ActiveCampaign vs Omnisend: The Best Email Marketing Tool for 2024

Discover the ultimate email marketing tool for 2024: ActiveCampaign or Omnisend? Our analysis covers their features, usability, and marketing impact.

Hello there! If you’re on a quest to find the best email marketing tool for 2024, you’ve probably stumbled upon ActiveCampaign and Omnisend. Both are big names in the email marketing world, but which one is the right fit for you? In this comprehensive guide, we’ll dive into the nitty-gritty of both tools, comparing them on various fronts to help you make an informed decision. So, grab a cup of coffee, and let’s get started!

G2 Score – 4.5 out of 5 stars
G2 Score – 4.5 out of 5 stars
TrustRadius Score – 8.0 out of 10TrustRadius Score –  6.0 out of 10

Ease of Use: User-Friendly or Feature-Rich?

In the universe of email marketing tools, how user-friendly a platform is can be a game-changer. Let’s talk about ActiveCampaign and Omnisend in terms of ease of use. After all, you want to spend time creating stunning email campaigns, not wrestling with a complicated interface.

ActiveCampaign: A Blend of Power and Ease

ActiveCampaign has made a name for itself as a tool that doesn’t shy away from offering powerful features. But does this come at the cost of usability? Not quite. Despite its robust feature set, ActiveCampaign has managed to maintain a balance between functionality and user-friendliness.

The interface is intuitive, with a clean design that makes navigation simple. Whether you’re setting up a quick email blast or a complex automation sequence, the process is straightforward. ActiveCampaign also excels in guiding new users. With helpful onboarding materials and a responsive support team, you won’t feel lost even if you’re new to email marketing.

The automation builder deserves a special mention. It’s visual, drag-and-drop, and lets you see your entire email workflow at a glance. This makes creating complex automation sequences less intimidating and more of a creative exploration.

Omnisend: Simplicity Meets E-commerce Focus

Omnisend, on the other hand, takes a slightly different approach. It’s designed with e-commerce businesses in mind, which reflects in its user interface. The platform is streamlined and straightforward, making it incredibly easy for online store owners to jump right into email marketing.

From the get-go, Omnisend’s interface feels welcoming, especially for those who aren’t too tech-savvy. Setting up campaigns is a breeze, thanks to its intuitive design and clear instructions. Plus, its e-commerce integrations are seamless, allowing you to pull products directly into your emails, set up automated cart abandonment emails, and more, all with just a few clicks.

The template designs in Omnisend are also worth mentioning. They are not only beautiful but also tailored for e-commerce needs, making it easy to create emails that resonate with your audience and drive sales.

The Verdict on User-Friendliness

When it comes to ease of use, both ActiveCampaign and Omnisend have their strengths. ActiveCampaign offers a balance between advanced capabilities and an intuitive interface, perfect for those who want depth in their email marketing tools without a steep learning curve. Omnisend, with its straightforward design and e-commerce-centric features, is ideal for online store owners looking for an efficient way to connect with their customers.

Your choice here depends on your specific needs – do you value a platform that offers a plethora of features, or do you prefer one that’s straightforward and e-commerce-focused?

Automation Capabilities: Crafting Personalized Customer Journeys

Automation is the secret sauce that can transform good email marketing into great. It’s about sending the right message to the right person at the right time, without having to manually oversee every step. Let’s compare how ActiveCampaign and Omnisend handle automation and see which might be the better craftsman for your email odyssey.

ActiveCampaign: The Automation Powerhouse

ActiveCampaign is often hailed as the king of automation in the email marketing realm, and for good reason. It offers an incredibly versatile and powerful automation platform that’s akin to having an expert marketer working around the clock.

With ActiveCampaign, the possibilities seem endless. You can create complex, multi-step automations that respond to a myriad of subscriber behaviors. Whether it’s triggering an email based on website activity, segmenting your list based on purchase history, or even scoring leads based on engagement, ActiveCampaign handles it all with finesse.

The real beauty of ActiveCampaign’s automation lies in its customizability. You can tailor every aspect of your campaigns to fit the unique journey of your customers. Plus, the visual automation builder not only makes the process intuitive but also allows you to easily visualize and tweak your customer journeys.

Omnisend: Automation with an E-commerce Twist

Omnisend steps into the automation ring with a focus on e-commerce. While it may not offer the same level of complexity as ActiveCampaign, it provides powerful automation features that are specifically tailored for online stores.

Omnisend’s automation features are centered around making the most out of your customer data. From welcome series to post-purchase follow-ups, Omnisend ensures that you’re engaging with your customers at critical touchpoints. Its ability to pull in product details, customer purchase history, and browsing behavior directly into your emails is a game-changer for e-commerce businesses.

