11 Best Marketing Automation Software Platforms Compared (2021)

Looking for a roundup of the perfect advertising automation instruments? You’re in the appropriate place!

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

These instruments will help you to higher optimize your campaigns, simplify your workflows, and care for lots of the common day-to-day duties concerned in advertising operations for you, thus saving you a ton of money and time. 

Below, we’re evaluating the perfect advertising automation software program. We’ve additionally included suggestions for particular conditions.

Let’s get began.

The greatest advertising automation software program – abstract

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

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

    ActiveCampaign Marketing Automation Homepage

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

    • Automation mapping – This instrument permits you to acquire a greater understanding of how your automations join collectively, and it could actually enable you determine 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 can edit, take away or add new automations throughout the automation map and generate high-level reviews.
    • Automation objectives – The automation objectives options let you arrange and monitor objectives to your campaigns. You can use this characteristic to automate issues like gross sales and follow-up emails based mostly on particular actions that your clients take. You can even phase your viewers based mostly upon the completion of various objectives which is able to assist so as to add a stage of personalization to your campaigns.
    • Dynamic content material – With the dynamic content material characteristic, you possibly can be certain that your clients see the perfect and most optimized content material for them. You can create a number of e-mail variations with totally different photographs, CTA’s, and extra and arrange automations to ship them to the appropriate clients on the proper time.

    What’s nice about ActiveCampaign is that it could actually 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 should utilize each bit of data obtainable to you, as this highly effective software program can pull info from each on-line and offline channel. 

    Overall, this can be a nice advertising automation instrument and can be utilized to handle each step of your e-mail advertising 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 will help you create and automate campaigns that may goal your clients based mostly on their behaviors and interactions together with your model. Some of essentially the most helpful options of Drip embrace: 

    • Behavior-based automations – This characteristic is essential for ecommerce companies, as you possibly can arrange highly effective automations based mostly on how your clients are interacting together with your website or product. You can arrange totally different triggers reminiscent of somebody viewing your merchandise, or making a purchase order in an effort to routinely get in contact together with your clients at key occasions throughout their purchasing expertise.
    • Scheduled sending – This will assist your companies to save lots of time on sending important emails reminiscent of welcome emails, win-back, and loyalty-building messages. You can arrange precisely when your clients will obtain these communications, and you may even arrange time zone info in order that your whole clients see the emails at prime time.
    • SMS automation – Unlike many different advertising automation software program instruments, Drip provides optionally available SMS advertising. For ecommerce companies, SMS supplies an prompt approach to get in contact with clients and it has extraordinarily excessive conversion charges. With Drip, you possibly can automate your SMS campaigns in as a lot element as you do your e-mail campaigns which is ideal for growing engagement and bettering gross sales.

    In addition to automating your e-mail and SMS campaigns, you may also use Drip to generate lead era kinds. It additionally comes with some highly effective segmentation and reporting options which might be helpful for optimizing your campaigns.

    Pricing: Plans begin from $19/month.

    #3 – GetResponse

    GetResponse GetResponse is a full-stack advertising instrument 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 kinds, in addition to advertising automation instruments. 

    GetResponse Homepage

    With GetResponse, you possibly can construct a sturdy base of buyer information with a view to inform your campaigns and automations. Then utilizing the GetResponse visible automations constructing instrument, you possibly can craft the right automations that may enable you to promote extra and construct relationships together with your clients with none additional effort. 

    You can assign tags and filters based mostly on person habits to make sure that clients obtain emails which might be most suited to them at their present stage within the funnel. You can even use GetResponse to create detailed buyer profiles because of the limitless tags characteristic and the engagement scoring system.

    In addition to automation options, GetResponse supplies a ton of e-mail advertising options that may enable you handle every little thing from autoresponder emails to transactional emails. There can be dwell chat, paid promoting, and conversion funnel options too. 

    Overall, this can be a nice full-stack instrument. If you’re on the lookout for an all-in-one resolution that may enable you to supercharge your advertising campaigns, GetResponse is simply what you want.

    Pricing: Plans begin from $12.50/month.

