Email Marketing Showdown: MailerLite vs. ActiveCampaign – Which One Wins for Your Business in 2024?

In today’s digital age, where communication and outreach play a pivotal role in business success, email marketing has emerged as a potent tool for connecting with audiences, nurturing leads, and driving conversions.

Whether you’re a budding entrepreneur, a small business owner, or a marketing professional, choosing the right email marketing platform is a critical decision that can significantly impact your outreach efforts.

Two prominent contenders in the world of email marketing, MailerLite and ActiveCampaign, offer a range of features and capabilities designed to enhance your email marketing campaigns.

In this comprehensive comparison, we will dissect these platforms, exploring their pricing, automation capabilities, user interfaces, and more, to help you make an informed choice that aligns with your unique goals and requirements.

“With more than 347 billion emails sent and received each day globally (HubSpot, 2022), email marketing remains a pivotal tool for businesses.”

Overview of MailerLite

Overview of ActiveCampaign

ActiveCampaign is a comprehensive email marketing and automation platform that goes beyond email marketing to offer a wide range of marketing and sales automation features. It’s known for its powerful automation capabilities and customer relationship management (CRM) tools, making it a suitable choice for businesses looking to manage their marketing, sales, and customer data from a single platform.

Key Features of ActiveCampaign

1. Email Campaign Creation and Customization:

   • Drag-and-drop email builder for designing engaging emails.
   • Personalization options to deliver tailored content to subscribers.
   • Split testing for optimizing email campaigns.

2. Marketing Automation:

   • Visual automation builder to create complex workflows.
   • Automation triggers based on subscriber behavior, events, and goals.
   • Dynamic content to deliver personalized messages.

3. CRM Integration:

   • Robust CRM functionality to manage contacts, deals, and sales pipelines.
   • Lead scoring to prioritize and segment contacts based on engagement and behavior.
   • Sales automation to streamline lead nurturing and follow-ups.

4. List Management and Segmentation:

   • Advanced list management and segmentation based on custom criteria.
   • Tags and custom fields for organizing and targeting subscribers effectively.
   • Predictive sending to optimize email delivery times.

5. Analytics and Reporting:

   • In-depth reporting with insights into email performance and user engagement.
   • Goal tracking to measure conversions and ROI.
   • Split automation testing for refining automation workflows.

6. Integrations and E-commerce Features:

   • Integrates with a wide range of third-party apps and services.
   • E-commerce automation for online retailers to boost sales and customer retention.
   • Site tracking to monitor website visitor behavior.

Pricing Plans

ActiveCampaign offers a tiered pricing structure to accommodate businesses of various sizes and needs:

1. Plus Plan: This plan is targeted towards growing teams looking to integrate marketing and sales automation. It includes features like marketing automation, sales automation, forms, landing pages, Facebook integrations, site & event tracking, automation & campaign reports, API & webhooks, and more.

2. Professional Plan: Geared towards businesses needing to enhance sales efficiency and marketing effectiveness, it builds upon the Plus plan by adding features like sales engagement automation, split automations, Salesforce integration, sentiment analysis AI, attribution reporting, and more.

3. Enterprise Plan: Designed for scaling businesses with evolving needs, this plan includes all features of the Professional plan plus custom reporting, custom objects, single sign-on, uptime SLA, HIPAA support, and more.

Additionally, ActiveCampaign also offers transactional email services through Postmark, with prices ranging depending on the number of emails sent per month. For instance, 10,000 emails cost $15 per month, while 5,000,000 emails are priced at $1,295 per month.

ActiveCampaign’s pricing is based on the number of contacts or subscribers you have, making it flexible for businesses of all sizes. They also offer a 14-day free trial for users to explore the platform’s features before committing to a paid plan.

With its extensive feature set and flexibility, ActiveCampaign is a suitable choice for businesses looking to automate marketing and sales processes while managing customer relationships effectively.

64% of small businesses use email marketing to reach customers (Campaign Monitor, 2021), and 38% of brands are increasing their email budget (HubSpot Blog Research, 2023).

