April 1, 2023
16 Marketing Automation Tools You Need in Your Toolkit
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Richard Wu
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Marketing automation tools have become an essential part of modern marketing strategies. These tools enable businesses to streamline their marketing processes, save time, and increase efficiency.

Marketing automation software can help automate repetitive tasks such as email marketing, social media management, lead scoring, and more.

This article will look at the 16 best marketing automation tools available.

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What are Marketing Automation Tools?

Marketing automation tools are software applications that help businesses automate and streamline their marketing tasks.

They allow businesses to manage and execute marketing campaigns more effectively, with less effort and time.

These tools enable businesses to automate repetitive tasks and track the behavior of potential customers, allowing marketers to deliver the right message to the right person at the right time.

How to Choose the Best Marketing Automation Software

Choosing the best marketing automation software can be a challenging task. There are many factors to consider, such as the size of your business, the type of marketing campaigns you run, and your budget.

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Here are some key factors to consider when choosing the best marketing automation software for your business.

● Ease of Use

One of the most important factors to consider when choosing marketing automation software is the ease of use.

The software should be easy to learn and use, with a user-friendly interface. The easier the software is to use, the more likely you will use it effectively.

● Integration

Marketing automation software should integrate seamlessly with other marketing tools you use.

For instance, if you use a CRM system, the marketing automation tool should be able to integrate with it seamlessly. Integration makes it easier to manage your marketing campaigns and saves you time and effort.

● Features

The marketing automation tool you choose should have the features you need to run your marketing campaigns effectively.

Features such as email marketing, social media management, lead scoring, and analytics are essential to a successful marketing campaign.

● Scalability

Your marketing automation tool should be able to grow with your business. It should be scalable, so you can add more features and users as your business grows.

● Pricing

Pricing is always a consideration when choosing marketing automation software. You should choose software that fits your budget and offers the needed features.

Now that we have covered the key factors when choosing marketing automation software, let's look at the 16 best marketing automation tools available.

1. HubSpot Marketing Automation

One of the most feature-rich solutions on this list is the marketing automation capabilities of HubSpot. According to the G2 Grid for Marketing Automation, it's also one of the top-rated in terms of client satisfaction.

Of course, HubSpot has a whole growth suite that includes support, sales, and marketing software, all of which seamlessly interact with HubSpot's CRM.

Because all of your data and growing activity are in one location, it opens up many innovative automation opportunities that would be challenging or impossible if you used different platforms.

With HubSpot's marketing automation feature, you can create straightforward or highly complex conditional workflows using an intuitive visual board.

You can create straightforward email list autoresponders or a sophisticated network of rules that targets particular users with the ideal email, live chat, website experience, and more.

HubSpot's automation features go beyond email, allowing you to scale your development and spend less time on monotonous activities.

The marketing automation tools for forms and emails from HubSpot are free. Paid editions of Marketing Hub, which start at $45 a month, offer more features and access.


2. ManyChat

Email is just one aspect of marketing automation. Suppose you automate some of your most routine interactions with your clients on other platforms. On Facebook Messenger, Instagram Direct Messages, WhatsApp, and SMS, ManyChat performs the same role as a chatbot.

With ManyChat's templates and simple UI, a bot can be created in minutes. Additionally, your CRM and other tools can be synchronized with the data you discover about your users.

A free monthly membership from ManyChat enables communication with up to 1,000 contacts over WhatsApp, Facebook Messenger, and Instagram Direct Messages.

The subscription plans for ManyChat start at $15 a month and includes additional access and features.


3. Moosend

Moosend is a platform for email marketing automation that serves various businesses, including ecommerce and SaaS.

The automation tool uses sophisticated website tracking and triggers to enable you to deliver the appropriate email campaign to contacts who have expressed interest in a particular good or service.

For instance, you may build up a trolley abandonment series to target potential consumers who abandoned their carts without buying anything.

Customer data management and collection might help create product recommendation campaigns based on product views. With this information, you can also compile thorough reports on the campaign's development and user behavior to enhance the potency of your advertising messaging.

A 30-day free trial is available from Moosend, so you may try it before you buy. Pro plans begin at $9 per month after that.


