One of the most common questions I hear from solopreneurs is: “What marketing automation tool should I use?” It makes sense—there’s a lot of options, they all promise to save you time and grow your business, and the prices range from free to hundreds per month.
I’ve tested most of these tools. Not in a superficial way—I actually built workflows, sent campaigns, and dealt with the frustrating parts. Here’s my honest take on what works for solopreneurs in 2026.
What Solopreneurs Actually Need
Before I get into specific tools, let’s be clear about what solopreneurs actually need from marketing automation:
- Time-saving automations that don’t require a tech background
- Affordable pricing that scales reasonably
- All-in-one functionality (email plus basic automation plus landing pages)
- A learning curve you can actually climb in a weekend, not a month
If you’re a solopreneur, you don’t need enterprise-grade software. You need something that does 80% of what an enterprise tool does, for 20% of the price, without requiring a dedicated marketing team to manage it.
With that context, here’s how the main players stack up.
ActiveCampaign: The Power User’s Choice
ActiveCampaign is the most capable tool on this list. It’s also the most complex. If you’re willing to invest the time to learn it, you’ll have a system that can handle just about anything—complex automation branches, CRM features, lead scoring, SMS marketing, and more.
Photo by Krzysztof Niedziela on Pexels
The good: The automation builder is genuinely powerful. You can create workflows that would take hours to build in other tools, in a fraction of the time. Their CRM features mean you can track customers from first touch to purchase without using a separate tool. The visual automation maps are intuitive once you get the hang of them.
The bad: It’s overwhelming at first. There are so many features that new users often don’t know where to start. The pricing also adds up quickly—once you add CRM and deal pipelines, you’re looking at $70-100/month, which is a lot for a solo business.
Is it right for you? Only if you’re genuinely excited about marketing automation and willing to spend time learning. If you just want to send emails and set up a basic funnel, ActiveCampaign is overkill. But if you’re building a system that needs to grow with you, it’s worth the investment.
Setup time: 2-4 weeks to feel comfortable
ROI timeline: 3-6 months to see real returns
Best for: Solopreneurs with complex sales processes or those who want to build a highly systematized business
Mailchimp: The Accessible Classic
Mailchimp has been around forever, and it’s survived by adapting. The platform has evolved significantly—it’s no longer just an email tool. You can build landing pages, run ads, get basic automation, and now even access AI-powered features.
The good: The free plan is genuinely useful for getting started. The integration ecosystem is massive—if there’s a tool you use, Mailchimp probably connects to it. It’s familiar, which means it’s easy to find help and templates online.
The bad: The interface has become cluttered as they’ve added features. Finding what you need can be frustrating. The automation features, while improved, still feel like an afterthought compared to dedicated automation tools. And the pricing gets expensive quickly as your list grows.
Is it right for you? If you’re just starting out and want to experiment without spending money, Mailchimp’s free plan is unbeatable. It’s also a good choice if you need strong integrations with e-commerce tools or want to run multi-channel campaigns from one platform.
Setup time: 1-2 weeks to get running
ROI timeline: 1-3 months
Best for: Beginners, e-commerce businesses, people who value familiarity over simplicity
Brevo (formerly Sendinblue): The Value Option
Brevo flew under the radar for years but has become a serious contender. They offer email, SMS, marketing automation, CRM, and even a chat widget—all in one platform, at competitive prices.
The good: The pricing is straightforward and stays reasonable as you grow. Their automation builder is solid—not as powerful as ActiveCampaign, but much easier to use. SMS marketing is included, which is rare at this price point. The CRM features are basic but useful for tracking customer relationships.
The bad: The email design tools aren’t as polished as Mailchimp or ConvertKit. Some users report deliverability issues, though they’ve improved. The platform doesn’t feel as “premium” as some competitors—it works, but the interface is functional rather than beautiful.
Is it right for you? If you want solid automation without breaking the bank, Brevo is a smart choice. It’s particularly good if you want to add SMS to your marketing mix, since most competitors charge extra for that.
Setup time: 1-2 weeks
ROI timeline: 1-3 months
Best for: Budget-conscious solopreneurs, businesses that want email plus SMS
MailerLite: The Simple Option
MailerLite does one thing exceptionally well: email marketing without the complexity. If you just want to send newsletters, set up basic automations, and build simple landing pages, this tool stays out of your way.
