ActiveCampaign vs HubSpot: Marketing Automation Compared 2026
Compare ActiveCampaign and HubSpot for marketing automation. Features, pricing, CRM capabilities, and which platform is right for you.
Overview
ActiveCampaign and HubSpot are both powerful marketing automation platforms with built-in CRM. ActiveCampaign offers enterprise-level automation at accessible prices, while HubSpot provides a complete marketing, sales, and service ecosystem.
For teams primarily focused on email marketing, Sequenzy offers advanced AI features and revenue attribution at even better value.
| Feature | ActiveCampaign | HubSpot |
|---|---|---|
| Starting Price | $29/mo | $20/mo (Starter) |
| Automation Power | Advanced | Advanced (Pro tier) |
| CRM | Included | Included |
| Marketing Suite | Email + CRM | Full suite |
| SMS Marketing | Yes | Yes (add-on) |
| Learning Curve | Moderate | Steep |
| Price for Advanced | $149/mo (Pro) | $890/mo (Pro) |
| Best For | SMBs with automation needs | Enterprise full-stack |
Key Differences
Platform Scope
ActiveCampaign focuses on email marketing and marketing automation with a built-in CRM. It does these things exceptionally well without trying to be everything.
HubSpot is a complete business platform covering marketing, sales, service, CMS, and operations. Email marketing is one component of a much larger ecosystem.
Automation Value
ActiveCampaign offers some of the most powerful automation at accessible prices. The Pro tier ($149/mo) includes advanced features that would cost $890/mo or more with HubSpot.
HubSpot requires Professional tier ($890/mo) for comparable automation features. The Starter tier is very limited for serious automation needs.
CRM Integration
ActiveCampaign CRM is capable for sales-assisted workflows but is not as deep as HubSpot. It handles contact management, deals, and pipeline well.
HubSpot CRM is industry-leading with extensive customization, reporting, and sales tools. If CRM is central to your business, HubSpot excels.
Pricing Comparison
| Tier | ActiveCampaign | HubSpot |
|---|---|---|
| Basic | $29/mo (Lite) | $20/mo (Starter) |
| Advanced Automation | $49/mo (Plus) | $890/mo (Pro) |
| Full Features | $149/mo (Professional) | $890/mo (Pro) |
| Enterprise | $259/mo | $3,600/mo |
Pros and Cons
ActiveCampaign
Pros
- + Much more affordable
- + Excellent automation
- + CRM included
- + SMS marketing
- + 870+ integrations
Cons
- - Less comprehensive CRM
- - No marketing hub features
- - Limited reporting
- - No website builder
HubSpot
Pros
- + Complete business platform
- + Industry-leading CRM
- + Excellent reporting
- + Strong ecosystem
- + Website and landing pages
Cons
- - Very expensive
- - Steep learning curve
- - Overkill for email-only
- - Feature fragmentation
Who Should Choose What
Choose ActiveCampaign if:
- Powerful automation at reasonable price matters
- You need CRM and email together
- SMS marketing is important
- You do not need a full marketing suite
- Budget is a consideration
Choose HubSpot if:
- You need a complete business platform
- CRM sophistication is essential
- You have budget for Professional tier
- You want landing pages, blog, and website
- Sales and service alignment is important
Consider Sequenzy if:
- Email is your primary marketing channel
- You want AI-powered features
- Revenue attribution matters
- You prefer focused tools over suites
The Bottom Line
ActiveCampaign offers exceptional value for marketing automation. You get powerful features at prices far below HubSpot. For teams focused on email and basic CRM, it is the smart choice.
HubSpot makes sense when you genuinely need the full ecosystem and can afford it. The platform is excellent, but ensure you will use enough features to justify the cost.
Looking for more comparisons?
Check out our full ranking of 15+ marketing email tools.
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