Intro — email automation vs customer platform
Choosing between ActiveCampaign and HubSpot means deciding between targeted email automation and a broader all-in-one customer platform. ActiveCampaign is known for powerful email marketing and automation workflows. HubSpot, meanwhile, spans CRM, CMS, sales, marketing, and service—all in one place. The best option depends on your automation, CRM, and website needs, as well as budget, integration demands, and willingness to manage platform complexity.
Key takeaways — cost, ecosystem, and fit
- ActiveCampaign is typically more cost-effective if you need email marketing automation at scale and basic CRM.
- HubSpot is suited for teams needing advanced CRM, CMS, and sales or service hubs in one product.
- HubSpot owns a larger app marketplace, especially if extensive integrations are critical.
- Pricing structures and onboarding fees differ, especially as your contact or seat count grows.
Summary comparison table (free tier, pricing model, CRM/CMS, automation)
| Feature | How ActiveCampaign handles it | How HubSpot handles it | Best for |
|---|---|---|---|
| Free tier | Free trial, no permanent free plan | Free CRM with limited marketing/email tools | HubSpot for free starter needs |
| Pricing model | Contact-based pricing | Contact and seat-based pricing; onboarding may be extra | ActiveCampaign for predictable costs; HubSpot for bundled hubs |
| CRM | Basic CRM plus automation | Full-featured CRM with pipelines, sales & service | HubSpot for deeper CRM |
| CMS/website tools | Not publicly specified | Integrated CMS & website builder (add-on) | HubSpot if website + CRM required |
| Automation workflows | Advanced email & workflow automation | Workflow builder supports marketing, sales, and service | ActiveCampaign for deep email; HubSpot for omnichannel |
| Integrations | Hundreds of integrations, AC Apps marketplace | Thousands of integrations in HubSpot App Marketplace | HubSpot for the largest ecosystem |
| Onboarding fees | Not publicly specified | May apply at Pro/Enterprise levels | ActiveCampaign for lower setup cost |
| Security, SSO/RBAC | Not publicly specified | Enterprise features; security details in trust center | HubSpot for regulated industries |
What ActiveCampaign is
ActiveCampaign provides marketing automation and CRM tools aimed at improving email marketing performance. Key strengths include advanced email workflows, personalization, and triggered automations, making it popular among SMBs looking to automate nurturing and follow-up without investing in an expansive customer platform.
What HubSpot is
HubSpot is a comprehensive platform combining CRM, marketing, sales, and service hubs under one login. Its ecosystem includes a robust CMS/website builder and a massive integration marketplace. HubSpot targets businesses seeking an all-in-one suite for inbound marketing, website management, sales pipelines, customer service, and analytics.
Feature-by-feature comparison
Automation builder & AI assistants
ActiveCampaign’s automation builder is highly regarded for its advanced logic and conditional actions around email marketing, campaigns, and customer journeys. It caters to businesses reliant on targeted, customizable sequences.
HubSpot’s workflow builder is broader, accommodating marketing, sales, and service automations across all its hubs. HubSpot’s Enterprise tiers add greater workflow extensibility, but specific AI assistant features are not publicly specified in the cited sources. Both platforms offer strong visual builders; HubSpot covers more operational touchpoints natively.
CRM depth, pipelines, and sales/service hubs
ActiveCampaign offers a basic CRM for tracking contacts, deals, and simple pipelines—typically enough for businesses centered on email marketing and nurturing. HubSpot includes a comprehensive CRM with deep pipeline management, sales forecasting, ticketing, and automation that connects across marketing, sales, and service functions. HubSpot’s CRM is more robust for organizations with complex sales or service operations.
CMS/website capabilities (HubSpot only)
HubSpot’s CMS Hub is a notable differentiator. It allows teams to build, host, and manage websites and landing pages with integrated personalization, SEO, and content management features. This is an optional add-on, but it provides website and CRM functionality under one roof. ActiveCampaign does not specify native CMS/website builder tools.
Integrations & ecosystem (App Marketplace vs AC Apps)
HubSpot’s App Marketplace lists thousands of integrations, covering most major SaaS, productivity, sales, support, and analytics tools. This breadth supports complex, multi-system automation for large or expanding organizations.
