Editor's note, November 1, 2026: Rebuilt from our 2021 list of 5 tools: 9 marketing automation tools for small businesses re-ranked on fit, automation features, price, free plans and public reviews, with prices checked on 31 October and 1 November 2026.
How we choose: we research each tool on its own site, check prices at the source and read what users say in public reviews. Our method
ActiveCampaign is the best marketing automation tool for most small businesses. It offers detailed automation at a low entry price, from $15 per month for 1,000 contacts billed yearly, with an optional CRM when you need deals and lead scoring. If you want to start for free, choose Brevo, which includes automation for up to 2,000 contacts, or MailerLite, which includes a few automations on its free plan and costs little for small lists.
If sales and marketing should share one database, HubSpot is the strongest fit, but its full automation workflows cost far more. EngageBay is a low-cost all-in-one with a CRM and help desk, GetResponse suits businesses that sell through funnels and webinars, and Kit is built for creators.
When you compare tools, check three things before features. Which plan first includes the automation you need, such as multi-step workflows or more than one trigger? Is the price based on contacts or on emails sent, and how will it grow with your list? Does the tool connect to your CRM, so sales can see what leads did? Prices below were checked on 31 October and 1 November 2026. To learn more, read why marketing automation could be your next big move and the advantages and disadvantages of marketing automation, or browse all marketing automation tools.
The list at a glance
| # | Tool | Best for | Starting price | Free plan | Team |
|---|
| 1 |  ActiveCampaign | Small businesses that want detailed automation at a small-business price | $15 per month, billed yearly | No | Sales and marketing |
| 2 |  Brevo (formerly Sendinblue) | A free start with automation, and pricing by emails sent | $9 per month (Starter) | Yes | Marketing |
| 3 |  MailerLite | Simple, low-cost email automation with a friendly editor | $10.80 per month billed yearly | Yes | Marketing |
| 4 |  HubSpot Marketing Hub | Small teams that want marketing and their CRM on one record | $7 per seat per month (new customers) | Yes | Marketing |
| 5 |  Mailchimp | Easy email campaigns with light automation | Starts at $13 per month | Yes | Marketing |
| 6 |  EngageBay | A low-cost all-in-one with CRM, marketing and help desk | $11.04 per user/month (2-year billing) | Yes | Sales and marketing |
| 7 |  GetResponse | Email automation with landing pages, funnels and webinars | $15.58 per month billed yearly | No | Marketing |
| 8 |  Kit (formerly ConvertKit) | Creators and one-person businesses that sell through a newsletter | $33 per month, billed yearly (Creator) | Yes | Marketing |
| 9 |  Mautic | Technical teams that want free, self-hosted automation | €247.50 per month (managed hosting) | Yes | Marketing |
How we chose
We ranked each tool on the five points of our published method, in this order. First, fit for a small business: how quickly a small team can set up useful automation and keep it running without a specialist. Second, the automation features small businesses use most, such as visual workflows, triggers, conditions, lead scoring, landing pages and a CRM connection, taken from each vendor's own documentation and pricing page. Third, price and how clearly it is stated, including free plans, trials and the cost of the first plan that includes real multi-step workflows. Fourth, what users report in public reviews on G2. Fifth, whether the product is actively developed.
Every tool was researched on its own website, pricing page and feature pages, and in public reviews on G2. Where two tools were close, the one that includes automation on a cheaper or free plan won.
Best for small businesses that want detailed automation at a small-business price
1. ActiveCampaign
Sales and marketing- Starting price
- $15 per month, billed yearly
- Free plan
- No
- Free trial
- Yes
- Price checked
- October 31, 2026
The best all-round choice. It offers detailed automation at a low entry price, with an optional CRM when you need deals and lead scoring.
Why it's on the list
ActiveCampaign's visual builder runs multi-step automations with multiple triggers, and it offers more than 950 ready-made recipes and an AI automation builder. Starter cost $15 per month for 1,000 contacts billed yearly on 31 October 2026 but allows only 5 actions per automation, while Plus at $49 removes that limit and adds landing pages, site messages and the optional CRM add-ons. There is a 14-day trial without a card. G2 rates it 4.4 out of 5 from about 14,800 reviews, with automation the most common praise and the learning curve and price the main complaints.
Pros
- Detailed automation with multiple triggers and conditions
- More than 950 automation recipes and an AI builder
- Optional CRM add-ons with deals and lead scoring
- 14-day trial without a card
Cons
- No free plan
- Starter allows only 5 actions per automation; unlimited actions need Plus at $49
- Learning curve and rising price as contacts grow, per G2 reviewers
Who it's for
Small B2B and online businesses that want to nurture leads with behaviour-based emails and grow into more advanced automation.
