As of 2025, roughly 75% of businesses utilize some form of marketing automation software. B2C marketing automation, specifically, is reported as the most common form of automation businesses deploy, with 58% of users claiming to use these tools for that purpose exclusively (according to recent DigitalSilk statistics).
The growth rate in the B2C marketing automation industry has also been steadily increasing, with a current market valuation of USD 5.72B, and a projected valuation of 13.51 billion by 2033 (source: StraitsResearch).
Still, some are ambivalent on the value of marketing automation, and weighing the available software options, their pros and cons, is an overwhelming task. That's why we've done the work and created this guide, which breaks down the top B2C marketing automation software available in 2025. It provides a rundown of the pros, cons, pricing, and the latest feedback from individual consumer reviews (i.e., real user experiences).
What Does B2C Marketing Automation Actually Do?
Providing a clear and concise definition for B2C marketing automation, or essentially any marketing automation, is no small feat. Marketing automation is an umbrella term that encompasses a wide range of use cases, tasks, and activities, with new feature releases being rolled out on a regular basis.
At a broad level, B2C marketing automation describes the process of a series of tasks made to be completed by software exclusively, or with minimal human intervention, through rule-based logic that triggers actions and moves tasks between people or systems. That's a lot of information to digest, but the idea is that these workflows allow companies to exponentially scale their marketing by providing marketers with the tools to reach significantly more customers, reduce manual, repetitive tasks, and increase efficiency via complex, reliable workflows.
Some core marketing automation capabilities to look out for:
- Ready-to-Use Email Templates (for Email & SMS Marketing Campaigns): Create targeted campaigns by email or SMS (short message service), automatically send thousands of emails, newsletters, and text messages according to your customer segmentation groups and most recent sales cycle activity.
- Lead Nurturing Flows: Automate your lead nurturing process; collate, organize, and assign inbound leads by level of urgency and priority. Get insights on how your marketing activities are working, and identify areas in need of improvement. Set up automated triggers to immediately notify your team of new inbound leads, and track each step to ensure no data is lost in the process.
- Customer Segmentation: Organize your contacts in a way that makes sense—customer preferences, individual purchase history, demographic, age, location, and all of these other customer persona data points help elevate your marketing by creating relevant, personalized messages that appeal to your key customer segment groups.
- Real-Time Performance Tracking: Track opens, clicks, conversions, and revenue on live dashboards and reports that make it easy to see what’s working and where to optimize campaigns.
- Integrations with eCommerce & Third-Party Tools: Connect your store, CRM, payment, and analytics tools so data flows between systems and automations trigger from accurate commerce and customer signals.
- Drag-and-Drop Workflow Builders: Design multi-step automations visually—no coding required—so you can create triggered emails, segmentation updates, and task handoffs with an intuitive editor.
Choosing a B2C Marketing Automation Platform
There is no one-size-fits-all solution that excels in every aspect for all businesses. That’s why it’s crucial to identify which are your key features and necessities vs. the nice-to-haves.
While most platforms handle core marketing automation functions effectively, many excel in specific areas of performance and functionality. To find the right fit, consider the specific strengths and features you require. To make things easier, our selection process focuses on several critical factors, including:
- Affordability: Evaluate pricing plans carefully to ensure the tool offers good value and can scale with your business growth (relative to what's available in the market).
- Ease of Use: Look for a user-friendly interface and straightforward setup that enables your team to launch campaigns quickly without complex technical expertise.
- Customer Support: High-quality onboarding, responsive support, and helpful resources to help you optimize the platform and support your business needs.
- Features, Integration, and Customization:
- Does the platform offer an all-in-one solution that can evolve alongside your business?
- What are the contact limits, and how much manual effort versus automation is required?
- Can it seamlessly integrate with your existing eCommerce, CRM, and other business tools?
- Does it include advanced capabilities such as AI-powered personalization and analytics?
- Does it provide the essential features you need to execute your marketing campaigns effectively?
Top Picks for B2C Marketing Automation Tools That Drive Results
1. ActiveCampaign
- Starter prices are $15/month for 1,000 contacts and 1 user.
- Plus is $49/month.
- Pro Plan is $79/month.
- Enterprise jumps to $145/month.