Let’s compare the email marketing features of MailerLite and ActiveCampaign on the specified factors:

Email Campaign Creation and Customization:

MailerLite:

• Offers a user-friendly drag-and-drop email editor.
• Provides customizable templates and allows for building emails from scratch.
• User-friendly interface suitable for beginners.
• Supports basic email customization options like font, color, and images.
• A/B testing available for optimizing email campaigns.

ActiveCampaign:

• Offers a drag-and-drop email builder.
• Provides personalization options for tailored content.
• More advanced design capabilities for experienced users.
• Supports dynamic content and conditional blocks.
• Offers split testing for in-depth campaign optimization.

Verdict: ActiveCampaign provides more advanced customization options and dynamic content capabilities, making it suitable for users looking to create highly personalized and sophisticated email campaigns. MailerLite, on the other hand, offers a user-friendly experience for simpler email design.

“Including videos in emails can increase clickthrough rates by up to 300% (Martech Advisor)”

“Emails with personalized subject lines are 26% more likely to be opened (Campaign Monitor).”

List Management and Segmentation:

MailerLite:

• Provides easy list management and segmentation.
• Offers subscriber tagging for organizing and targeting subscribers.
• Supports basic list filtering based on subscriber attributes.
• Suitable for smaller to medium-sized lists.

ActiveCampaign:

• Offers advanced list management and segmentation.
• Provides robust contact and lead scoring for prioritizing subscribers.
• Supports complex segmentation based on behavior and attributes.
• Suitable for businesses with larger and more complex contact lists.

Verdict: ActiveCampaign offers more advanced list management and segmentation capabilities, making it a better choice for businesses with extensive subscriber lists and complex segmentation needs.

Automation Workflows:

MailerLite:

• Provides a visual automation builder for creating workflows.
• Supports trigger-based automation.
• Offers basic automation options for drip campaigns and autoresponders.
• Automation analytics available to track performance.

ActiveCampaign:

• Offers a visual automation builder for creating complex workflows.
• Supports trigger-based automation, including behavior-based triggers.
• Provides advanced automation options, including lead scoring and tagging.
• Offers in-depth automation analytics for optimization.

Verdict: ActiveCampaign provides more robust and sophisticated automation capabilities, including behavior-based triggers and advanced automation options, making it suitable for businesses with complex automation needs.

A/B Testing Capabilities:

Mobile devices account for 41.9% of all opened emails (Litmus),

MailerLite:

• Supports A/B split testing for email campaigns.
• Allows testing of different subject lines and email content.
• Provides basic A/B testing reports for performance analysis.

ActiveCampaign:

• Offers A/B testing for email campaigns.
• Allows testing of subject lines, content, and sender names.
• Provides more detailed A/B testing reports for insights.

Verdict: Both MailerLite and ActiveCampaign offer A/B testing capabilities, but ActiveCampaign provides more detailed reporting for comprehensive campaign optimization.

Email Templates and Design Options:

MailerLite:

• Offers a variety of customizable email templates.
• Provides a simple and intuitive email template editor.
• Suitable for users who prefer straightforward design options.

ActiveCampaign:

• Offers a range of customizable email templates.
• Provides more advanced design options and flexibility.
• Suitable for users who want greater design control.

Verdict: ActiveCampaign offers more advanced design options and flexibility for users who require extensive control over their email templates. MailerLite offers a simpler design experience suitable for users who prefer straightforward design options.

In summary, while both MailerLite and ActiveCampaign offer email marketing features, ActiveCampaign excels in providing advanced customization, list management, automation, A/B testing, and design options. The choice between the two platforms should depend on your specific needs, budget, and the level of sophistication required for your email marketing campaigns.

Automation and Workflow Capabilities

The most effective strategies for email marketing campaigns include subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%) (HubSpot Blog Research, 2021).

