HubSpot leads the market for all-in-one inbound marketing, whilst Marketo excels for enterprise complexity and ABM. Klaviyo is purpose-built for e-commerce automation, making it ideal for online retailers managing customer journeys and revenue growth.
RANKENTRYSCORETRENDFROM
1HubSpotOver 215,000 customers globally; offers a free CRM tier with core marketing tools95.0NEW£35/month 2Marketo EngagePart of Adobe Experience Cloud; processes billions of customer interactions annually92.7NEWCustom 3KlaviyoProcesses over 100 billion customer data points and 10 billion messages annually for e-commerce90.3NEW£20/month 4ActiveCampaignOver 200,000 customers; visual automation builder used to create thousands of workflows88.0NEW£19/month 5PardotPardot is a Salesforce Marketing Cloud product; deeply integrated with the Salesforce ecosystem85.7NEW£1,000/month 6MailchimpServes over 20 million users and powers one billion emails monthly83.3NEWFree 7Constant ContactOver 2 million businesses use Constant Contact for email marketing and campaigns81.0NEW£20/month 8DripPowers automation for direct-to-consumer brands; emphasis on revenue per subscriber metrics78.7NEW£29/month 9OmnisendThe only marketing automation platform with built-in ecommerce integrations for Shopify, WooCommerce, BigCommerce and Magento.76.3NEW$0 10ConvertKitThe largest creator-focused email and marketing automation platform with over 100,000 active creators.74.0NEW$0 The ranking, in detail
01
All-in-one CRM and marketing automation for growing businesses
HubSpot combines CRM, email marketing, lead management, and sales automation in one integrated platform. Known for an intuitive user interface, extensive app marketplace, and excellent free tier option.
From £35/monthBest for Startups, SMBs, and agencies seeking an integrated CRM plus marketing suite
95.0
02
Enterprise marketing automation and account-based marketing platform
Marketo Engage (owned by Adobe) specialises in lead management, multi-channel campaign orchestration, and account-based marketing. Designed for complex B2B enterprises with sophisticated workflow needs.
From CustomBest for Large enterprises, B2B companies, and organisations requiring advanced ABM and lead scoring
92.7
03
Email and SMS marketing automation for e-commerce and direct-to-consumer brands
Klaviyo specialises in email and SMS marketing automation with advanced segmentation and personalisation for online retailers. Deep integrations with Shopify, WooCommerce, and other e-commerce platforms enable seamless customer data flow.
From £20/monthBest for E-commerce businesses, direct-to-consumer brands, and online retailers focused on revenue per customer
90.3
04
Customer experience automation platform with CRM and sales tools
ActiveCampaign combines CRM, marketing automation, sales automation, and service automation in one platform. Known for visual workflow builder, advanced automation rules, and mid-market positioning.
From £19/monthBest for Mid-market businesses, agencies, and companies wanting automation without enterprise complexity
88.0
05
B2B marketing automation from Salesforce
Pardot (now part of Salesforce) is a B2B marketing automation platform focused on lead generation, nurturing, and sales alignment. Native integration with Salesforce CRM provides seamless lead handoff and pipeline visibility.
From £1,000/monthBest for Salesforce users, B2B enterprises, and organisations prioritising sales and marketing alignment
85.7
06
Email marketing and marketing automation for small businesses
Mailchimp offers email marketing, segmentation, automation, and basic CRM functionality. Known for accessibility, free tier, and integration with e-commerce platforms, ideal for SMBs and creators.
From FreeBest for Small businesses, e-commerce stores, and solopreneurs seeking simple, affordable email automation
83.3
07
Email marketing and automation for small business owners
Constant Contact provides email marketing, automation, landing pages, and event management tools. Designed for small business owners with limited technical skills seeking straightforward campaigns.
From £20/monthBest for Sole traders, local businesses, and small teams wanting bundled marketing tools without complexity
81.0
08
E-commerce marketing automation for direct-to-consumer brands
Drip is a marketing automation platform built for e-commerce and online stores. Focused on email marketing, SMS, and customer data platform capabilities optimised for revenue growth.
From £29/monthBest for E-commerce entrepreneurs, digital product creators, and direct-to-consumer brands focused on email revenue
78.7
09
Ecommerce marketing automation for email, SMS and push
Omnisend is a marketing automation platform built specifically for ecommerce businesses. It combines email, SMS, push notifications and Instagram advertising into a single platform with visual automation workflows.
From $0Best for Ecommerce businesses of all sizes
76.3
10
Creator marketing platform for email and automations
ConvertKit is a marketing automation platform built for creators, podcasters, and digital product entrepreneurs. It specialises in email marketing and automation with a focus on subscriber growth and audience engagement.
From $0Best for Content creators, authors and digital product businesses
74.0
Frequently asked questions
What is the difference between marketing automation and email marketing?
Email marketing focuses specifically on sending targeted emails to subscribers. Marketing automation is broader, automating customer journeys across multiple channels (email, SMS, web, social) based on behaviour and triggers, enabling lead nurturing, scoring, and personalisation at scale.
Which marketing automation platform is best for beginners?
HubSpot and Mailchimp are best for beginners. HubSpot offers an intuitive interface, free CRM tier, and excellent documentation. Mailchimp provides a completely free tier with essential automation features and straightforward email templates requiring no technical knowledge.
What should I consider when choosing a marketing automation platform?
Evaluate your industry (e-commerce, B2B, SaaS), team size, budget, existing tools, and required features such as CRM integration, SMS capabilities, landing pages, and reporting. Consider ease of use, customer support, scalability, and whether you need advanced ABM or complex workflows.