ActiveCampaign vs HubSpot Email Marketing: The Best Email Marketing Tool for 2024

Uncover the top email marketing tool for 2024 in our ActiveCampaign vs Mad Mini comparison. See which offers better performance and return on investment.

Welcome to the decisive guide on choosing the best email marketing tool for 2024! In a world where email marketing continues to be a critical part of digital strategy, picking the right platform is crucial. Today, we’re comparing two giants in the arena: ActiveCampaign and HubSpot Email Marketing. Let’s break down their features, usability, and value to help you make an informed decision, all in a simple, engaging, and actionable way. So, buckle up and let’s dive into our first area of comparison.

ActiveCampaignHubSpot Email Marketing
activecampaignHubSpot Email Marketing tool
G2 Score – 4.5 out of 5 stars
G2 Score –   4.4 out of 5 stars
TrustRadius Score – 8.0 out of 10TrustRadius Score – 8.5 out of 10

User Interface and Ease of Use: The First Impression Counts

When diving into the world of email marketing tools, the user interface (UI) and ease of use are often the first aspects that catch your attention. They set the tone for your entire experience with the platform. Let’s delve deeper into how ActiveCampaign and HubSpot Email Marketing compare in these crucial areas.

ActiveCampaign: A Rich Tapestry of Features

ActiveCampaign greets you with a dashboard that’s a bit like walking into a command center. Each element and widget serves a purpose, offering a glimpse into the multifaceted nature of this robust tool. The interface is packed with features, which, while powerful, can initially seem overwhelming, especially to those new to email marketing or to the platform itself. The journey through ActiveCampaign’s interface is akin to navigating a labyrinth of marketing tools. It offers a plethora of options and settings, from detailed campaign tracking to intricate automation workflows. For the uninitiated, this complexity can be daunting. However, once mastered, it reveals itself as a powerful ally in your marketing endeavors, allowing precise control over every campaign.

Where ActiveCampaign truly excels is in its customization capabilities. Every aspect of your email marketing campaign can be tailored to your needs. This flexibility is a double-edged sword; it allows for unprecedented control and personalization but requires time and effort to fully utilize.

HubSpot Email Marketing: Clarity Meets Functionality

In contrast, HubSpot Email Marketing offers a breath of fresh air with its clear, intuitive interface. It’s like stepping into a well-organized workspace where everything you need is within easy reach, neatly arranged, and clearly labeled. HubSpot has been designed with user experience at its core. For those embarking on their email marketing journey, or for seasoned marketers seeking efficiency, HubSpot’s interface is inviting and straightforward. Its intuitive design lowers the barrier to entry, making it easier for users to start creating and managing campaigns without a steep learning curve.

While HubSpot may not offer the same level of deep customization as ActiveCampaign, it finds a sweet spot between functionality and ease of use. The platform provides enough flexibility to personalize your campaigns effectively, without inundating you with too many choices. This balance makes HubSpot an appealing option for businesses that value simplicity and efficiency in their email marketing tools.

Making the Right Choice for Your Needs

The choice between ActiveCampaign and HubSpot in terms of UI and ease of use depends largely on your personal preference and needs. If you are drawn to a feature-rich environment and are willing to climb the steep learning curve, ActiveCampaign offers a world of possibilities. Its detailed customization options are a boon for those who wish to fine-tune every aspect of their email marketing.

On the other hand, if you prioritize a user-friendly interface that simplifies your email marketing processes, HubSpot is the way to go. Its intuitive design and balanced approach to customization provide a streamlined experience without sacrificing the effectiveness of your campaigns. Ultimately, both ActiveCampaign and HubSpot offer compelling experiences in their own right. Your decision will hinge on whether you prefer the depth and complexity of ActiveCampaign or the clarity and simplicity of HubSpot.

Automation Capabilities: Crafting Personalized Email Journeys

ActiveCampaign: The Automation Powerhouse

ActiveCampaign is often hailed as the king of automation in the email marketing world. Its capabilities are like a Swiss Army knife – versatile and intricate. ActiveCampaign allows you to create complex, multi-step automations with ease. Whether it’s triggering emails based on user behavior, segmenting your audience based on their interactions, or even scoring leads, the platform offers a depth of automation that’s hard to match. It’s like having a personal assistant who not only knows your customers but anticipates their needs.

One of the standout features of ActiveCampaign is its CRM integration, making it more than just an email marketing tool. This integration allows for seamless interaction between your marketing and sales efforts, providing a unified approach to your customer journey.

HubSpot Email Marketing: Seamless and Intuitive Automation

HubSpot may not offer the same level of complexity in automation as ActiveCampaign, but it shines in its seamless and user-friendly approach. HubSpot offers automation features that are intuitive and easy to set up. While it may not have the granular control of ActiveCampaign, it provides powerful automation capabilities that cater to the majority of email marketing needs, such as automated nurture campaigns and simple workflows.