Let’s delve deeper into the Automation and Workflow Capabilities of both MailerLite and ActiveCampaign, covering the specified factors:

MailerLite – Automation and Workflow Capabilities:

1. 

   Dive Deeper into Automation and Workflow Features:

   • MailerLite offers automation tools that allow you to create and automate various aspects of your email marketing campaigns.

2. Automation Triggers and Actions:

   • You can trigger automation based on subscriber actions, such as email opens, clicks, and sign-ups.
   • Actions include sending follow-up emails, segmenting subscribers, and adding/removing tags.

3. Visual Workflow Builder:

   • MailerLite’s visual automation editor is user-friendly and suitable for beginners.
   • You can design automation sequences using a drag-and-drop interface.

4. Personalization Options:

   • While MailerLite supports basic personalization, such as adding the subscriber’s name to emails, it may not offer the same level of personalization as ActiveCampaign.

5. Reporting and Analytics for Automation:

   • MailerLite provides basic automation analytics to help you track the performance of your automated workflows.
   • You can monitor open rates, click-through rates, and conversion rates within your automation sequences.

ActiveCampaign – Automation and Workflow Capabilities:

1. Dive Deeper into Automation and Workflow Features:

   • ActiveCampaign is known for its robust automation capabilities, allowing you to create intricate workflows to nurture leads and engage subscribers.

2. Automation Triggers and Actions:

   • ActiveCampaign provides a wide range of triggers, including behavior-based triggers, contact list changes, and more.
   • Actions include sending targeted emails, assigning lead scores, adding/removing tags, and CRM actions.

3. Visual Workflow Builder:

   • ActiveCampaign’s visual automation builder is highly sophisticated and suitable for businesses with complex automation needs.
   • It allows you to create intricate automation sequences with branching logic.

4. Personalization Options:

   • ActiveCampaign offers advanced personalization options, allowing you to create highly customized and personalized email content based on subscriber behavior and attributes.

5. Reporting and Analytics for Automation:

   • ActiveCampaign provides comprehensive automation analytics, enabling you to track the performance of your automation sequences in detail.
   • You can measure conversion rates, engagement, and revenue generated by your automated workflows.

Verdict: While both MailerLite and ActiveCampaign offer automation and workflow capabilities, ActiveCampaign excels in providing more advanced and sophisticated options. It offers a wider range of triggers, advanced personalization, and in-depth reporting, making it suitable for businesses with complex automation needs and a focus on highly personalized marketing automation. MailerLite, on the other hand, offers a simpler automation experience suitable for users with basic automation requirements.

Email Deliverability and Compliance

Email deliverability and compliance are critical aspects of successful email marketing campaigns. In this section, we’ll explore the importance of these factors and compare MailerLite and ActiveCampaign in terms of email deliverability rates while highlighting compliance features and tools.

Importance of Email Deliverability and Compliance

Email Deliverability:

• Ensuring Your Emails Reach the Inbox: Email deliverability refers to the ability of your emails to reach the recipient’s inbox without being flagged as spam or ending up in the junk folder.
• Impact on Engagement and Conversions: High email deliverability rates are essential for maintaining subscriber engagement and increasing the likelihood of conversions.
• Reputation Management: Consistently poor email deliverability can harm your sender reputation, making it harder to reach your audience’s inbox in the future.

Compliance:

• Data Protection and Privacy: Compliance with regulations such as GDPR (General Data Protection Regulation) and CAN-SPAM Act is crucial to protect user data and privacy.
• Avoiding Legal Issues: Non-compliance with email marketing regulations can lead to legal consequences, including fines and penalties.
• Building Trust: Demonstrating a commitment to compliance helps build trust with your subscribers, leading to a positive brand reputation.

Comparing MailerLite and ActiveCampaign in Email Deliverability

MailerLite:

• Good Email Deliverability Rates: MailerLite is known for maintaining good email deliverability rates, ensuring that your emails have a high chance of reaching the inbox.
• Proactive Anti-Spam Measures: MailerLite implements anti-spam measures to protect sender reputation and ensure high deliverability.
• Bounce Handling: The platform handles bounced emails efficiently, reducing the risk of delivery issues.