Who should skip it
Businesses that only send a newsletter, or need a free plan. Brevo or MailerLite are cheaper ways to start.
More about ActiveCampaign: pricing, features and alternatives
Best for a free start with automation, and pricing by emails sent
2. Brevo (formerly Sendinblue)
Marketing- Starting price
- $9 per month (Starter)
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The most generous hosted free plan for automation in this list. Brevo suits small businesses that want automation on a free plan and low-cost paid plans after that.
Why it's on the list
Brevo, called Sendinblue until 2023, includes marketing automation for up to 2,000 contacts on its free plan, which sends up to 300 emails per day. Standard, the first paid plan with unlimited multi-step workflows, A/B testing and web and event tracking, cost $18 per month billed monthly on 1 November 2026, with 10% off for yearly billing. Plans are priced mainly by monthly email volume, and every plan can send transactional email. G2 rates its marketing platform 4.5 out of 5, praising ease of use and value, while complaints mention limited template flexibility and automation depth.
Pros
- Free automation for up to 2,000 contacts
- Unlimited workflows on Standard from $18 per month
- SMS and transactional email on the same account
- 4.5 out of 5 on G2
Cons
- Free plan sends at most 300 emails per day
- At the 5,000-email entry tier, Starter and Standard allow only 500 marketing contacts
- Shallower automation than ActiveCampaign, per G2 reviewers
Who it's for
Small businesses that want to try automation for free and pay mainly for the emails they send.
Who should skip it
Teams that need deep conditional logic and lead scoring on a low plan. ActiveCampaign goes further.
More about Brevo (formerly Sendinblue): pricing, features and alternatives
Best for simple, low-cost email automation with a friendly editor
3. MailerLite
Marketing- Starting price
- $10.80 per month billed yearly
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
Automation on every plan and low prices for small lists, with ease of use the most common praise on G2. A good fit for small businesses that value simplicity.
Why it's on the list
MailerLite's automation builder starts from triggers such as joining a group, completing a form, clicking a link, a date or a purchase, then runs delays, conditions, A/B splits and actions. The Free plan covers 250 subscribers and 3 active automations, and on 1 November 2026 Comfort cost $10.80 per month billed yearly for up to 500 subscribers, with 50 active automations. There is a 14-day trial of premium features without a card. G2 rates it 4.6 out of 5, with ease of use and value the most common praise.
Pros
- Automation on every plan, including Free
- Comfort from $10.80 per month billed yearly
- Landing pages, websites and forms included
- 4.6 out of 5 on G2
Cons
- The free plan stops at 250 subscribers
- Multiple triggers per automation need Power, from $22.50 per month billed yearly
- Missing features such as reusable content blocks, per G2 reviewers
Who it's for
Small businesses and solo founders who want welcome series and simple nurture flows at a low price.
Who should skip it
B2B teams that need lead scoring and a sales handoff. ActiveCampaign or HubSpot fit better.
More about MailerLite: pricing, features and alternatives
Best for small teams that want marketing and their CRM on one record
4. HubSpot Marketing Hub
Marketing- Starting price
- $7 per seat per month (new customers)
- Free plan
- Yes
- Free trial
- No
- Price checked
- November 1, 2026
The best fit when sales and marketing should share one database. You can start free, but full automation workflows need Professional, which costs far more than the tools above.
Why it's on the list
HubSpot Marketing Hub is built on the free HubSpot CRM, so every email, form and landing page visit lands on the same record your sales team uses. The Free plan covers 2 users with email marketing, forms, landing pages and 1 automated action, and Starter, normally $20 per seat per month, allows up to 10 automated actions. Omni-channel automation workflows start on Professional at $800 per month with 3 seats and a one-time $3,000 onboarding fee, as listed on 1 November 2026. G2 reviewers praise ease of use and having everything in one place, and price is the most common complaint.
Pros
- Marketing and sales on the same CRM record
- Free plan for 2 users with email, forms and landing pages
- Breeze AI agents and assistant on paid plans
Cons
- Automation workflows need Professional, from $800 per month
- Professional also has a one-time $3,000 onboarding fee
- Costs rise quickly with marketing contacts, per G2 reviewers
Who it's for
Small businesses that already use the HubSpot CRM, or plan to, and want marketing data in front of sales.
