Should You Use ActiveCampaign for Email Marketing? Review of Features, Pricing & Usability


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In this 2024 ActiveCampaign review, we’re delving deep into the ins and outs of ActiveCampaign to give you a comprehensive rundown of its capabilities, functionality, and overall performance.

In the digital marketing world, having a tool that simplifies and streamlines your marketing efforts can be a game changer. One such tool that claims to do it all is ActiveCampaign. But does it really live up to its claims?

From $39/month

ActiveCampaign is best suited for experienced email marketers focused on marketing automation. Its plans, including the email marketing plan, start at $39, the CRM plan from $23, and the bundled plan from $116.

  • Marketing Automation: Central to ActiveCampaign, offering extensive automation capabilities for campaigns, deals, e-commerce, SMS, and contact management.
  • One-to-One Email Automation: Unique to ActiveCampaign, this feature allows triggering automations through inbox communications.
  • Automation Templates: Over 750 templates (or 'recipes') are available, including many integration-specific ones, like for Shopify. The vast selection can be overwhelming but allows for targeted campaigns.
  • SMS Automation: Included in the Plus plan and higher, this feature integrates with several tools and offers various automation templates.
  • CRM: ActiveCampaign’s built-in CRM is user-friendly, offering multiple deal pipelines and automation templates for various CRM functions.
  • Landing Pages: Offers 56 responsive templates with the option to create custom pages. The editor is less flexible in moving elements around. Unique features include dynamic content for personalized user experiences and tracking options.
  • Email Deliverability: ActiveCampaign has high delivery rates, winning awards for email deliverability.

ActiveCampaign is an excellent tool for advanced email marketing and CRM needs, although it can be pricey for higher-end features.

Key Takeaways:

ActiveCampaign is a robust, feature-rich marketing platform well-suited for businesses that require advanced email marketing capabilities and automation. Its comprehensive functionality allows for a high degree of customization and sophisticated CRM integration.

While its extensive range of features makes it powerful, it also leads to complexity. Beginners may find ActiveCampaign’s interface overwhelming, and there’s a significant learning curve to fully leverage the system.

ActiveCampaign can be a costly investment, particularly for businesses with large contact lists. However, for businesses ready to fully exploit its range of functions, the platform can provide substantial value and serve as a worthy investment.

Whether you’re a small business owner, an entrepreneur, or a marketing professional, this review is designed to provide you with the insights you need to decide if ActiveCampaign is the right tool for your business.

ActiveCampaign: More Than Just Email Marketing

activecampaign homepage

ActiveCampaign is a versatile platform combining email marketing, CRM, and other tools to help businesses manage their campaigns and reach their prospects. With a range of features such as smart scheduling and SMS marketing, this software provides more than just email capabilities to ensure success for investment products and services.

One of the platform’s strengths lies in its automation features, which allow users to create complex workflows and triggers based on customer behavior. This enables businesses to send personalized, targeted emails to their audience, increasing the chances of conversion. Additionally, ActiveCampaign offers list and tag-based management for subscribers, ensuring businesses can effectively segment their contacts for improved targeting.

Furthermore, ActiveCampaign provides a user-friendly template builder for creating visually engaging email campaigns. Combining this feature with thorough split-testing tools, businesses can optimize their emails for maximum impact and return on investment.

Pros and Cons

While ActiveCampaign is a powerful email marketing and CRM platform, it is not without its downsides. Some users may find the software’s interface cluttered due to the sheer number of features available. This can make it a bit challenging to navigate, particularly for beginners in the field of email marketing.

On the positive side, ActiveCampaign is a robust tool for intermediate to advanced email marketers, thanks to its comprehensive and feature-rich platform. For organizations looking to improve their email marketing efforts, ActiveCampaign offers a diverse array of capabilities, from automation features to advanced subscriber management.

However, the cost may be a concern for some businesses, as the platform can be pricey, especially for larger contact list sizes. Despite this, the software provides valuable features that turn it into a worthwhile investment for those ready to make full use of its range of functions.

ActiveCampaign Pros

  • Comprehensive and Feature-rich: ActiveCampaign is a robust platform with a broad array of capabilities from advanced automation to complex subscriber management. This makes it a strong tool for intermediate to advanced email marketers who can fully utilize these features.
  • High Degree of Customization: ActiveCampaign allows you to create highly customized emails and automation workflows to fit the specific needs of your business.
  • Powerful CRM Functionality: The integrated CRM system allows businesses to effectively manage contacts and leads, track deals, and automate sales processes.

ActiveCampaign Cons

  • Interface Complexity: Due to its extensive range of features, some users find ActiveCampaign’s interface cluttered and challenging to navigate, particularly for beginners.
  • Cost: ActiveCampaign can be pricey, especially for businesses with large contact lists. The cost could potentially be a concern for smaller businesses or startups with limited budgets.
  • Learning Curve: Given its comprehensive features and functionalities, there is a significant learning curve associated with mastering the platform.