One of Omnisend’s standout features is its pre-built automation workflows. These templates, designed for common e-commerce scenarios like cart abandonment or order confirmation, can be customized but are ready to go right out of the box. This approach is perfect for e-commerce businesses looking for effective, efficient automation without the need to build everything from scratch.

Weighing Your Automation Options

In the realm of automation, ActiveCampaign offers depth and versatility, making it ideal for businesses that need detailed, nuanced customer journeys. Its strength lies in its ability to cater to a wide array of industries and use cases.

Omnisend, with its e-commerce-centric automation, is a perfect fit for online retailers. Its ease of use and pre-built workflows make it an excellent choice for businesses that want to quickly implement effective, targeted automations.

Your choice between ActiveCampaign and Omnisend will depend on the complexity of your automation needs and how closely aligned your business is with e-commerce.

Analytics and Reporting: Gaining Insights into Campaign Performance

In the ever-evolving landscape of email marketing, diving deep into the data waters is crucial. It’s all about understanding your campaign performance, tweaking your strategies, and making data-driven decisions. Let’s see how ActiveCampaign and Omnisend measure up in terms of analytics and reporting.

ActiveCampaign: The Data-Driven Detective

ActiveCampaign takes analytics seriously, offering a comprehensive suite of reporting tools. It’s like having a detective meticulously combing through every detail of your campaigns to provide you with meaningful insights.

With ActiveCampaign, you get more than just basic open and click rates. You can track conversions, website visits, and even social media interactions related to your emails. The platform offers detailed reports on individual campaigns as well as overall list health, giving you a 360-degree view of your email marketing efforts.

But where ActiveCampaign truly excels is in its ability to segment and analyze customer data. You can slice and dice your data to uncover trends and patterns, helping you understand your audience at a granular level. Plus, with its CRM integration, you can track the entire customer journey from initial contact to final sale, gaining invaluable insights along the way.

Omnisend: Streamlined Analytics for E-commerce

Omnisend, with its e-commerce focus, offers analytics tools that are streamlined yet powerful. It’s like having a navigator who points you directly to the most crucial data for your online store.

Omnisend’s reporting dashboard provides a clear overview of your campaign performance, focusing on metrics that matter most to e-commerce businesses, such as sales generated, cart recovery rates, and customer lifecycle stages. These insights are crucial in shaping strategies that drive sales and customer retention.

One of Omnisend’s standout features is its campaign ROI tracking. This tool lets you see exactly how much revenue each campaign is generating, an essential metric for any e-commerce business. Additionally, Omnisend’s segmentation capabilities allow you to delve deeper into your data, understanding how different customer groups respond to your campaigns.

Deciphering the Data

When it comes to analytics and reporting, ActiveCampaign offers depth and versatility, ideal for businesses that want detailed insights into every aspect of their campaigns. Its advanced analytics are perfect for those who love diving into data and extracting every bit of information.

Omnisend’s analytics, while more streamlined, are powerfully focused on e-commerce metrics, making it a great choice for online retailers who need clear, actionable insights that directly relate to sales and customer behavior.

Your choice between the two will depend on the complexity of the analytics you need and how closely your business revolves around e-commerce.

Integration Capabilities: Connecting Your Marketing Ecosystem

In the digital marketing world, integration capabilities of an email marketing tool can be a major game-changer. It’s about how well the tool plays with other software, enhancing your overall marketing strategy. Let’s dive into how ActiveCampaign and Omnisend fare in terms of integrations.

ActiveCampaign: The Integration Juggernaut

ActiveCampaign shines brightly when it comes to integrations. It’s like a central hub in a vast network, connecting seamlessly with a myriad of other platforms and services.

With ActiveCampaign, you’re looking at an extensive range of integrations – over 850 apps including CRM systems, e-commerce platforms, social media tools, and many more. This means whatever other tools you’re using, chances are, ActiveCampaign can integrate with them.

This extensive integration network is particularly beneficial for businesses that rely on a diverse set of tools for their operations. The ability to sync data across platforms, automate cross-channel marketing efforts, and provide a unified customer experience is invaluable. Whether you’re syncing data with your CRM, automating social media posts based on email interactions, or triggering emails from customer actions on your e-commerce platform, ActiveCampaign’s integrations make it all possible.

Omnisend: E-commerce Integrations at Its Core

Omnisend, staying true to its e-commerce roots, offers a more focused yet powerful set of integrations. It’s like having a tailor-made suit – it may not cover everything, but it fits your e-commerce needs perfectly.

The platform integrates seamlessly with the most popular e-commerce platforms like Shopify, WooCommerce, and Magento, among others. This focus on e-commerce integrations means you can easily sync your store data with your email campaigns, creating a streamlined workflow for your marketing efforts.