ActiveCampaign maintains its own app marketplace (AC Apps) with hundreds of integrations focused on email, e-commerce, and marketing use cases. Most major platforms (CRM, lead gen, webinar, analytics) are supported, though the depth is narrower than HubSpot’s ecosystem. For organizations with specific or rare integration needs, HubSpot has a clear lead.
Pricing models, seats/contacts, and onboarding considerations
ActiveCampaign’s pricing is contact-based. All tiers scale by the size of your contact list and the plan’s features. Upfront onboarding fees are not publicly specified on their main pricing page; you pay for plan + contacts with a free trial available (ActiveCampaign pricing).
HubSpot’s pricing varies by product “hub”: Marketing, Sales, Service, and CMS, with plans scaling by contact count or user seats. Higher tiers and add-ons, like Marketing Professional or Enterprise, often require onboarding fees (see HubSpot pricing). Tracking total cost with HubSpot means accounting for contacts, seats, tiers, and onboarding costs. HubSpot offers a free CRM tier with limited capabilities; ActiveCampaign offers only a time-limited free trial.
Security, SSO/RBAC, and governance
HubSpot publishes security policies and program details in its security and trust center. SSO, RBAC, and other governance controls are included in Enterprise and certain Professional plans. HubSpot specifies compliance frameworks and resources for regulated industries. ActiveCampaign’s public documentation does not specify enterprise security features such as SSO, RBAC, or detailed compliance options.
When to choose ActiveCampaign vs HubSpot
Choose ActiveCampaign if:
- You need advanced email automation without the complexity or cost of a full CRM platform.
- Your primary goal is nurturing leads through sophisticated journeys, not full sales/service management.
- Your integration needs are mainstream (e.g., syncing with Shopify, Zapier, or common CRMs).
Choose HubSpot if:
- Your sales/service teams need a powerful CRM, pipeline tools, and integrated support ticketing.
- You want to manage your website, blog, forms, marketing, and sales in a single place.
- You require deep native integrations or compliance/security features for a complex stack.
Migration notes & pitfalls (objects, fields, tracking)
Migrating from one platform to another can be complex. HubSpot supports import/export for core CRM objects (contacts, companies, deals), but field mapping, custom properties, and automation logic may require manual adjustment. Custom email templates and site content (if migrating from HubSpot CMS) will need rebuilding in another tool. ActiveCampaign migrations typically focus on lists, automations, and basic contact properties; migrating advanced pipelines or web tracking requires extra setup.
If you use proprietary analytics or web tracking from either platform, anticipate some data loss or transition friction, especially with automation triggers or integrated CMS content.
Conclusion
ActiveCampaign and HubSpot target overlapping, but distinct, use cases. ActiveCampaign shines for cost-effective, advanced email automation where basic CRM will suffice. HubSpot is a far broader solution with a free CRM, deep sales/service hubs, add-on CMS/website builder, and a massive integration marketplace—best for organizations seeking a unified customer platform and willing to invest. Both offer mature automation, but the right choice hinges on your CRM/CMS needs, budget for onboarding/tiers, and appetite for complexity.
FAQs
Which is better if you need an all‑in‑one CRM + CMS?
HubSpot is the stronger choice, as it includes a fully integrated CRM and optional CMS/website builder. ActiveCampaign does not specify native CMS tools.
How do total costs compare (contacts, seats, onboarding fees)?
ActiveCampaign uses a contact-based pricing model without specified onboarding fees. HubSpot’s cost is based on contacts, seats, and required hubs. HubSpot may require onboarding fees for Professional and Enterprise plans.
Which platform has the broader ecosystem of integrations?
HubSpot offers thousands of integrations in its App Marketplace, substantially exceeding ActiveCampaign’s hundreds of available integrations.
Does either offer a free tier and what’s included?
HubSpot has a free CRM tier with limited sales and marketing tools. ActiveCampaign offers only a 14-day free trial (not a permanent free plan).
How do automation builders and AI assistants differ?
ActiveCampaign focuses on advanced email automation with a strong workflow builder. HubSpot’s workflow builder covers marketing, sales, and service but specific AI assistant features are not publicly specified in available documentation.