10 Best Marketing Automation Tools

10 Best Marketing Automation Tools

These 10 marketing automation tools suit different teams: small businesses starting with email, ecommerce stores running several shops, product teams sending behavior-triggered messages, and larger organisations that want marketing, sales and service data in one place. Use the table to compare starting prices, then read each section to check fit before you sign up for a trial or free plan.

By Rishabh Ambasta, Founder, Modern Inbound.

Prices and facts checked on November 2026.

How to choose

• Team size and seats: check how many users each plan includes and how extra seats are priced.
• Channels: confirm that email, text and push are included in the plan you need, or sold as add-ons.
• Contract terms: check the billing period, the trial length and what happens when you pass contact or send limits.
• Reporting: make sure reports show campaign results and revenue at the level your managers review.
• Lead handover: confirm how contacts and leads move into your CRM and how lists can be imported or exported.

If you also run direct outreach, read how cold email differs from email marketing, set up SPF, DKIM and DMARC, follow the email deliverability guide and define your audience with an ICP framework.

ActiveCampaign

ActiveCampaign includes migration services that transfer your lists, templates and more from your old platform. For plans that qualify for 1:1 onboarding, the team walks you through your setup and helps you create your first campaigns. It suits teams moving from another tool that want hands-on setup help. Check which plan you need, since 1:1 onboarding applies only to plans that qualify. Pricing is not published on the pages we reviewed.

Brevo

Brevo lists a free plan that it describes as free forever with no credit card needed. Paid plans are Starter at $9, Standard at $18, Professional at $499 and Enterprise starting from $2,499. All plans include transactional email features such as APIs and SMTP, and the platform is available in six languages. Standard is described for small businesses ready to automate and test campaigns, while Professional is aimed at teams using data and AI across channels. Enterprise is described for companies with 1M+ contacts that need custom solutions and full data control. Match your contact count to the tier before you choose.

Customer.io

Customer.io lists Essentials from $100 per month billed monthly and Premium from $1,000 per month billed yearly. Its pricing page encourages all team members to use Customer.io for consistent messaging across product and marketing sends. The company says 11,000+ brands use its customer engagement platform. It suits teams that send product and marketing messages together. Check the plan term, since Essentials bills monthly and Premium bills yearly.

GetResponse

GetResponse lists Starter at $19 per month, or $15.58 per month billed annually. Marketer is $59 per month and is described for marketers and ecommerce businesses promoting and selling across channels. Creator is $69 per month and is described as covering how to create, market and monetize your knowledge. The Enterprise plan adds SMS marketing, AI product recommendations and mobile push notifications. You can also use Professional Services to outsource work on the platform to its experts. Check which plan includes the channels you need and ask what Professional Services costs.

HubSpot

HubSpot lists a Free plan at $0 per month for up to 2 users. Starter starts at $7 per month per seat, Professional at $800 per month and Enterprise at $3,600 per month. HubSpot describes its marketing, sales and customer service software on one platform, with each product connected to the same Smart CRM database. It suits teams that want shared customer data across marketing, sales and service. Compare the tiers against your team size and campaign needs before you commit.

Klaviyo

Klaviyo invites you to start with a free plan that covers email marketing sends, text messages, Customer Hub and built-in reporting. The free plan includes up to 250 active profiles and 500 email sends per month, and the vendor describes it as perfect for small businesses and startups. Klaviyo combines marketing automation, analytics and customer service in one solution, and says that with service and marketing on one platform your support team has all the data it needs. Ask Klaviyo what the paid plans cost when you outgrow those free limits.

Mailchimp

Mailchimp's pricing page says that under 250 contacts it is free. The Free plan is described as an easy way to create email campaigns and learn more about your customers, with a limit of 250 contacts at $0 per month. The Standard plan sends up to 6,000 emails each month and starts with a free 14-day period. Mailchimp says it works well for small hotels and restaurants that already email guests and want to add texting without a second login. Check the paid price for your list size and the contact limit before you commit.

MailerLite

MailerLite lists a Free plan at $0 per month for up to 250 subscribers, and the Free plan includes 2,500 emails per month. During the 14-day free trial of paid features you also get 24/7 live chat and email support. The Enterprise plan is a custom solution for businesses with over 200K subscribers that need dedicated support and services, listed with custom pricing and 200K+ subscribers. It suits small senders getting started and very large lists that need dedicated support. Check the subscriber and email limits of the plan you need.

Omnisend

Omnisend describes an ecommerce-focused marketing platform where you can connect multiple stores under a single account. Its Free plan costs $0 per month with no credit card required and lets you send up to 500 emails per month. Standard is $11.20 per month billed monthly and is described for growing and medium-sized businesses focused on email marketing. It suits online store owners, especially those running more than one shop. Compare what the Standard plan includes with your sending volume before you upgrade.

Ortto

Ortto says it includes a wide range of features for marketing automation, whether you are new to automation or want a more powerful, simple solution for customer journeys. It pairs marketing automation with a customer data platform. It suits teams that want journeys and customer data in one place. Pricing is not published on the pages we reviewed. Ask Ortto for a quote that matches your contact volume.

How we compared

We compared each vendor's public pricing, service and product pages, checked November 2026. Prices are shown as the vendors list them and can change, so confirm on the vendor's page before you buy. This comparison is based on each company's own public pages as of November 2026.

Frequently asked questions

Which of these tools have a free plan?

Brevo, HubSpot, Klaviyo, Mailchimp, MailerLite and Omnisend each list a free plan on their pricing pages.

How much does Customer.io cost?

Customer.io lists Essentials from $100 per month billed monthly and Premium from $1,000 per month billed yearly.

Which tools help with setup or switching platforms?

ActiveCampaign includes migration services that transfer your lists and templates from your old platform, and GetResponse offers Professional Services where its experts do work on the platform for you.

What does HubSpot marketing software cost?

HubSpot lists a Free plan at $0 per month for up to 2 users, Starter from $7 per month per seat, Professional from $800 per month and Enterprise from $3,600 per month.

How we researched this

Sources:

• brevo.com/pricing
• www.klaviyo.com/pricing
• mailerlite.com/pricing
• omnisend.com/pricing
• www.omnisend.com/features/multi-store-accounts
• www.hubspot.com/services/premium-support
• customer.io/pricing
• www.activecampaign.com/services
• www.brevo.com/pricing
• customer.io/platform/audiences
• getresponse.com/pricing
• www.getresponse.com/pricing
• www.hubspot.com/pricing/marketing
• www.hubspot.com/our-story
• klaviyo.com/pricing
• www.klaviyo.com/about
• mailchimp.com/pricing
• mailchimp.com/resources/best-sms-marketing-platform-hospitality
• www.mailerlite.com/pricing
• ortto.com/marketing-automation-platform
• ortto.com/customer-data-platform
• www.brevo.com/company/about
• www.klaviyo.com
• www.omnisend.com/pricing

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