    #4 – Sendinblue 

    Sendinblue is an reasonably priced all-in-one advertising instrument 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 will help you with all of your advertising efforts in a single place. You can use it to automate your advertising campaigns and buyer communication throughout a number of channels, together with e-mail and SMS.

    Despite being a really reasonably priced choice, Sendinblue provides some superior e-mail automation options. For instance, you possibly can arrange A/B testing to separate check two totally different automation workflow paths to higher optimize your campaigns. You can even handle the entire expertise with international restart and exit situations.

    One of the good options of Sendinblue is its chatbot. You can create your individual chat atmosphere in minutes, customized to match your branding, after which implement it in your website in seconds by copying and pasting the code snippet into your website header.

    Once it’s put in, your chatbot will routinely subject buyer queries for you. You and your group can reply questions from leads in real-time. You can even streamline workflows and cut back response occasions by routinely assigning conversations to totally different chat brokers based mostly on the particular question.

    Pricing: Sendinblue provides a free plan restricted to as much as 300 emails per day and a single person. 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 instrument, that’s nice for small to medium companies.

    Freshworks - Freshmarketer Homepage

    Freshworks is damaged down into three totally different instruments which may be bought individually:

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

    All these instruments are extraordinarily helpful for small and mid-sized companies, but it surely’s the Freshmarketer instrument that basically 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 clients and their behaviors. You can then use this info to arrange chatbots that may assist clients on the most vital levels of their buyer journey. 

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

    You can use this automation software program to handle different advertising duties reminiscent of transactional emails, and normal buyer communication. From contained in the CRM dashboard, you possibly can contact your clients by way of e-mail and chat. 

    There are additionally options that will help you handle conversion price optimization, create touchdown pages and generate advertising reviews. Freshworks is a superb alternative for companies which might be on the lookout for a superb worth CRM instrument that features highly effective automation options.

    If you’re on the lookout for a instrument that mixes gross sales and advertising, 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 automation instrument that helps with e-mail, SMS, push notifications, WhatsApp, Facebook, Google Ads, and extra. 

    Omnisend Homepage

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

    This permits you to set off notifications on totally 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 identical time).

    It additionally aids with buyer communication: you possibly can drag and drop totally different messaging channels (like e-mail, SMS, and push notifications) into one single workflow to offer your clients with a extra constant expertise.

    Omnisend is simple to get began with as effectively. If you don’t wish to construct your workflows from scratch, you possibly can 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 based mostly on earlier orders), and extra.

    To enable you to optimize your marketing campaign, you possibly can 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 depends upon how many individuals you’re sending messages to.

    You can get began with Omnisend at no cost (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 right automation software program for bigger companies, because it encompasses not solely highly effective advertising automations, however every little thing you would wish to handle large-scale advertising campaigns, customer support, and extra. 


    One of the principle advantages of HubSpot is that it centralizes your whole advertising duties in a single easy-to-use software program bundle. Within the advertising hub, you possibly can carry out important automation duties reminiscent of 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 straightforward because of their visible workflow editor. HubSpot’s superior segmentation options imply that you could ship automated emails to your clients, however they are going to nonetheless have a private contact. 

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

    Alongside the Marketing hub, HubSpot clients additionally get entry to a full toolkit for buyer relationship administration. You can reap the benefits of a gross sales hub, service hub, CMS hub, and operations hub. Overall, it’s a particularly expansive and useful gizmo that’s effectively suited to giant scale advertising groups.

    Pricing: Plans begin from $45/month.

    #8 – Keap

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

    Keap Homepage

    If you wish to get began rapidly with out having to construct complicated workflows first, Keap’s Easy Automations will help. These are quick-win automations that take subsequent to no time to arrange however can nonetheless result in huge good points in your advertising and gross sales efficiency and embrace:

    • New lead captures – Quickly arrange automations to seize leads who fill out your contact type and routinely e-book an appointment with them.
    • Automated reminders – Once you’ve arrange an appointment with a buyer, they’ll routinely be despatched reminders at set intervals.
    • 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.
    • Post-purchase communications – Automations will routinely ship out bill reminders and thanks emails as soon as they’ve paid.