ActiveCampaign:

• Strong Email Deliverability Rates: ActiveCampaign is recognized for its strong email deliverability rates, making it a reliable choice for ensuring your emails reach subscribers.
• Robust Anti-Spam Measures: ActiveCampaign employs advanced anti-spam measures to protect sender reputation and maintain high deliverability.
• Compliance Monitoring: The platform helps users adhere to email marketing regulations, minimizing the risk of compliance issues.

Compliance Features and Tools

MailerLite:

• GDPR Compliance: Provides features and tools to assist with GDPR compliance, such as consent management and data processing agreements.
• Unsubscribe Options: Offers easy-to-use unsubscribe options to comply with regulations.
• Data Protection: Takes measures to protect user data and privacy.

ActiveCampaign:

• Comprehensive Compliance Tools: ActiveCampaign offers a wide range of compliance tools, including GDPR tools, unsubscribe management, and consent tracking.
• Audit Trails: Provides audit trails and logs to ensure transparency and compliance.
• Data Retention Policies: Allows users to set data retention policies to comply with regulations.

Verdict: Both MailerLite and ActiveCampaign prioritize email deliverability and compliance. They maintain strong email deliverability rates and provide features and tools to help users adhere to email marketing regulations. The choice between the two should consider other factors, such as the level of automation and personalization required for your email marketing campaigns.

Integrations and Third-Party Apps

Integrations and third-party app support are essential considerations when choosing an email marketing platform. In this section, we’ll explore the integrations and third-party app support of both MailerLite and ActiveCampaign, discuss the availability of APIs and developer tools, and evaluate the ease of integrating with other software and platforms.

MailerLite – Integrations and Third-Party App Support

Integration Ecosystem: MailerLite offers a diverse range of integrations with popular third-party apps and services. Users can seamlessly connect their email marketing efforts with other tools they use for various aspects of their business, such as e-commerce, content management, and analytics.

API and Developer Tools: MailerLite provides access to a robust API that allows developers to create custom integrations and automation workflows. This API flexibility empowers businesses to tailor their email marketing strategies to specific needs and workflows.

Ease of Integration: The user-friendly interface of MailerLite makes it relatively easy for users to set up integrations. The platform offers clear instructions and support documentation to guide users through the integration process.

ActiveCampaign – Integrations and Third-Party App Support

Integration Ecosystem: ActiveCampaign boasts a wide array of integrations with third-party applications and services. Its extensive ecosystem allows users to connect their email marketing efforts with CRM software, e-commerce platforms, analytics tools, and more.

API and Developer Tools: ActiveCampaign offers comprehensive APIs and developer tools, enabling businesses to create custom integrations and automate complex workflows. This level of customization is beneficial for businesses with specific requirements.

Ease of Integration: While ActiveCampaign provides robust integration capabilities, setting up complex integrations may require more technical expertise. The platform offers detailed documentation and support to assist users in integrating with other software and platforms effectively.

Evaluation of Integration Capabilities

When evaluating the integration capabilities of MailerLite and ActiveCampaign, several factors come into play:

• Diversity of Integrations: Both platforms offer a wide range of integrations, making them suitable for various business needs.

• API Flexibility: ActiveCampaign may have a slight edge in terms of API flexibility and developer tools, making it a powerful choice for businesses with complex integration requirements.

• Ease of Use: MailerLite is known for its user-friendly interface and straightforward integration setup, making it a suitable choice for users who prefer simplicity.

Ultimately, the choice between MailerLite and ActiveCampaign regarding integrations and third-party app support depends on the specific integration needs of your business, your technical expertise, and your preference for ease of use. Both platforms offer strong integration capabilities, ensuring seamless connectivity with other software and platforms to enhance your email marketing strategies.

Customer Support and Resources

Customer support and available resources play a crucial role in a successful email marketing journey.