One of HubSpot’s biggest advantages is its position as an all-in-one marketing suite. This means its email marketing automation is closely integrated with other tools like content management, social media marketing, and customer relationship management, providing a holistic approach to your digital marketing strategy.

Choosing the Right Tool for Automation

Your choice between ActiveCampaign and HubSpot for automation should be based on the complexity of your needs and the integration with other marketing functions. ActiveCampaign is the go-to for businesses that need advanced, detailed automation capabilities and are willing to invest time in setting up and managing complex workflows.

For those looking for an intuitive platform that offers robust yet user-friendly automation, along with an integrated suite of marketing tools, HubSpot is the ideal choice. It’s perfect for businesses that want a comprehensive, cohesive marketing approach. Both platforms are powerful in their own right, but the best choice depends on the level of detail and integration you need in your automation strategies.

Deliverability: Ensuring Your Emails Reach Their Destination

In the realm of email marketing, automation capabilities are pivotal. They not only streamline your workload but also ensure personalized interactions with your audience. Let’s delve deeper into how ActiveCampaign and HubSpot Email Marketing fare in this vital aspect.

ActiveCampaign: Mastering Complex Automations

ActiveCampaign stands out in the market for its exceptional automation capabilities. It’s designed for those who want to dive deep into the nuances of email marketing, offering a range of sophisticated tools that cater to detailed and complex needs. With ActiveCampaign, the level of detail in automation is remarkable. You can create multi-layered, dynamic campaigns that react to a multitude of subscriber behaviors. Imagine a system that responds automatically to how a user interacts with your emails, tailoring subsequent messages based on their actions, preferences, and engagement level. This capability is akin to having an ever-vigilant marketer who constantly refines the conversation with your audience, ensuring relevancy at every touchpoint.

Another area where ActiveCampaign shines is its seamless integration with CRM systems. This integration elevates the platform from a mere email marketing tool to a comprehensive customer experience solution. It allows you to automate not just the email aspect but also the sales and follow-up processes, ensuring a cohesive journey for the customer from initial contact to final sale.

HubSpot Email Marketing: Streamlining Automation with Intuitiveness

HubSpot Email Marketing takes a more streamlined approach to automation. It focuses on delivering user-friendly and effective automation features that are accessible even to those with minimal technical expertise. HubSpot’s strength lies in its intuitive automation process. Setting up automation workflows is straightforward and does not require deep technical knowledge. This ease of use makes HubSpot an excellent choice for small businesses or marketing teams that want to implement effective, hassle-free automation strategies. With HubSpot, you can easily set up trigger-based emails, lead nurturing campaigns, and other automated sequences that engage your audience without the complexity.

As an all-in-one marketing platform, HubSpot ensures that its automation capabilities are not isolated but are part of a larger, integrated marketing strategy. This integration means that your automated emails are just one part of a broader, cohesive marketing effort, encompassing everything from social media interactions to content marketing and lead management.

The Best Fit for Deliverability

Deciding between ActiveCampaign and HubSpot for automation comes down to the complexity of your needs and your comfort level with marketing technology. If you require detailed, highly customizable automation capabilities and have the resources to manage them, ActiveCampaign is an excellent choice. Its advanced features are ideal for businesses looking to craft intricate and highly personalized customer journeys.

Conversely, if you prefer a platform that balances effective automation with ease of use, HubSpot is the better option. Its user-friendly approach to automation makes it suitable for businesses that want to streamline their marketing efforts without getting entangled in overly complex processes. In summary, both ActiveCampaign and HubSpot offer powerful automation capabilities, but they cater to different types of users. Your choice will depend on your specific needs, technical expertise, and the level of automation complexity your marketing strategy requires.

Integration and Ecosystem: Expanding Your Marketing Capabilities

In the fast-evolving digital world, the ability of an email marketing tool to integrate with other systems and services is crucial. It’s not just about sending emails; it’s about creating a cohesive and efficient digital marketing ecosystem. Let’s explore in greater depth how ActiveCampaign and HubSpot Email Marketing compare in terms of integration and ecosystem.

ActiveCampaign: A Hub for Diverse Integrations

ActiveCampaign is renowned for its impressive array of integration options, making it a versatile choice for businesses that use a variety of digital tools. ActiveCampaign offers an expansive library of over 850 integrations. This vast array includes connections with popular CRM systems, eCommerce platforms, social media tools, and more, making it a central hub in your digital marketing toolkit. Whether you’re using Salesforce for customer relationship management, Shopify for online sales, or WordPress for content management, ActiveCampaign has the capability to integrate smoothly.

In addition to its extensive range of pre-built integrations, ActiveCampaign provides robust API access. This feature is particularly beneficial for businesses with unique or specific integration needs. It allows for the creation of bespoke integrations, ensuring that even the most niche tools in your arsenal can communicate effectively with your email marketing platform.

