11 Best Marketing Automation Software Platforms Compared (2021)

Searching for a roundup of the very best advertising and marketing automation instruments? You’re in the best place!

When you’re attempting to run a enterprise, it is smart to automate as many repetitive duties as you may – and that’s the place advertising and marketing automation software program is available in.

These instruments may also help you to higher optimize your campaigns, simplify your workflows, and deal with most of the common day-to-day duties concerned in advertising and marketing operations for you, thus saving you a ton of money and time. 

Under, we’re evaluating the very best advertising and marketing automation software program. We’ve additionally included suggestions for particular conditions.

Let’s get began.

The perfect advertising and marketing automation software program – abstract

  • ActiveCampaign – Best advertising and marketing automation resolution total.
  • Drip – Best advertising and marketing automation software program for ecommerce.
  • GetResponse – Best “full-stack” advertising and marketing automation device.
  • Sendinblue – Most inexpensive advertising and marketing automation device and greatest for SMS advertising and marketing.
  • Freshmarketer – Best for small to mid-size companies.
  • Omnisend – One other nice e mail and SMS automation device.
  • HubSpot – Best automation software program for bigger companies.
  • Keap – A simple-to-use advertising and marketing and gross sales automation platform with excellent assist.
  • ManyChat – Best chat advertising and marketing automation device.
  • ConvertKit – Best e mail advertising and marketing automation device for content material creators.
  • ConstantContact – An entire e mail advertising and marketing toolkit with highly effective, built-in automation.
  • #1 – ActiveCampaign

    ActiveCampaign is a buyer expertise automation platform that can be utilized to enhance your advertising and marketing efforts throughout the board. 

    It’s a full-featured resolution that may enable you to automate a variety of duties from e mail advertising and marketing automation to buyer relationship administration and gross sales processes. Among the most helpful automation options that ActiveCampaign provides embrace: 

    • Automation mapping – This device permits you to acquire a greater understanding of how your automations join collectively, and it will probably enable you establish key bottlenecks in your buyer journey. It’s basically a means so that you can view all of your automations in a single easy-to-understand dashboard. You possibly can edit, take away or add new automations inside the automation map and generate high-level stories.
    • Automation objectives – The automation objectives options help you arrange and monitor objectives to your campaigns. You should use this characteristic to automate issues like gross sales and follow-up emails primarily based on particular actions that your prospects take. You can too section your viewers primarily based upon the completion of various objectives which can assist so as to add a degree of personalization to your campaigns.
    • Dynamic content material – With the dynamic content material characteristic, you may be certain that your prospects see the very best and most optimized content material for them. You possibly can create a number of e mail variations with completely different photos, CTA’s, and extra and arrange automations to ship them to the best prospects on the proper time.

    What’s nice about ActiveCampaign is that it will probably actually enable you get a greater understanding of your buyer journey and optimize your processes to enhance lead era and gross sales. With ActiveCampaign, you need to use each bit of knowledge obtainable to you, as this highly effective software program can pull info from each on-line and offline channel. 

    General, it is a nice advertising and marketing automation device and can be utilized to handle each step of your e mail advertising and marketing campaigns, not simply automation.

    Pricing: Pricing plans begin from $7.50/month.

    #2 – Drip

    Drip is an e mail and SMS automation software program that’s designed with ecommerce companies in thoughts. 

    Drip Marketing Automation Homepage

    This software program may also help you create and automate campaigns that may goal your prospects primarily based on their behaviors and interactions together with your model. Among the most helpful options of Drip embrace: 

    • Habits-based automations – This characteristic is vital for ecommerce companies, as you may arrange highly effective automations primarily based on how your prospects are interacting together with your website or product. You possibly can arrange completely different triggers resembling somebody viewing your merchandise, or making a purchase order in an effort to robotically get in contact together with your prospects at key occasions throughout their procuring expertise.
    • Scheduled sending – This can assist your companies to save lots of time on sending important emails resembling welcome emails, win-back, and loyalty-building messages. You possibly can arrange precisely when your prospects will obtain these communications, and you may even arrange time zone info in order that your entire prospects see the emails at prime time.
    • SMS automation – In contrast to many different advertising and marketing automation software program instruments, Drip provides non-compulsory SMS advertising and marketing. For ecommerce companies, SMS gives an prompt strategy to get in contact with prospects and it has extraordinarily excessive conversion charges. With Drip, you may automate your SMS campaigns in as a lot element as you do your e mail campaigns which is ideal for rising engagement and bettering gross sales.