Key Features

activecampaign features

Personalized Email Campaigns and Templates

ActiveCampaign offers a range of customizable templates to create personalized and targeted email campaigns. These templates cater to various industries and formats, allowing marketers to craft campaigns tailored to their audience’s preferences easily.

Mailing Lists and Segmentation Made Easy

Managing mailing lists becomes effortless with ActiveCampaign’s subscriber list and segmentation features. Marketers can organize their lists based on different criteria, such as user behavior or purchasing history. This results in targeted campaigns that reach the right audience at the right time with relevant content, increasing the likelihood of conversions.

Create Stunning Landing Pages with ActiveCampaign

Design visually appealing landing pages using the platform’s built-in tools. ActiveCampaign allows users to craft landing pages with customizable templates and a user-friendly interface. These landing pages can be integrated with your email marketing campaigns, keeping a cohesive brand image.

Automate Your Marketing with ActiveCampaign’s Powerful Tools

activecampaign customer experience

ActiveCampaign offers robust marketing automation tools, such as triggers and workflows. Users can set up automation based on specific actions, like when someone subscribes to a list or opens an email. Automated workflows save time and ensure timely communication with users, while personalized triggers help to maintain customer engagement.

ActiveCampaign offers several advanced features that help businesses automate their marketing, sales, and customer relations processes. Here are some of them:

  1. Predictive Sending and Win Probability: Through AI and machine learning, ActiveCampaign can predict the best times to send emails to each individual contact and calculate the likelihood of successfully closing deals.
  2. Advanced Automation Builder: ActiveCampaign’s visual automation builder allows users to create and visualize the entire customer journey, enabling automation of complex marketing processes.
  3. Attribution: This feature allows users to track the source of their leads and conversions, providing a comprehensive picture of marketing efforts.
  4. Split Testing: ActiveCampaign allows users to test different versions of emails, landing pages, and automation sequences to find out what works best.
  5. Event Tracking: This feature enables users to track customer behaviors on their websites or apps and use this information in their automation workflows.
  6. Sales Automation: ActiveCampaign can automate sales tasks such as contact and lead management, deal updates, and follow-ups.
  7. Conditional Content: This feature allows users to customize their emails based on the information they have about each recipient, creating a more personalized experience.
  8. Site Messaging: This tool enables businesses to interact with customers while they’re on the website, guiding them through the sales funnel.
  9. Dynamic Content: This feature allows you to change parts of your emails based on each subscriber’s behavior and information.
  10. Advanced Reporting: ActiveCampaign offers detailed reports that can provide insights into campaign performance, contact trends, and website visitor behavior.

Discover Additional Features That Will Take Your Marketing to the Next Level

Apart from these primary benefits, ActiveCampaign boasts a variety of value-added features, including SMS marketing, smart scheduling, and integration with popular third-party apps. These additional features help to enhance the overall email marketing experience, ensuring comprehensive coverage of all digital touchpoints.

ActiveCampaign’s personalized templates, list segmentation, landing page creation, and marketing automation tools make it a powerful and versatile solution for businesses looking to elevate their email marketing efforts. These features and affordability make ActiveCampaign an appealing choice for marketers in diverse industries seeking a comprehensive and user-friendly platform.

Email Deliverability

activecampaign emails

ActiveCampaign’s Deliverability: What You Need to Know

ActiveCampaign is well-known for offering one of the highest deliverability rates for your emails, ensuring that your messages reach as many people as possible in their main inbox, and not in spam or promotional tabs. Email deliverability refers to the ability of an email message to arrive in a recipient’s inbox and involves inbox placement, such as appearing in the primary inbox, promotional tab, or other inboxes.

ActiveCampaign adheres to industry best practices and guidelines to maintain high deliverability rates, which help keep their users’ emails from landing in spam folders. Some of these best practices include:

  • Authentication: ActiveCampaign uses various authentication protocols, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC) to ensure that the emails you send are secure and legitimate, allowing them to pass through spam filters more easily.
  • ISP Relationships: ActiveCampaign maintains strong relationships with Internet Service Providers (ISPs) and email service providers (ESPs), which allows them to work out issues faster and ensure better deliverability for their users.
  • Reputation Monitoring: ActiveCampaign monitors their IP addresses’ reputation and uses a mix of dedicated IPs and a pool of shared IPs to help improve deliverability for emails sent from their platform.

In conclusion, ActiveCampaign helps you ensure that your emails reach their intended recipients by following industry best practices, maintaining high deliverability rates, and providing a comprehensive suite of marketing tools to optimize your email campaigns for success.

