10 Affordable Marketing Automation Tools to Try in 2025

Marketing automation has moved from nice-to-have to business necessity. 78% of companies now use marketing automation, and 63% plan to increase their budgets for these tools in 2025.

The numbers tell the story. The marketing automation market will grow from $7.23B in 2025 to $16.81B by 2032—that's 12.8% annual growth. While big names like HubSpot and ActiveCampaign grab attention with premium features, most small businesses face a problem: finding powerful automation that doesn't drain their budget.

We tested dozens of marketing automation platforms to find tools that deliver real results without the enterprise price tag. You need email automation that works, lead nurturing that converts, and customer engagement systems that grow your business—not systems that empty your bank account.

Here are 10 marketing automation tools that combine essential features with small business pricing. Each platform on this list helps you save time, boost efficiency, and drive better results without breaking your budget.

Brevo

Brevo delivers multi-channel marketing automation that small businesses can actually afford. This platform—formerly Sendinblue—combines email, SMS, and WhatsApp messaging in one system, making it perfect for companies that need more than basic email tools without the enterprise price tag.

Key features of Brevo

Brevo goes beyond simple email campaigns to create complete customer experiences:

• Multi-channel messaging across email, SMS, WhatsApp, and push notifications
• Visual automation builder with if/else logic—no coding required
• Website tracking that triggers campaigns based on visitor behavior
• Advanced segmentation for targeted messaging that converts
• Built-in CRM with sales pipeline management
• AI-powered optimization including send time recommendations and content generation
• Behavior-based triggers that respond to customer actions automatically

The platform makes complex automation simple. You can build scenarios that handle customer interactions automatically—from welcome sequences to abandoned cart recovery—using drag-and-drop workflows.

Brevo pricing

Brevo prices based on email volume, not contact count:

Free Plan: 300 emails/day with unlimited contacts and basic automation (up to 2,000 contacts in automated campaigns)

Starter Plan: $9/month for 5,000 emails, includes reporting and email support

Standard Plan: $18/month for 5,000 emails, adds A/B testing, landing pages, and send time optimization

Professional Plan: $499/month for 150,000+ emails, includes WhatsApp messaging, contact scoring, and advanced ecommerce features

Enterprise Plan: Custom pricing for specific business requirements

Brevo also offers pay-as-you-go credits that never expire—ideal for businesses with seasonal email patterns.

Pros and cons of Brevo

Pros:

• Generous free plan with unlimited contacts
• Volume-based pricing saves money for growing lists
• Complete CRM and automation features on all plans
• User-friendly visual builder requires zero technical skills
• Multi-channel capabilities in one platform
• Strong email deliverability rates

Cons:

• Free plan caps at 300 daily emails
• Logo removal costs extra $10/month on Starter plan
• Team features require higher-tier plans
• A/B testing only available on Standard plan and above
• Limited template selection compared to competitors

Best use case for Brevo

Brevo works best for small to medium businesses that want comprehensive automation without complexity. Perfect for:

• Ecommerce stores needing cart abandonment and post-purchase campaigns
• Startups with tight budgets but growing contact databases
• Service businesses wanting combined marketing and basic CRM
• Multi-channel marketers who don't want separate tools for email, SMS, and WhatsApp

Brevo's volume-based pricing particularly benefits businesses that regularly communicate with existing customers rather than constantly acquiring new contacts.

Mailchimp

Most businesses know Mailchimp as the email marketing giant that started in 2001. Now it's a full marketing automation platform that helps companies create automated customer journeys and personalized campaigns at scale.

Key features of Mailchimp

Mailchimp's Customer Journey Builder lets you create sophisticated automated sequences that respond to customer behavior. The platform combines email automation with retargeting ads across Google, Facebook, and Instagram—giving you multi-channel reach from one dashboard.

You get automated email sequences triggered by customer actions, transactional email support for order confirmations, and audience segmentation with predictive targeting. The platform includes 300+ integrations with tools like Shopify, WooCommerce, and Zapier, plus A/B testing and optimization tools that show which campaigns drive the most revenue.

The standout feature: Mailchimp's analytics connect your marketing efforts directly to business results, showing exactly which approaches generate engagement and sales.

Mailchimp pricing

Mailchimp prices based on your contact count:

Free Plan: 500 contacts and 1,000 emails monthly with basic features

Essentials Plan: $13/month for 500 contacts, includes automated workflows and all email templates

Standard Plan: $20/month for 500 contacts, adds send-time optimization and predictive segmentation

Premium Plan: $350/month for 10,000+ contacts, offers unlimited users and priority support

They also offer Pay-As-You-Go credits for businesses that send emails irregularly rather than monthly.

