Act-On

Name: Act-On
Brand: Act-On
Rating: 4.2 (1558 reviews)

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Marketing automation for growth

Marketing Automation Email Marketing Lead Generation

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4.2(1,558 across the web)

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Reviews onTrustRadiusG2Capterra

1558 reviews tracked

The Bottom Line

Entry price

Paid plans only

Biggest pro

Flexible pricing model based on active contacts marketed to, not total database size.

Biggest con

Specific pricing details are not transparently listed and require contacting sales for a quote.

TL;DR - Act-On

Act-On is an agile marketing automation platform offering a comprehensive suite of tools for enterprises.
It features AI-powered analytics, segmentation, and email capabilities, alongside strong customer support and flexible pricing.
The platform aims to streamline marketing efforts, improve lead conversion, and align sales and marketing teams.

Pricing: contact

Best for: Enterprises & pros

4.2/5 across review platforms

What is Act-On?

Editorial review

Act-On is a marketing automation platform designed for mid-sized businesses. It helps marketers automate campaigns, nurture leads, and prove marketing ROI with an intuitive interface.

Available on: Web

LCLouis CorneloupUpdated May 26, 2026 · how we evaluateSourceact-on.com ↗

Pros & Cons

Pros

Flexible pricing model based on active contacts marketed to, not total database size.
Comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement.
Strong emphasis on customer support and professional services, including implementation and migration assistance.
Advanced AI capabilities for marketing analytics, segmentation, and email content generation.
High email deliverability rates due to proprietary SMTP servers and expert services, ensuring compliance with regulations like CAN-SPAM, CCPA, GDPR, and HIPAA.

Cons

Specific pricing details are not transparently listed and require contacting sales for a quote.
While AI is mentioned, the extent of its application across all features isn't fully detailed.
The platform's complexity for new users or smaller teams without dedicated marketing resources is not explicitly addressed.

Ratings Across the Web

4.2(1,558 reviews)

Act-On holds an aggregate rating of 4.2 out of 5 from 1,558 reviews across TrustRadius, G2 and Capterra, last checked August 19, 2026.

TrustRadius229 reviews

Ratings aggregated from independent review platforms. Learn more

Key Features

Marketing automationEmail marketingLead scoringLanding pagesAnalyticsCRM integration

Pricing Plans

Pricing checked Aug 24, 2026

Professional

Contact

2,500 contacts
Marketing automation
Analytics

Enterprise

Contact

Custom contacts
Advanced features
Dedicated support

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Is Act-On worth the price?

55/100

Act-On's pricing, being 'Contact' for both Professional and Enterprise tiers, makes it difficult to assess fairness directly.

However, this often indicates a higher price point, likely placing it in the expensive category compared to market averages for similar feature sets. It's best suited for established businesses with complex marketing needs and a budget to match, rather than startups or small businesses.

Hidden Costs & Gotchas

Likely high base price, undisclosed

Potential onboarding/setup fees

Overage fees for contact limits

Annual contracts often required

How Act-On Compares to Competitors

Compared to HubSpot, which offers a Starter Marketing Hub at $20/month for 1,000 contacts, Act-On's 'Contact' pricing for 2,500 contacts in its Professional tier suggests a significantly higher cost. Similarly, Mailchimp's Premium plan starts around $350/month for 10,000 contacts, making Act-On likely more expensive for comparable features, especially in the Enterprise tier.

Reviews

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4.2/5

Across 1,558 verified user reviews on G2, Capterra, TrustRadius

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Best Act-On Alternatives

Top alternatives based on features, pricing, and user needs.

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ActiveCampaignFreemium

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BrevoFreemium

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MarketoPaid

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Still deciding?

Most buyers shortlist 2 or 3 tools before committing. Pull a side-by-side comparison or browse the full alternatives shortlist below.

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Act-On FAQ

How does Act-On assist with lead generation?

Act-On provides a comprehensive suite of marketing automation tools that includes features specifically for lead generation. It helps marketers nurture leads through automated campaigns and provides lead scoring capabilities. The platform is designed to support the entire lead lifecycle from capture to conversion.

Which teams benefit most from using Act-On?

Act-On is designed for mid-sized businesses and marketing teams within those organizations. It is particularly suitable for teams that need to automate campaigns, nurture leads, and demonstrate marketing ROI. The platform's emphasis on customer support and professional services also benefits teams seeking implementation and migration assistance.

How is Act-On priced?

Act-On is available on both free and paid plans. Its pricing model is flexible, based on the number of active contacts marketed to, rather than the total database size. Specific pricing details, however, require contacting sales for a quote.

Does Act-On offer advanced analytics capabilities?

Yes, Act-On includes comprehensive analytics as part of its marketing automation tools. It also leverages advanced AI capabilities for marketing analytics and segmentation. This helps users prove marketing ROI and gain deeper insights into their campaigns.

What kind of email deliverability can users expect with Act-On?

Act-On boasts high email deliverability rates, which are achieved through its proprietary SMTP servers and expert services. The platform also ensures compliance with various regulations, including CAN-SPAM, CCPA, GDPR, and HIPAA, contributing to reliable email performance.

How does Act-On compare to Hubspot Marketing?

Act-On, like Hubspot Marketing, is a marketing automation platform. Act-On differentiates itself with a flexible pricing model based on active contacts marketed to and a strong emphasis on customer support, including implementation and migration assistance. It also highlights its high email deliverability due to proprietary SMTP servers.

What are the primary limitations of Act-On?

One limitation of Act-On is that specific pricing details are not transparently listed and require contacting sales for a quote. Additionally, while AI capabilities are mentioned for analytics and segmentation, the full extent of AI application across all features is not explicitly detailed. The platform's complexity for new users or smaller teams without dedicated marketing resources is also not fully addressed.

Source: act-on.com

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