HubSpot Marketing Hub

Drip

Drip was one of the first platforms to call itself an ecommerce CRM rather than an email tool, and that framing still describes it accurately. It combines email, SMS and on-site personalization with a customer record built from order history, browsing behavior and engagement, so you can build workflows that react to what a shopper actually did. The visual workflow builder is capable, multi-channel campaigns are straightforward to assemble, and the personalization rules can swap content based on tags, purchases or behavior without heavy configuration. Drip suits smaller direct-to-consumer brands that want more sophistication than Mailchimp but are not ready for Klaviyo pricing at scale. Since being acquired, development has been steadier than flashy, and the platform is clearly narrower than the leaders. Pricing starts around $39 per month and scales with contacts, and there is no free plan.

Best for: ["Small DTC and ecommerce brands", "Teams wanting multi-channel workflows", "Brands needing on-site personalization", "Shopify merchants below enterprise scale"]

Klaviyo

Klaviyo is the marketing platform ecommerce brands move to when Mailchimp stops being enough. The difference is the data model: Klaviyo ingests your store's orders, browsing behavior and product catalog, then lets you segment on what people actually bought and build flows around it, abandoned carts, browse abandonment, post-purchase sequences, replenishment reminders and win-back campaigns. Crucially, it attributes revenue back to each message, so you can see exactly what a flow earned rather than just open rates. Email and SMS live in the same builder, so a cart recovery sequence can branch across both channels. The segmentation and predictive analytics, including churn risk and predicted lifetime value, are the deepest in the ecommerce category. Pricing scales with active profiles, which gets expensive as your list grows, and the platform is much less compelling outside ecommerce.

Best for: ["Shopify and ecommerce brands", "Teams measuring revenue per email", "Brands combining email and SMS", "DTC companies with retention focus"]

Kit (ConvertKit)

Kit, formerly ConvertKit, is an email marketing platform built specifically for creators, bloggers and newsletter publishers. Its philosophy is simplicity with purpose: text-focused emails that feel personal, a generous free plan for up to 10,000 subscribers, and best-in-class deliverability that consistently outperforms competitors. Automation covers the creator workflow - welcome sequences, content upgrades, digital product delivery and re-engagement - through a clean visual builder, though it deliberately stops short of the advanced branching power of ActiveCampaign. There is no built-in CRM. For creators who monetize an audience through newsletters, courses or digital products, Kit offers the strongest blend of deliverability, simplicity and value at scale.

Best for: ["Creators", "Bloggers", "Newsletter publishers", "Digital product sellers"]

ActiveCampaign

ActiveCampaign is the category benchmark for marketing automation, combining a best-in-class visual automation builder with a built-in CRM and predictive AI. Where Mailchimp tops out at standard journeys, ActiveCampaign supports virtually unlimited conditional branching, event-based triggers, goal-based paths and split testing within workflows, all on a visual canvas that keeps complex logic manageable. The platform also leads on deliverability and includes multi-channel automation across email, SMS and site messaging. The trade-off is a steeper learning curve and no free plan - pricing starts around $15 per month for 1,000 contacts and scales with list size. For businesses that treat email as a growth engine with real sales-pipeline logic, ActiveCampaign is the most capable choice.

Best for: ["B2B businesses", "Advanced automation needs", "Sales + marketing teams", "Ecommerce brands"]