ActiveCampaign vs Keap: The Best Email Marketing Tool for 2024

Explore the showdown between ActiveCampaign and Keap for the top email marketing tool in 2024. We evaluate their performance, ease of use, and value.

Welcome to the digital age of 2024, where email marketing continues to be a powerhouse in connecting businesses with their audiences. In this ever-evolving landscape, two tools stand out: ActiveCampaign and Keap. Each offers unique features and capabilities, but the question is, which one is the best fit for your business needs this year? Let’s dive deep into a comprehensive comparison, starting with a critical aspect of any email marketing tool: Automation.

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Automation: Crafting Personalized Customer Journeys

ActiveCampaign: The Automation Maestro

ActiveCampaign is renowned for its robust and flexible automation capabilities. It’s like having a digital maestro at your fingertips, orchestrating every aspect of your email marketing. With its user-friendly interface, you can easily create complex, multi-step email sequences that respond dynamically to your subscribers’ behavior.

Imagine sending a welcome email series to new subscribers, followed by tailored recommendations based on their interactions with your previous emails. ActiveCampaign makes this possible with its powerful segmentation and conditional content features. You can personalize each email, ensuring that your messages resonate with each subscriber on a more personal level.

The beauty of ActiveCampaign’s automation lies in its versatility. It’s not just for email; you can integrate it with your CRM, website, and even SMS marketing. This seamless integration across various channels allows for a cohesive and comprehensive marketing strategy, ensuring no touchpoint with your audience is missed.

Keap: Simplifying Automation for Small Businesses

Keap, formerly known as Infusionsoft, takes a slightly different approach. It’s designed with small businesses in mind, focusing on simplicity and ease of use. Keap’s automation features are intuitive, making it easy for anyone, regardless of technical expertise, to set up effective email campaigns.

Keap shines in its ability to automate not just email campaigns but also sales and business processes. You can create automated workflows for follow-ups, appointment scheduling, and even invoicing. This holistic approach is a boon for small businesses looking to streamline their operations and reduce manual work.

Moreover, Keap offers unique CRM capabilities integrated with its automation. This integration means you can manage your customer relationships and email marketing in one place, creating a more organized and efficient workflow.

Choosing the Right Tool for Automation

In the realm of automation, your choice between ActiveCampaign and Keap will depend on the complexity of your needs and the nature of your business.

If you’re looking for an advanced, highly customizable tool that can handle complex automation sequences across various channels, ActiveCampaign is your go-to option. It’s perfect for businesses that require detailed segmentation and personalized customer journeys.

On the other hand, if you’re a small business owner or entrepreneur who values simplicity and an all-in-one solution for both CRM and email marketing, Keap is the ideal choice. It offers just the right balance of automation features without overwhelming you with complexity.

User Experience and Interface: Navigating the Platforms

ActiveCampaign: Intuitive and Feature-Rich Interface

ActiveCampaign’s interface is designed to cater to both beginners and seasoned email marketers. Its dashboard is intuitive, neatly organizing features like campaign management, contact lists, and automation workflows for easy access. Even with its extensive features, the platform manages to avoid feeling cluttered, which is a testament to its thoughtful design.

The standout feature in terms of user experience is ActiveCampaign’s email builder. It provides a perfect blend of simplicity and functionality. With a drag-and-drop interface, you can create visually appealing emails without needing advanced design skills. Moreover, the platform offers a range of customizable templates, allowing you to maintain brand consistency while saving time.

ActiveCampaign also shines in its detailed reporting and analytics interface. The data is presented in an easily digestible format, making it simple to glean insights and measure the success of your campaigns.

Keap: Streamlined and User-Friendly

Keap focuses on simplicity and efficiency, making it an excellent choice for those who may feel overwhelmed by too many features. The platform offers a clean and straightforward interface, ensuring that even those new to email marketing can navigate it with ease.

The strength of Keap’s user interface lies in its CRM integration. Unlike platforms where email marketing and CRM feel like separate entities, Keap integrates these seamlessly. This integration simplifies managing your contacts and personalizing your communications, directly impacting the effectiveness of your email campaigns.

Keap’s email builder, while not as robust as ActiveCampaign’s, is more than adequate for most users’ needs. It offers a range of templates and a user-friendly design interface, making email creation quick and hassle-free.

Making the Right Choice for User Experience

Your choice between ActiveCampaign and Keap in terms of user experience should be guided by your specific needs and preferences.

If you value a platform that offers a wealth of features without sacrificing usability, and if you need a powerful email builder to create visually impactful emails, ActiveCampaign is your best bet. It provides a perfect balance between functionality and ease of use.

On the other hand, if you prefer a more streamlined, straightforward tool that combines CRM and email marketing, and if ease of use is a top priority, Keap is the ideal choice. It’s especially well-suited for small businesses or individuals who are new to email marketing.

