90 days testing automation sequences, list management, and deliverability
ActiveCampaign is an email marketing and automation platform that combines email campaigns, visual automation builder, CRM, and landing pages in one tool. It is best known for its automation capabilities — the ability to build complex if/then sequences based on subscriber behaviour, tags, lead scores, and custom events.
Unlike simpler email tools, ActiveCampaign treats every contact as a dynamic entity with attributes, scores, and history. An email sent to a subscriber can trigger different follow-ups based on whether they opened it, clicked a link, visited a product page, or ignored it entirely.
Drag-and-drop automation editor with 900+ pre-built templates. Supports branching logic, wait steps, goal tracking, and split testing at every node.
Full HTML editor plus a visual builder. Personalisation using merge fields, conditional content blocks, and dynamic product recommendations.
Assign points based on email opens, link clicks, page visits, and purchases. Use scores to trigger sequences or segment lists automatically.
Basic sales CRM with deal stages, tasks, and contact notes. Sufficient for a one-person business, but not a replacement for HubSpot.
Place a tracking pixel on your site and ActiveCampaign will trigger automations based on which pages contacts visit — powerful for abandoned cart and retargeting sequences.
Inbox preview, spam score checking, list hygiene tools, and domain authentication setup. Consistently above 90% inbox placement in independent tests.
We used ActiveCampaign to manage a 5-email welcome sequence for new subscribers, a 7-email affiliate promotion sequence, and a re-engagement campaign for cold subscribers. Here is what we found.
The automation builder is genuinely excellent. Building a sequence that sends email 1 immediately, waits 48 hours, checks if the subscriber clicked any link, and then branches into two different follow-ups depending on click behaviour — all of that takes about 20 minutes once you know the interface. In Mailchimp, the same sequence would require separate automations and manual tagging.
The site tracking was a surprise. Installing the pixel on our landing page and watching subscriber behaviour update in real time — knowing that subscriber X visited the shop page but did not buy — and being able to trigger a specific follow-up email based on that visit is a meaningful capability for a $15/month tool.
The frustration: the initial setup takes several hours. Connecting domains, setting up DKIM and SPF records, importing and cleaning a list, and building your first automation all require patience. The documentation is comprehensive but dense. Expect to spend a day on initial setup.
ActiveCampaign is what you upgrade to when basic email tools stop being enough. The automation power is real — not just marketing copy. If you are running digital product launches, affiliate email sequences, or lead nurturing for a consulting offer, the segmentation and conditional logic will directly impact your conversion rates. Start on the Starter plan and upgrade when you need the CRM features.
| Plan | Price/mo (1K contacts) | Key features |
|---|---|---|
| Starter | $15 | Email + basic automation, 1 user |
| Plus | $49 | CRM, landing pages, 3 users, SMS |
| Professional | $79 | Predictive sending, attribution, 5 users |
| Enterprise | Custom | Custom reporting, dedicated support |
Pricing scales with contact count. At 5,000 contacts, Starter is $45/month. Annual billing saves ~30%.
| Feature | ActiveCampaign | Mailchimp |
|---|---|---|
| Automation complexity | Advanced (branching, scoring) | Basic (linear only) |
| Site tracking | Yes | Limited |
| CRM built-in | Yes (basic) | No |
| Free plan | No (14-day trial) | Yes (500 contacts) |
| Starting price | $15/month | $13/month |
| Learning curve | Steep | Gentle |
14 days free — no credit card required. Build your first automation sequence and see the difference.
Try ActiveCampaign free →