HubSpot Email Marketing: An All-In-One Marketing Solution

HubSpot takes a different approach to integration, positioning itself as an all-in-one marketing solution where email marketing is a part of a larger, integrated whole. HubSpot’s primary strength lies in its unified nature. The platform itself encompasses various aspects of digital marketing – from CRM and content management to social media marketing and more. This integration ensures a seamless flow of data and processes across your marketing efforts, minimizing the need for external tools and complex integrations.

Despite its all-in-one approach, HubSpot understands the importance of external integrations and offers a well-curated marketplace. This marketplace includes key integrations with essential tools and services, covering the majority of needs a business might have beyond what HubSpot natively offers.

Choosing Based on Integration Needs

Your choice between ActiveCampaign and HubSpot in terms of integration capabilities should be guided by your existing tech stack and how you plan to manage your marketing ecosystem. ActiveCampaign is ideal if you already have a set of tools you’re committed to and need a powerful email marketing tool that can integrate seamlessly into your existing setup.

HubSpot is the better choice if you’re looking for an all-in-one solution that minimizes the need for multiple external integrations. It’s perfect for those who want a unified platform for all their marketing activities. Both platforms offer robust integration capabilities, but the best fit for you will depend on whether you prefer a standalone email marketing tool with extensive integration options or an all-encompassing marketing suite.

WinSavvy helps VC-Funded Startups scale their digital marketing with a focus on SEO and social media retargeting.
Click here to learn more!

Reporting and Analytics: Decoding Your Campaign Success

In the dynamic landscape of email marketing, the ability to analyze and understand campaign performance is key to making informed decisions. ActiveCampaign and HubSpot Email Marketing both offer robust reporting and analytics features, but they cater to different user needs and preferences. Let’s dive deeper into how each platform helps you decode your campaign’s success.

ActiveCampaign: A Deep Dive into Data

ActiveCampaign is like a data scientist’s dream. It offers a wealth of information, allowing you to dissect every aspect of your email marketing campaigns. ActiveCampaign provides an in-depth analysis of your email campaigns. It goes beyond basic metrics like open rates and click-through rates, delving into advanced data such as page visits, user engagement patterns, and even geo-tracking. This level of detail is akin to having a high-powered microscope, giving you a granular view of your campaign’s performance.

Understanding that businesses have unique needs, ActiveCampaign allows you to customize your reports. This means you can focus on the metrics that matter most to your business. Whether you’re looking to track conversions, sales, or customer engagement, you can tailor the reporting dashboard to reflect your specific goals and KPIs, providing a unique view tailored to your strategic needs.

HubSpot Email Marketing: Clarity and Integration in Reporting

HubSpot takes a different approach to analytics, focusing on clarity and the integration of data across various marketing channels. HubSpot’s reporting dashboard is designed with user experience in mind. It presents key metrics in a clear, visually appealing manner, making it easy for you to get a quick snapshot of your campaign’s performance. This approach is perfect for marketers who need to gather insights quickly and present them in an easily digestible format.

One of HubSpot’s biggest strengths in analytics is the integration of data from all your marketing activities. Unlike platforms that focus solely on email analytics, HubSpot provides a comprehensive view that includes social media interactions, website traffic, lead generation, and more. This holistic approach ensures that you can see how your email campaigns fit into the bigger picture of your overall marketing strategy.

Selecting the Right Analytics Tool for Your Needs

The choice between ActiveCampaign and HubSpot for reporting and analytics will depend on your specific needs and how you intend to use your data.

  • For Detailed Data Analysis: If you thrive on detailed data and need in-depth insights into every aspect of your email marketing, ActiveCampaign is your go-to choice. Its comprehensive analytics are ideal for those who want to delve deep into data to inform their marketing strategies.
  • For Integrated, User-Friendly Insights: If you prefer a more integrated approach to analytics and value simplicity and clarity in reporting, HubSpot is the better option. Its user-friendly analytics dashboard and the integrated view of your marketing efforts make it perfect for those who need to understand their overall marketing performance quickly and efficiently.

While both ActiveCampaign and HubSpot offer powerful analytics capabilities, your choice will hinge on whether you prefer the detail and customization of ActiveCampaign or the holistic, user-friendly approach of HubSpot.

A Comprehensive Pricing Comparison

In the ever-evolving landscape of digital marketing, choosing the right email marketing platform is crucial for nurturing leads and boosting conversions. Among the myriad of options, ActiveCampaign and HubSpot stand out for their robust features and user-friendly interfaces. However, when it comes to pricing, making a choice can be daunting. This section delves deep into the pricing structures of ActiveCampaign and HubSpot Email Marketing, providing a detailed comparison to help you make an informed decision.