4. Snov

For companies and sales teams trying to streamline their lead generation and cold outreach activities, Snov is a necessity.

With various features, such as Email Finder, Email Verifier, Email Warm-Up, free CRM, and more, it's an all-in-one toolset for small businesses and solopreneurs to locate, confirm, and contact leads.

Snov's Email Drip Campaigns, an email automation platform, is one of its main features. To engage your audience, you can design highly tailored email campaigns.

Additionally, it includes a comprehensive reporting and analytics suite that enables you to monitor the effectiveness of your campaigns and maximize the impact of your outreach efforts.

Snov provides premium and permanently free plans. The entry-level premium plans cost $39 a month.


5. Omnisend

The omnichannel marketing automation platform Omnisend was created with e-commerce in mind. You can get started quickly with pre-built templates designed with online retailers in mind and offer powerful automation workflows.

You may incorporate several channels into a single automation workflow using Omnisend, including push notifications, Facebook Messenger, email, and SMS.

Omnisend employs templates and a user-friendly visual builder to make creating workflows, forms, landing pages, pop-ups and emails simple and quick.

Small firms just starting could take advantage of Omnisend's free plan, which includes basic email marketing automation.

The paid options offered by Omnisend, which start at $16 per month, will likely be advantageous to medium-sized to large organizations.

Omnisend also offers integrations with Shopify, Magento, and WooCommerce.

Their pricing plans start with a free plan that offers basic features, and then it offers a Standard plan for small businesses, a Pro plan for growing businesses, and an Enterprise plan for larger organizations.


6. EngageBay

EngageBay is yet another marketing automation tool tailored to small and medium-sized organizations.

This software has a lot of functions, such as website chat, social media management, and email marketing.

Drag-and-drop builders for emails and landing pages, A/B testing, SMS marketing, push notifications, abandoned cart retrieval and reminders, autoresponders, prepared responses, and more are among the other excellent features.

In addition to three sophisticated paid plans that expand with your business needs and start at $10.39 per user per month, EngageBay offers a free option for small enterprises.


7. Ontraport

Ontraport is business automation software created especially for entrepreneurs, solopreneurs, and small firms, unlike other marketing automation platforms.

It has CRM and marketing automation features but offers many other tools for managing and expanding a small business, such as email marketing, landing pages, reporting, and e-commerce.

Ontraport's emphasis on reporting and insights is one of its most significant features. Ontraport provides you with a clear view of the effectiveness of your campaigns, while some tools can be a bit of a mystery.

Ontraport does not have a free plan; however, each of its four paying plans comes with a free 14-day trial.

Ontraport's access plan, which starts at $29 per month and offers drag-and-drop marketing automation and unlimited email sending, is priced competitively.


8. SendinBlue

SendinBlue is a digital marketing platform with popular automation tools suitable for novice and skilled marketers.

You can create mobile-friendly email campaigns with SendinBlue from scratch or using customizable templates.

Through SendInBlue, you can also execute SMS campaigns. Lead scoring and reporting are advanced features.

SendinBlue has a really good free subscription that offers up to 300 emails each day, unlimited contacts, and fundamental marketing automation features. Paid packages begin at $25 a month.


9. ActiveCampaign

Email marketing, marketing automation, and small business CRM are all combined in ActiveCampaign.

ActiveCampaign's robust and adaptable marketing automation capabilities are its strongest suit. One of the complete options available is this one. It also has one of the finest market ratings for delivery.

This probably isn't the best tool for people who lack technical proficiency or are newbies. The platform requires more time and effort to learn, but it's strong once you do.

While not having a free plan or trial, ActiveCampaign does provide some premium plans that may be used by B2B, B2C, or e-commerce firms and start at $29 per month.


10. Salesforce

Salesforce Marketing Cloud Account Engagement, formerly Pardot, is a cloud automation service that primarily caters to enterprise clients with the time and technical resources to become familiar with the platform.

It offers a tonne of tools that automate engagement with current contacts, including lead nurturing, CRM connection, email marketing, and ROI reporting functionality to ensure the success of your campaigns.