Note: Subscription price increases with subscriber count and additional features. A 20% discount is available when you opt for annual payments.
A widely used platform among teams after more sophisticated email automation, ActiveCampaign combines its comprehensive customer sales data with intelligent contact management to automatically generate segments and groupings by customer behavior and activity. Along with a built-in CRM that allows your marketing and sales pipelines to coexist in the same space, an intuitive layout, and flexible integration, there's a reason ActiveCampaign is one of the more popular products on the market.
- User-friendly, highly visual page builder.
- Incredible customization and personalization options.
- Built-in CRM and sales features.
- 900+ integrations available.
- Not the cheapest option for small lists.
- No free plan available.
- Learning curve for mastering more advanced functions.
User Reviews
Longtime users of ActiveCampaign claim its automation builder is its strongest feature. It supports complex logic without being overly technical, which makes it easier to create highly relevant messaging based on user behavior and custom triggers. The lack of a free plan and a steeper pricing model as your demands increase make the product less accessible for some.
Growing businesses and marketers who want to move beyond basic email blasts and create truly personalized experiences that nurture leads and drive conversions.
2. Pulse
- Starter is Pulse's entry plan, priced at $49/month (billed annually). It includes access to all core modules; one user is included (additional users are available for $15/month).
- Growth is $119/month, and it supports up to 3 users.
- Pro plan is $199 per month and supports up to 5 users and 10,000 contacts.
Pulse is an all-in-one CRM, sales, and B2C marketing automation platform built specifically for small businesses. Its core philosophy is performance and efficiency: rather than piecing together multiple tools or relying on technical expertise, Pulse delivers everything in one streamlined, intuitive software.
From email marketing and CRM to lead management, quoting, automation, and reporting, Pulse brings the essentials together in a single platform. Users don’t just save time—they see results, with Pulse reporting email open rates as high as 83%.
Unlike many platforms that lock advanced tools behind tiers or upgrades, Pulse provides full access from day one. Small teams get enterprise-level capabilities without hidden costs or added complexity, empowering them to manage the entire customer journey—from first lead to repeat business—with less friction and more impact.
- Combines CRM, email marketing, and task management in a single tool.
- Intuitive drag-and-drop email builder.
- Industry-leading built-in lead tracking and real-time analytics.
- Affordable pricing considering users have full access to the feature set.
- Strong tagging and segmentation system.
- Some users may need time to explore all the features.
- Less beginner-friendly than other brands on this list.
- Newer to the market with a smaller community than legacy CRMs.
User Reviews
User feedback consistently highlights Pulse's superior customer support team, which is described as highly responsive and readily available to provide on-the-fly tech support. Other comments mention the immense scalability, with access to the full set of features, up-front, on all subscription plans. An added bonus (or effect) is a simple, straightforward payment structure and platform billing (eliminating the necessity to juggle numerous subscriptions).
SMBs and marketing teams that want an all-in-one solution combining CRM and marketing automation for ultimate scalability and growth.
3. Kit
Pricing increases as you add more email subscribers.
- Creator starts at $29/month for up to 1,000 subscribers.
- Creator Pro plan starts at $59/month for up to 1,000 subscribers.
- Enterprise uses custom pricing, available upon request.
Formerly ConvertKit, Kit is an email and content creator-marketing platform for bloggers, podcasters, YouTubers, and solopreneurs. Its strengths are its significantly intuitive (even I find it easy to use) interface, with a clean, navigable design that's ideal for beginners.
Some tools that try to be all things to all users, Kit focuses on helping creators nurture authentic connections with their audience through personalized content and streamlined sales funnels. It’s especially ideal for those who want to grow a loyal fanbase while selling their product offerings (i.e., courses, memberships, or digital products) without managing multiple tools and service subscriptions.
- Simple workflows and subscriber tagging.
- First-rate visual journey builder for sequences and autoresponders.
- Native ecommerce tools for creators (sell products, memberships).
- Unlimited forms and landing pages.
- Reporting is limited (no heat maps or detailed insights).
- No native A/B testing for content.
User Reviews
Kit is known for its ability to personalize campaigns and automate messaging based on audience behavior. Users say it's helpful for crafting content and offers, especially when managing large or segmented lists. Some reviewers mention unexpected increases in pricing as their subscriber list grows, so review the pricing tiers and plans closely in advance.