Both platforms offer excellent user experiences but cater to different user needs and levels of expertise.

Integration Capabilities: Expanding Your Marketing Reach

ActiveCampaign: A Hub for Integrations

ActiveCampaign stands out with its impressive range of integrations. It seamlessly connects with over 850 third-party applications, including popular CRM systems, e-commerce platforms, and social media tools. This wide array of integrations allows businesses to create a highly connected and automated marketing ecosystem.

The depth of these integrations is noteworthy. ActiveCampaign doesn’t just link your email marketing with other tools; it allows for deep data synchronization and automation across platforms. For instance, integrating with a CRM system means you can automate follow-ups based on customer interactions across different touchpoints, not just email.

For businesses that rely on a suite of tools for their operations, ActiveCampaign’s integrations offer the flexibility to build a customized marketing stack that works seamlessly together.

Keap: Targeted Integrations for Small Businesses

Keap, while not offering as extensive a range of integrations as ActiveCampaign, focuses on providing integrations that are most beneficial for small businesses. Its integrations include key e-commerce platforms, payment processors, and productivity tools.

What Keap lacks in quantity, it makes up for in quality. The integrations are deeply embedded into the platform, offering a seamless experience. For instance, integrating with an e-commerce platform in Keap allows for easy tracking of customer purchases and automated follow-up campaigns based on buying behavior.

Keap’s approach is to provide an all-in-one solution, reducing the need for numerous integrations while still offering the essential connections that small businesses need to streamline their processes.

Choosing Based on Integration Needs

The decision between ActiveCampaign and Keap regarding integrations will largely depend on the scale of your business and your specific needs.

If your business relies on a wide range of tools and you need a platform that can integrate with a diverse set of applications, ActiveCampaign is the better option. Its extensive list of integrations and robust API support makes it ideal for businesses looking to create a highly connected marketing and sales ecosystem.

However, if you run a small business and prefer an all-in-one solution with essential integrations that are directly beneficial to your operations, Keap is a more suitable choice. Its targeted approach ensures you have everything you need in one platform, simplifying your processes and reducing the need for multiple tools.

Both platforms offer strong integration capabilities, but they cater to different types of businesses and integration requirements.

Pricing and Affordability: Balancing Cost with Features

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.
KeapKeap Grow: Starting at approximately $79/month, offering basic CRM, email marketing, and automation capabilities.
Keap Pro: Starting at around $149/month, this plan includes more advanced CRM features, automation, and ecommerce functionalities.
Infusionsoft: Starting from $199/month, offering a comprehensive set of features for advanced business needs, including sales pipeline, advanced reporting, and ecommerce tools.

ActiveCampaign: Flexible Pricing Options

ActiveCampaign offers a tiered pricing structure, which is based on the number of contacts in your email list. This approach allows businesses of different sizes to choose a plan that best fits their needs and budget. The pricing tiers range from a basic plan, suitable for small businesses with fundamental email marketing needs, to more advanced plans featuring CRM, machine learning, and deeper automation capabilities.

One significant advantage of ActiveCampaign’s pricing model is the scalability. As your business grows and your needs become more sophisticated, you can move up to a higher tier without switching to a different platform. However, it’s important to note that the cost can rise considerably at higher tiers, especially for businesses with a large number of contacts.

Keap: Streamlined Pricing for Small Businesses

Keap’s pricing is also tiered but is specifically designed with small businesses in mind. The platform offers a few different plans, each escalating in features and capabilities. Even the entry-level plan includes CRM functionality, which is a big plus for businesses looking for an all-in-one solution.

Keap’s pricing tends to be higher than some competitors for the entry-level plan, but it’s justified by the inclusion of advanced features like sales automation and CRM in all its plans. For small businesses that can leverage these features, Keap offers good value for money.

Assessing Value for Money

When deciding between ActiveCampaign and Keap based on pricing, consider the size of your contact list and the specific features your business requires.

ActiveCampaign is ideal if you’re looking for a platform that grows with you, offering plans that cater to a wide range of business sizes and needs. Its entry-level plan is affordable for small businesses, but costs can escalate as you require more advanced features.

Keap, on the other hand, is a strong contender if you’re a small business looking for a comprehensive tool that combines email marketing with CRM and sales automation. While its starting price is higher, the value is evident in the range of features provided.

Both platforms offer good value, but the best choice depends on your specific business needs and how well each platform’s pricing structure aligns with those needs.

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Analytics and Reporting: Measuring Success

ActiveCampaign: In-Depth Insights and Customization

ActiveCampaign offers comprehensive analytics and reporting capabilities that are both deep and customizable. With this platform, you have access to a wide range of data points, from basic metrics like open rates and click-through rates to more advanced analysis like website visits and geotracking.

