ActiveCampaign vs Mailigen: The Best Email Marketing Tool for 2024

In the battle of ActiveCampaign vs Mailigen for 2024, which comes out on top? Our analysis delves into their strengths in email marketing and ROI.

In the dynamic world of email marketing, choosing the right tool can be the key to unlocking your business’s potential. As we step into 2024, the competition is fierce, but two names often dominate the conversation: ActiveCampaign and Mailigen. Both have their unique strengths, but which one will serve your needs best this year? Let’s dive deep into a detailed comparison, starting with a crucial factor in email marketing: Automation Capabilities.

G2 Score – 4.5 out of 5 stars
G2 Score –  4.3 out of 5 stars

TrustRadius Score – 8.0 out of 10TrustRadius Score -7.1 out of 10

Automation: Crafting Personalized Customer Journeys

ActiveCampaign: The Automation Powerhouse

ActiveCampaign has long been celebrated for its superior automation capabilities, and rightly so. It’s not just about sending emails; it’s about creating a journey for each subscriber. ActiveCampaign allows you to set up complex, multi-step automations that can be triggered by a variety of user actions, such as email opens, clicks, or even website visits.

The platform’s strength lies in its ability to segment and personalize. Imagine sending a welcome email series to new subscribers, followed by customized content based on their interactions with your previous emails. This level of personalization is not just impressive; it’s effective in building lasting customer relationships.

Furthermore, ActiveCampaign’s visual automation builder is intuitive yet powerful, making the creation of these sophisticated workflows accessible to even those who are new to email marketing. The platform also integrates seamlessly with a wide range of other tools, enhancing its automation capabilities even further.

Mailigen: Simplifying Automation for Efficiency

Mailigen takes a more streamlined approach to automation. While it may not offer the same level of complexity as ActiveCampaign, it provides all the essential automation features that a business needs to run effective email campaigns. This includes autoresponders, behavior-triggered emails, and simple yet functional segmentation tools.

Mailigen’s strength is in its simplicity and user-friendliness. Setting up automated email sequences is straightforward, making it an excellent choice for small businesses or those just starting with email marketing. The platform allows you to quickly create effective campaigns without the need for in-depth technical knowledge.

Mailigen also offers decent integration options, allowing you to connect with other tools, but the range is not as extensive as ActiveCampaign’s. However, for many businesses, these integrations are more than sufficient.

Choosing the Right Tool for Automation

In deciding between ActiveCampaign and Mailigen for automation, consider the complexity of your marketing strategies and the resources you have for managing them.

If you need advanced automation capabilities with deep customization and integration options, ActiveCampaign is your go-to choice. It’s perfect for businesses looking to create highly personalized customer journeys.

For those who need a more straightforward tool that covers the essentials of email automation without overwhelming complexity, Mailigen is a great option. It’s particularly suitable for smaller businesses or those at the beginning of their email marketing journey.

User Interface and Experience: Navigating the Platforms

ActiveCampaign: Intuitive and Feature-Rich

ActiveCampaign’s user interface strikes a delicate balance between offering a wealth of features and maintaining user-friendliness. This makes it a platform that’s as suitable for beginners as it is for seasoned email marketers. When you log in, you’re greeted with a dashboard that’s informative yet not overwhelming, providing quick access to various functionalities like campaign creation, automation workflows, and contact management.

The standout aspect of ActiveCampaign’s user experience is its email builder. It’s a potent tool, combining flexibility with simplicity. The drag-and-drop builder allows you to create professional-looking emails without needing to be a design expert. Plus, with a variety of templates at your disposal, you can easily maintain brand consistency across your communications.

ActiveCampaign also excels in offering detailed analytics, presented in a user-friendly format. This accessibility is crucial for businesses that need to make data-driven decisions but may not have extensive technical expertise.

Mailigen: Simplicity and Efficiency

Mailigen offers a user interface that emphasizes simplicity and efficiency. The platform is designed with a less-is-more philosophy, making it extremely approachable for users, regardless of their technical skill level. The dashboard is straightforward, allowing easy access to key functionalities such as email creation, list management, and reporting.