ActiveCampaignLite Plan: Starting at $15/month (for up to 500 contacts), offering basic email marketing, marketing automation, and a customer CRM.
Plus Plan: Starting at $70/month, with additional features like landing pages, Facebook Custom Audiences integration, and lead scoring.
Professional Plan: Starting at $159/month, including site messaging, attribution, and predictive sending.
Enterprise Plan: Custom pricing, offering custom reporting, custom mailserver domain, and dedicated account rep.
HubSpot Email MarketingHubSpot’s email marketing tool is part of the HubSpot Marketing Hub, which offers the following plans:
Free Tools: Basic email marketing features with HubSpot branding.
Starter Plan: Starting at $45/month, includes email marketing, ad management, landing pages, forms, and more.
Professional Plan: Starting at $800/month, offers advanced marketing automation, smart content, and A/B testing.
Enterprise Plan: Starting at $3,200/month, adds features like adaptive testing, advanced reporting, and custom event triggers.

Understanding the Pricing Models

ActiveCampaign Pricing Overview

ActiveCampaign’s pricing is primarily list-based, meaning the cost scales with the number of contacts in your database. It offers four plans: Lite, Plus, Professional, and Enterprise. The Lite plan starts as low as $9 per month for up to 500 contacts, making it a cost-effective solution for small businesses or startups. As you climb the tiers, you unlock advanced features like CRM, lead scoring, and deep data integrations. The Professional plan, popular among mid-sized businesses, introduces machine learning capabilities and predictive sending. For large organizations requiring a high level of customization and dedicated support, the Enterprise plan is the go-to choice, though it comes with a custom pricing structure.

HubSpot Email Marketing Pricing Overview

HubSpot, renowned for its comprehensive CRM and marketing suite, adopts a slightly different pricing model. Its email marketing services are part of the broader HubSpot Marketing Hub, which comes in three tiers: Starter, Professional, and Enterprise. The Starter plan begins at $50 per month, catering to small businesses that require basic email marketing features along with CRM integration. The Professional and Enterprise plans, priced significantly higher, are designed for medium to large businesses and offer advanced automation, segmentation, and analytics features. HubSpot’s pricing also scales with the number of contacts, but it’s worth noting that the platform emphasizes the breadth of marketing tools available, rather than just email marketing.

Comparing the Feature Sets

Feature Diversity in ActiveCampaign

ActiveCampaign shines with its advanced automation features, even in the lower-tier plans. Users have access to a visual automation builder, allowing them to create complex workflows easily. The platform also offers a comprehensive reporting suite across all plans, ensuring businesses can track their campaign performance meticulously.

HubSpot’s All-in-One Advantage

HubSpot positions itself as an all-in-one marketing platform, integrating email marketing seamlessly with other tools like the CRM, social media management, and content marketing. This integration means that while you might pay more, you’re also getting access to a broader range of marketing tools, potentially reducing the need for additional software.

Evaluating the Total Cost of Ownership

ActiveCampaign’s Incremental Cost

While ActiveCampaign’s entry-level pricing is attractive, it’s crucial to consider the incremental cost as your contact list grows. Additionally, accessing premium features requires upgrading to higher-tier plans, which could significantly increase the overall cost.

HubSpot’s Comprehensive Approach

HubSpot’s pricing might seem steep initially, but it’s essential to factor in the value of having an integrated suite of marketing tools. For businesses already invested in the HubSpot ecosystem, adding email marketing to the mix could be more cost-effective than it initially appears.

The decision between ActiveCampaign and HubSpot Email Marketing ultimately hinges on your specific business needs and growth stage. If you prioritize advanced email automation and are looking for a cost-effective solution that scales with your contact list, ActiveCampaign might be the ideal choice. On the other hand, if you’re seeking an all-encompassing marketing platform where email marketing is one part of a broader strategy, HubSpot’s comprehensive suite might justify its higher price point. Whatever your choice, ensure it aligns with your long-term marketing goals and offers the scalability and features your business requires to thrive.


In conclusion, choosing between ActiveCampaign and HubSpot Email Marketing for 2024 hinges on your specific needs and preferences. ActiveCampaign stands out with its advanced automation capabilities, extensive integration options, and deep analytics, making it a powerhouse for data-driven marketers who crave customization and detailed control. It’s ideal for those who want to fine-tune every aspect of their email marketing campaigns.

On the flip side, HubSpot shines as an all-in-one marketing solution, offering user-friendly automation, integrated marketing tools, and clear, comprehensive analytics. It’s perfect for businesses seeking a holistic approach to marketing, where everything from email campaigns to CRM is seamlessly interconnected. Ultimately, both platforms offer exceptional features and capabilities. Your choice will depend on whether you prefer a specialized, data-heavy tool like ActiveCampaign or an integrated, user-friendly suite like HubSpot. Whichever you choose, both are poised to elevate your email marketing game in 2024.

Read Next

Scroll to Top