Omnisend’s integrations are not just about connecting platforms; they are about enhancing your e-commerce capabilities. From pulling products directly into your emails to creating targeted segments based on purchase behavior, these integrations are designed to drive sales and improve the shopping experience for your customers.

Making the Right Connections

In choosing between ActiveCampaign and Omnisend for integrations, consider the scope and nature of your business.

ActiveCampaign is a perfect choice if you require a wide array of integrations and enjoy customizing your marketing stack with various tools. Its extensive integration capabilities make it a versatile option for businesses with complex and multifaceted needs.

Omnisend, with its e-commerce-focused integrations, is ideal for online retailers who need a platform that seamlessly ties in with their e-commerce ecosystem. Its integrations are specifically tailored to enhance the online shopping experience and boost sales.

Both platforms recognize the importance of integrations in today’s digital marketing landscape. Your choice will depend on the complexity of your existing marketing stack and your specific business needs.

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

Pricing Plans: Balancing Affordability with Features

When it comes to choosing an email marketing tool, pricing is a pivotal factor. It’s not just about the cost; it’s about what you get for your money. Let’s unpack the pricing structures of ActiveCampaign and Omnisend to see which one offers the best bang for your buck in 2024.

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.
OmnisendFree Plan: Includes basic email marketing features, allowing up to 15,000 emails per month but with a daily limit.
Standard Plan: Starts around $16 per month for up to 500 subscribers, including automation workflows, SMS campaigns, and audience segmentation.
Pro Plan: Starting from around $99 per month for up to 500 subscribers, adding features like advanced reporting, web push notifications, and unlimited emails.
Enterprise Plan: Custom pricing for large-scale businesses, offering features like dedicated account management, deliverability support, and custom IP address.

ActiveCampaign: Flexible Pricing for Varied Needs

ActiveCampaign offers a tiered pricing structure, which is akin to a choose-your-own-adventure book. You decide how complex you want your email marketing journey to be and pay accordingly.

The tiers start from a basic plan, suitable for small businesses or those just starting out, and scale up to more advanced options loaded with features like CRM, advanced segmentation, and machine learning capabilities. This structure allows you to tailor the service to your specific needs and budget.

As your business grows, you can scale up your plan to access more sophisticated features. It’s an approach that offers flexibility and ensures that you’re not paying for features you don’t need. However, it’s worth noting that as you add more contacts and features, the price can climb quite steeply. This makes ActiveCampaign a great option if you’re looking for a tool that grows with your business but requires consideration of the long-term cost implications.

Omnisend: Straightforward and E-commerce Focused

Omnisend’s pricing is more straightforward, offering clear, value-for-money plans that are particularly attractive to e-commerce businesses. It’s like shopping for a ready-to-go meal kit – you know exactly what you’re getting, and it’s ready to use.

The platform offers a free plan, which is great for small businesses or startups looking to dip their toes into email marketing. As you scale up, the pricing remains competitive, offering access to more advanced features like SMS marketing, segmentation, and automation.

Omnisend’s pricing structure is designed with e-commerce businesses in mind, focusing on features that drive sales and enhance the shopping experience. This makes it a cost-effective solution for online retailers, providing the essential tools needed to boost their email marketing efforts without breaking the bank.

Weighing the Cost vs. Features

Deciding between ActiveCampaign and Omnisend on pricing will depend on your business size, the complexity of your marketing needs, and your budget.

ActiveCampaign offers a more flexible approach with its tiered pricing, making it a suitable option for businesses with varying needs and growth plans. It’s ideal if you want a tool that can scale with your business and need a wide range of features.

Omnisend, with its straightforward and affordable pricing, is an excellent choice for e-commerce businesses looking for a no-frills, effective email marketing tool. Its focus on e-commerce essentials makes it a cost-effective option for online stores of all sizes.

Both platforms offer competitive pricing, but the best choice for you will hinge on the specific requirements of your business and how much you’re willing to invest in your email marketing tool.

Customer Support and Resources: Ensuring Smooth Sailing

In the journey of email marketing, having a reliable support system is like having a trusted compass; it guides you through uncharted waters and offers help when you need it the most. Let’s compare the customer support and resources provided by ActiveCampaign and Omnisend to see which one keeps you best on course.

ActiveCampaign: Comprehensive Support for Diverse Needs

ActiveCampaign approaches customer support with a comprehensive mindset. It’s like having a seasoned guide who’s ready to assist you through every twist and turn of your email marketing journey.

The platform offers multiple channels of support, including email, live chat, and phone support, ensuring that help is always within reach. Whether you’re a beginner needing basic guidance or an advanced user tackling complex issues, ActiveCampaign’s support team is equipped to assist.

Beyond direct support, ActiveCampaign boasts an extensive library of resources. This includes detailed guides, a vast knowledge base, video tutorials, and webinars. These resources are not just about troubleshooting; they offer valuable insights and strategies to enhance your email marketing skills. For those who prefer self-learning, this wealth of information is a treasure trove.