Pros and cons of Mailchimp

Pros:

• Template editor that's actually intuitive to use
• Detailed reporting including geo-tracking of opens and clicks
• 500+ integrations and add-ons for connecting your existing tools
• Strong deliverability rates that keep emails out of spam folders
• Landing page and website builder included on all paid plans

Cons:

• Free plan shrunk from 2,000 to just 500 contacts
• Gets expensive fast as your contact list grows
• Counts unsubscribed contacts toward your billing limit
• Navigation can confuse new users
• Limited support on cheaper plans when you need help

Best use case for Mailchimp

Mailchimp works for small to medium businesses that want email marketing, landing pages, and basic automation in one platform. You'll get the most value if you need retargeting ads alongside email campaigns, strong analytics to track what's working, or a platform that scales with steady growth.

The comprehensive feature set and ease of use keep Mailchimp competitive despite higher pricing. Companies that stick with Mailchimp typically value the all-in-one approach over switching between multiple tools.

Omnisend

Ecommerce stores need different automation than service businesses. Omnisend gets this. Built specifically for online retailers, this platform focuses on one goal: turning browsers into buyers through smart, multi-channel automation.

Key features of Omnisend

Omnisend delivers automation tools designed for selling products online:

• Visual workflow builder that requires zero coding knowledge
• 160+ integrations with ecommerce platforms like Shopify and WooCommerce
• Pre-built automation templates for welcome series, abandoned carts, and post-purchase sequences
• Product picker that pulls items directly from your store with images and pricing
• Multi-channel messaging combining email, SMS, and push notifications in single workflows
• Shopping behavior segmentation based on purchase history and browsing patterns
• Revenue attribution reporting that shows exactly how much each automation earns

The platform lets you create split paths with conditional logic. Your customers get personalized experiences based on what they actually do—not just demographic guesses.

Omnisend pricing

Omnisend structures pricing around contact count and message volume:

Free Plan: $0/month for up to 250 contacts, 500 emails/month, includes all features plus 24/7 support

Standard Plan: $16/month for up to 500 contacts, 6,000 emails/month, unlimited push notifications

Pro Plan: $59/month for up to 2,500 contacts, unlimited emails, 3,540 SMS credits, unlimited push notifications

New users get 30% off for the first three months when paying quarterly. Businesses spending $400+/month receive dedicated account management and migration support.

Omnisend pros and cons

Pros:

• Complete feature set available on the free plan
• 24/7 customer support via live chat and email
• 40% cheaper than leading email providers
• Ecommerce-focused features like product recommendations and cart recovery
• User-friendly visual automation builder

Cons:

• Free plan caps at 250 contacts
• English-only platform currently
• Fewer integrations compared to general marketing tools
• Learning curve for advanced automation features

Best use case for Omnisend

Omnisend works best for online stores that want to automate their sales process. Perfect for:

• Ecommerce businesses focused on recovering abandoned carts and boosting repeat purchases
• Stores needing unified messaging across email, SMS, and push notifications
• Companies requiring direct integration with major ecommerce platforms
• Marketers who need to prove exactly how much revenue their campaigns generate

One retailer increased monthly revenue from $150,000 to $250,000 using Omnisend, with automated emails alone generating $61,000 monthly after implementation.

ActiveCampaign

ActiveCampaign powers marketing automation for 180,000+ customers worldwide. This platform combines intelligent automation with built-in CRM to create personalized customer experiences that drive real business results.

Key features of ActiveCampaign

ActiveCampaign goes beyond basic email marketing with sophisticated automation tools:

• AI-powered orchestration that predicts customer needs and optimizes your marketing strategy
• Visual automation builder with split testing and conditional logic for personalized journeys
• Multi-channel marketing across email, SMS, WhatsApp, and web
• Built-in CRM with deal pipelines and sales automation
• Predictive sending that optimizes email delivery timing
• Advanced segmentation and lead scoring
• Attribution tracking to measure real campaign effectiveness
• 1,000+ third-party integrations

ActiveCampaign pricing

ActiveCampaign pricing scales with your contact list and feature needs:

Starter Plan: $15/month for 1,000 contacts, includes basic email marketing, 5 automation actions per workflow, one user

Plus Plan: $49/month for 1,000 contacts, adds landing pages, CRM features, up to three users

Professional Plan: $79/month for 1,000 contacts, includes predictive sending, attribution reporting, up to five users

Enterprise Plan: $145/month for custom needs, adds dedicated support, custom reporting, HIPAA compliance

Add-ons available: Enhanced CRM, SMS marketing, custom reporting, transactional emails.