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

    You can combine Keap with the remainder of your advertising stack by way of Zapier integration.

    Pricing: Keap plans begin from $40 per 30 days. A 14-day free trial is offered.

    #9 – ManyChat

    If you’re feeling such as you’re spending an excessive amount of time responding to messages on social media, ManyChat might be the instrument for you. ManyChat is a strong Chatbot software program that may enable you to automate your SMS and social media advertising efforts. 

    ManyChat Homepage

    Chatbots have gotten a typical characteristic of social media platforms like Instagram and Facebook, and with ManyChat, you possibly can be certain that your clients get the assistance and assist they want, at any time when they want it and on their platform of alternative. 

    Building chatbots with ManyChat is extraordinarily simple, and you may deploy your bots to Instagram or Facebook inside minutes. Overall, it’s the right instrument for folks trying to save time on their social media advertising efforts.

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

    #10 – ConvertKit

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

    ConvertKit Homepage

    Unlike a lot of the different instruments on this listing, ConvertKit isn’t concentrating on companies – they’re concentrating on creators. They know their viewers effectively and perceive that creators need various things out of their advertising instruments, like simplicity, affordability, and ease of use. 

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

    Once you’re achieved, you possibly can have a look at your visible automations any time for a fast replace on what’s occurring (you possibly can see what number of subscribers have accomplished every step of the journey to date).

    When 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 possibly can customise it with out having to depart the web page.

    If you wish to preserve issues even less complicated, you possibly can create particular person automation guidelines utilizing the ‘if this, then that’ set off perform, with out having to construct a complete funnel.

    Aside from e-mail advertising automations, ConvertKit features a primary 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 can strive ConvertKit at no cost for as much as 1,000 subscribers. Paid plans begin from $9 per 30 days.

    #11 – ConstantContact

    Finally, now we have ConstantContact – an entire e-mail advertising toolkit with highly effective, built-in automation.

    Constant Contact Homepage

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

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

    One cool characteristic is the power to set off particular e-mail sequence based mostly on how your subscribers work together with different emails. For instance, you possibly can routinely resend emails to contacts that don’t open them the primary time round.

    You can even use ConstantContact to create the sign-up kinds you should develop your listing, and arrange ‘text-to-join’ SMS opt-in messages.

    Pricing: Start at $20 per 30 days. A free trial and 30-day money-back assure can be found.

    What is advertising automation software program? 

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

    Without getting too difficult, it really works like this: entrepreneurs can use automation software program to arrange automated sequences (for instance, that is likely to be a sequence of emails) and specify standards to set off these sequences (for instance, becoming a member of your mailing listing would possibly set off a sequence of welcome emails). 

    Of course, this can be a quite simple instance. Modern-day advertising automation software program tends to be very refined and might do much more than that. It can help tremendously in many various areas, significantly 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 campaigns. 

    For instance, some advertising automation software program options can monitor person behaviors and use this to separate up your viewers into a number of totally different segments. Then, AI can routinely execute totally different automation sequences for particular segments with a view to ship extra customized buyer experiences and obtain higher outcomes.

    This is simpler as an instance with an instance, so let’s think about we’ve simply routinely despatched a welcome e-mail out to a bunch of folks that have just lately joined your mailing listing.

    Person A opens the welcome e-mail and clicks by way of to your web site (indicating they’re actively partaking together with your emails), whereas individual B instantly deletes it (indicating they’re not).

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

    On the opposite hand, individual 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 automation software program instruments are much less superior/refined than others. The proper one for you’ll rely in your wants and the way easy/complicated your operations are.

    What options does advertising automation software program supply?

