Our Top Picks

Constant Contact
Constant Contact
  • 10 users
  • Dynamic content
  • A/B testing
While Constant Contact started as an email marketing tool, it now does a lot more. The campaign management tools include everything from a logo maker, to design your company logo or logos for specific products, to a full-service eCommerce platform to streamline selling. While pricing is based on the size of your contact list, all packages come with unlimited sends to every contact on your list and automated resends when an email isn’t opened the first time. Other tools include the ability to perform A/B testing for subject lines and use customizable templates to create professional-looking content.

eCommerce marketing with customizable pop-up forms is part of the Plus package, along with event RSVPs and the ability to schedule new customer consultations and collect survey information. If you're interested in high-end features such as AI-driven marketing automation and predictive analytics, check out their Ecommerce Pro package — the prices for this sophisticated product range from $20 to $195 per month.

Pros & Cons

Constant Contact provides a comprehensive marketing platform with an expansive catalog of templates to design unique marketing materials. Integrated eCommerce includes an online payment system for streamlined setup. And unlike many of your other options, such as Mailchimp, Constant Contact will not charge you for unsubscribed contacts. All tiers advertise pricing with a maximum of 500 contacts displayed.

Pros

  • Affordable and comprehensive marketing platform
  • Extensive library of content templates
  • eCommerce integrations with online payments
  • Will not charge you for unsubscribed contacts

Cons

  • Advertised pricing is for a maximum of 500 contacts. Total price can exceed $335 per month.

What Customers Are Saying

Exceptional functionality is a plus for Constant Contact users who comment that, “Constant Contact works well for emailing large groups. I particularly like the analytic information it provides on recipients, specifically how many and who open it, how many and who click on content, and what specific content they click on.”

Summary

Constant Contact
Constant Contact
  • Starting Price
    • $20/month for Email
    • $45/month for Email Plus
    • $195/month for Pro
  • Deployment
    Windows, Linux, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • 10 users
  • Dynamic content
  • A/B testing
Zoho Campaigns
Zoho Campaigns
  • Segmentation
  • Analytics and ROI tracking
  • 5 users
Zoho Campaigns is an email marketing automation solution that streamlines mass mailings. Some key marketing features include:

Bulk sending. Send out marketing messages and newsletters to everyone on your contacts list, quickly.
Content template designs. A wide variety of template options for email and newsletter designs.
Drag-and-drop editor. Make changes to both preloaded templates and your marketing automations using an intuitive drag-and-drop editor. Add an extra touchpoint or change a marketing message using a simple, visual interface.
Set autoresponders. Customer actions and prospect behavior can trigger pre-set messages to encourage engagement. From welcome emails to cart abandonment follow-ups, the options are endless.
Zoho Campaigns offers a software demo for new customers and a free version of the software. After the trial period, pricing is pay-as-you-go, based on use

Pros & Cons

With Zoho Campaigns, users only pay for the emails sent on this scalable platform that allows customers to determine service levels. The easy to use interface makes starting a new campaign nearly frictionless. Keeping track of costs and ROI may be more difficult with the pay-as-you-go pricing model.

Pros

  • Pay per email pricing
  • Scalable platform
  • Easy-to-use interface

Cons

  • Cost control is more difficult with prices changing based on use

What Customers Are Saying

The easy-to-use interface is a big plus for many Zoho Campaigns customers. One writes, “Zoho Campaigns is a very useful tool for sending offers to subscribers or potential customers. It has an easy-to-use UI and has a very intuitive help assistant. It’s great for beginners, because they offer a free trial and include templates to make it easy to create email content.”