One of the strengths of ActiveCampaign’s analytics is its ability to provide detailed insights into customer behaviors and campaign performance. You can track the entire lifecycle of a contact, giving you a clear picture of how your email marketing efforts fit into your broader sales and marketing strategy. This level of detail is invaluable for refining your campaigns and making data-driven decisions.

Additionally, ActiveCampaign allows for customized reporting. You can create reports that focus on the metrics most relevant to your business goals, ensuring that you always have the data you need at your fingertips.

Keap: Targeted Reporting for Small Business Needs

Keap’s analytics and reporting are designed with small businesses in mind. The platform provides essential reporting features that give you insights into your email campaign performances, such as open rates, click-through rates, and conversion tracking.

While Keap might not offer the same depth of analytics as ActiveCampaign, it covers all the bases for effective email marketing. The reports are easy to understand and actionable, which is crucial for small businesses that need straightforward insights to guide their strategies.

A unique aspect of Keap’s analytics is the integration with its CRM features. This integration provides a more holistic view of how your email marketing efforts are impacting customer relationships and sales, a vital factor for small businesses focused on growth.

Deciding Based on Analytics and Reporting

In choosing between ActiveCampaign and Keap for analytics and reporting, consider the level of detail and customization you need in your data analysis.

If you’re looking for a platform that provides in-depth, customizable analytics to closely monitor and optimize every aspect of your campaigns, ActiveCampaign is the superior choice. Its advanced analytics capabilities are ideal for businesses that rely heavily on data-driven decision-making.

On the other hand, if your primary need is for straightforward, actionable insights that integrate seamlessly with CRM data, Keap is more suitable. Its focus on essential metrics and integrated reporting makes it a great choice for small businesses looking for simplicity and efficiency in their reporting.

Both platforms offer robust analytics and reporting features, but the depth and focus of these features differ, catering to different business needs and preferences.

Customer Support and Community Engagement

ActiveCampaign: Comprehensive Support and Educational Resources

ActiveCampaign prides itself on providing extensive customer support and a wealth of educational resources. They offer multiple channels for support, including email, live chat, and phone support, catering to different preferences and needs. The response time is generally swift, and the support team is known for being knowledgeable and helpful.

Beyond direct support, ActiveCampaign has an impressive array of online resources. Their training materials, webinars, and tutorials are comprehensive, covering everything from basic functionalities to advanced features. For users keen on learning and maximizing the platform’s potential, these resources are incredibly valuable.

ActiveCampaign also fosters a strong community presence. Their user forums and community groups are active, providing a platform for users to share tips, ask questions, and learn from each other’s experiences. This sense of community is a significant asset, especially for businesses looking to stay on top of email marketing trends and best practices.

Keap: Targeted Support Focused on Small Businesses

Keap’s approach to customer support is highly focused on the needs of small businesses. They provide support via email, chat, and phone, with an emphasis on personalized assistance. The support team at Keap is not just technically proficient but also understands the unique challenges faced by small businesses, which adds immense value to their service.

In addition to traditional support channels, Keap offers a range of online resources tailored to the needs of small business owners. Their resources include guides, how-to articles, and webinars that are both informative and easy to digest. For users who prefer self-service, these resources can be particularly helpful.

While Keap’s community engagement might not be as extensive as ActiveCampaign’s, they still offer ample opportunities for users to connect and learn through their online forums and social media channels. These platforms enable users to exchange ideas, strategies, and experiences specific to small business growth.

Choosing Based on Support and Community

Your choice between ActiveCampaign and Keap in terms of customer support and community should align with your business size and the type of support you value.

If you are looking for a wide range of support options, including direct access and a rich library of learning resources, ActiveCampaign is a great choice. Its comprehensive support system is beneficial for businesses that want to explore and use a variety of advanced features.

Conversely, if you prefer more personalized support tailored to small businesses and resources that are easy to navigate and apply, Keap is the better option. Its focused approach provides valuable insights and solutions relevant to small business operations and challenges.

Both platforms excel in their support offerings, but their approaches are tailored to different user bases and needs.

Email Deliverability: Ensuring Your Messages Reach the Inbox

ActiveCampaign: Advanced Deliverability Features

ActiveCampaign places a high emphasis on email deliverability, employing sophisticated measures to ensure your emails reach your audience’s inboxes. The platform uses machine learning and predictive sending algorithms to optimize send times, which can significantly enhance open rates.

ActiveCampaign also helps in maintaining a healthy email list by providing tools for list cleaning and automatic removal of inactive subscribers. These practices are crucial in maintaining a good sender reputation, which directly impacts deliverability.

Furthermore, ActiveCampaign offers detailed reports on deliverability metrics, giving you insights into how many of your emails are making it to the inbox, how many are landing in spam, and what you can do to improve these rates.