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

    These advertising automation options embrace:

    • Visitor monitoring – Keep monitor of who’s viewing what you are promoting web site, what pages they’re clicking on, and the way lengthy they’re spending on the web page. 
    • Prospect exercise monitoring – Some advertising automation software program can monitor your prospects’ actions as they transfer by way of your funnel and provide you with a warning or set off sure messages when particular actions are taken. 
    • Lead scoring and grading – Some instruments may be programmed to assign a rating to leads based mostly 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 project – You can program many automation instruments to routinely assign leads that meet sure scores to your gross sales reps.
    • Landing web page builders – Build high-converting touchdown pages to make use of in your campaigns utilizing frontend drag-and-drop web page editors.
    • Dynamic content material – Automatically show customized content material to your totally different viewers segments. This will help enhance engagement and conversions.
    • Social media administration – Manage your social media accounts, arrange automated posting, and extra. Note: see our devoted article on social automation software program if social media is a precedence for what you are promoting.
    • Email advertising – Create autoresponders and e-mail sequences, arrange triggered emails based mostly on purchases, website visits, and many others., and extra. 
    • CRM options – Most advertising automation software program can have built-in buyer relationship administration options like a unified inbox, automated chatbots, and extra.
    • List segmentation – Segment your mailing listing into teams based mostly on person actions, lead scores, demographics, and extra, then launch customized e-mail campaigns.
    • Visual e-mail builder – This will help you create superior emails from customizable templates to make use of as a part of your automated campaigns.

    What do you have to search for in a advertising automation instrument?

    There are some things to think about while you’re on the lookout for a advertising automation instrument. Firstly, you’ll want to think about whether or not you need an all-in-one resolution or if you need a instrument that focuses on only one advertising channel.

    It’s effectively price wanting on the particular advertising automation options which might be vital to what you are promoting.

    For instance, in the event you solely do e-mail advertising (and don’t ever each with social media advertising, advertisements, and many others.), then you definitely’ll simply wish to search for an e-mail automation instrument. Investing in an all-in-one instrument could be overkill as they have a tendency to value extra and also you’d be unlikely to make use of a lot of the options.

    Next, take into account how a lot you wish to spend and search for one thing that matches your finances. Marketing automation instrument plans can vary from just a few {dollars} per 30 days on the backside finish to 1000’s of {dollars} per 30 days on the high finish of the market (like Hubspot’s Enterprise plan). 

    Other elements to look out for are:

    • Caps and limitations – Some automation instrument plans might restrict issues just like the variety of emails you possibly can ship, or the variety of contacts you possibly can have in your mailing listing. 
    • Ease of use – It’s a good suggestion to decide on a advertising automation instrument that’s straightforward to make use of, with a easy however refined person interface. Ideally, it must be developer-friendly too and assist issues like APIs and Webhooks.
    • Support – Everyone runs into issues and has questions infrequently. the perfect advertising automation instruments will supply educated and useful assist that you could contact simply at any time.

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

    There’s a cause over half of all B2B organizations use advertising automation. Here are some statistics that present among the largest advantages of selling automation software program, and the type of ROI you possibly can count on:

  • It helps you generate new leads. 80% of selling automation customers say they noticed their variety of leads enhance after including the software program to their know-how stack.
  • It will help you to transform extra leads. 77% of selling automation customers report a rise in conversions.
  • It boosts gross sales productiveness. According to the stats, advertising automation will increase gross sales productiveness by 14.5%.
  • It reduces prices. Marketing automation results in a 12.2% discount in advertising overheads, on common.
  • It frees up your time. Marketing automation can care for duties you don’t have time to do your self, liberating up your time to deal with bettering what you are promoting in different methods, driving extra gross sales, and growing your income
  • It can 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 automation instruments can dramatically enhance them by enabling you to higher personalize your advertising messages to your totally different viewers segments in order that they’re extra prone to have interaction with them.
  • It can enhance your ROI. 65% of selling influencers say the highest precedence of their advertising know-how technique is to extend ROI, and automation instruments will help get you thereby enabling you to drive extra gross sales.
  • The high three largest advantages of selling automation are lead administration, extra related messaging/content material, and elevated income, in keeping with the info.
  • And that’s not all – there are loads extra stats the place these got here from. See our roundup of selling automation statistics for the total listing.

    Choosing the perfect advertising automation software program for what you are promoting

    That concludes our roundup of the perfect advertising automation instruments. The solely query that continues to be is: which one is the perfect platform for what you are promoting? 

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

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

    Disclosure: This publish comprises affiliate hyperlinks. This means we might make a small fee in the event you make a purchase order.

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