Pros and cons of ActiveCampaign

Pros:

• Exceptionally powerful automation with visual workflow builder
• Built-in CRM integration for sales and marketing alignment
• High email deliverability rates
• Advanced segmentation and detailed reporting
• Free migration from other platforms

Cons:

• Steeper learning curve than simpler email tools
• Higher pricing compared to basic email services
• Limited features on entry-level Starter plan
• CRM may not suit complex sales operations

Best use case for ActiveCampaign

ActiveCampaign works best for businesses ready to move beyond basic email marketing. Perfect for:

• Small to medium businesses needing combined marketing and sales functionality
• Ecommerce companies requiring advanced customer journey automation
• Service-based businesses managing client relationships and appointments
• Multi-location businesses needing consistent communication across branches

Businesses using ActiveCampaign often save 10+ hours weekly from manual campaign building once they master the platform's capabilities.

Sender

180,000+ businesses trust Sender for marketing automation solutions that deliver enterprise features without the complexity. This platform earns a 4.7/5 rating across G2, Trustpilot, and Capterra for balancing power with simplicity.

Key features of Sender

Sender builds automation around its visual workflow builder—no technical skills required to create customer journeys that convert. The platform includes:

• Drag-and-drop email editor that works without coding
• Personalization tools for targeted messaging
• SMS marketing integrated with email campaigns
• Contact segmentation with detailed profiles and filtering
• Signup forms and popups that convert visitors into subscribers
• Automated sequences for welcome emails, lead nurturing, and sales
• Transactional emails for confirmations and account updates

The automation builder lets you create sequences using steps, conditions, and triggers—complex workflows made simple for any skill level.

Sender pricing

Sender offers generous free access with competitive paid plans:

Free Forever Plan: $0/month for up to 2,500 subscribers and 15,000 monthly emails, includes automation features

Standard Plan: Starting at $7.00/month for 1,000 subscribers and 12,000 emails/month, removes Sender branding, adds SMS messaging

Professional Plan: Starting at $14.00/month for 2,500 subscribers and 24,000 emails/month, includes free SMS credits equal to your subscription fee, advanced automation, and priority support

Enterprise Plan: Custom pricing for large organizations, offers unlimited emails, dedicated success manager, and advanced user permissions

Pros and cons of Sender

Pros:

• Free plan includes advanced features typically locked behind paywalls
• Visual automation builder that's both powerful and beginner-friendly
• Strong personalization without technical complexity
• 24/7 customer support with 10-second average response time
• Budget-friendly pricing across all tiers

Cons:

• Sender branding appears in free plan emails
• SMS features require paid plans
• Subscriber limits mean upgrading as you grow
• Fewer email templates than some competitors

Best use case for Sender

Sender works exceptionally well for small to medium businesses wanting powerful automation without the learning curve. Perfect for:

• Startups with tight marketing budgets
• Companies needing email and SMS in one platform
• Marketers who want personalization without technical headaches
• Businesses that value responsive customer support

Many businesses switch to Sender from pricier platforms like Mailchimp, drawn by the generous features and accessible support team.

MoEngage

MoEngage built its reputation on one core principle: AI-powered insights that actually drive business decisions. Founded in 2014, this customer engagement platform helps brands create personalized experiences that convert across every channel.

Key features of MoEngage

MoEngage centers its platform around intelligent automation that predicts what customers want:

• Full-stack solution combining in-depth analytics, omnichannel engagement, and AI-driven personalization
• Sherpa AI assistant that provides actionable insights and optimization recommendations
• Customer journey orchestration with no-code Flows across entire customer lifecycles
• Predictive segmentation for identifying high-value customer segments
• Real-time analytics dashboard for comprehensive performance monitoring
• Multi-channel campaign execution across email, push notifications, SMS, WhatsApp, in-app, and web messaging
• Personalization engine analyzing customer behavior to deliver targeted content

The platform's AI doesn't just collect data—it tells you what to do with it. Most businesses struggle with data analysis, but MoEngage's Sherpa AI turns complex customer data into clear action plans.

MoEngage pricing

MoEngage structures its pricing based primarily on monthly active users (MAU) and processed events:

Growth Plan: Essential solutions for growing teams building and retaining customers

Enterprise Plan: Comprehensive features for multi-functional teams creating unique customer experiences globally

MoEngage doesn't publish standard pricing. They provide custom quotes based on your specific business needs and usage volume.

