ActiveCampaign Review: Is It Still Worth It in 2025?

ActiveCampaign’s email marketing campaigns give you way more than just the basics. You can send standard broadcasts, run A/B tests to see what really works, set up RSS-triggered automated campaigns, or schedule date-based broadcasts for launches and recurring events. 

Personalization is a big win when it comes to campaigns, too. You can use dynamic and conditional content to make every message feel relevant, while the integrated content manager keeps all your assets neat and easy to find. 

The AI-powered campaign builder, combined with the AI image generation, are surprisingly helpful for speeding things up, with brand presets keeping everything looking consistent. Plus, the drag-and-drop email builder with advanced blocks makes putting together great-looking campaigns pretty painless.

The editor isn’t perfect, though—mobile formatting options are a bit limited, and I did hit a glitch that cost me about 10 minutes of work. Thank God for ActiveCampaign’s auto-save feature, though.

Split testing capabilities

ActiveCampaign’s A/B testing tools gave me more flexibility than most platforms. I can test up to five versions of a campaign—subject lines, sender names, or full email content—and even let the system pick a winner automatically based on opens or clicks. In automations, I like being able to split contacts across different paths, test flows, and optimize based on conversions. 

That said, it’s not flawless—the setup can feel complex at first, editing splits mid-automation isn’t possible, and the learning curve is steeper than simpler tools. Still, once you get comfortable, the insights are worth it.

ActiveCampaign’s email templates have been a big help for me when building campaigns. There’s a wide library of 250+ templates to choose from, and I like that they’re organized by purpose—whether it’s a newsletter, a promotion, or a ‘conference event’. Most of them are responsive right out of the box, and the drag-and-drop email editor makes it easy to tweak layouts without needing code.

Of course, when put next to email builders of Sender or Mailchimp, ActiveCampaign’s email editor isn’t as buttery smooth. The template library also starts to feel a bit dated over time, since the selection hasn’t seen much fresh variety since I last tested it.

This is where ActiveCampaign really shines. The visual builder makes it easy to design behavior-based workflows without coding, using triggers like email engagement, website visits, or goal completions.

One of the things I loved about ActiveCampaign was its ability to go beyond email—it’s a full multi-channel marketing package. Users can add SMS, site messages, and CRM updates to their workflows, creating a more connected experience across channels. However, if you want to plug SMS and WhatsApp marketing automation, you’ll need third-party add-ons like WhatsCampaign. Not ideal, but not entirely a deal-breaker.

Scheduling options and automation templates are extensive, too. That said, the reporting dashboards can feel slightly overwhelming, and I found that the learning curve for mastering advanced automations is noticeably steeper compared to simpler platforms like Sender.

I’ve found ActiveCampaign’s landing pages and forms to be surprisingly effective for lead capture. The drag-and-drop builder is clean and intuitive, with 100+ ready-to-go templates that make setup quick. I liked that I can drop inline or pop-up forms, and even embed them on external sites, then have submissions trigger automations instantly.

There’s even a dedicated Landing Page Design Service that helps you make a custom landing page, which is free for Plus, Professional, and Enterprise plan owners. Although I haven’t had the chance to try it out, it’s neat that there’s a service like that if you ever need one.

The integration with the CRM feels seamless—it’s easy to tag contacts, start follow-ups, or segment lists right away. On the other hand, the Lead Form Builder itself is simple enough for fast lead-generating campaigns, though I’ll admit it’s not as advanced as ActiveCampaign’s landing page tools.

After playing around with ActiveCampaign’s segmentation, it’s safe to say that it’s been pretty handy. I could easily split my list by tags, custom fields, or even how people interact with my emails, which makes targeting way easier.

That said, setting up more detailed rules like combining multiple conditions or creating nested “if/else” logic can feel a little clunky, and it took me a bit to figure things out at first (even with years of experience under my belt). Once I got the hang of it, though, creating segments felt much smoother.

All in all, ActiveCampaign’s segmentation is not the simplest tool on the market, but it does give me more control than the lighter email marketing services I used before.

I’ve been using ActiveCampaign’s CRM with its sales automation, and it definitely streamlines deal management and follow-ups. The customizable pipelines make it easy to track prospects, and automating tasks, notifications, and deal updates saves a ton of manual work. 

It’s worth noting, though, that while marketing automation is included on every plan, sales process automation is only available on Plus and higher plans with the sales CRM add-on (starting at $49/month). Also, the Starter plan has key limitations—you can’t even build conditional branches in workflows—so you’ll want to factor that in before choosing a plan.

Sales funnel 

If you’re in ecommerce, having a wide range of sales funnel functionality is critical. After taking ActiveCampaign for a spin, I can easily say that this email marketing tool doesn’t disappoint in this department. 

The integrations, segmentation, and CRM tie-ins make nurturing leads much easier, and I like the level of control I get over each step. On the other hand, it’s not a drag-and-drop funnel builder—you don’t get the kind of visual funnel map you’d see in tools like Sender or GetResponse.