    Along with automating your e mail and SMS campaigns, you can too use Drip to generate lead era varieties. It additionally comes with some highly effective segmentation and reporting options which are helpful for optimizing your campaigns.

    Pricing: Plans begin from $19/month.

    #3 – GetResponse

    GetResponse GetResponse is a full-stack advertising and marketing device that can be utilized to handle each side of your lead era and gross sales efforts. It consists of options for constructing web sites, touchdown pages, and sign-up varieties, in addition to advertising and marketing automation instruments. 

    GetResponse Homepage

    With GetResponse, you may construct a strong base of buyer information with a purpose to inform your campaigns and automations. Then utilizing the GetResponse visible automations constructing device, you may craft the proper automations that may enable you to promote extra and construct relationships together with your prospects with none additional effort. 

    You possibly can assign tags and filters primarily based on consumer habits to make sure that prospects obtain emails which are most suited to them at their present stage within the funnel. You can too use GetResponse to create detailed buyer profiles due to the limitless tags characteristic and the engagement scoring system.

    Along with automation options, GetResponse gives a ton of e mail advertising and marketing options that may enable you handle every little thing from autoresponder emails to transactional emails. There’s additionally reside chat, paid promoting, and conversion funnel options too. 

    General, it is a nice full-stack device. When you’re searching for an all-in-one resolution that may enable you to supercharge your advertising and marketing campaigns, GetResponse is simply what you want.

    Pricing: Plans begin from $12.30/month (paid yearly).

    #4 – Sendinblue 

    Sendinblue is an inexpensive all-in-one advertising and marketing device with built-in automation. It provides enterprise-level options at an entry-level value level.

    Sendinblue Homepage

    Sendinblue comes with a ton of instruments that can assist you with all of your advertising and marketing efforts in a single place. You should use it to automate your advertising and marketing campaigns and buyer communication throughout a number of channels, together with e mail and SMS.

    Regardless of being a really inexpensive choice, Sendinblue provides some superior e mail automation options. For instance, you may arrange A/B testing to separate check two completely different automation workflow paths to higher optimize your campaigns. You can too handle the entire expertise with international restart and exit situations.

    One of many coolest options of Sendinblue is its chatbot. You possibly can create your personal chat surroundings in minutes, personalised to match your branding, after which implement it in your website in seconds by copying and pasting the code snippet into your website header.

    As soon as it’s put in, your chatbot will robotically area buyer queries for you. You and your crew can reply questions from leads in real-time. You can too streamline workflows and scale back response occasions by robotically assigning conversations to completely different chat brokers primarily based on the particular question.

    Pricing: Sendinblue provides a free plan restricted to as much as 300 emails per day and a single consumer. Paid plans begin from $25/month however differ relying in your month-to-month e mail quantity.

    #5 – Freshmarketer

    Freshworks is a full-featured buyer relationship administration device, that’s nice for small to medium companies.

    Freshworks - Freshmarketer Homepage

    Freshworks is damaged down into three completely different instruments which will be bought individually:

    • Freshdesk – For managing multi-channel customer support.
    • Freshsales – For gross sales and income development.
    • Freshmarketer – For creating highly effective advertising and marketing automations.

    All these instruments are extraordinarily helpful for small and mid-sized companies, however it’s the Freshmarketer device that actually knocks it out of the park on the subject of automation. 

    Freshmarketer consists of instruments like warmth mapping that may enable you get an in-depth understanding of our prospects and their behaviors. You possibly can then use this info to arrange chatbots that may assist prospects on the most important levels of their buyer journey. 