The email builder in Mailigen, while not as advanced as ActiveCampaign’s, is robust enough for most users’ needs. It provides basic templates and a user-friendly design interface, ensuring that creating and sending out emails is a hassle-free process.

In terms of analytics, Mailigen provides essential reporting tools that offer insights into your campaign’s performance. While these might not be as detailed as ActiveCampaign’s, they are more than sufficient for businesses that require straightforward and actionable analytics.

Making the Choice: User Experience Matters

When it comes to user experience, both ActiveCampaign and Mailigen have their unique strengths. ActiveCampaign is the way to go if you’re looking for a platform that combines advanced features with an intuitive interface. It’s well-suited for businesses that require depth in their email marketing tools without a steep learning curve.

On the other hand, if simplicity and ease of use are your priorities, and you need a platform that efficiently covers the basics of email marketing, Mailigen is an excellent choice. It’s especially well-suited for small businesses or those who are new to email marketing.

The decision between the two will depend largely on your comfort with technology and the complexity of the email marketing features you need.

Integration Capabilities: Enhancing Your Marketing Stack

ActiveCampaign: A Wide Spectrum of Integrations

ActiveCampaign distinguishes itself with an extensive range of integrations, connecting seamlessly with over 850 third-party applications. This expansive integration ecosystem includes everything from CRM systems and e-commerce platforms to social media tools and productivity apps, making it a versatile choice for businesses with a complex marketing stack.

The ability to integrate deeply with other tools adds a layer of sophistication to ActiveCampaign’s capabilities. You can synchronize data across platforms, automate actions based on interactions in other apps, and create a cohesive marketing strategy that leverages multiple tools.

Mailigen: Essential Integrations for Streamlined Operations

Mailigen, while not offering as broad an array of integrations as ActiveCampaign, focuses on providing essential integrations that are most relevant to email marketing. This includes connections to popular e-commerce platforms, CRM systems, and social media channels.

The platform’s integrations are designed to be straightforward, ensuring that even those with limited technical expertise can connect Mailigen to other tools effectively. This approach is particularly beneficial for small to medium-sized businesses looking to enhance their email marketing capabilities without the need for extensive third-party applications.

Deciding Based on Integration Needs

When choosing between ActiveCampaign and Mailigen based on integration capabilities, it’s important to consider the complexity and diversity of your existing marketing tools.

If you need a platform that can integrate with a wide variety of applications, providing extensive flexibility and customization options, ActiveCampaign is the better choice. It’s ideal for businesses that use a diverse set of tools and require advanced integration capabilities.

However, if your integration needs are more straightforward, and you’re looking for a platform that offers effective and easy-to-manage integrations with key marketing tools, Mailigen is a great option. It’s particularly suited for businesses that want to connect their email marketing platform to a select group of other applications without the complexity of managing numerous integrations.

Both platforms offer valuable integration capabilities, but they cater to different types of businesses based on the breadth and complexity of the integrations required.

Pricing and Affordability: Finding the Right Fit for Your Budget

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.
MailigenPricing Structure: Based on the number of subscribers.
Basic Plans:
Up to 500 subscribers: Starts at approximately $10/month.
Up to 2,500 subscribers: Starts at approximately $25/month.
Up to 5,000 subscribers: Starts at approximately $40/month.
Higher Volume Plans:
Up to 10,000 subscribers: Pricing available upon request.
Up to 25,000 subscribers and more: Custom pricing.

ActiveCampaign: Flexible Pricing for a Range of Needs

ActiveCampaign’s pricing model is designed to cater to a broad spectrum of business sizes and needs. With a tiered structure, the pricing is based on the number of contacts in your list and the level of features you require. This approach provides the flexibility for businesses to start with a basic plan and scale up as their needs grow.

For startups and smaller businesses, the entry-level plan offers fundamental email marketing features. However, as you move up the tiers, more advanced features like CRM, advanced segmentation, and deeper analytics become available. While this scalability is advantageous, it’s essential to note that costs can increase significantly as your list grows and as you opt for higher-tier plans.