In this section, we’ll compare the customer support options of both MailerLite and ActiveCampaign, discuss the availability of documentation, tutorials, and community support, and share user reviews and experiences related to customer support.

MailerLite – Customer Support and Resources

Customer Support Options:

• MailerLite offers customer support primarily through email and chat. Users can submit support tickets and receive assistance via email.
• The chat support is available during business hours and offers real-time assistance.

Documentation and Tutorials:

• MailerLite provides a comprehensive knowledge base with documentation, tutorials, and guides. This resource covers a wide range of topics to help users navigate the platform effectively.
• The documentation is well-organized and includes step-by-step instructions and screenshots.

Community Support:

• MailerLite maintains an active community forum where users can seek help, share experiences, and connect with fellow users.
• The community is a valuable resource for getting advice and insights from other email marketers.

User Reviews and Experiences:

• User reviews of MailerLite’s customer support are generally positive, with users appreciating the promptness of responses via email and chat.
• Users often highlight the knowledge base as a helpful resource for self-service support.

ActiveCampaign – Customer Support and Resources

Customer Support Options:

• ActiveCampaign offers a range of customer support options based on the selected plan. Lower-tier plans have access to email support, while higher-tier plans receive priority support and phone support.
• Phone support is available during business hours and offers direct assistance.

Documentation and Tutorials:

• ActiveCampaign provides extensive documentation, tutorials, and webinars to help users make the most of the platform’s features.
• The resources cover a wide range of topics, from setting up automation to advanced CRM features.

Community Support:

• ActiveCampaign maintains an active user community, where users can engage in discussions, share best practices, and seek assistance.
• The community is a valuable resource for networking and learning from other email marketing professionals.

User Reviews and Experiences:

• User reviews of ActiveCampaign’s customer support vary but often highlight the availability of phone support as a standout feature for higher-tier plans.
• The documentation and tutorials receive praise for their depth and usefulness.

ActiveCampaign generally receives high ratings for ease of use, customer support, value for money, and functionality, with an overall rating of 4.6/5.

Users appreciate its automation capabilities, ease of engaging with leads, and robust marketing tools.

Evaluation of Customer Support and Resources

When evaluating the customer support and resources of MailerLite and ActiveCampaign, several factors come into play:

• Customer Support Channels: ActiveCampaign offers phone support for higher-tier plans, which can be a significant advantage for businesses requiring immediate assistance.

• Documentation and Tutorials: Both platforms offer extensive documentation and tutorials, but ActiveCampaign’s resources are often praised for their depth and comprehensiveness.

• Community Support: Both platforms have active user communities, providing opportunities for users to seek advice and share experiences.

• User Reviews: User reviews generally highlight positive experiences with customer support for both platforms, with variations based on individual needs and plan selection.

Pricing and Plans

• Cost-Effectiveness Comparison

  Both MailerLite and ActiveCampaign offer competitive pricing, but the cost-effectiveness depends on your specific needs and subscriber list size. MailerLite is known for its straightforward pricing structure, making it a cost-effective choice for small to medium-sized businesses. ActiveCampaign offers advanced automation and CRM features, making it valuable for businesses willing to invest in more sophisticated email marketing strategies.

  Hidden Fees and Limitations

  Both platforms are transparent about their pricing, with no hidden fees. However, it’s essential to consider any potential limitations, such as email send limits, which may vary based on the selected plan. Be sure to review the details of each plan to ensure it aligns with your business’s requirements.

  In summary, MailerLite is an excellent cost-effective choice for smaller businesses, while ActiveCampaign offers advanced features for businesses looking to optimize their email marketing strategies.

User Interface and Ease of Use

The user interface (UI) and ease of use are critical factors when choosing an email marketing platform. In this section, we’ll evaluate the user interface of both MailerLite and ActiveCampaign, discuss the learning curve and ease of use for both beginners and experienced users, and share screenshots and user testimonials related to the user interface.