    Freshmarketer additionally has an easy-to-use dashboard the place you will get an end-to-end view of every particular person buyer’s journey which can be utilized to section your viewers and lists with element and precision.

    You should use this automation software program to handle different advertising and marketing duties resembling transactional emails, and normal buyer communication. From contained in the CRM dashboard, you may contact your prospects through e mail and chat. 

    There are additionally options that can assist you handle conversion fee optimization, create touchdown pages and generate advertising and marketing stories. Freshworks is a superb selection for companies which are searching for a very good worth CRM device that features highly effective automation options.

    When you’re searching for a device that mixes gross sales and advertising and marketing, Freshsales Suite combines the performance of Freshsales and Freshmarketer in a single.

    Pricing: All instruments have a free plan, with Freshdesk having a free trial. Paid plans begin from $15/month.

    #6 – Omnisend

    Omnisend is a real omnichannel advertising and marketing automation device that helps with e mail, SMS, push notifications, WhatsApp, Fb, Google Adverts, and extra. 

    Omnisend Homepage

    The largest profit to combining all that underneath one roof is inter-channel communication. Omnisend unifies your multi-channel advertising and marketing efforts so you may oversee cross-channel campaigns from one dashboard. 

    This lets you set off notifications on completely different channels in sync so that you don’t have to fret about disjointed campaigns (for instance, there’s no threat of errors like sending out a ten% SMS low cost code and a 20% push notification on the similar time).

    It additionally aids with buyer communication: you may drag and drop completely different messaging channels (like e mail, SMS, and push notifications) into one single workflow to supply your prospects with a extra constant expertise.

    Omnisend is simple to get began with as properly. When you don’t wish to construct your workflows from scratch, you may reap the benefits of ready-made settings to quickstart your automation implementation. 

    For instance, there are ready-made welcome e mail sequences, product abandonment emails, cross-sell message templates (suggest merchandise primarily based on earlier orders), and extra.

    That can assist you to optimize your marketing campaign, you may reap the benefits of automation splits and A/B testing, and draw insights from sturdy analytics instruments and superior reporting options.

    Pricing: Omnisend has a versatile pricing construction that relies on how many individuals you’re sending messages to.

    You will get began with Omnisend free of charge (restricted to 500 emails, 500 push notifications, 60 worldwide SMS, and 250 contacts). Paid plans with a lot larger caps begin at $16/month.

    #7 – HubSpot

    HubSpot is the proper automation software program for bigger companies, because it encompasses not solely highly effective advertising and marketing automations, however every little thing you would wish to handle large-scale advertising and marketing campaigns, customer support, and extra. 


    One of many predominant advantages of HubSpot is that it centralizes your entire advertising and marketing duties in a single easy-to-use software program bundle. Throughout the advertising and marketing hub, you may carry out important automation duties resembling nurturing and scoring leads, personalizing large-scale e mail campaigns, and managing and analyzing bulk information units. 

    With HubSpot, understanding your buyer information and managing your automation workflows is extraordinarily simple due to their visible workflow editor. HubSpot’s superior segmentation options imply which you can ship automated emails to your prospects, however they are going to nonetheless have a private contact. 

    Along with automation options, HubSpot additionally gives a variety of instruments that may make advertising and marketing quite a bit simpler. You should use Hubspot to create weblog content material, enhance your web optimization and monitor your model mentions throughout social media. You can too monitor advertisements from throughout social media platforms together with Fb, Instagram, and Linkedin.

    Alongside the Marketing hub, HubSpot prospects additionally get entry to a full toolkit for buyer relationship administration. You possibly can reap the benefits of a gross sales hub, service hub, CMS hub, and operations hub. General, it’s an especially expansive and useful gizmo that’s properly suited to giant scale advertising and marketing groups.

    Pricing: Plans begin from $45/month.

    #8 – Keap

    Keap is a gross sales and advertising and marketing automation platform that provides each simple and superior automations.