Summary

Zoho Campaigns
Zoho Campaigns
  • Starting Price
    • $2/month for Email-Based Plan
    • $4/month for Subscriber-Based Plan
    • $6/month for Pay by Email Credits
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Segmentation
  • Analytics and ROI tracking
  • 5 users
HubSpot
HubSpot
  • Analytics and ROI tracking
  • Drip campaigns
  • Dynamic content
HubSpot combines marketing and media buys into a single, helpful platform loaded with optional features. Its free program includes:

Email marketing tools
Reporting dashboard
Ad management
Custom form generation
While paid services build on an already-robust platform to include key services, such as ad retargeting, list segmentation, conversational bots, SEO recommendations, A/B testing and much more. As your company grows, the available marketing products grow with you. HubSpot is an all-in-one solution for marketing online and includes ROI reporting and customized packages. At every level of service, you can always expand specific options a la carte, without the need to jump up to the next tier. Live support via chat is always on, and HubSpot is home to a comprehensive library of blogs to help you create effective marketing content.

With paid service starting at $40 per month, HubSpot isn’t the least expensive option, but the depth of service offered makes it a premium product in the marketing automation niche.

Pros & Cons

HubSpot offers social media and market segmentation as part of the standard automation package, along with a variety of options available a la carte. Extensive testing allows users to perform A/B tests on both subject lines and content. It’s one of the more expensive options for marketing automation.

Pros

  • Extensive testing options for content improvements
  • A la carte services available
  • Social media and market segmentation included

Cons

  • Starting price is $40 per month, which is on the high end for the industry

What Customers Are Saying

HubSpot routinely lands positive reviews for its rich list of features, with one customer saying, “HubSpot’s Marketing Hub is everything you need for your social media publishing, monitoring and reporting. I love that it is an all in one tool and I can get everything that I need in one place. The platform is easy to use . . . .”

Summary

  • Starting Price
    • $40/month for Starter
    • $800/month for Professional
    • $3,200/month for Enterprise
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Analytics and ROI tracking
  • Drip campaigns
  • Dynamic content
SendinBlue Logo
SendinBlue
  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
  • Customer surveys
Sendinblue is a marketing automation platform that allows engagement and building better customer relationships. It is an intuitive platform that is packed with all-in-one marketing solutions such as email marketing, SMS marketing, chat, Facebook Ads, and CRM. It’s a good source of valuable data from customer’s online behavior through its built-in feature, SendinBlue Tracker. It also offers the creation of complex automation workflows that can save time and help in scaling and growing businesses.

Pros & Cons

Sendinblue offers a Free plan for users with basic needs, as well as four paid plans: Lite, Essential, Premium, and Enterprise. These different tiers cover a range of customer needs and make it easy for users to increase their capacity and capabilities as their businesses grow.

Pros

  • Real-time statistics
  • Send Time Optimization
  • Open & Click-through Reports

Cons

  • No customer surveys
  • No landing page editor

What Customers Are Saying

One of the happy cutsomers who is patroniziing SendInBlue's service mentioned, "Easy to use, easy to scale and affordably priced. I've used a number of CRM and mailing platforms. If you don't need all the CRM features but want to have emai automation and drip campaigns SendinBlue is a great solution."

Summary

SendinBlue Logo
SendinBlue
  • Starting Price
    • $0-$25/month for Lite
    • $39/month for Essential
    • $66/month for Premium
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
  • Customer surveys
Infusionsoft
Infusionsoft
  • Segmentation
  • Lead scoring
  • Social media marketing
Infusionsoft is a powerhouse marketing automation software offered by Keap. As the highest-tier program available, it offers a comprehensive list of features, including:

CRM management. While marketing automation doesn’t always have integrated CRM, when it does, it can help boost efforts to the next level. By combining CRM with marketing automation, you can target both new and existing customers with messages based on the individual’s history with your company.
Automated messaging. By creating autoresponders triggered by prospect actions, Infusionsoft frees up time for sales team members to focus on buyers at the end of the sales funnel. The software takes care of welcome messages, follow-ups and other standard communications for you.
Campaign management with lead segmentation. All lead activity automatically syncs to the dashboard, streamlining workflow and allowing for easier segmentation.
Pricing for Infusionsoft starts at $199 per month for a maximum of 500 contacts.