Analytics and Reporting

One of the standout features of ActiveCampaign is its powerful analytics and reporting tools. These tools provide valuable insights into the performance of your marketing campaigns and help you measure your return on investment (ROI).

Gain Valuable Insights with ActiveCampaign’s Detailed Statistics

ActiveCampaign’s analytics platform offers a comprehensive range of features, allowing you to track and analyze various aspects of your marketing campaigns. Some of these features include:

  • Performance Metrics: ActiveCampaign provides various performance metrics, such as open rates, click-through rates, and conversion rates, giving you a clear picture of how your campaigns are performing and where you can make improvements.
  • Contact & List Reporting: You can analyze your contact lists and audience segmentation efforts, identifying high-performing segments and optimizing your campaigns for better results.
  • Automation Reporting: With detailed statistics on your automations, you can pinpoint which sequences and triggers are the most effective and adjust your strategies accordingly.
  • Multi-Channel Attribution: ActiveCampaign allows you to track interactions across different channels, such as email, social media, and your website, giving you a holistic view of your marketing efforts.
  • ROI Reporting: By measuring your campaigns’ revenue and comparing it to the overall cost, you can gauge your marketing ROI and make data-driven decisions to optimize your campaigns further.

ActiveCampaign’s analytics and reporting tools provide a wealth of information on your marketing campaign’s performance. With these insights, you can make informed decisions and continuously optimize your strategies for improved results.

Customer Support

activecampaign support

Prompt and Helpful Support, Even Outside of Business Hours

ActiveCampaign recognizes the importance of providing its customers with reliable and prompt customer support. They offer support services even outside of regular business hours, ensuring that users can get the help they need whenever an issue arises with their email marketing campaigns. ActiveCampaign’s dedicated and knowledgeable support staff is always on hand to address concerns, troubleshoot issues, and resolve problems.

Get Help Quickly with ActiveCampaign’s Live Chat, Phone, and Email Options

Having various means of communication is crucial for providing exceptional support. ActiveCampaign offers users the convenience of the following support channels:

  • Live Chat: For real-time assistance, Activecampaign’s live chat option allows users to instantly connect with support agents. This is an excellent option for users who need immediate help or have time-sensitive questions.
  • Phone: Sometimes, it’s easier to discuss a concern or issue over the phone. ActiveCampaign recognizes this and provides a phone support option, connecting users directly to their knowledgeable support team.
  • Email: For users who prefer a written form of communication or have a non-urgent issue, email support is available. Users can expect a timely and thorough response from the support team, ready to address any concerns or provide guidance.

Thanks to these options, ActiveCampaign users can always rely on their dependable customer support, making sure they get the assistance they need to effectively manage their email marketing campaigns.

Plans & Pricing

activecampaign pricing

ActiveCampaign offers a range of pricing plans to cater to the varying needs of different businesses. From small businesses to enterprises, their pricing structure is designed to help businesses of all sizes access comprehensive email marketing and automation features.

ActiveCampaign’s Pricing: Is It Worth It?

Plus Plan: The Plus plan is designed for growing businesses, starting at $39/month. It includes more advanced features like CRM with sales automation, custom user permissions, and an integration library to connect with more third-party tools.

Professional Plan: For more established businesses looking for advanced automation, ActiveCampaign offers the Professional plan at $61/month. This plan provides features like site messaging, attribution, and split automations to optimize campaign performance.

Enterprise Plan: At $229 per month, the Enterprise plan is tailored for larger organizations. It comes with additional premium features like a custom domain, in-depth onboarding, and dedicated account rep for personalized guidance and support.

ActiveCampaign also offers a free 14-day trial for users interested in testing out the platform before committing to a paid plan. The free trial includes access to most of the platform’s features and serves as a risk-free way for potential customers to evaluate the tool.

One key aspect that makes ActiveCampaign stand out is the wide array of integrations they offer, allowing businesses to connect various third-party tools and streamline their marketing efforts. From CRM systems to e-commerce platforms, these integrations empower businesses to optimize their workflows and customer engagement.

ActiveCampaign provides powerful features at an affordable price, catering to the needs of both small and large businesses. With flexible pricing plans and a free trial, it presents a low-risk opportunity for businesses to explore and implement powerful marketing automation solutions.

Compare ActiveCampaign Competitors

While ActiveCampaign is a powerful tool, it might not suit everyone’s needs or budgets. Here are the top three ActiveCampaign alternatives you may want to consider.