    Keap Homepage

    If you wish to get began rapidly with out having to construct advanced workflows first, Keap’s Simple Automations may also help. These are quick-win automations that take subsequent to no time to arrange however can nonetheless result in large positive aspects in your advertising and marketing and gross sales efficiency and embrace:

    • New lead captures – Rapidly arrange automations to seize leads who fill out your contact type and robotically ebook an appointment with them.
    • Automated reminders – When you’ve arrange an appointment with a buyer, they’ll robotically be despatched reminders at set intervals.
    • Gross sales nurturing – Any new leads you generate are added to your gross sales pipeline to obtain follow-up emails with promotions, provides, and offers only for them.
    • Submit-purchase communications – Automations will robotically ship out bill reminders and thanks emails as soon as they’ve paid.

    If you wish to arrange extra refined automations, the ‘Superior Automations’ builder may also help. It’s a drag-and-drop builder that may enable you to rapidly put collectively customized automation processes in an intuitive visible interface. Simply drag completely different triggers, sequences, and objectives onto the web page. 

    You possibly can combine Keap with the remainder of your advertising and marketing stack via Zapier integration.

    Pricing: Keap plans begin from $40 monthly. A 14-day free trial is out there.

    #9 – ManyChat

    When you really feel such as you’re spending an excessive amount of time responding to messages on social media, ManyChat might be the device for you. ManyChat is a robust Chatbot software program that may enable you to automate your SMS and social media advertising and marketing efforts. 

    ManyChat Homepage

    Chatbots have gotten a typical characteristic of social media platforms like Instagram and Fb, and with ManyChat, you may be certain that your prospects get the assistance and assist they want, every time they want it and on their platform of selection. 

    Constructing chatbots with ManyChat is extraordinarily simple, and you may deploy your bots to Instagram or Fb inside minutes. General, it’s the proper device for individuals trying to save time on their social media advertising and marketing efforts.

    Pricing: ManyChat has a free plan obtainable. Paid plans begin from $15/month.

    #10 – ConvertKit

    ConvertKit is a ‘creator advertising and marketing platform’ and provides the very best automation toolkit for musicians, artists, and different content material creators.

    ConvertKit Homepage

    In contrast to many of the different instruments on this listing, ConvertKit isn’t concentrating on companies – they’re concentrating on creators. They know their viewers properly and perceive that creators need various things out of their advertising and marketing instruments, like simplicity, affordability, and ease of use. 

    As such, they’ve constructed a device that’s tremendous simple to make use of. The visible automation platform makes creating easy automations a breeze. You possibly can construct customized paths to your funnels by linking up occasions, actions, and situations to create an entire buyer journey. 

    When you’re finished, you may have a look at your visible automations any time for a fast replace on what’s taking place (you may see what number of subscribers have accomplished every step of the journey to date).

    If you click on on a type or sequence inside your visible workflow, it’ll open up the content material (e.g. e mail) in the identical window, so you may customise it with out having to go away the web page.

    If you wish to maintain issues even less complicated, you may create particular person automation guidelines utilizing the ‘if this, then that’ set off operate, with out having to construct an entire funnel.

    Except for e mail advertising and marketing automations, ConvertKit features a fundamental touchdown web page builder, an built-in commerce resolution (create product pages, implement purchase buttons and a cost gateway, and begin promoting), and tons of integrations with third-party instruments.

    Pricing: You possibly can strive ConvertKit free of charge for as much as 1,000 subscribers. Paid plans begin from $9 monthly.

    #11 – ConstantContact

    Lastly, we’ve ConstantContact – an entire e mail advertising and marketing toolkit with highly effective, built-in automation.

    Constant Contact Homepage

    ConstantContact makes it simple to create branded emails, construct a web site, promote merchandise, and drive visitors from a single platform. Superior automation options are built-in proper out of the field. 

    You possibly can automate your e mail advertising and marketing campaigns by sending out welcome emails, organising drip campaigns, robotically segmenting your contacts, and extra. 

    One cool characteristic is the flexibility to set off particular e mail collection primarily based on how your subscribers work together with different emails. For instance, you may robotically resend emails to contacts that don’t open them the primary time round.

