Best eCommerce Marketing Automation Software 2024 + Review

Marketing automation is a familiar concept among marketing professionals. According to research, approximately 76% of businesses are currently using this technology, and the number is still rising.

However, when it comes to the eCommerce industry, what benefits can be derived from using marketing automation tools, such as eCommerce marketing automation software? And what are the optimal choices for 2024? You’ll find the answers after reading this article.

What is Marketing Automation and Its Benefits in eCommerce?

According to Oracle, marketing automation will help marketing teams plan, coordinate, and manage marketing activities across various platforms. It also allows for the tracking and evaluation of data to optimize the effectiveness of these activities.

For businesses operating eCommerce stores, using marketing automation software is essential, because it benefits in reducing repetitive tasks, such as:

• Saving time on repetitive tasks lets workers focus on important tasks.
• Answering customer questions automatically via chatbot.
• Multi-platform social media posting.
• Adapting advertising campaigns to performance.
• Integrating data from multiple platforms automatically.

The ultimate goal of marketing automation is to shorten the consumer buying cycle and provide effective and uninterrupted stimulation in the decision-making process throughout the online shopping journey.

Best 12 Ecommerce Marketing Automation Software 2024

HubSpot

Rating: 4.4/5 (10k+ reviews)

Because of its widespread use and positive customer reviews, HubSpot is well-regarded. It offers a complete set of sales, marketing, and customer service applications that are all integrated with HubSpot’s CRM.

Combining all your business data and activities in one place brings numerous benefits, most notably the substantial advantages of automation and innovation. This is something that can be challenging or even impossible to achieve when using separate tools

Pros:

• Automate manual tasks such as email campaigns, lead nurturing, and social media scheduling to save time and resources
• Cover everything an eCommerce business needs, from managing email campaigns, optimizing SEO to managing customer relationships
• Provide advanced analytics features that help businesses refine their marketing strategies
• Easy-to-use UX without coding to make tasks simpler
• Empower marketing, sales, and customer Success teams to work together efficiently

Cons:

• Prices can be a little high, especially for plan upgrades
• Extensive features can make the software overwhelming

Overview pricing:

There are 4 plans that HubSpot Marketing Hub offers:

• Free plan: with basic marketing, sales, service, CMS, operations and commerce packages
• Starter: from $28/month
• Professional: from $1,246/month
• Enterprise: from $5,100/month

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Marketo

Rating: 4.1/5 (2k+ reviews)

The standout feature of Marketo is that this eCommerce marketing automation software provides a top-notch cloud-based platform to build and maintain customer relationships. Moreover, it’s one of the most effective tools with a comprehensive set of features that not only assist marketers in managing campaigns but also offer excellent tools for sales teams.

Pros:

• Offer industry-expert academic training through Marketo University to maximize software potential
• Create flexible and automated marketing campaigns and adaptable to a variety of needs
• Report campaigns in detail for tracking and analysis
• Combine online and offline data and use AI to determine customer-friendly content
• Communicate with customers across different channels so you know where they are in their relationship with your brand

Cons:

• Inexperienced HTML users may struggle to create a landing page with Marketo
• Lacks customization options compared to other eCommerce marketing softwares

Overview pricing:

Marketo offers packages tailored to businesses of various sizes, including:

• Growth: for Small Business
• Select: for Experienced Marketers
• Prime: for Progressive Marketers
• Ultimate: for Advanced Marketers

Pricing depends on how big the database is.

ActiveCampaign

Rating: 4.5/5 (10k+ reviews)

ActiveCampaign’s strength lies in its flexible and robust marketing automation capabilities. It is one of the most comprehensive solutions available for beginners or those with limited technical skills.

Pros:

• Personalize communications based on buyer preferences, behavior, and various custom attributes throughout the customer lifecycle
• Sync email, live chat, and text interactions to keep all teams informed about any issues and potential opportunities to increase sales
• Let users create email templates tailored to their needs
• Report in-depth analytics to evaluate the performance of campaigns and uncover useful information for upcoming projects

Cons:

• Some terms or feature titles in ActiveCampaign can be confusing for users
• Customer support service is not highly rated

Overview pricing:

ActiveCampaign has different plans depending on the size of business:

• Marketing Lite: $29+/month for one user
• Marketing Plus: $49+/month for 3 users
• Professional: $149+/month for 5 users
• Enterprise: Custom quote

Insider

Rating: 4.7/5 (700+ reviews)

With 1000 global partners, including IKEA, Adidas, Estee Lauder, MAC Cosmetics, Singapore Airlines, and more, Insider is recognized as the best eCommerce marketing automation software for delivering personalized, cross-channel experiences. It empowers enterprises to connect customer data across channels and systems in real time.