Keap: Focused on Reliable Deliverability for Small Businesses

Keap understands the importance of email deliverability, especially for small businesses where every interaction counts. They maintain high deliverability rates by adhering to best email practices and providing users with straightforward tools for managing their email lists.

Keap’s strength in deliverability lies in its simplicity and effectiveness. The platform ensures that emails are compliant with spam regulations and provides users with easy-to-follow guidelines to improve their email content for better deliverability.

While Keap may not offer as many advanced deliverability features as ActiveCampaign, its approach is more than sufficient for small businesses looking for reliable email delivery without the need for complex management.

Deciding Based on Email Deliverability

Choosing between ActiveCampaign and Keap for email deliverability depends on your specific needs and how much control you want over this aspect of your email marketing.

If you require advanced deliverability features, detailed reporting, and tools to deeply analyze and optimize your email delivery, ActiveCampaign is the way to go. Its comprehensive approach is ideal for businesses that prioritize high deliverability and are willing to put in the effort to achieve it.

On the other hand, if you prefer a platform that takes care of deliverability with minimal input from you, Keap is a suitable choice. Its straightforward approach is effective for small businesses seeking reliable deliverability without the complexity.

Both platforms are competent in ensuring your emails reach their intended destination, but they offer different levels of control and sophistication in their deliverability features.

CRM Integration: Enhancing Customer Relationships

ActiveCampaign: Seamless CRM Integration for Advanced Users

ActiveCampaign stands out with its seamless integration of CRM functionalities into its email marketing platform. This integration is particularly beneficial for businesses looking to not just communicate with their audience but also manage and nurture customer relationships effectively.

The CRM integration in ActiveCampaign allows for a more dynamic use of customer data in email marketing. You can track customer interactions, sales activities, and even automate follow-up tasks based on specific behaviors or sales stages. This level of integration ensures that your email marketing efforts are closely aligned with your sales and customer service strategies, creating a more cohesive customer experience.

Furthermore, ActiveCampaign’s CRM features are quite advanced. They include lead scoring, sales automation, and detailed customer insights, which are invaluable for businesses with complex sales processes or those looking to scale their operations.

Keap: CRM-Centric Approach for Small Businesses

Keap, originally known for its CRM solutions, offers a more CRM-centric approach. Its platform is designed with the CRM at its core, ensuring that email marketing and customer relationship management are deeply intertwined.

This approach is particularly advantageous for small businesses that need an all-in-one solution. With Keap, you can manage your customer information, automate sales processes, and handle email marketing all in one place. This integration simplifies workflows and makes it easier for small businesses to manage their customer interactions without needing multiple tools.

Keap’s CRM is not just integrated; it’s intuitive and user-friendly, designed for business owners who may not have extensive technical expertise. It focuses on simplifying processes like lead capture, follow-up automation, and sales tracking, making these powerful tools accessible to smaller businesses.

Choosing Based on CRM Integration Needs

Your decision between ActiveCampaign and Keap in terms of CRM integration should be based on the complexity of your CRM needs and the nature of your business.

If you are a business that requires a sophisticated CRM with advanced features integrated with your email marketing, ActiveCampaign is the ideal choice. Its CRM capabilities are well-suited for businesses with complex sales processes or those planning to scale up.

Conversely, if you’re a small business looking for an all-in-one solution that combines CRM with email marketing in a user-friendly package, Keap is more appropriate. Its CRM-centric approach offers the essential tools needed to manage customer relationships effectively without overwhelming you with complexity.

Both ActiveCampaign and Keap offer strong CRM integrations, but they cater to different levels of business complexity and user expertise.


In conclusion, when deciding between ActiveCampaign and Keap for your email marketing needs in 2024, it’s essential to consider your specific business requirements. ActiveCampaign stands out for its advanced automation capabilities, extensive range of integrations, and in-depth analytics, making it ideal for businesses seeking a comprehensive, feature-rich platform. Its CRM integration is sophisticated, suited for those with complex sales processes or scaling businesses. On the other hand, Keap offers a more streamlined, CRM-centric approach, tailored for small businesses.

It simplifies email marketing and CRM integration, making it accessible and manageable, especially for those with limited technical expertise. Both platforms excel in deliverability and customer support, but their core strengths cater to different audiences. ActiveCampaign is well-suited for businesses looking for depth and customization in their email marketing strategies, while Keap is perfect for small businesses seeking an all-in-one solution that combines ease of use with effective CRM and email marketing capabilities. Ultimately, your choice should align with your business’s size, complexity, and specific marketing goals.

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Poulomi Chakraborty
Poulomi Chakraborty is at the heart of our digital marketing team at WinSavvy. With a keen grasp on the ever-evolving world of SEO and digital trends, she is known for her thoughtful and strategic approach. Poulomi blends deep industry knowledge with a genuine enthusiasm for helping businesses shine online. Her ability to translate complex digital concepts into clear, actionable strategies is what sets her apart.
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