Marketing automation: The best tools in 2025
Complete comparison of the best marketing automation platforms: HubSpot, Mailchimp, ActiveCampaign, Brevo. Features, pricing and how to choose.
Why marketing automation in 2025?
Marketing automation allows automating repetitive tasks: emails, segmentation, scoring, nurturing. Result: 14.5% increase in productivity and 12.2% reduction in marketing costs. 67% of companies already use an automation platform.
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Comparison of the best tools
1. HubSpot
For whom: SMEs and large B2B companies
- Prix : Free (limited) then €45-3200/month
- Strengths: Integrated CRM, intuitive interface, complete ecosystem
- Weaknesses: High price for advanced features
- Rating: 9/10
2. ActiveCampaign
For whom: SMEs looking for powerful automation
- Prix : €29-259/month depending on contacts
- Strengths: Powerful visual automation, excellent value for money
- Weaknesses: Less intuitive interface than competitors
- Rating: 8.5/10
3. Brevo (formerly Sendinblue)
For whom: VSEs/SMEs, beginners
- Prix : Free up to 300 emails/day, then €19-69/month
- Strengths: French solution, excellent free tier, SMS included
- Weaknesses: Less advanced automation than ActiveCampaign
- Rating: 8/10
4. Mailchimp
For whom: Beginners, e-commerce
- Prix : Free up to 500 contacts, then €13-350/month
- Strengths: Simple interface, beautiful templates, e-commerce integrations
- Weaknesses: Price increases quickly, average support
- Rating: 7.5/10
5. Klaviyo
For whom: E-commerce exclusively
- Prix : €45-1700/month depending on contacts
- Strengths: E-commerce specialist, advanced segmentation, excellent ROI
- Weaknesses: High price, learning curve
- Rating: 8.5/10 (e-commerce)
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How to choose your tool?
- Limited budget: Brevo or free Mailchimp
- E-commerce: Klaviyo (premium) or Mailchimp (tight budget)
- Complex B2B: HubSpot or ActiveCampaign
- Best value for money: ActiveCampaign
- French solution: Brevo (GDPR facilitated)
Essential features
- Email automation (welcome, cart abandonment, nurturing)
- Advanced segmentation
- Lead scoring
- A/B testing
- Landing pages and forms
- Reporting and analytics
- Integrations (CRM, e-commerce, CMS)
Conclusion
The best tool depends on your needs. Start with a free version (Brevo/Mailchimp), test, then move to ActiveCampaign or HubSpot if you need more power. The important thing: use the tool, don't collect it.
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