Pros:

• Segment your audience based on their behavior to send the most appropriate message to the right customer precisely when it matters
• Monitor every minor customer interaction to build thorough user profiles with advanced customer data platform (CDP)
• Recommend products and content to your users using a number of different methods, such as user-based, most popular, location-based, and many others

Cons:

• A bit challenging for beginners to get started

Overview pricing: Custom quote

Omnisend

Rating: 4.5/5 (800+ reviews)

If your eCommerce business is searching for a software with robust email and SMS automation capabilities, the ideal choice in 2024 would be Omnisend. Brands of all sizes can easily increase sales without incurring excessive costs thanks to its one-click integration with popular eCommerce platforms and pre-made automation and email templates.

Pros:

• Create emails that encourage your customers to shop with ease
• Deliver the most efficient automation process possible with pre-built and automated emails, along with SMS and push capabilities
• Introduce new functions frequently to help eCommerce businesses market their products and services to customers
• Set up automation workflows quickly with their drag-and-drop builder

Cons:

• Manage image content can be a bit challenging
• Limitation of creative email templates

Overview pricing:

• Free plan: Reach maximum of 250 contacts

• Standard plan:

• • $16/month
  • Promotes email marketing only with up to 500 contacts

• Pro plan:

• • $59/month
  • Reach 500 contacts via email and SMS with unlimited emails

Klaviyo

Rating: 4.6/5 (1000+ reviews)

Klaviyo is an email marketing automation software commonly chosen by eCommerce businesses. With this platform, businesses have the capability to provide more customized and personalized experiences for customers through channels such as email, SMS messages, in-app notifications, and websites.

Pros:

• Build customer lists and automate email marketing workflows
• Enhance customer engagement through personalized email campaigns
• Track effectiveness, and analyze data to measure marketing outcomes
• Integrate with other marketing tools like Shopify, Magento, and BigCommerce, boosting online sales performance

Cons:

• Klaviyo’s features might be a bit difficult to learn
• Experience slower loading speeds when handling large email lists

Overview pricing:

• Free for up to 250 contacts
• $45/month for 501 - 1,000 contacts
• $60/month for 1,001 - 1,500 contacts
• $75/month for 1,501 - 2,500 contacts

Mailchimp

Rating: 4.4/5 (5k+ reviews)

Mailchimp is the best platform for email marketing and automation. It helps over 12 million individuals, organizations, and businesses around the world efficiently start, build, and develop their businesses by giving them access to top-notch marketing technology, interesting content, and recommendations based on data, saving time and effort.

Pros:

• Manage detailed criteria within the recipient list
• Support users in optimizing the visual for email marketing campaigns, enhancing the reader’s experience
• Record and report statistical data and digital metrics, enabling users to assess effectiveness and make appropriate improvements

Cons:

• Some errors might happen while coding HTML design templates
• Lack of a complete workflow between Mailchimp and some third-party software/system, such as Monday CRM

Pricing:

Free plan for up to 500 contacts only.

Plan pricing depends on contact count:

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Customer.io

Rating: 4.4/5 (200+ reviews)

When mentioning the best eCommerce marketing automation software, Customer.io is undoubtedly a name that comes to mind. It’s a platform that allows businesses to freely utilize a range of integrated features. While not all-encompassing, businesses have the flexibility to invest time in developing and customizing their user experience.

This eCommerce marketing software is suitable for companies seeking a flexible, customizable tool and willing to allocate resources for implementation.

Pros:

• Optimize the user interface, provide quick customer support, and personalize interactions
• Trigger recipient list based on event-specific changes, such as page views
• Strong in building integrated cross-channel campaigns encompassing email, push notifications, in-app messaging, SMS, and webhook functionality
• Deliver real-time campaign data results

Cons:

• Require users to have a certain level of technical knowledge

Overview pricing:

Depending on the number of contacts, Customer.io offers different pricing packages.

Pricing for contact lists under 15,000 is as follows:

• Essentials: $100+/month
• Premium: $1,000+/month
• Enterprise: Custom quote

Iterable

Rating: 4.4/5 (450+ reviews)

Iterable is a versatile marketing automation platform that provides a selection of features to assist companies in connecting with their clients via a variety of channels, primarily email. You can manage email campaigns, automate customer journeys, and customize communication with Iterable to increase user engagement.