Pros & Cons

Integrated CRM software and sales tracking are part of the Infusionsoft package, enabling better strategic planning. Expert coaching is available for those learning the software or new to digital marketing. Advertised prices only include a maximum of 500 contracts.

Pros

  • Software package includes integrated CRM
  • Sales tracking and campaign management run side-by-side
  • Easy to use and expert coaching is available

Cons

  • Maximum of 500 contacts at the top-tier level without a price increase

What Customers Are Saying

Customers praise Infusionsoft for its incredible features list and easy user interface. One customer wrote, “In my opinion, the heart of an automated marketing system is the campaign builder. The graphical interface makes it easy to see how each campaign is structured. The reporting shows statistics so you know how each element is performing.”

Summary

Infusionsoft
Infusionsoft
  • Starting Price
    • $79/month for Keap Grow
    • $149/month for Keap Pro
    • $199/month for Infusionsoft
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    no
Features
  • Segmentation
  • Lead scoring
  • Social media marketing
Moonmail Logo
MoonMail
  • Automated blog digests
  • Drag-and-drop email editor
  • Custom and dynamic content
MoonMail is a marketing automation platform that helps in support, sales, and marketing team can see the entire customer journey through a real-time dashboard. It can easily create and design successful email marketing campaigns. MoonMail is using Messages API, Push Notification API, or the Chatbot AI API that is designed for handling an OmniChannel system. Its built-in standard automation functions include send-time optimization, event-based segmentation, dynamic content, and more.

MoonMail allows its users to choose a template from its library to create their own template from scratch with the drag and drop editor to personalize their message. It offers monitoring and tracking performance to analyze the success of each campaign via the statistics dashboard, as well as view and compare open and click rates with past email campaigns. The dashboard is multilingual, allowing users worldwide to better understand their results.

Pros & Cons

MoonMail offers four different plans to choose from with Moonmail's Lite, Starter, Professional, and Enterprise. It has common features across all plans let users store unlimited contacts, and give users at least one dedicated IP and a domain.

Pros

  • 24/7 customer support
  • Free plan available

Cons

  • Fees for additional contacts

What Customers Are Saying

One of the satisfied customers of MoonMail mentioned, "The customer service and chat function are simply excellent. The folks at moonmail are friendly, patient with actual customer service. Unlike their main competitor they are not condescending and never once was i told to 'find the solution myself'."

Summary

Moonmail Logo
MoonMail
  • Starting Price
    • $21/mo for Sandbox
    • $149/mo for Starter
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Automated blog digests
  • Drag-and-drop email editor
  • Custom and dynamic content
Salesforce
Salesforce
  • Segmentation
  • Analytics and ROI tracking
  • CRM
While Salesforce is best known for its CRM software, its marketing automation works hand-in-glove to create a more seamless sales funnel. In addition to exceptional communication channels between sales reps and customers, Salesforce offers features such as:

Campaign management tools. From email management to smart lead capture forms and a central marketing dashboard to view and control all current campaigns, the Salesforce marketing automation package is fairly comprehensive.
Built-in lead management. As a leader in CRM, the focus on creating accurate and extensive customer profiles is extended to leads as they begin interacting with your brand. Get the same tracking and deep analytics about customer behavior.
Lead segmentation. Use customer behavior to determine when to initiate a follow-up, and personalize the message based on customer actions with integrated lead segmentation.
Closed-loop reporting. Get a full understanding of customer acquisition costs with built-in marketing ROI reporting that tracks end-to-end costs.

Pros & Cons

Salesforce is known for its reliable products and good customer service. The marketing program is easy to use and supports a variety of functions. Good reporting tools make it easier for marketing departments to offer transparency about ROI and individual campaign results. Learning to use Salesforce may take a while and require training.

Pros

  • Reliable company with good customer support
  • Easy to use and highly functional
  • Good reporting tools for ROI

Cons

  • Steep learning curve and may require several training sessions

What Customers Are Saying

Functionality and reliability are two assets that Salesforce customers regularly highlight. One user says, “I really love the WYSIWYG editor and how simple it is to build out communication pieces on the platform. The tracking functions are pretty smart and help us tailor our campaigns better to each user.”