  1. GetResponse: GetResponse is a robust alternative offering a suite of advanced features, including an integrated webinar tool and comprehensive automation capabilities. A key advantage of GetResponse is its multilingual support – unlike ActiveCampaign, GetResponse offers its platform in more than 20 languages. Additionally, GetResponse stands out with excellent design and testing tools, allowing you to refine and perfect your email campaigns. For a more in-depth comparison, check out our GetResponse review here.
  2. Brevo: If you’re working on a tight budget, Brevo might be your perfect solution. It’s one of the most cost-effective all-in-one email marketing tools on the market. Despite its affordable pricing, Brevo doesn’t skimp on features – it supports six languages and boasts advanced automation options along with an integrated CRM, much like ActiveCampaign. For a more in-depth comparison, check out our Brevo review here.
  3. MailerLite: For those seeking affordability and ease of use, MailerLite is a standout choice. In fact, MailerLite’s free plan is one of the most generous in the market. What sets MailerLite apart is its approach to email marketing design. It offers a range of modern-looking templates that can give your emails a polished, professional look. Plus, it’s incredibly user-friendly, making it one of the easiest email marketing tools to use. For a more in-depth comparison, check out our Mailerlite review here.

Questions & Answers

Our Verdict ⭐

Having tested ActiveCampaign, we’ve found that it indeed offers an extensive range of features, including powerful email marketing, marketing automation, and a comprehensive CRM. The tool is highly customizable, can integrate with numerous other platforms, and uses machine learning to enhance its functionalities.

However, it does come with a learning curve and may be pricier than other options, especially for small businesses or startups. Despite these challenges, for those who need a robust, all-in-one marketing platform and are willing to invest the time and resources, ActiveCampaign can provide significant value.

From $39/month
ActiveCampaign is best suited for experienced email marketers focused on marketing automation. It offers various plans including email marketing starting at $39, CRM from $23, or a bundle from $116.
This is an excellent tool for advanced email marketing and CRM needs, although it can be pricey for higher-end features.

Now that you’ve read our review, it’s time to see ActiveCampaign in action for yourself. Start your trial today and explore how ActiveCampaign can revolutionize your marketing efforts. With its comprehensive capabilities, it just might be the tool you’ve been waiting for.

Reviewing Active Campaign: Our Methodology

Choosing the right email marketing service is more than just picking a tool for sending emails. It’s about finding a solution that enhances your marketing strategy, streamlines communication, and drives engagement. Here’s how we evaluate and review email marketing tools to ensure you get only the best information before you make a decision:

  1. User-Friendly Interface: We prioritize tools that offer a drag-and-drop editor. This feature is crucial for crafting unique email templates effortlessly, eliminating the need for extensive coding knowledge.
  2. Versatility in Campaign Types: The ability to support various email formats is key. Whether it’s standard newsletters, A/B testing capabilities, or setting up autoresponders, versatility is a significant factor in our evaluation.
  3. Advanced Marketing Automation: From basic autoresponders to more complex features like targeted campaigns and contact tagging, we assess how well a tool can automate and tailor your email marketing efforts.
  4. Efficient Sign-up Form Integration: A top-tier email marketing tool should allow easy integration of sign-up forms on your website or dedicated landing pages, simplifying the process of growing your subscriber list.
  5. Autonomy in Subscription Management: We look for tools that empower users with self-managed opt-in and opt-out processes, reducing the need for manual oversight and enhancing user experience.
  6. Seamless Integrations: The ability to seamlessly connect with other essential platforms – such as your blog, e-commerce site, CRM, or analytics tools – is a critical aspect we examine.
  7. Email Deliverability: A great tool is one that ensures your emails actually reach your audience. We assess the effectiveness of each tool in bypassing spam filters and ensuring high deliverability rates.
  8. Comprehensive Support Options: We believe in tools that offer robust support through various channels, be it a detailed knowledge base, email, live chat, or phone support, to assist you whenever needed.
  9. In-depth Reporting: Understanding the impact of your email campaigns is vital. We delve into the kind of data and analytics provided by each tool, focusing on the depth and usefulness of the insights offered.

Learn more about our review methodology.

More reading:

About Author

Matt Ahlgren

Mathias Ahlgren is the CEO and founder of Website Rating, steering a global team of editors and writers. He holds a master's in information science and management. His career pivoted to SEO after early web development experiences during university. With over 15 years in SEO, digital marketing, and web developmens. His focus also includes website security, evidenced by a certificate in Cyber Security. This diverse expertise underpins his leadership at Website Rating.

WSR Team

The "WSR Team" is the collective group of expert editors and writers specializing in technology, internet security, digital marketing, and web development. Passionate about the digital realm, they produce well-researched, insightful, and accessible content. Their commitment to accuracy and clarity makes Website Rating a trusted resource for staying informed in the dynamic digital world.

Ahsan Zafeer

Ahsan is a writer at Website Rating who covers a broad spectrum of modern technology topics. His articles delve into SaaS, digital marketing, SEO, cybersecurity, and emerging technologies, offering readers comprehensive insights and updates on these rapidly evolving fields.

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