Creators—whether you're a blogger, podcaster, coach, or course seller—who want to build genuine connections with their audience.
4. Moosend
- Pro is the starter plan at $9/month for 500 contacts and includes unlimited campaigns, automation, landing pages, and basic support.
- Moosend+ offers custom features like transactional emails, dedicated IPs, and SSO. Pricing available upon request.
- Enterprise uses custom pricing, available upon request.
Moosend delivers solid email marketing and landing-page functionality, with comprehensive e-commerce email capability. It's a cost-effective and straightforward solution that eliminates the need for code and complex technical proficiency.
Where it may fall short, and may not be a suitable choice for some, is in its lack of omnichannel marketing capabilities, SMS campaigns, and the inability to schedule and post social content ahead of time. The interface could use an update, and the user experience and platform setup are not as polished as some of the other tools on this list.
- Above-average customer service and support.
- Pre-built automation templates for common use cases.
- Solid analytics dashboard and real-time reporting.
- Cost-effective with competent features.
- Limited integrations compared to larger platforms.
- The user experience can be improved.
- Lacking in SMS marketing, advanced omnichannel tools, and social media automation.
User Reviews
Nonprofits describe Moosend as an affordable alternative to MailChimp. Migrating contact lists and templates is smooth, according to several users, and many report sending their first campaigns within a day. Support is generally helpful, with some reviews going as far as to call out individual reps for offering thoughtful suggestions to improve their outreach strategy.
Smaller teams or startups that are on the hunt for a cost-effective, straightforward solution with minimal technical involvement.
5. MailerLite
- Growing starts at $9/month with 500 subscribers, and $108 when billed annually for 500 subscribers.
- Advanced is their second-tier plan, priced at $18/month and $20/month, paid annually.
- Enterprise uses custom pricing upon request.
It's an apt name because, aside from email marketing automation, the other features are comparatively thin. MailerLite places a premium on an intuitive user experience, accessibility, and scalability. The tradeoff is limitations in advanced automation for more complex flows, customization, and surface-level reporting. Its strengths include a polished landing-page builder, with AI page-generator functionality, as well as aesthetically pleasing, minimal design layouts to choose from.
- Beautiful drag-and-drop page and email builder templates.
- Built-in forms, pop-ups, and landing pages.
- Automation workflows that are easy to follow.
- Substantial, free forever plan for smaller lists.
- No automation for scheduling social posts.
- Some features are locked behind premium plans.
- Limited integrations compared to premium tools.
User Reviews
Users emphasize the ease of use to build and design pages, workflows, and publish web forms. Customer support is solid—several user reviews describe their support as timely and responsive. The generous free plan is a popular option for those on a budget.
Freelancers, creators, startups, or smaller agencies are after a no-fuss, streamlined marketing solution.
6. Constant Contact
- Lite starts at $12 per month, offering basic email tools and 500 contacts.
- Standard is $35/month, with 500 contacts, adds A/B testing, AI tools, and limited automation.
- Premium is priced at $80/month (500 contacts) and offers total automation, dynamic content, and advanced features, with a 24/7 send limit.
Constant Contact is a straightforward marketing tool aimed at organizations that run regular events, local promotions, and/or campaigns. Its core functions include a drag‑and‑drop email generator and editor, out-of-the-box sequences (welcome emails, promo series, reminders), basic list segmentation, plus built‑in event tools to manage registrations and RSVPs.
While deliverability rates are solid, the company has recently been experiencing some concerning user reviews, with several reports of ongoing product issues, including glitches, difficulty saving and accessing previous work drafts, and more. Additionally, their customer support is also apparently subpar, with excessive wait times and difficulty connecting to support staff.
- Great for event-based campaigns and promotions.
- User-friendly setup and onboarding.
- Strong customer support via phone and chat.
- Strong integration with Eventbrite and Facebook Ads.
- It's expensive relative to comparable solutions.
- Fewer capabilities than top-tier tools.
- Templates feel dated compared to competitors.
- Customer support is apparently poor and difficult to reach.