Who should skip it
Businesses that need workflows on a tight budget. ActiveCampaign, Brevo and MailerLite include them for much less.
More about HubSpot Marketing Hub: pricing, features and alternatives
Best for easy email campaigns with light automation
5. Mailchimp
Marketing- Starting price
- Starts at $13 per month
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
Easy to use and widely known, but its automation is limited on the cheaper plans. Choose it for newsletters first and automation second.
Why it's on the list
Mailchimp, owned by Intuit since 2021, offers email and SMS marketing with segmentation and AI writing help. The Free plan covers 250 contacts and 500 emails a month but has no automation flows, Essentials allows flows of up to 4 steps, and Standard allows up to 200 flows. On 1 November 2026 Essentials started at $13 and Standard at $20 per month, both with a 14-day trial. G2 rates it 4.3 out of 5 from about 13,000 reviews, praising ease of use and naming price as the most common complaint.
Pros
- Easy to use, per G2 reviewers
- Free plan for up to 250 contacts
- Up to 200 automation flows on Standard
Cons
- No automation flows on the free plan
- Essentials flows are limited to 4 steps
- Price is the most common complaint on G2
Who it's for
Small businesses that mainly send newsletters and want a few automated emails as well.
Who should skip it
Businesses that want automation at the centre of their marketing. ActiveCampaign or Brevo give more for the money.
More about Mailchimp: pricing, features and alternatives
Best for a low-cost all-in-one with CRM, marketing and help desk
6. EngageBay
Sales and marketing- Starting price
- $11.04 per user/month (2-year billing)
- Free plan
- Yes
- Free trial
- No
- Price checked
- October 31, 2026
A low-cost way to get a CRM, email marketing and a help desk in one tool, free for up to 15 users. Automation workflows need the Growth plan, so the real price is higher than the entry price.
Why it's on the list
EngageBay's All-in-One suite combines a sales CRM, email marketing automation and a help desk. The Free plan covers up to 15 users and 250 contacts with 1,000 branded emails and 2 email sequences, and Growth, which adds up to 10 automation workflows and 5,000 contacts, cost $59.79 per user per month billed yearly on 1 November 2026. The Basic plan starts at $13.79 per user billed yearly. G2 rates EngageBay 4.6 out of 5 from 800 reviews, praising ease of use and support, while reviewers mention shallow reporting.
Pros
- CRM, marketing and help desk in one suite
- Free plan for up to 15 users
- 4.6 out of 5 on G2, praised for support
Cons
- Automation workflows need Growth at $59.79 per user billed yearly
- Priced per user, which adds up for larger teams
- Shallow reporting and limited workflow customisation, per G2 reviewers
Who it's for
Small businesses that want one low-cost system for contacts, deals, campaigns and support tickets.
Who should skip it
Teams that only need email automation. A specialist tool is cheaper and deeper.
More about EngageBay: pricing, features and alternatives
Best for email automation with landing pages, funnels and webinars
7. GetResponse
Marketing- Starting price
- $15.58 per month billed yearly
- Free plan
- No
- Free trial
- Yes
- Price checked
- November 1, 2026
A good fit for small businesses that sell through funnels and webinars. Full automation starts on Marketer, which costs more than the Brevo and MailerLite plans above that include automation.
Why it's on the list
GetResponse builds workflows from events, conditions, filters and actions, with templates for new sign-ups, product recommendations and abandoned carts, plus tags and engagement scoring. Starter includes 1 custom workflow, and Marketer, with unlimited workflows, sales funnels and abandoned cart recovery, cost $48.38 per month billed yearly for 1,000 contacts on 1 November 2026. The Creator plan adds webinars and a course creator. G2 rates it 4.3 out of 5, praising ease of use and support, with missing features the most common complaint.
Pros
- Unlimited workflows, funnels and abandoned cart recovery on Marketer
- Unlimited sends and landing pages on every plan
- Webinars and courses on Creator
Cons
- Starter includes only 1 custom workflow
- No permanent free plan described on the pricing page
- Missing features and a learning curve, per G2 reviewers
Who it's for
Small businesses, online stores and course sellers that run funnels and webinars next to email.
Who should skip it
B2B teams that want a CRM with their automation. HubSpot or EngageBay fit better.
More about GetResponse: pricing, features and alternatives
Best for creators and one-person businesses that sell through a newsletter
8. Kit (formerly ConvertKit)
Marketing- Starting price
- $33 per month, billed yearly (Creator)
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
The best pick for creators, with a large free plan and a clean visual automation builder. Less suited to B2B teams that need a CRM.