Mailigen: Cost-Effective Solutions for Smaller Scale Operations

Mailigen presents a pricing structure that is notably straightforward and budget-friendly, particularly appealing to small and medium-sized businesses or those with a more predictable email marketing scope. The platform offers essential email marketing features at competitive prices, with plans based on the volume of emails sent.

This pricing model is advantageous for businesses with a clear understanding of their email marketing volume and looking for a cost-effective solution without unnecessary extras. Mailigen’s simplicity in pricing makes it accessible for businesses just starting with email marketing or those operating on a tighter budget.

Making the Best Financial Choice

Choosing between ActiveCampaign and Mailigen in terms of pricing involves balancing your budget against the features you need.

ActiveCampaign is well-suited for businesses looking for a comprehensive set of features and willing to invest more for advanced capabilities. Its tiered pricing model provides flexibility for growing businesses.

Conversely, Mailigen is a strong choice for businesses seeking a straightforward, cost-effective solution that covers the essentials of email marketing. It’s ideal for those who have a clear scope of their email marketing needs and wish to keep spending in check.

Both platforms offer value for their respective features, but the right choice will depend on your specific business needs, size, and budget considerations.

Analytics and Reporting: Measuring Your Campaign Success

ActiveCampaign: Comprehensive Data Analysis

ActiveCampaign shines in its ability to provide detailed analytics and reporting. This feature set is crucial for businesses that rely on data-driven strategies to optimize their email marketing campaigns. ActiveCampaign gives you access to a wide range of metrics, including open rates, click-through rates, and more advanced analysis like website visits and subscriber behavior.

The strength of ActiveCampaign’s analytics lies in its depth and customization capabilities. You can dive deep into your campaign performance, segmenting data to understand different audience behaviors and preferences. This level of detail enables you to refine your strategies for better engagement and conversion rates.

Furthermore, ActiveCampaign offers customizable reporting, allowing you to focus on the metrics that matter most to your business. This adaptability is particularly valuable for businesses with specific analytical needs.

Mailigen: Simplified Reporting for Quick Insights

Mailigen offers a more streamlined approach to analytics and reporting, focusing on delivering the most crucial metrics in an easily digestible format. This approach is well-suited for small businesses or those who need a quick and clear overview of their campaign performance.

With Mailigen, you can assess the success of your email campaigns through key metrics like open rates, click rates, and subscriber growth. While it may not offer the same depth of analytics as ActiveCampaign, Mailigen’s reporting is sufficient for most standard email marketing needs and is designed for ease of understanding and application.

Choosing Based on Analytics and Reporting Needs

When deciding between ActiveCampaign and Mailigen for analytics and reporting, consider the level of detail and customization you need in your data analysis.

If you need a platform that provides in-depth, customizable analytics to monitor and optimize your email marketing campaigns closely, ActiveCampaign is the superior choice. Its advanced analytics are ideal for businesses that rely heavily on data-driven decision-making.

Conversely, if your primary need is for straightforward, actionable insights, and you prefer a platform that simplifies data interpretation, Mailigen is more suitable. It’s great for businesses that need essential reporting functionalities without the complexity of advanced data analysis.

Both platforms provide robust analytics and reporting features, but the depth and complexity of these features cater to different business needs and preferences.

Customer Support and Resources: Ensuring a Smooth User Experience

ActiveCampaign: Extensive Support and Educational Content

ActiveCampaign provides a comprehensive support system that includes email, live chat, and phone support, catering to various user preferences. The platform is recognized for its responsive and knowledgeable support team, which is a crucial asset for businesses that may encounter complex issues or require strategic advice.

In addition to its direct support channels, ActiveCampaign offers a wealth of educational resources. This includes detailed guides, webinars, a community forum, and a vast knowledge base. These resources are invaluable for users looking to expand their knowledge of email marketing and leverage the full potential of the platform.

ActiveCampaign’s commitment to education and support is evident in its continuous efforts to provide users with the tools and knowledge they need to succeed in their email marketing endeavors.