You may keep track of all online interactions and provide a predictive lead score based on the criteria you specify.

This enhances marketing effectiveness while saving your sales team time and effort.

Although highly strong, it's crucial to remember that this software might not be as readily available or reasonably priced for smaller enterprises or entrepreneurs as other software.


11. Keap

Since its launch in 2001, Keap (formerly Infusionsoft) has aided thousands of marketers in achieving their goals for leads, revenue, and client acquisition.

In my experience, I've found that Keap particularly thrives among small business owners and solopreneurs, and I've also found that its user base is rather affluent.

Depending on the lead magnet a user joins up for, how many (and which) emails they open and click, or other contact property data, you may create very complicated decision trees.

Long-time users may prefer Keap's Max Classic plan as it is the most comparable to the original Infusionsoft platform as its features continue to develop.

According to customer demands, Keap offers a free 14-day trial and three premium plans starting at $129 monthly.


12. Ortto

Ortto, formerly known as Autopilot, ranks among the most aesthetically pleasing marketing automation products available.

The graphic campaign builder in Ortto's automation software makes it simple to create emails. Audience segmentation, extensive data analytics, and activity tracking are further benefits.

Although this platform is usually used for more complex messaging and targeting, you may still make a specific autoresponder based on a timetable.

For individuals who are new to marketing automation, Ortto offers a free package. Additionally, all of its commercial plans—which begin at $29 per month—offer free 14-day trials.


13. Marketo

Marketo was launched in 2006 as a provider of marketing automation software. Later, Adobe bought it and included it in their enterprise marketing cloud.

Thanks to the Adobe connection, using Adobe Analytics for data measurement and Adobe Target for experimentation and personalization will provide you with a robust enterprise marketing automation and optimization suite.

The technology is primarily designed for enterprise customers; most small business owners find it out of their price range.

Marketo has no free trial or plans from Adobe. You must contact the sales department for a quote because Marketo's plan costs depend on the size of your database.


14. GetResponse

GetResponse is a digital marketing solution with numerous features and layers. A list size of 1,000 contacts, basic autoresponders, and templates are all included in its budget-friendly email marketing plan.

Powerful features like drip marketing, contact scoring, event-based automation, ecommerce tracking, and others are included in GetReponse's more expensive plans.

This software is generally simple to use. The tool often yields positive results, albeit it performs best with basic functions like email newsletters.

Using the platform can be more challenging if you want to use complex conditional logic and marketing automation.

GetResponse is a free plan that works well for newsletter distribution. Nevertheless, GetResponse's subscription plans, which begin at $13.30 per month, are the only ones incorporating its marketing automation tools.



One of the few apps on this list that is primarily geared at ecommerce marketing automation is Drip. Being one of the more "open" platforms, it asserts that it works with "any marketing approach you wish to set in motion."

Email is also one of its strong points. Multi-channel marketing, pre-built workflows, and unlimited email sends are email marketing and automation features.

Also, it excels in analytics and customization. A drip is a strong tool for automating e-commerce marketing overall.

Drip provides a free 14-day trial even though it doesn't have a free plan. Paid plans start at $39 monthly, depending on your email contact count.


16. Mautic

Mautic is a marketing automation tool offering features like email marketing, lead management, and automation workflows.

Mautic's email marketing features allow you to create and send personalized emails to your subscribers based on their behavior, location, and interests.

Mautic's lead management features enable you to manage your leads, customers, and sales from one platform.

Mautic's automation workflows allow you to create automated marketing campaigns based on triggers such as email opens, clicks, and website visits.

Mautic also offers integrations with tools like Salesforce, SugarCRM, and Zapier. Mautic's pricing plans start with a free plan that offers basic features and then a Self-Hosted plan for larger organizations.



Marketing automation tools can help businesses of all sizes to streamline their marketing efforts and improve their overall efficiency.

From email marketing to lead management to automation workflows, various tools are available depending on your organization's needs.

When selecting a marketing automation tool, it's essential to consider factors such as ease of use, features, integrations, and pricing.

By researching and selecting the right tool for your organization, you can improve your marketing efforts and help your business grow and succeed.