Why it's on the list
Kit, formerly ConvertKit and on our 2021 list, offers visual automations and unlimited email sequences on its Creator plan, which cost $33 per month for 1,000 subscribers billed yearly on 1 November 2026. The Free plan covers up to 10,000 subscribers with unlimited landing pages, forms and broadcasts, but no automations. Kit also lets you sell digital products and paid newsletters. G2 rates it 4.4 out of 5, praising its interface and automation builder, while price as a list grows is the most common complaint.
Pros
- Free plan for up to 10,000 subscribers
- Clean visual automation builder and unlimited sequences on Creator
- Sell digital products and paid newsletters
Cons
- No automations on the free plan
- Built for creators rather than B2B sales teams
- Price rises with list size, per G2 reviewers
Who it's for
Coaches, course creators, writers and other one-person businesses whose newsletter is their main sales channel.
Who should skip it
B2B companies with a sales team. ActiveCampaign or HubSpot connect better to deals.
More about Kit (formerly ConvertKit): pricing, features and alternatives
Best for technical teams that want free, self-hosted automation
9. Mautic
Marketing- Starting price
- €247.50 per month (managed hosting)
- Free plan
- Yes
- Free trial
- Yes
- Price checked
- November 1, 2026
The only free, open-source option here. It has the core features of paid tools, but you need technical skills or a paid hosting partner to run it.
Why it's on the list
Mautic covers email, automated campaigns, landing pages, forms, website tracking and lead scoring, and you can host it yourself without a licence fee. Managed hosting from Dropsolid, listed on mautic.org as the official partner, started at €247.50 per month billed yearly on 31 October 2026. The project still ships regular releases. Public reviews are few, with 4.6 out of 5 on G2 from 22 reviews, and Capterra reviewers say installation needs real technical skill.
Pros
- Free and open source, with no per-contact fees
- Lead scoring and campaign automation included
- Full control over where your data lives
Cons
- Self-hosting needs technical skills and upkeep
- Managed hosting starts at €247.50 per month
- Few public reviews to judge it by
Who it's for
Small businesses with a developer on hand, or with strict data rules, that want automation without licence fees.
Who should skip it
Non-technical teams. Any hosted tool above is quicker to start.
More about Mautic: pricing, features and alternatives
Also considered
- Freshmarketer: Free for 100 marketing contacts and $15 per month for 500 contacts billed annually, but it is tied to the Freshworks CRM and the pricing page does not say which plan includes journeys.
- Ortto: Autopilot is now Ortto, a capable journey and customer data platform, but it publishes no prices.
- Customer.io: Built for product-led SaaS messaging based on in-app behaviour, and starts at $100 per month.
- Adobe Marketo Engage: Adobe's marketing automation platform is built for enterprise marketing teams rather than small businesses.
- Zapier: Automates tasks between apps, but it has no email or campaign tools of its own.
- Slack: It was on our 2021 list, but it is a team chat app, not a marketing automation tool.
Frequently asked questions
What is marketing automation?
Marketing automation is software that sends marketing messages and runs marketing tasks automatically, based on rules or what a contact does. Common examples are a welcome series after someone signs up, follow-up emails after a download, abandoned cart reminders and lead scoring that tells sales who is ready to talk.
What is the best free marketing automation tool for a small business?
Among the hosted tools in this list, Brevo has the most generous free automation, for up to 2,000 contacts, though it sends at most 300 emails per day. MailerLite's free plan includes 3 active automations for up to 250 subscribers. Mautic is free if you host it yourself.
How much does marketing automation cost for a small business?
In this list, paid automation started at $10.80 per month for MailerLite Comfort billed yearly, $15 per month for ActiveCampaign Starter billed yearly and $18 per month for Brevo Standard billed monthly, as checked on 31 October and 1 November 2026. Prices rise with contacts or emails. HubSpot's full automation, on Professional, starts at $800 per month plus a $3,000 onboarding fee.
Is Mailchimp good for marketing automation?
Mailchimp is easy to use and fine for light automation. Its free plan has no automation flows, Essentials limits flows to 4 steps, and Standard allows up to 200 flows. If automation is your main goal, ActiveCampaign, Brevo or MailerLite give more automation for the price.
Do I need a CRM with marketing automation?
If you sell B2B and pass leads to a salesperson, yes. A CRM lets sales see which emails a lead opened and which pages they visited. HubSpot and EngageBay include a CRM, ActiveCampaign sells one as an add-on, and most other tools here connect to a separate CRM.
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