Mailigen: Targeted Support for Efficient Problem-Solving

Mailigen offers a focused approach to customer support, primarily through email and live chat. The platform is known for its efficient and helpful support team, which is particularly beneficial for small businesses or those new to email marketing. While Mailigen may not provide phone support, its digital channels are responsive and effective in addressing user queries.

Alongside its customer support, Mailigen provides a range of online resources such as how-to guides, FAQs, and blog articles. These resources are designed to be straightforward and easily accessible, making them suitable for users who prefer quick, self-service support options.

Making the Choice Based on Support

When deciding between ActiveCampaign and Mailigen for customer support and resources, consider the type of support you value most and the resources that will be most beneficial for your business.

If a wide range of support options, including phone support, and a rich library of learning resources are important to you, ActiveCampaign is the better choice. Its comprehensive support system is advantageous for businesses that want to explore complex features or have advanced email marketing needs.

However, if you prefer a streamlined support experience focused on quick resolutions and straightforward resources for self-help, Mailigen is more suitable. It’s particularly well-suited for smaller businesses or those who want efficient support without the need for extensive educational materials.

Both platforms are committed to providing quality support and resources, but their approaches cater to different user needs and preferences.

WinSavvy helps grow VC-funded startups digitally

Related: Check out our free SEO suite

Free SEO Suite by WinSavvy

Email Deliverability: Ensuring Your Messages Reach the Inbox

ActiveCampaign: Advanced Deliverability Techniques

ActiveCampaign places a strong emphasis on ensuring high email deliverability, employing advanced technologies and best practices. This focus is vital for businesses relying heavily on email marketing effectiveness. The platform offers tools for optimizing email content, managing sender reputation, and monitoring deliverability metrics, all of which contribute to higher inbox placement rates.

ActiveCampaign’s proactive approach includes features like predictive sending, which optimizes the timing of your emails based on recipient behavior, and automatic list management to maintain a healthy, engaged email list. These features are crucial for maintaining a good sender reputation, which is a key factor in successful email delivery.

Mailigen: Focused Deliverability with User-Friendly Tools

Mailigen ensures reliable email deliverability with a focus on simplicity and user-friendliness. The platform adheres to best email practices and standards, which helps in maintaining a good sender reputation and high deliverability rates.

While Mailigen may not offer as many advanced deliverability features as ActiveCampaign, its approach covers the essential aspects required for effective email delivery. This includes basic list hygiene tools and straightforward guidelines for creating content that avoids spam filters. For many businesses, particularly small to medium-sized ones, these tools and practices are more than sufficient to ensure their emails reach their audience.

Choosing Based on Email Deliverability

The decision between ActiveCampaign and Mailigen in terms of email deliverability should be based on the level of control and detail you desire in managing your email campaigns.

If you require a platform with advanced deliverability features, detailed reporting, and tools to actively optimize your email delivery, ActiveCampaign is the ideal choice. Its comprehensive deliverability tools are suited for businesses that prioritize high inbox placement and are willing to actively manage these aspects.

On the other hand, if you prefer a platform that provides reliable deliverability with a more straightforward approach, Mailigen is a suitable option. Its focus on essential deliverability practices, combined with user-friendly tools, makes it ideal for businesses seeking simplicity and effectiveness in their email marketing.

Both platforms offer competent deliverability features, but their offerings differ in terms of complexity and user involvement.

CRM Integration: Streamlining Customer Relationships

ActiveCampaign: Seamless CRM Synchronization

ActiveCampaign stands out with its seamless integration of CRM functionalities, making it a powerful ally for businesses looking to combine email marketing with comprehensive customer relationship management. This integration is particularly beneficial for businesses that want to keep track of customer interactions across multiple channels and tailor their marketing strategies accordingly.

With ActiveCampaign, you can manage leads, track sales processes, and automate follow-up tasks based on customer behavior and engagement. This integration ensures that your email marketing efforts are closely aligned with your sales and customer service strategies, providing a more cohesive customer experience.

Additionally, ActiveCampaign’s CRM features are quite advanced. They include capabilities like lead scoring, detailed customer segmentation, and automated sales pipelines, which are invaluable for businesses with complex sales processes or those looking to scale.

