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ActiveCampaign review

Marketing automation first, with a sales CRM attached

4.2Editor rating
Marketing automationSmall business

Reviewed by the CRM Shortlist editorial team · Last updated

Starting price$15 per month (1,000 contacts)
Free planNo
Key features9 of 12
Founded2003
See plans and pricing
OverviewWho it is forFeaturesPricingPros and consVerdictFAQAlternativesOfficial site

What is ActiveCampaign?

ActiveCampaign is best known as a marketing automation platform. Its visual builder connects emails, site visits, form submissions, tags and scores into flows that can be as simple as a welcome series or as elaborate as a full lifecycle program.

The sales CRM adds deal pipelines whose stages can trigger or be moved by automations, along with lead scoring, task assignment and win probability. Prices are based on the number of contacts rather than users, so it suits small teams with modest lists and should be re-priced as the database grows.

Who ActiveCampaign is for

A good fit for

E-commerce, SaaS and content businesses where most selling happens through automated email.

Probably not for

Field or enterprise sales teams that need forecasting, territories and deep pipeline reporting.

ActiveCampaign key features

ActiveCampaign covers 9 of the 12 key features we check on every CRM. Availability can depend on the plan or on an official add-on.

9/12
Visual sales pipelineDrag-and-drop deal stages so everyone can see what is open, stuck or about to close.
Two-way email syncEmails sent and received in Gmail or Outlook are logged on the contact automatically.
Workflow automationRules that assign leads, create tasks and update fields without anyone clicking.
Email sequencesScheduled follow-up emails that stop on their own when the contact replies.
Built-in callingNot included, or only through a third-party integration.
Lead scoringRanks leads by fit and engagement so reps start with the ones most likely to buy.
Sales forecastingNot included, or only through a third-party integration.
Custom reportsBuild your own reports and dashboards beyond the canned ones.
Marketing campaignsBulk email, forms or campaign automation available inside the same product.
Quotes and invoicesNot included, or only through a third-party integration.
AI assistantDrafts emails, summarizes records or predicts outcomes with built-in AI.
Mobile appsNative iOS and Android apps with offline access to contacts and deals.

Standout capabilities

Visual automation builderDeal pipelines with automation triggersLead and contact scoringSite and event tracking

ActiveCampaign pricing

ActiveCampaign starts at $15 per month (1,000 contacts), with no permanent free plan. Prices below are per month on annual billing; paying monthly usually costs more.

Starter
$15 / month

Email marketing and basic automation for 1,000 contacts

Plus
$49 / month

Landing pages, forms, CRM pipelines available

Pro
$79 / month

Split automations, predictive sending, attribution

Vendors change prices and plan names often. Use the official link at the end of this page to confirm the current offer, and the cost calculator to estimate the yearly bill for your team.

Pros and cons

What we like

  • Automation builder is among the most powerful at this price
  • Hundreds of prebuilt automation recipes
  • Strong deliverability and segmentation

What could be better

  • The sales CRM is lighter than dedicated sales tools
  • Pricing by contacts needs watching as the list grows

Our verdict

Choose ActiveCampaign when email automation is the engine and the pipeline is the passenger. It is superb at nurturing leads until they are ready for a conversation, and adequate at managing the deal afterward.

ActiveCampaign FAQ

How much does ActiveCampaign cost?

ActiveCampaign starts at $15 per month (1,000 contacts). The main options are: Starter ($15 / month), Plus ($49 / month), Pro ($79 / month). Confirm current prices on the official website before buying.

Does ActiveCampaign have a free plan?

No. ActiveCampaign does not offer a permanent free plan, although a free trial is normally available.

What is ActiveCampaign best for?

Marketing-led businesses that want automation and a light pipeline together. E-commerce, SaaS and content businesses where most selling happens through automated email.

What are the best alternatives to ActiveCampaign?

The closest alternatives in our directory are HubSpot CRM, Odoo CRM, Keap. Each has its own profile with pricing and a side-by-side comparison.

Does ActiveCampaign have a mobile app?

Mobile: iOS and Android. Support: chat and email; phone on higher plans.

Alternatives to ActiveCampaign

Similar CRMs worth a look before you commit.

All CRMs
O

Companies that want CRM, invoicing and inventory on one system.

Free / about $25 per userView profile
K
Keap4.0

Solo entrepreneurs and small firms that sell through automated follow-up.

$249 per month (2 users)View profile

Guides for ActiveCampaign buyers

All articles
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Ready to try ActiveCampaign?

You have seen what it does, what it costs and who it suits. The next step is the official website, where you can check current pricing and start a trial.

Visit the official ActiveCampaign website activecampaign.com · opens in a new tab