User Reviews
Constant Contact reviews are mixed. A few describe ongoing issues with the platform, such as glitches, files not saving, and difficulty accessing stored work. Others have had difficulty with cancelling subscriptions, and remain locked into the service until their plan expires, leaving many frustrated with their experience and decision to purchase.
SMBs and local organizations running frequent webinars, workshops, or in-person events who want a straightforward, minimal way to manage outreach and attendance.
7. Zoho Campaigns
Pricing increases as contact volume scales.
- Standard plan starts at around $3-4/month with 500 contacts, basic segmentation, and automated campaigns.
- Professional starts at $4.50/month and offers functions to automate workflows, A/B test, dynamic content, and more.
- Enterprise pricing is available upon request.
Zoho Campaigns is solid for B2C marketing—the caveat being whether you're already integrated within Zoho's product ecosystem or not. For those that are, Campaigns hooks up seamlessly with their CRM and Zoho One (their operating system), allowing for straightforward automated email journeys, dynamic content creation, and multi-channel campaigns all from a single, centralized platform. While the interface isn’t the flashiest, it prioritizes functionality and performance without the bells and whistles.
- Strong integration with Zoho CRM and other Zoho apps.
- Customizable email workflows and triggers.
- GDPR-ready and supports advanced segmentation.
- Budget-friendly pricing.
- The interface feels dated.
- There is a learning curve for those unfamiliar with Zoho's infrastructure.
- Its features are less compatible with non-Zoho products.
User Reviews
Zoho Campaigns is often used to support content-heavy newsletters and automate messaging workflows. Teams say it helps streamline outreach and makes it easier to direct readers to specific links and referral content. Others report that email previews can vary across devices, which may require sticking to simpler layouts for consistency.
Agencies already embroiled in Zoho's infrastructure that want to leverage existing Zoho tools to streamline marketing without multiple services.
8. Klaviyo
- Email + SMS start at $35/month for 251–500 contacts, including 15,000 emails and 1,250 SMS credits, as well as segmentation, AI tools, and reporting.
- Email-only plans start at $20/month for the same contacts and email volume, excluding SMS.
Klaviyo is a marketing automation platform specifically designed for eCommerce businesses, offering integrations with Shopify, BigCommerce, and WooCommerce. The platform comes with ready-to-use, prebuilt flows for marketing automation, many of which are specifically tailored for e-commerce activity (abandoned cart reminders, SMS marketing, post-purchase follow-ups).
Group customers according to their recent behavior (what was most recently viewed or purchased) to build accurate contact segmentation, and test different versions to determine the effectiveness of your marketing efforts through A/B testing. Leverage real-time customer data to create personalized campaigns, with relevant messaging that heightens engagement and strengthens customer relationships. In addition to its deep feature set and customizability, there's a reason Klaviyo remains a top choice for marketing automation platforms in 2025.
- Extensive e-commerce integration options.
- High-level segmentation and targeting.
- Superior omnichannel capabilities.
- Beautiful email templates with drag-and-drop editing.
- A/B testing, automation flows, and SMS all in one place.
- Pricing scales with the number of contacts.
- Fully optimizing the platform's features requires some technical expertise.
- There's a learning curve, and the software can be overwhelming.
User Reviews
Several users report switching to Klaviyo from platforms like SendGrid and seeing improved engagement almost instantly. The interface is clean, and most automation flows are prebuilt, which makes setup fast, even for first-time users. Google Analytics data confirms stronger site traffic from campaigns, beyond what Klaviyo’s dashboard reports.
Organizations with more complex needs that require deep customization, advanced analytics, and have the tech resources to optimize and oversee the software.
9. Brevo
Brevo's pricing increases alongside email volume.
- Starter is $9 per month and includes 5,000 emails for unlimited contacts.
- Enterprise uses custom pricing, available upon request.
Formerly Sendinblue, Brevo is a budget-friendly, no-code, quick marketing automation solution that combines email, SMS, WhatsApp, and transactional messaging into one user-friendly interface. Its core features include a top-rated, intuitive drag-and-drop email campaign builder, audience segmentation, and comprehensive reporting tools.