MailerLite – User Interface and Ease of Use

User Interface:

• MailerLite offers a clean and intuitive user interface, designed with simplicity in mind.
• The dashboard provides easy access to essential features like campaign creation, automation, and subscriber management.
• Navigation menus are straightforward, making it easy to find the tools you need.

Learning Curve:

• MailerLite’s user-friendly interface is well-suited for beginners, allowing them to quickly grasp the basics of email marketing.
• The drag-and-drop email editor simplifies the email creation process.
• User testimonials often praise MailerLite’s ease of use, highlighting its suitability for those new to email marketing.

User Testimonials:

• Josh Ang – “I was new to email marketing, and MailerLite made it easy for me to get started. The interface is intuitive, and I was able to create my first email campaign within minutes.”
• Sarah Daniels – “As a small business owner, I appreciate MailerLite’s simplicity. I don’t have a tech background, but the platform is user-friendly, and I can manage my email marketing effectively.”

ActiveCampaign – User Interface and Ease of Use

User Interface:

• ActiveCampaign’s interface offers a more feature-rich and comprehensive experience.
• It provides extensive tools for automation, CRM, and email marketing, making it suitable for businesses with advanced needs.
• While feature-rich, the dashboard is well-organized, with clear navigation menus.

Learning Curve:

• ActiveCampaign’s interface may have a steeper learning curve for beginners due to its advanced features.
• Users with experience in email marketing and CRM systems may find it easier to navigate.
• User testimonials often mention the platform’s powerful features but acknowledge the need for some initial learning.

User Testimonials:

• Sally Chung- “ActiveCampaign has transformed our email marketing and sales automation. It took a bit of time to get used to all the features, but once we did, the possibilities became endless.”
• Hiroshi Makati – “I appreciate the depth of ActiveCampaign’s features, but it may not be the best choice for someone completely new to email marketing. If you’re experienced, it’s a powerhouse.”

Evaluation of User Interface and Ease of Use

The evaluation of user interface and ease of use depends on your level of experience and specific requirements:

• MailerLite is known for its user-friendly interface, making it an excellent choice for beginners and small businesses seeking simplicity in email marketing.

• ActiveCampaign offers a feature-rich interface suitable for experienced users and businesses with advanced automation and CRM needs. While it may have a steeper learning curve for beginners, it provides powerful tools for those willing to invest in learning.

Conclusion

In this comprehensive comparison between MailerLite and ActiveCampaign, we’ve explored various aspects of both  email marketing platforms to help you make an informed decision for your specific needs.

Here’s a summary of the key points:

MailerLite:

• Offers competitive pricing with a free plan for up to 1,000 subscribers.
• Known for its user-friendly interface, making it suitable for beginners.
• Provides essential email marketing features, list management, and automation.
• Good email deliverability rates and compliance features.
• A strong choice for small to medium-sized businesses and those seeking a straightforward email marketing solution.

ActiveCampaign:

• Offers advanced features including automation, CRM, and lead scoring.
• Provides strong email deliverability rates and robust anti-spam measures.
• Offers a range of pricing plans, with more advanced features in higher-tier plans.
• Suitable for businesses with complex automation needs and a focus on highly personalized marketing.

Recommendation:

Choose MailerLite if:

• You are new to email marketing and seek a user-friendly platform.
• Your business has a smaller subscriber list and wants a cost-effective solution.
• You prefer a straightforward and simple email marketing experience.

Choose ActiveCampaign if:

• You require advanced automation and CRM capabilities.
• Your business needs powerful personalization and segmentation options.
• You are willing to invest time in learning and need a platform that can grow with your business.

“87% of brands say that email marketing is very critical to business success (Litmus, 2023).”

In both cases, it’s crucial to consider your specific use case, budget, and level of expertise. The right choice depends on your unique requirements and goals. We encourage you to explore each platform further, take advantage of free trials when available, and read user reviews to make the best decision for your email marketing endeavors. Making an informed choice will help you leverage the full potential of your email marketing campaigns and drive success for your business.

Final Thoughts