Pros and cons of MoEngage

Pros:

• AI-powered insights enabling smarter, data-driven marketing decisions
• Comprehensive omnichannel messaging capabilities
• Advanced personalization based on user behavior
• Solid security with GDPR and CCPA compliance
• High-quality customer support teams, rated among the best in the industry

Cons:

• Relatively steep learning curve for fully utilizing advanced features
• Can become expensive as additional features are added
• System may experience lag when handling very large datasets
• Missing some features compared to competitors

Best use case for MoEngage

MoEngage works best for mobile-first companies that need sophisticated customer engagement across multiple channels. The platform delivers real value for:

• Digital-first businesses with a strong focus on mobile app engagement
• E-commerce companies seeking to implement personalized customer journeys
• Organizations needing real-time personalization based on user behavior
• Global businesses requiring multi-language support and region-specific compliance

MoEngage particularly excels for companies that want data-driven insights without building an entire data science team. The AI handles the complex analysis—you get the actionable recommendations.

Customer.io

Customer.io builds data-powered communication systems for businesses that need sophisticated lifecycle marketing. This platform creates personalized multi-channel customer experiences using real-time behavioral data.

Key features of Customer.io

Customer.io focuses on data-driven personalization across customer touchpoints:

• Visual workflow builder for complex automated customer journeys
• Multi-channel messaging across email, SMS, push notifications, and in-app messages
• Custom objects for personalization beyond basic customer profiles
• Advanced personalization using Liquid templating language
• Powerful API capabilities with unlimited calls
• Data integration with warehouses and CDPs
• Real-time behavioral triggers and segmentation
• AI-powered personalization for tailored messaging

Customer.io pricing

Customer.io offers three pricing tiers:

Essentials: Starting at $100/month for 5,000 profiles and 1 million monthly emails Premium: Starting at $1,000/month (billed annually) with custom profile and email volume Enterprise: Custom pricing for globally scaling companies

Additional costs include $0.01 per extra profile and $0.12 per additional 1,000 emails. The Premium and Enterprise plans include 10 object types, HIPAA compliance, and enhanced support options.

Pros and cons of Customer.io

Pros:

• Powerful customization and workflow configuration capabilities
• Excellent tracking of communications, including human vs. machine opened statuses
• Reliable and scalable platform
• Complete environment for marketing and scripting tasks
• Flexible integration with data systems

Cons:

• Limited email design options compared to competitors
• Template editing can be challenging for non-technical users
• Steeper learning curve for mastering advanced features
• Some UI elements may obstruct important components
• Can become expensive as you scale

Best use case for Customer.io

Customer.io works best for data-driven organizations needing advanced automation across multiple channels. It's ideal for:

• Product-led SaaS companies wanting to leverage behavioral data
• Technical teams requiring granular control over messaging
• Organizations needing personalized customer journeys based on complex data relationships
• Businesses with developers available for setup and maintenance

Ortto

Got data scattered across different platforms? Ortto tackles this common business headache head-on. Originally called Autopilot, this platform combines automation, customer data, and analytics into one unified system that actually makes sense.

Key features of Ortto

Ortto brings together capabilities that most businesses need but struggle to connect:

• Visual journey builder that anyone can use—no coding required
• AI suggestions that predict email performance before you hit send
• Multi-channel messaging across email, SMS, push notifications, and in-app messages
• Customer data platform that creates complete customer profiles
• Custom dashboards and reports that show what's actually working
• Zapier integration connecting over 5,000+ applications

The standout feature? Ortto pulls data from your website, product, and CRM to build unified customer profiles. This means you can create targeted campaigns based on real behavior, not guesswork [22].

Ortto pricing

Ortto positions itself in the premium segment with pricing that reflects its comprehensive features:

Starter: $169/month for 5,000 contacts Professional: $509/month for 10,000 contacts
Business: $849/month for 10,000 contacts with advanced features
‍Enterprise: Custom pricing for specific requirements

Annual plans offer discounts, but the entry point stays significantly higher than other tools we've covered.

Pros and cons of Ortto

Pros:

• Tracks user activities across all touchpoints
• Intuitive interface with helpful support team
• Flexible lead capture widgets
• Strong data visualization capabilities
• AI-powered segmentation and personalization

Cons:

• Premium pricing limits accessibility for smaller businesses
• CRM features don't match dedicated CRM platforms
• Learning curve for advanced functionality
• Less flexibility in automation rules compared to some competitors

Best use case for Ortto

Ortto works best for established businesses ready to invest in sophisticated marketing automation. Perfect for:

• SaaS companies running product-led growth strategies
• B2B businesses with complex, multi-touch sales cycles
• Teams drowning in disconnected customer data
• Organizations that need detailed customer journey mapping

While Ortto delivers powerful visual building and data unification, the pricing puts it out of reach for early-stage businesses. It's built for companies that have outgrown basic tools and need enterprise-level capabilities.