Omnisend: Focused and Efficient Support

Omnisend takes a more focused approach to customer support, catering specifically to the needs of e-commerce businesses. It’s like having a specialist who understands the unique challenges and opportunities of your online store.

Omnisend provides reliable email and chat support, ensuring quick and effective responses to your queries. The quality of support is tailored to address the typical needs of e-commerce users, making it highly relevant and practical.

In terms of resources, Omnisend offers a solid collection of help articles, tutorials, and e-commerce specific guides. These resources are designed to not only solve problems but also to provide insights into leveraging email marketing for e-commerce success. The platform also hosts webinars and provides case studies, offering real-world examples of successful strategies.

Navigating the Seas of Customer Support

When it comes to customer support and resources, ActiveCampaign offers a more extensive and versatile support system, ideal for businesses with diverse needs and those who value a variety of learning formats.

Omnisend, with its e-commerce-centric support and resources, is perfect for online retailers looking for focused assistance and industry-specific insights.

Your choice between the two will depend on the level and type of support you anticipate needing. If you prefer a wide range of learning resources and multiple support channels, ActiveCampaign is the way to go. If you’re an e-commerce business seeking specialized support and resources, Omnisend might be the better fit.

Email Design and Template Options: Crafting Visually Appealing Campaigns

The design of your emails plays a crucial role in engaging your audience. A visually appealing email can captivate your subscribers and enhance the effectiveness of your message. Let’s delve into how ActiveCampaign and Omnisend approach email design and the variety of templates they offer.

ActiveCampaign: Versatility and Customization

ActiveCampaign treats email design as an art form, offering a broad canvas for creativity and customization. It’s like having an extensive palette of colors and brushes at your disposal.

The platform boasts a versatile drag-and-drop email builder, allowing you to craft emails that align perfectly with your brand’s aesthetics without needing any coding knowledge. Whether you’re crafting a simple newsletter or a complex promotional email, the process is intuitive and flexible.

ActiveCampaign’s strength lies in its wide range of customizable templates. These templates cater to various industries and purposes, from product promotions to event announcements. The level of customization available means you can tweak these templates to closely reflect your brand, making each email uniquely yours.

Additionally, for those who are comfortable with coding, ActiveCampaign provides the option to dive into the HTML and CSS. This opens up even more possibilities for customization, ensuring that your emails stand out in your subscribers’ inboxes.

Omnisend: E-commerce Focused and User-Friendly

Omnisend approaches email design with a clear focus on e-commerce, ensuring that its templates and design tools cater specifically to online retailers. It’s like having a set of pre-made, e-commerce-themed decor to choose from.

The platform offers a user-friendly email editor with drag-and-drop functionality, making it easy for anyone to create professional-looking emails. The templates provided by Omnisend are not only visually appealing but also optimized for conversions, featuring elements like product recommendations and dynamic discount codes.

Omnisend’s templates are particularly noteworthy for their e-commerce functionality. They allow you to automatically pull in products from your store, create unique discount codes, and set up shoppable emails. This integration of design with e-commerce functionality is a significant time-saver and enhances the shopping experience for your customers.

Designing Your Ideal Email

In choosing between ActiveCampaign and Omnisend for email design, consider your design needs and the nature of your business.

ActiveCampaign offers a more versatile design experience with a wide range of customizable templates, making it ideal for businesses that prioritize brand uniqueness and creativity in their emails.

Omnisend, with its e-commerce-optimized templates and user-friendly design tools, is perfect for online retailers looking for efficiency and conversion-focused design elements.

Both platforms provide the tools to create visually appealing and effective emails, but the best choice for you will depend on the level of customization you desire and how closely your email marketing is tied to e-commerce.


In the quest to find the best email marketing tool for 2024, ActiveCampaign and Omnisend both emerge as strong contenders, each with its unique strengths. ActiveCampaign dazzles with its depth in automation, extensive integrations, and versatile email design options, making it a powerful ally for businesses seeking a comprehensive and customizable email marketing solution. Its flexibility and scalability cater to a wide range of industries and marketing strategies, adapting to your evolving business needs.

Omnisend, on the other hand, stands out with its e-commerce-centric approach, offering streamlined and effective features tailored for online retailers. Its focus on user-friendly design, targeted automation for e-commerce, and efficient customer support makes it an attractive option for businesses looking to enhance their online sales and customer engagement. Your final choice between ActiveCampaign and Omnisend should align with your business’s specific needs, the nature of your email marketing campaigns, and the level of customization and integration you seek. Whether it’s the comprehensive capability of ActiveCampaign or the focused efficiency of Omnisend, selecting the right tool will empower your email marketing efforts, driving success in 2024.

Read Next

Scroll to Top