Summary

Salesforce
Salesforce
  • Starting Price
  • Deployment
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Segmentation
  • Analytics and ROI tracking
  • CRM
Ontraport
Ontraport
  • Analytics and ROI tracking
  • Third-party integrations
  • 5 users
In the world of automation, Ontraport does it all. Business process automation, CRM, eCommerce, and, of course, marketing automation. Looking only at its marketing automation features, this software package has a lot to offer. Key features include:

Campaign maps. See your marketing campaign laid out visually to catch any gaps and make changes quickly and easily.
List segmentation. You control how to break down contact lists, allowing you to create customized responses based on consumer activity.
Automated follow-up. All customers and prospects get a basic follow-up message sent out through the automated system. Then, the software uses If/Then rules to continue the process with more customized messaging.
Conditional filtering. Send new prospects down one funnel based in their original touchpoint. Then, adjust automatically and reroute them using conditional filtering as they continue their buyer’s journey.
Ontraport offers a free trial and migration to get started. The four available service tiers cost between $79-$497, and prices go up depending on the number of contacts needed after exceeding the included amount.

Pros & Cons

Ontraport offers a variety of software support options for businesses, including a comprehensive campaign management toolbox. Scaling up marketing efforts is easy and built into the system. Top level package maxes out at 20,000 contacts without custom pricing.

Pros

  • Marketing automation is only part of the software available
  • Campaign management toolbox is comprehensive
  • Easily scalable along pre-tiered lines

Cons

  • Maximum of 20,000 contacts at the top-tier level without custom pricing

What Customers Are Saying

Customers often mention Ontraport’s continued improvements and functionality. One wrote, “I love everything about the Ontraport CRM platform. The automation features, payment processing, landing pages & forms, ease of use, and most of all, everything you get for the super affordable price you pay. You really just can’t beat it!”

Summary

Ontraport
Ontraport
  • Starting Price
    • $79/month for Basic
    • $147/month for Plus
    • $297/month for Pro
    • $497/month for Enterprise
  • Deployment
    Windows, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Analytics and ROI tracking
  • Third-party integrations
  • 5 users
GetResponse
eClincher
  • 5 users
  • Analytics and ROI tracking
  • Landing page templates
GetResponse is an automated marketing solution designed to grow and flex with your business. Unlimited templates and a step-by-step guide to creating a sales funnel are just the start of the list of features offered through this software package. Users have access to campaign management tools that provide controls for an unlimited number of landing pages and lead funnels to drive sales.

At the Plus level, GetRespose adds some automations that can turn webinars and other online events into additional lead generation tools. More sales funnels, more users and the addition of contact scoring and tagging make this one of the most popular options. For those who need unlimited sales funnels and the ability to build unique digital products like paid webinars, the Professional level is available.

Pricing for GetResponse ranges from $15 per month up to a custom quote based on needed functionality and list size. All basic pricing assumes an email list of 1,000 contacts or fewer.

Pros & Cons

GetResponse offers a robust selection of campaign management tools and an easy-to-use interface to kick start campaign building. The integration options have some bugs and may require support assistance to get everything working.

Pros

  • Robust campaign management tools
  • Intuitive interface and easy-to-use strategies
  • Unlimited design options

Cons

  • Provided software integrations have some kinks

What Customers Are Saying

GetResponse has plenty of satisfied customers, with one saying, “It is an excellent platform for marketing automation, you can track the behavior of your customers to obtain the most relevant information so you will achieve a simplified workflow to enhance the increase in sales with personalized communication and establish optimal performance of everything [for] the work team.”

