.
What it does
ActiveCampaign sends campaigns and runs automation sequences based on behaviour, tags and conditions, with a light CRM attached.
What I use it for
Nurture sequences, lead magnet delivery, segmentation by interest and re-engaging old enquiries.
Why I use it
Automation logic is genuinely flexible without enterprise pricing or an implementation project.
Key features
- Visual automation builder
- Behavioural segmentation
- Split testing
- Light CRM and deals
- Forms and landing pages
- Detailed reporting
Pros and cons
Pros
- Serious automation at SME pricing
- Good deliverability
- Strong segmentation
Cons
- Interface is dated in places
- Pricing scales with contact count
- Overkill for simple newsletters
Who it's best for
Businesses whose pipeline depends on email nurture rather than instant phone response.
Who should avoid it
You need SMS-first follow-up or a heavy sales CRM.
Pricing
From roughly £15/month at low contact counts, rising with list size and feature tier.
There's no meaningful free plan — budget for it from day one.
Alternatives to ActiveCampaign
- Mailchimp — Well-known email platform for newsletters, basic automation and simple audience management.
- HubSpot — CRM platform with sales, marketing and service tools and a generous free tier.
ActiveCampaign FAQs
I use ActiveCampaign in my own businesses. Relationship: Used by me. Some links on this page may be affiliate or referral links. Full disclosure.
Tools I pair with ActiveCampaign
HU
HubSpot
CRM and follow-up · Software
Used by me
CRM platform with sales, marketing and service tools and a generous free tier.
Best forGrowing teams that need shared process, reporting and clean data hygiene.