ActiveCampaign vs. Omnisend: a data-backed comparison
Explore how ActiveCampaign and Omnisend compare across features, pricing, and ideal use cases to help you determine which marketing automation platform aligns with your business goals.
ActiveCampaign vs. Omnisend at a glance
ActiveCampaign and Omnisend both offer marketing automation, but serve different business needs. ActiveCampaign offers comprehensive automation integrated with CRM and sales tools, making it ideal for growing businesses that manage leads and customer relationships.
Omnisend, in contrast, specializes in ecommerce automation with built-in shopping behavior triggers and multi-channel messaging, suited for online retailers focused on sales conversion.
Metrics | ActiveCampaign | Omnisend |
|---|---|---|
Relative cost | 1% lower cost than category average | 136% higher cost than category average |
Adoption trend | 11% QoQ adoption growth | 16% QoQ adoption growth |
Primary user segment | – | – |
Best for | Startups and small teams seeking accessible marketing automation tools without enterprise-level complexity or pricing. | Growing businesses that need user-friendly email marketing tools with room to scale from basic campaigns to advanced automation. |
ActiveCampaign overview
ActiveCampaign combines marketing automation, CRM, and project management in one platform. Designed for growing businesses, it helps automate email campaigns, customer journeys, and internal tasks across sales and marketing teams. Its strength lies in the visual workflow builder and the tight link between marketing and sales.
ActiveCampaign key features
Features | Description |
|---|---|
Email marketing automation | Creates behavior-triggered email sequences with a visual automation builder that requires minimal technical knowledge |
Built-in CRM | Tracks contacts, deals, and conversations in one system with pipeline visualization and sales automation capabilities |
Customer experience automation | Orchestrates personalized experiences across email, messaging, site, and sales based on customer behavior and preferences |
Predictive sending | Uses AI to determine optimal send times for individual contacts, improving open rates and engagement metrics, reflecting current predictive analytics trends |
Segmentation | Divides audiences based on behaviors, custom fields, and engagement levels for targeted messaging |
Reporting and analytics | Provides accessible insights into campaign performance with conversion tracking and ROI measurement tools, similar to how finance automation can enhance business intelligence |
Omnisend overview
Omnisend focuses on e-commerce-first automation. It connects email, SMS, and push into unified campaigns triggered by user activity. It pulls in data from Shopify, WooCommerce, and other e-commerce platforms to segment customers and personalize outreach based on browsing or purchasing history. Marketers can also measure revenue directly from each campaign.
Omnisend key features
Features | Description |
|---|---|
eCommerce integration | One-click connection with major platforms, particularly strong with Shopify |
Product blocks | Dynamic product recommendations, carousels, and automated content insertion |
Advanced automation | Conditional branching logic workflows available on all plans including free |
SMS marketing | Integrated text messaging capabilities within the same platform |
Template library | 336 templates with full access on all plans |
Auto-branding | Automatically pulls store branding (logo, colors, fonts) into emails |
Interactive elements | Scratch cards, gift boxes, and other engagement-boosting components |
Real-time analytics | Direct attribution of sales to specific campaigns with revenue tracking, aiding in tracking e-commerce performance |
Pros and cons
Tool | Pros | Cons |
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ActiveCampaign |
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Omnisend |
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Use case scenarios
ActiveCampaign works better for service-based or B2B companies wanting to unify marketing and sales in one platform, while Omnisend is stronger for e-commerce brands focused on customer behavior and driving purchases.
When ActiveCampaign is the better choice
- Small to mid-sized businesses that need powerful automation without technical complexity
- Companies that have limited marketing tech resources
- Teams that require built-in CRM and sales pipeline tools
- Organizations that want lead scoring and multi-touch workflows
- Businesses that are scaling outreach across email and internal collaboration
When Omnisend is the better choice
- E-commerce businesses that need specialized features for cart recovery and product promotion
- Brands that want integrated email and SMS without paying for multiple platforms
- Online stores that use Shopify, WooCommerce, or BigCommerce
- Teams that prioritize revenue attribution in marketing reports
- Marketers who need pre-built ecommerce journeys, like order confirmation and post-purchase flows
Other email marketing tools
- Constant Contact: User-friendly marketing project platform for beginners seeking simple email campaigns, event management features, and basic automation.
- Klaviyo: E-commerce-focused marketing project system offering deep customer analytics, granular segmentation, and predictive insights for online retailers.
- Marketo: Enterprise marketing project suite for large organizations demanding account-based marketing, sophisticated lead scoring, and extensive third-party integrations.
- SendGrid: Developer-oriented marketing project service built for high-volume transactional and promotional email with powerful APIs and industry-leading deliverability.