The only real gaps I’ve noticed in sales funnel building are the lack of built-in webinar platform and affiliate marketing. If you need those, you’ll have to connect third-party tools. 

Lead scoring 

I’ve been using ActiveCampaign’s lead scoring, and it’s made prioritizing prospects a lot smarter. Instead of relying only on static rules like “+5 for an email open,” predictive scoring uses AI and machine learning to analyze past behavior (e.g., site visits, sales engagement, and CRM data) and surface leads most likely to convert.

While it takes more than a week on the platform to see how accurate predictive lead scoring is, it certainly frees users from tweaking everyone’s point values by hand.

It doesn’t come without its own caveats, though. Setting up the underlying traditional scores is still part of the process, and getting predictive scoring fired up means having enough clean data upfront—so there’s a bit of setup involved. Still, once you’re up and running, the smarter lead insights are well worth it.

I’m happy to report that ActiveCampaign goes beyond basic opens and clicks. For instance, it offers insights into location, device usage, link performance, and audience segment engagement. Moreso, reports highlight personalization effectiveness, A/B test winners, and outcomes tied to website traffic through UTM tracking.

While custom reports are only accessible to Enterprise users (which, as a reminder, starts at $145/month for 1,000 subs)—letting you see things like a contact’s engagement behaviors segmented by campaign or automation, or the opens of an automation email filtered by a custom field within a specific date range—I found ActiveCampaign’s advanced reporting to be reliable as well.

When it comes to deliverability, ActiveCampaign is a racecar. During my time with ActiveCampaign, the deliverability rate didn’t dip lower than 92%, which leaves most competitors in the dust (with similar numbers being reported by our friends at Emailtooltester). Emails tend to land where they should, and the platform makes it easier to stay SPF, DKIM, and GDPR compliant.

That said, deliverability isn’t flawless. I’ve seen sudden dips in open rates, and other users report the same. Overall, I trust ActiveCampaign more than most providers for inbox placement, but I keep a close eye on performance and use tools like Google Postmaster to make sure results stay strong.

This is another strong suit for ActiveCampaign. The platform connects with over 900 apps including Shopify, Salesforce, and Pipedrive integration, allowing you to pull in customer behavior and transaction data to personalize email content.

For developers, the RESTful API enables custom data syncing, campaign creation, and subscriber updates—ideal for building tailored workflows across platforms. Integrated tools can trigger email sends based on third-party activity, while personalization can be enhanced with external data like purchase history.

Email performance reporting can be extended with UTM tracking and external analytics integrations, such as Google Analytics, giving you a more complete view of campaign ROI.

I’ve found ActiveCampaign’s support to be knowledgeable, although it can be hit-and-miss. Support is offered via live chat and email directly through the platform, though it’s not truly 24/7—chat is generally available Monday through Friday (3 am–11 pm CT) and on Sunday evenings. 

That said, support is best for solving small problems. Most issues tend to be either temporary system glitches or user mistakes that are fixable or easily searchable. 

This is where the so-called ‘resellers’ add real value—as expert consultants who identify problems, offer solutions, and act as your go-to resource. Still, the support experience today doesn’t feel quite as consistent or readily accessible as it once was.

ActiveCampaign reviews on G2 often highlight its powerful automations, segmentation, and integrations. One ActiveCampaign review notes how easy it was to segment lists based on interests and set up automated sequences that boosted conversions while saving time. While another praised the wide range of integrations and the intuitive drag-and-drop automation builder—making it approachable even for beginners.

On the downside, several reviews mention slow performance, limited reporting depth, and recurring glitches. One user shared frustrations with templates, formatting issues, and automations not behaving as expected despite support being responsive. Others disliked branding on opt-in forms in lower-tier plans or wished for more advanced analytics.

Capterra reviews often emphasize how ActiveCampaign delivers robust marketing automation and CRM capabilities without requiring the heavy investment of tools like Salesforce or HubSpot. One ActiveCampaign review highlights software’s ease of use, customer history tracking, and ecommerce integrations that make it easier to personalize campaigns.

Still, not everything gets glowing feedback. One ActiveCampaign review complains that design and navigation can be confusing, and the platform is seen as pricier than most ActiveCampaign alternatives. A few reviewers also raised concerns about limited account manager support and small but recurring glitches.

Feedback on Reddit is fairly mixed, with some users highlighting ActiveCampaign’s flexibility while others run into frustrations. On the positive side, one ActiveCampaign review liked its advanced automations, custom fields, and robust sales CRM, which make it a strong choice for online businesses and anyone needing complex workflows.

On the downside, some users note that Mailchimp is easier to use and that ActiveCampaign’s email designer and list setup can feel clunky. Other ActiveCampaign reviews report declining customer service, describing support as slow or unhelpful, and point to complicated visual automations compared with competitors. A few also warn that database management can become overly complicated if you don’t pay attention to it on a daily basis.