Summary

GetResponse
eClincher
  • Starting Price
    • $59/month for Basic
    • $119/month for Premier
    • $219/month for Agency
  • Deployment
    Windows, Linux, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    no
Features
  • 5 users
  • Analytics and ROI tracking
  • Landing page templates
Pardot
Pardot
  • Dynamic content
  • CRM
  • Social media marketing
Pardot combines unlimited email marketing with some easy-to-use automation features to create a marketing software package that takes care of a lot of the leg work. Some key features include:

Integrated marketing calendar. Let all team members weigh in on when to schedule publishing for various content pieces.
Social engagement tracking. Keep track of engagement levels for every social media post to find the format that works best for your business.
Create custom automation rules. Use between 50-150 customized rules for delivering automated messages to leads.
Automated ROI reporting. Get instant access to reports that show marketing campaign performance at every leg of the funnel.
Manage multiple brands. Dashboard segmentation allows a single company to handle all marketing activities for a variety of brands.
Designed for established businesses with extensive contact lists, Pardot pricing starts at $1,250 per month for up to 10,000 contacts.

Pros & Cons

Pardot marketing automation software includes a robust set of testing features and integrated engagement programs to help drive growth. Unlimited email marketing sends and landing pages are available at top tiers of service. Outside of Salesforce, programs may not have preloaded integration options.

Pros

  • Extensive feature list that includes robust testing
  • Unlimited email marketing and landing pages with higher-tier packages
  • Integrated engagement programs

Cons

  • Limited integration options outside of Salesforce

What Customers Are Saying

Pardot customers praise the ease of use and extensive template options, along with exceptional segmentation control. One wrote, “Very extensive sorting and filtering through their many different tools make it easy to make updates or even target specific prospects.”

Summary

  • Starting Price
    • $1,250/month for Growth
    • $2,500/month for Plus
    • $4,000/month for Advanced
    • $15,000/month for Premium
  • Deployment
    Windows, Linux, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Dynamic content
  • CRM
  • Social media marketing
Sprinklr
Sprinklr
  • Social media marketing
  • Third-party integrations
  • Analytics and ROI reporting
Sprinklr is designed to be an open-ended solution for data consolidation and marketing, along with other core business processes. It moves seamlessly from desktop to mobile, so that users can always stay up to date on campaign performance. Using an intuitive, visual interface, you can interact with customer data in new ways, and pull information from every area of your business. It also does some of the market research for you, pulling information about your brand from social media sites and online mentions.

With this information in hand, it then allows the creation of automated marketing processes that use machine learning and natural language processing to suggest next steps and create timely alerts. Collaboration is a key benefit of this platform, allowing all company stakeholders access to the dashboard and information, streamlining communication internally and externally.

Pros & Cons

Sprinklr uses web-based researching automation to generate business-specific insights about customer behavior. Custom field generation makes use of structured and unstructured data to offer more information about each lead. The mobile app could use some work and a speed update.

Pros

  • Allows custom field generation to handle structured and unstructured data sources
  • Pulls customer insights from across the web and reports on current trends
  • Flexible dashboard that's available on mobile

Cons

  • Mobile app is a bit clunky and slower than desktop

What Customers Are Saying

Customers really like the Sprinklr interface, calling it easy to use. One wrote, “It is a tool that allows us to carry content in a robust and scalable way to manage all our social networks from a single platform. It is a fairly light tool to learn what makes its use available to people, without needing to be fully nourished with the program or with technology.”

Summary

Sprinklr
Sprinklr
  • Starting Price
    • not provided
  • Deployment
    Windows, Mac, Web-based
  • 3rd Party Integrations
    no
  • Analytics ROI Tracking
    no
  • A/B Testing
    no
Features
  • Social media marketing
  • Third-party integrations
  • Analytics and ROI reporting
AWeber
AWeber
  • Web visitor tracking
  • Text/SMS marketing
  • A/B testing
AWeber is an infinitely scalable platform, with no limits on the number of contacts a business can use while expanding their reach. In addition to scalability, AWeber includes features like:

Content creation and distribution tools. Part of the AWeber package is the ability to send unlimited email and use design templates for easy content creation.
Landing page design. In addition to an array of templates, all customized for specific uses, AWeber provides thousands of images that can be used during design. Pro users can publish landing pages with no third-party branding.
List building assistance. One of the foundations of digital marketing is the growth of a contact list. AWeber integrates custom forms and automated data collection to streamline the process.
User tagged segmentation. You can select special tags for each lead, creating basic and custom segmentation within your mailing list.
Advanced reporting available. Pro users can easily access a range of reports designed to show detailed information about customer responses and touchpoints.