Zoho Campaigns

Zoho Campaigns offers email automation that works best when you already use other Zoho business tools. This budget-friendly platform keeps email marketing simple while connecting seamlessly with your existing workflows.

Key features of Zoho Campaigns

Zoho Campaigns delivers straightforward email automation capabilities:

• Visual workflow builder for multi-step email sequences
• Audience segmentation tools for targeted messaging
• A/B testing for subject lines and campaign optimization
• Merge tags and dynamic content for personalization
• Ready-made templates to speed up campaign creation
• Direct integration with 500+ applications including Zoho CRM

Zoho Campaigns pricing

Zoho Campaigns keeps pricing simple and affordable:

Forever Free Plan: $0/month for up to 2,000 contacts and 6,000 emails monthly

Standard Plan: $3.00/month for 500 contacts with unlimited emails

Professional Plan: $4.50/month for 500 contacts with advanced features

Pay-as-you-go: Purchase email credits instead of monthly subscriptions

Pros and cons of Zoho Campaigns

Pros:

• Budget-friendly pricing that won't break your marketing budget
• Works perfectly with other Zoho business applications
• Simple drag-and-drop editor that anyone can use
• Built-in compliance tools for email regulations

Cons:

• Email deliverability can be inconsistent
• Automation features lack advanced capabilities
• Landing page builder feels basic compared to competitors
• Template designs need updating

Best use case for Zoho Campaigns

Zoho Campaigns works best for small businesses already running on Zoho's business suite. You get the most value if you need simple email automation for newsletters, welcome sequences, and basic customer communication without complex workflows.

MailerLite

MailerLite keeps things simple. This email marketing platform strips away complexity while keeping the automation features you actually need for your business.

Key features of MailerLite

MailerLite focuses on practical tools that work:

• Visual automation builder with triggers for group joins, form completions, link clicks, and field updates
• Drag-and-drop email editor—no HTML knowledge required
• Form creation with popup and embedded options
• Landing page and website builder with blogging capabilities
• Ecommerce integration for product promotion and sales tracking

MailerLite pricing

MailerLite structures pricing by subscriber count:

Free Plan: $0/month for up to 500 subscribers and 12,000 monthly emails

Growing Business Plan: Starting at $9/month for 500 subscribers with unlimited emails, newsletter templates, and up to three users

Advanced Plan: Starting at $18/month for 500 subscribers, adds Facebook integration, custom HTML editor, and AI writing tools

Enterprise Plan: Custom pricing for lists exceeding 100,000 subscribers

Pros and cons of MailerLite

Pros:

• Clean interface that non-technical users can handle
• Full feature set including automation on the free plan
• Solid email deliverability with authentication tools
• Strong value for smaller subscriber lists

Cons:

• Free plan reduced from 1,000 to 500 subscribers recently
• Limited templates on free plan
• Uses groups and segments instead of traditional lists
• Account approval process can delay your first campaign

Best use case for MailerLite

MailerLite works best for solopreneurs and small teams with subscriber lists under 10,000. Content creators sending regular newsletters find it particularly useful, along with service providers who need client nurture sequences.

Quick Comparison: Find Your Best Fit

Quick Decision Guide:

• Tightest Budget: Zoho Campaigns at $3/month
• Best Free Plan: Sender (2,500 subscribers)
• Ecommerce Focus: Omnisend
• Technical Control: Customer.io
• Easiest Start: MailerLite

Choose the Right Tool for Your Business

Marketing automation tools no longer require enterprise budgets to deliver enterprise results. These ten platforms prove you can automate customer journeys, boost engagement, and drive growth without emptying your wallet.

Your business needs determine the best fit. Ecommerce stores get the most value from Omnisend's sales-focused features. Companies managing complex customer relationships benefit from ActiveCampaign's CRM integration. Startups with tight budgets find success with Sender or MailerLite's generous free tiers.

The price range spans from $7/month to $169/month—but the cheapest option isn't always the smartest choice. Consider your contact volume, required features, and growth trajectory. A platform that costs more upfront but scales efficiently often delivers better long-term ROI.

Many businesses avoid automation thinking it's too complex or expensive. These tools eliminate both concerns. Visual workflow builders and drag-and-drop editors make powerful automation accessible to any team member, regardless of technical background.

The right automation platform should grow with your business while delivering measurable results. Ready to find your perfect match? Book a free automation audit to discover which tool fits your specific needs and budget.

Your customers expect timely, personalized communication. These platforms make it possible to deliver exactly that—whether you're launching your first welcome sequence or orchestrating multi-channel customer journeys. Marketing automation has become essential for staying competitive, and these budget-friendly options ensure every business can benefit.