Its flexible pay-as-you-go pricing is ideal for startups and SMBs looking to automate multi-channel marketing without a big upfront cost. Some drawbacks include limitations in customizability and a lack of social media posting functionality (e.g., scheduling and automatically posting social media in advance). That said, integrating third-party tools to make up for any missing features is possible (depending on the feature).
- Pay-as-you-go and free plan with unlimited contacts.
- Multi-channel communication tools.
- Strong automation and segmentation.
- Solid GDPR and CAN-SPAM compliance support.
- The email builder can be buggy.
- Fewer integrations than larger platforms (Klaviyo, Pulse).
- Offers less customizability than other platforms with richer feature sets.
- Customer support is said to be subpar.
User Reviews
Users report that the platform effectively handles basic campaign needs and is easy to integrate into existing workflows. The API gets positive feedback for helping teams connect with other tools. Many say this simplifies day-to-day processes and reduces manual tasks.
Those who want to prioritize a simple, cost-effective, multi-channel solution, minus the time-consuming system navigation.
10. Omnisend
Omnisend's payment tiers fall on a spectrum, including international SMS credits and other criteria. Visit their pricing page to view all the information on their subscription plans.
- Standard's lowest-tier plans cost $16/month, with 500 contacts (6,000 emails) and 60 international SMS. The highest-tier option includes 50,000 contacts and 600,000 emails for $413/month.
- Pro's lowest-tier plan starts at $59/month with 500 contacts (unlimited emails), and 3,540 SMS. The highest-tier includes 50,000 contacts with unlimited emails for $715/month.
Pay 3 months upfront to save 30%
A popular choice for Shopify users, the Lithuanian brand, Omnisend, centers its product towards online-exclusive stores, and received Emailtooltester's 2025 Best Email Marketing Tool for Ecommerce. In addition to email, you get the whole gamut of email marketing features: SMS marketing, web push notifications, discount coupon codes, and plug-in product blocks for email (high value in e-commerce).
Some drawbacks to consider are that its deliverability rates might not be up to snuff, especially compared to some other alternatives available. Additionally, reports are not updated in real time, but once daily.
- Seamless multi-channel automation (email, SMS, push).
- E-commerce-focused email marketing functionality (ready-to-use discount coupon codes, product listings, etc.)
- Templates tailored for online stores.
- Real-time reporting with sales tracking.
- Free plan with solid feature set.
- SMS costs can add up.
- Advanced automation options can feel limited.
- Fewer features than other products (Pulse, Klaviyo).
User Reviews
Omnisend is regularly described as beginner-friendly, intuitive, with an effective drag-and-drop builder that makes campaign creation quick and easy. Many mention getting newsletters out with minimal effort, and that overall, the product works well.
e-Commerce enterprises that want to engage customers across multiple channels—email, SMS, push notifications, and more—from one unified platform.
11. Drip
- $39/month for up to 2,500 contacts, with pricing scaling based on the number of subscribers.
Minneapolis-based B2C marketing automation company, Drip, is another platform that hyper-focuses on e-commerce functionality above all else. It's email-only, so it lacks several other areas of B2C marketing automation (SMS campaigns, web push notifications, social ads, CRM, and CDPs are just a few examples).
As far as B2C marketing automation options go, Drip offers industry-leading performance that can maximize engagement, drive revenue, and help bring in new customers. Its unique product additions, such as on-site messaging featuring popups, surveys, and other gamification strategies, have proven successful in driving growth, success, and happier customers.
- Built for growing DTC and ecommerce brands.
- Smart revenue and campaign performance tracking.
- Visual workflow builder is intuitive and flexible.
- Integrates with Shopify, Magento, WooCommerce, and more.
- Lacks a built-in CRM compared to some tools.
- It can get pricey for larger lists.
- No free version, and the trial doesn't include unlimited sends.
- 5,000+ contacts are required to receive live chat support.
User Reviews
Recurring comments include pricing becoming inaccessible as you scale and require more features. Moreover, relative to B2C marketing automation products, the cost is on the steep end to start. It also lacks native integration with WordPress, Squarespace, and Wix, making it less suitable for companies that use these platforms.
Growing DTC and ecommerce brands that want to leverage detailed insights on customer behavior to boost conversions and foster long-term loyalty.
Pro Tip: Use the free trial to test features, ease of use, and integrations before deciding which automation tool to onboard.