Pros & Cons

AWeber customers can grow from fewer than 500 contacts up to 25,000 on the same platform, all at affordable starting price points. Integrated eCommerce also allows point-to-point sales. The free version is very limited in functionality and offers a maximum of 500 contacts.

Pros

  • Extensively scalable from fewer than 500 to more than 25,000 contacts
  • Affordable price point with a free version for beginners
  • Integrated eCommerce package

Cons

  • Free version has limited functionality and is capped at 500 contacts
  • Custom URLs for landing pages still in the planning stages

What Customers Are Saying

Strong results are mentioned time and again when customers talk about AWeber, with one customer saying, “I am a big fan of email deliverability, and AWeber delivers! If a tool has tens of fancy features but can’t get emails delivered, the features are not of much value. AWeber focuses on deliverability, and that’s why we love using it.”

Summary

  • Starting Price
    • $16.15/month for Pro
  • Deployment
    Windows, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Web visitor tracking
  • Text/SMS marketing
  • A/B testing
SharpSpring
SharpSpring
  • Unlimited users
  • Analytics and ROI tracking
  • CRM
SharpSpring is known for its transparent pricing and no-obligation sign-up. With no contract and affordable plans starting at $550 per month for up to 1,500 contacts, it has a lot of functionality under the hood, including key features like:

End-to-end marketing automation. From first contact to final sale, SharpSpring has the tools needed to create a sales funnel that responds dynamically to customer behavior.
Campaign tracking. See how each campaign is doing at a glance, and take a closer look to find areas that could use improvement.
Display dynamic landing pages. With dynamic landing pages, leads see the information that’s relevant to them at every touchpoint. Their behavior and interests drive the journey.
CRM and sales automation. Included with a robust package of marketing automation features is a CRM software and sales automation suite all designed to work together to move leads along the sales funnel.

Pros & Cons

SharpSpring marketing packages also include sales and CRM automation, and a solid set of campaign tracking tools. Dynamic content is available to improve campaign performance. Limited template options are provided for content design.

Pros

  • Extensive software package that includes sales and CRM
  • Uses dynamic content for better customer engagement
  • Good campaign tracking tools

Cons

  • Could have more templates available for content design

What Customers Are Saying

SharpSpring customers praise the insights the software delivers about leads, saying, “SharpSpring has enabled my team and I to actively create multiple drip campaigns to target our newest and existing prospects. It allows us to monitor how new and existing users interact with our website, what pages they go to and how much time they spend on each page.”

Summary

SharpSpring
SharpSpring
  • Starting Price
    • $550/month
    • $850/month
    • $1250/month
  • Deployment
    Windows, Linux, Android, iPhone/iPad, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    yes
  • A/B Testing
    yes
Features
  • Unlimited users
  • Analytics and ROI tracking
  • CRM
Drip
Drip
  • Lead scoring
  • Segmentation
  • Unlimited users
Drip marketing automation software combines a host of campaign management tools with customer insights and reporting to generate solid returns. Here are a few of the features included with the software:

Tracks customer behavior and records events
Automates segmentation
Provides revenue attribution for every event
Automations geared toward multiple channels, enabling management for a variety of campaigns and strategies
Detailed email analytics allow marketing professionals to better customize messaging for each recipient
Pricing for Drip starts at an affordable $19 per month for unlimited users. With no user restrictions, the software encourages collaboration from the marketing team, allowing multiple professionals to weigh in on outcomes and ROI.