Mailigen: Basic CRM Integration for Essential Management

Mailigen offers basic CRM integration capabilities, catering to businesses that require straightforward solutions. The platform integrates with popular CRM systems, enabling you to synchronize contact information and manage customer interactions effectively, without the complexity of more advanced systems.

While Mailigen’s CRM integration might not be as extensive as ActiveCampaign’s, it covers the essential aspects needed to align email marketing with customer management. This includes basic lead tracking and the ability to view customer interactions within the platform, which are sufficient for most standard email marketing needs.

Deciding Based on CRM Integration

Choosing between ActiveCampaign and Mailigen for CRM integration depends on the complexity of your CRM needs and the level of integration you desire with your email marketing efforts.

If you require a sophisticated CRM system with deep integration capabilities and advanced features, ActiveCampaign is the better choice. Its comprehensive CRM functionalities are well-suited for businesses that need detailed customer management tools combined with their email marketing.

On the other hand, if your CRM needs are more basic and you prefer a platform that offers straightforward integration with essential CRM functionalities, Mailigen is a great option. It’s particularly suitable for small to medium-sized businesses looking for an efficient way to combine email marketing and customer management.

Both platforms offer CRM integration capabilities, but they cater to different levels of complexity and business requirements.

Pricing Structures: Aligning Cost with Value

ActiveCampaign: Flexible Pricing for Diverse Business Needs

ActiveCampaign’s pricing model is designed to cater to a wide spectrum of users, from small businesses to large enterprises. The platform offers a tiered pricing structure, which varies based on the number of contacts and the level of features needed. This scalable approach allows businesses to choose a plan that matches their current requirements and grow into more advanced plans as their needs evolve.

While the entry-level plan provides basic email marketing capabilities, higher tiers unlock more sophisticated features like advanced automation, CRM integration, and detailed analytics. However, it’s important to note that as the number of contacts increases, so does the pricing, which can be a consideration for businesses with a large subscriber base.

Mailigen: Affordable and Straightforward Pricing

Mailigen offers a more simplified and affordable pricing structure, making it an attractive option for small to medium-sized businesses. The platform’s plans are based on the number of subscribers and emails sent, providing a clear and predictable pricing model.

This straightforward approach is particularly appealing to businesses with a limited budget or those that prefer a clear-cut pricing system without the complexities of tiered features. Mailigen’s focus on providing essential email marketing tools at competitive prices makes it a cost-effective solution for those looking to achieve effective email marketing without a significant investment.

Making the Right Financial Decision

When choosing between ActiveCampaign and Mailigen based on pricing, it’s essential to balance your budget against the features and scalability you require.

ActiveCampaign is ideal for businesses looking for a comprehensive solution with a range of advanced features, provided they are prepared to invest more for higher-tier plans as their needs grow.

On the other hand, Mailigen is an excellent choice for businesses seeking an affordable, straightforward solution that covers the basic necessities of email marketing without the need for more complex functionalities.

Both platforms offer good value for their pricing, but the best choice will depend on your specific business needs, size, and budget.


In conclusion, when deciding between ActiveCampaign and Mailigen for your email marketing needs in 2024, it’s essential to align the platform’s capabilities with your specific business requirements. ActiveCampaign stands out with its advanced automation features, comprehensive CRM integration, and extensive analytics, making it ideal for businesses seeking a feature-rich platform capable of supporting complex marketing strategies. Its scalable pricing model also caters to a broad range of business sizes, although costs can increase with advanced needs.

Mailigen, on the other hand, offers a more straightforward and budget-friendly approach, focusing on essential email marketing functionalities. It’s particularly well-suited for small to medium-sized businesses or those just starting with email marketing. While it may not provide the depth of features found in ActiveCampaign, its simplicity, user-friendly interface, and cost-effectiveness make it a strong contender for businesses seeking an effective, no-frills email marketing solution. Ultimately, the choice between ActiveCampaign and Mailigen should be guided by your business’s marketing complexity, size, and budget constraints. Both platforms offer compelling solutions in 2024, but aligning their strengths with your specific needs will lead to the right decision.

Read Next

author avatar
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.
Scroll to Top