    You can too use ConstantContact to create the sign-up varieties it is advisable to develop your listing, and arrange ‘text-to-join’ SMS opt-in messages.

    Pricing: Begin at $20 monthly. A free trial and 30-day money-back assure can be found.

    What’s advertising and marketing automation software program? 

    Marketing automation platforms present the instruments entrepreneurs must automate repetitive duties – not only for effectivity’s sake, but additionally to enhance the general effectiveness of their advertising and marketing campaigns. These instruments will be deployed throughout numerous channels, like e mail, social media, and even advert campaigns.

    With out getting too sophisticated, it really works like this: entrepreneurs can use automation software program to arrange automated sequences (for instance, that is likely to be a collection of emails) and specify standards to set off these sequences (for instance, becoming a member of your mailing listing may set off a collection of welcome emails). 

    In fact, it is a quite simple instance. Fashionable-day advertising and marketing automation software program tends to be very refined and may do much more than that. It could possibly help drastically in many various areas, notably with issues like lead nurturing, buyer communication, and segmentation.

    Many instruments are powered by synthetic intelligence (AI) and use machine studying to higher optimize automated advertising and marketing campaigns. 

    For instance, some advertising and marketing automation software program options can monitor consumer behaviors and use this to separate up your viewers into a number of completely different segments. Then, AI can robotically execute completely different automation sequences for particular segments with a purpose to ship extra personalised buyer experiences and obtain higher outcomes.

    That is simpler as an instance with an instance, so let’s think about we’ve simply robotically despatched a welcome e mail out to a bunch of those who have lately joined your mailing listing.

    Individual A opens the welcome e mail and clicks via to your web site (indicating they’re actively partaking together with your emails), whereas particular person B instantly deletes it (indicating they’re not).

    Relying on the way you wish to arrange your automation sequences, particular person A could also be robotically pulled into an e mail chain designed to proceed to nurture them and transfer them additional down your gross sales funnel. 

    Alternatively, particular person B could also be pulled off the workflow fully so that you don’t ship them any extra emails or transfer right into a separate workflow designed to re-engage them.

    Some advertising and marketing automation software program instruments are much less superior/refined than others. The suitable one for you’ll rely in your wants and the way easy/advanced your operations are.

    What options does advertising and marketing automation software program provide?

    Most advertising and marketing automation software program will provide a broad set of options to assist with each side of your advertising and marketing operations and help with different advertising and marketing channels (e.g. social media).

    These advertising and marketing automation options embrace:

    • Customer monitoring – Preserve monitor of who’s viewing your enterprise web site, what pages they’re clicking on, and the way lengthy they’re spending on the web page. 
    • Prospect exercise monitoring – Some advertising and marketing automation software program can monitor your prospects’ actions as they transfer via your funnel and warn you or set off sure messages when particular actions are taken. 
    • Lead scoring and grading – Some instruments will be programmed to assign a rating to leads primarily based on elements like actions they’ve taken or their demographic information. This rating tells you the way shut the lead is to being able to buy.
    • Automated lead task – You possibly can program many automation instruments to robotically assign leads that meet sure scores to your gross sales reps.
    • Touchdown web page builders – Construct high-converting touchdown pages to make use of in your campaigns utilizing frontend drag-and-drop web page editors.
    • Dynamic content material – Routinely show personalised content material to your completely different viewers segments. This may also help increase engagement and conversions.
    • Social media administration – Handle your social media accounts, arrange computerized posting, and extra. Word: see our devoted article on social automation software program if social media is a precedence for your enterprise.
    • E mail advertising and marketing – Create autoresponders and e mail sequences, arrange triggered emails primarily based on purchases, website visits, and so forth., and extra. 
    • CRM options – Most advertising and marketing automation software program may have built-in buyer relationship administration options like a unified inbox, automated chatbots, and extra.
    • Checklist segmentation – Section your mailing listing into teams primarily based on consumer actions, lead scores, demographics, and extra, then launch personalised e mail campaigns.
    • Visible e mail builder – This may also help you create superior emails from customizable templates to make use of as a part of your automated campaigns.