Pros:

• Robust segmentation and personalization features to tailor messages to specific audiences without coding knowledge
• Enable the creation of complex workflows and drip campaigns, streamlining marketing efforts
• Simplify the email creation process, with quick load times and even basic photo editing capabilities

Cons:

• Some users might find it hard to set up date-based segmentation compared to other email marketing tools

Overview pricing: Custom quote

Drip

Rating: 4.4/5 (450+ reviews)

In marketing, “drip marketing” is a strategy of continuously delivering information through multiple channels to customers over a period of time. As a marketing automation tool, Drip operates on this principle to help businesses effectively sell their products and services.

Pros:

• Create and manage email, website, and social media marketing campaigns using OMS data and integrations
• 20+ workflow templates with a track record of success for different types of campaigns and you can easily edit them to your taste
• Integrate AI to assist in email composition and scheduling
• Many user-friendly and technical features that help you create different types of campaigns

Cons:

• Overall experience might be slow due to unexpected switches between different pages and sometimes even crashes

Overview pricing:

• Pricing starts at $39 for up to 2,500 contacts in email list
• Pricing increases gradually based on the number of contacts

Listrak

Rating: 4.6/5 (240+ reviews)

Listrak is the most popular eCommerce marketing automation software in the retail industry. It is simple to segment customers appropriately and send them relevant content with the use of Listrak’s reliable technology, which covers the entire eCommerce environment.

Pros:

• Offer a set of email features that some users find beneficial, especially when it comes to creating emails based on previous sends
• Send time optimization feature can improve the effectiveness of email campaigns
• Allows sending unique codes from a list to personalize business offers to customers
• Strong support service

Cons:

• Expensive pricing

Overview pricing: Custom quote

Keap

Rating: 4.2/5 (1,400+ reviews)

Keap is an all-in-one CRM and sales and marketing automation platform which is designed to generate potential customers by capturing, organizing, tracking, and nurturing all of your leads, and increasing profitability from marketing investments.

The tool offers numerous exceptional features for users, along with expert coaching, in-depth training, outstanding support, and a dedicated community of entrepreneurs so that you won’t have to worry about wasting money on an ineffective tool.

Pros:

• Provide pre-built automations that are simple to set up, as well as extensive automation options for handling more complex and bespoke operations
• Categorize and organize leads and contacts them by applying tags and creating segments
• Automate tailored follow-up sequences depending on lead behavior and interactions
• Access data and handle marketing campaigns from both a desktop computer and a mobile phone, so users can stay in touch and make decisions even when they’re on the go

Cons:

• Some integration features require using Zapier
• Poor documentation with outdated code samples

Overview pricing:

• Pro package: From $159/month
• Max package: From $229/month
• Max Classic package: Custom quote

Essential Features You Need in Marketing Automation Software

In the world of marketing, there are many marketing automation tools available that can help you automate tasks. But how do you choose the right one for your needs?

If your business is small or midsize, you may want to consider a CRM software that combines marketing automation features. This tool allows you to handle your marketing and sales in one place without paying separately for two services.

However, if you have a larger budget or a long list of customers, you may want to invest in a specialized eCommerce marketing automation software.

Now, let’s take a closer look at the important features you should look for when shopping for marketing automation software.

• Powerful email marketing: with templates, scheduling, automation, and data analysis to improve email campaign success and reduce return rates
• Integrate social media platforms: to track customer interests, schedule posts, engage, and respond to customers’ inquiries, all from a single device
• Segment the audience based on various criteria groups: utilize data to categorize potential customers through the combination of behavioral factors, demographics, location data, and other elements
• Satisfy customers at every point in their journey: deliver personalized experiences based on customer data to connect with them at each step of their journey
• Analyze campaign performance: using data to determine which efforts are most successful in influencing prospective consumers’ purchasing decisions to use time and resources more wisely

Wrap-up

Currently, the eCommerce market offers a plethora of marketing automation tools, but that does not make choosing the right tool for your business easy. You would not want to see your money go to waste by selecting software that lacks the features your business needs or is too technically challenging to use. That is why consulting reputable reviews is essential if you want to make the right choice.

Hopefully, this list of the best eCommerce marketing automation software will provide you with valuable insights when selecting the most effective software for your business.

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