Pros & Cons

Drip includes custom tagging and a solid set of list segmentation tools to help create personalized content for different customers. Flexible integrations make adding a variety of other software packages simple. Split testing is limited and could be improved.

Pros

  • Allows custom tagging for easy list segmentation
  • Flexible integration to work with a variety of third-party software vendors
  • Creates personalized content for different digital channels

Cons

  • Limited split testing features

What Customers Are Saying

Drip customers enthuse about its scalable platform and features. One wrote, “It is super user friendly and intuitive to use. It has a lot of advanced features that will help you scale your setup. In terms of functionality by rules and automations, the sky is the limit — it can pretty much do anything you want it to.”

Summary

  • Starting Price
    • starts at $19/month
  • Deployment
    Windows, Mac, Web-based
  • 3rd Party Integrations
    yes
  • Analytics ROI Tracking
    no
  • A/B Testing
    no
Features
  • Lead scoring
  • Segmentation
  • Unlimited users

How We Chose the Best Marketing Automation Software

Because every company is unique and has specific needs, we looked at a variety of marketing automation software with differing features and capabilities. But in order to make our list, companies had to meet our high standards for three main services — campaign management, lead management, and ROI tracking.

Campaign Management

For many companies, the ability to build, design, publish and segment online marketing campaigns are crucial elements to marketing automation. Without these built-in options, companies struggle to coordinate marketing efforts across channels, such as social media, search, mobile and other digital channels.

Lead Management

Marketing software should integrate the ability to automatically segment, track and store data about potential customers or leads. Building a sales funnel relies on the ability to see the customer's journey and provide the best information, at the right time. For that reason, we focus on marketing automation software that enables easy communication with prospects at every point along the buyer's journey.

ROI Tracking

Demonstrating value is one of the basics in marketing, and automation software is no exception. Sophisticated reporting should include ROI tracking that displays conversion rates, campaign effectiveness and profitability, making it easier for businesses to more rapidly make marketing investment decisions. The best marketing automation systems also track emerging trends among prospects, giving businesses a more agile response to changes in customer behavior.

What Is Marketing Automation Software?

Marketing automation software is designed to make it easier to manage contact with large lists of prospects and customers. Sending out individual emails to a few dozen prospects might eat up a work day, but doing the same for thousands would be impossible without automation. Good and effective marketing automation fulfills several basic functions.

  • Streamlines campaign creation. Mapping out a campaign and creating points for personalized contact are major benefits of marketing automation. Many software programs offer visual organizers and If/Then forks to successfully channel leads into a sales funnel.
  • Allows better list segmentation. When handling contacts manually, segmenting lists means a lot of extra work. Every list needs its own content, and it takes a lot of time to determine when to send out each piece. With automation software, the system uses pre-drafted content and automatically sends it when the conditions for a response are met. For example, a new subscriber might get a welcome email, or a new reader might receive a follow-up email with more information, all without the need for constant traffic monitoring.
  • Makes content testing smoother and more effective. Performing A/B testing is built-in to most marketing automation platforms, allowing you to see what content performs best with which customers. Then, you can deploy the better content at scale.
  • Provides deep customer insights. Without automated tracking, it’s impossible to see every touchpoint a lead makes with your business. Did they read a blog post on Monday followed by a landing page on Tuesday? With automated marketing, the system tracks every customer action and creates actionable insights for your company.
  • Offers rapid reporting. Real-time insights allow for quick adjustments to marketing strategies, as needed. When you can see campaign performance in real time, you can see what types of content deliver the best results and how many touchpoints it takes to deliver a sale. This allows for more targeted advertising and better conversion rates.
  • Includes attribution tracking. To determine actual ROI from a marketing campaign, it’s crucial to track costs. Whether a customer lands at your page via an ad or through an organic channel, you need to be able to see the traffic pattern, and determine the customer value after deducting acquisition costs.