    What must you search for in a advertising and marketing automation device?

    There are some things to contemplate whenever you’re searching for a advertising and marketing automation device. Firstly, you’ll want to contemplate whether or not you need an all-in-one resolution or if you need a device that focuses on only one advertising and marketing channel.

    It’s properly price trying on the particular advertising and marketing automation options which are crucial to your enterprise.

    For instance, should you solely do e mail advertising and marketing (and don’t ever each with social media advertising and marketing, advertisements, and so forth.), you then’ll simply wish to search for an e mail automation device. Investing in an all-in-one device can be overkill as they have a tendency to price extra and also you’d be unlikely to make use of many of the options.

    Subsequent, contemplate how a lot you wish to spend and search for one thing that matches your finances. Marketing automation device plans can vary from just a few {dollars} monthly on the backside finish to hundreds of {dollars} monthly on the high finish of the market (like Hubspot’s Enterprise plan). 

    Different elements to look out for are:

    • Caps and limitations – Some automation device plans could restrict issues just like the variety of emails you may ship, or the variety of contacts you may have in your mailing listing. 
    • Ease of use – It’s a good suggestion to decide on a advertising and marketing automation device that’s simple to make use of, with a easy however refined consumer interface. Ideally, it ought to be developer-friendly too and assist issues like APIs and Webhooks.
    • Help – Everybody runs into issues and has questions on occasion. the very best advertising and marketing automation instruments will provide educated and useful assist which you can contact simply at any time.

    What are the advantages and ROI of promoting automation software program?

    There’s a purpose over half of all B2B organizations use advertising and marketing automation. Listed here are some statistics that present a number of the largest advantages of promoting automation software program, and the type of ROI you may anticipate:

  • It helps you generate new leads. 80% of promoting automation customers say they noticed their variety of leads improve after including the software program to their expertise stack.
  • It could possibly enable you to transform extra leads. 77% of promoting automation customers report a rise in conversions.
  • It boosts gross sales productiveness. In keeping with the stats, advertising and marketing automation will increase gross sales productiveness by 14.5%.
  • It reduces prices. Marketing automation results in a 12.2% discount in advertising and marketing overheads, on common.
  • It frees up your time. Marketing automation can deal with duties you don’t have time to do your self, releasing up your time to give attention to bettering your enterprise in different methods, driving extra gross sales, and rising your income
  • It could possibly enhance your response metrics. Response metrics embrace issues like e mail open charges and click-through charges. 57% of entrepreneurs say these metrics are how they measure ROI, and advertising and marketing automation instruments can dramatically enhance them by enabling you to higher personalize your advertising and marketing messages to your completely different viewers segments in order that they’re extra prone to interact with them.
  • It could possibly improve your ROI. 65% of promoting influencers say the highest precedence of their advertising and marketing expertise technique is to extend ROI, and automation instruments may also help get you thereby enabling you to drive extra gross sales.
  • The highest three largest advantages of promoting automation are lead administration, extra related messaging/content material, and elevated income, based on the info.
  • And that’s not all – there are loads extra stats the place these got here from. See our roundup of promoting automation statistics for the total listing.

    Selecting the perfect advertising and marketing automation software program for your enterprise

    That concludes our roundup of the very best advertising and marketing automation instruments. The one query that continues to be is: which one is the very best platform for your enterprise? 

    As we talked about earlier, there are many various factors to contemplate when weighing up your choices, however if you need a fast reply, right here’s what we’d suggest:

  • Select ActiveCampaign if you need the general greatest advertising and marketing automation device (consists of e mail advertising and marketing, CRM, lead administration instruments, website monitoring, and extra)
  • Strive Drip should you’re working an ecommerce retailer and wish to automate campaigns throughout a number of channels.
  • Go for GetResponse for an superior full-stack advertising and marketing automation device that provides superior e mail advertising and marketing, contact scoring, and lead segmentation
  • Hopefully, one in all these instruments would be the proper match to your wants.

    Disclosure: This put up accommodates affiliate hyperlinks. This implies we could make a small fee should you make a purchase order.

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