The best marketing automation packages also make it easier to create content for your funnel by providing easy-to-use templates and image libraries. When your marketing team can draft a crafted, publication-ready email in minutes, it saves time and adds value to your efforts. Ultimately, marketing automation software is all about saving you time and growing your reach, without negatively impacting your brand reputation.

Benefits of Marketing Automation Software

Marketing can be a major line item, and it can be difficult to assign a direct value to a campaign. Marketing automation software acts as a centralized hub for all customer communications, allowing team members to spend more time on personalized communications and less on mass mailings and ad tracking. As a small business owner, marketing automation software can help you:

  • Organize your marketing efforts. By creating a visual guide for your marketing campaigns, these software packages help you keep all of your marketing under control, from email to Instagram.
  • Make marketing strategic. Instead of adding individual pieces of content, marketing automation encourages you to create cohesive content that’s always moving leads through the qualification funnel toward a final sale.
  • Test various strategies. It often includes A/B testing for landing pages, forms and email subject lines, so you can boost engagement and open rates without missing a communication opportunity.
  • Dive deep into customer behavior. By tracking all customer behavior and noticing patterns, you can see behind each sale and learn to replicate that journey for the next prospect.
  • Deliver customized reports for future targeting. Learn from every completed campaign, with detailed results that show what strategies worked and which could use improvement. Even incremental gains can have a tremendous impact on your bottom line.
  • Enable collaboration between sales and marketing. When sales teams and marketing work together, sales departments spend more time working with only the most qualified leads, delivering more sales. Marketing automation software often integrates with CRM software to create a synergy of new and current customer opportunities, all viewable from a central dashboard.
  • Create reports that include ROI and analytics information. See exactly how your marketing team is delivering value, and make decisions about future budgets based on current success.

Must-Have Features for Marketing Automation Software

While no two businesses operate in the same manner, many marketing campaigns do share several channels and reporting requirements. To make your investment in marketing automation pay off, you’ll want to make sure your package includes features like:

  • Multi/omni-channel integration.For the best marketing efficiencies and most improved user experiences, it’s important to meet potential customers on the platforms where they’re most comfortable. Marketing automation that only streamlines communications through a single channel may not be easily scalable or offer long-term value.
  • Campaign management tools.The ability to segment marketing to customize content for specific channels, along with building, designing and publishing content through a centralized interface, saves time and allows the marketing team to more easily track campaign results.
  • Lead management automation.Prospects who turn into customers often share traits and a buyer journey. With the right lead management tools, you can see where a customer is, how qualified the lead is and plan next steps to continue nurturing a lead.
  • ROI tracking.A marketing campaign that delivers customers at the cost of any profits isn’t terribly successful, even if it delivers a substantial boost in raw sales numbers. Cost of acquisition, lifetime customer value, number of responses, types of conversions and  profits relating to the campaign are all crucial numbers when evaluating success. With integrated ROI tracking capabilities, the right marketing automation software can easily demonstrate the added value it brings.
  • A goal that most companies share when it comes to marketing is growth. The goal is to grow the business and the contact list for future opportunities. Selecting a service that can grow with your marketing efforts reduces the need to retrain with new software down the line.

The Cost of Marketing Automation Software

Marketing automation software packages can range from free, limited-service options up to thousands of dollars per month. Some of the most common factors that affect the cost include the number of users, number of contacts, types of marketing and other factors. In general, the number of contacts managed through your marketing automation software will be the most important part of determining total cost. Most providers offer several tiers, with varying features and supported contacts. Some include integrated CRM software and an eCommerce suite.

Other factors that may impact pricing include support options, training provisions, accessible templates, number of automation rules and customization. The more customization options are available, the more premium the software.

Marketing is an investment in the future of your business, and automation software helps make marketing more effective and works to control costs. A little due diligence can go a long way toward helping you find the right option to support your company’s marketing efforts. Many providers offer free trials or software demos to help you get an idea of what their automation software can do for your business. You know best what will streamline your processes, so try a few options before you make a final decision.