The good: The interface is clean and intuitive. They have a generous free plan for up to 1,000 subscribers. The email builder is straightforward—no fighting with templates or complicated options. Landing pages and pop-ups are included.
The bad: It’s intentionally limited. If you need advanced automation, CRM features, or complex integrations, MailerLite won’t cut it. It’s also not as well-known, which means fewer tutorials and community resources.
Is it right for you? If you know you don’t need enterprise features and just want something that works, MailerLite is perfect. It’s the tool I’d recommend to someone who hates dealing with complicated software.
Setup time: A few days to a week
ROI timeline: 1-2 months
Best for: Solopreneurs who want simplicity, newsletter-focused businesses
ConvertKit: The Creator-Focused Option
I covered ConvertKit in detail in my comparison with Mailchimp, but it deserves a spot here because it’s uniquely positioned for solopreneurs who create content.
The good: Everything is built around the creator economy. The interface makes sense for people building audiences first and selling products second. Landing pages and email capture are seamless. The automation is powerful enough for most use cases without being overwhelming.
The bad: It’s more expensive than MailerLite or Brevo once you add features. It lacks some advanced capabilities that power users might want. Not ideal if you’re running an e-commerce store.
Is it right for you? If you’re a blogger, podcaster, course creator, or anyone building an audience before selling, ConvertKit is purpose-built for you.
Setup time: 1 week
ROI timeline: 1-3 months
Best for: Content creators, course sellers, newsletter entrepreneurs
Quick Comparison
| Tool | Best For | Starting Price | Complexity |
|---|---|---|---|
| ActiveCampaign | Complex automation | $29/month | High |
| Mailchimp | Beginners, e-commerce | Free (limited) | Medium |
| Brevo | Value + SMS | Free (limited) | Low-Medium |
| MailerLite | Simplicity | Free (limited) | Low |
| ConvertKit | Creators | Free (limited) | Low-Medium |
My Honest Recommendation
Here’s what I’ve learned after years of using these tools: the best marketing automation tool is the one you’ll actually use consistently.
If you’re intimidated by technology and just want something that works, start with MailerLite. It’s the path of least resistance, and it does everything most solopreneurs need.
If you’re building an audience-based business (courses, coaching, digital products), ConvertKit is purpose-built for you. The slightly higher price is worth the time you’ll save.
If you want the most power and are willing to learn, ActiveCampaign will reward you—but only if you invest the time. Otherwise, you’ll pay for features you’re not using.
If you’re already using Mailchimp for something else and it’s working, there’s no urgent reason to switch. The best tool is the one that fits into your existing workflow.
Getting Started
Whichever tool you choose, here’s my advice: start simple. Set up your welcome sequence, create one or two nurture emails, and build one basic sales funnel. Don’t try to automate everything at once.
I’ve seen solopreneurs spend months configuring the “perfect” automation system and never actually send an email to anyone. That’s backward. Send emails first, automate later, optimize over time.
If you’re not sure where to start with automation for your specific business, I wrote a guide on where to begin with automation for small business that walks through the basics.
And if you’re wondering whether you need a full CRM in addition to your marketing automation, I broke down the differences in CRM vs Marketing Automation.
FAQ
What’s the cheapest option that still works well?
MailerLite and Brevo both have generous free plans. MailerLite is simpler, Brevo offers more features (like SMS). Either is a solid starting point that won’t cost you anything until you grow.
Do I need marketing automation if I only have a small list?
Yes, actually more so. With a small list, every subscriber matters. Automation ensures you’re nurturing relationships even when you’re busy with other work. A 100-person list with good automation often outperforms a 1,000-person list with no follow-up.
How long does it take to set up marketing automation?
For basic welcome sequences and simple funnels: a few hours to a few days, depending on how many emails you’re writing. For complex, multi-branch automations: a few weeks. The key is starting simple and expanding as you learn.
Can I use more than one tool?
You could, but I’d recommend against it. Managing multiple platforms adds complexity and cost. Pick one that covers your needs and commit to it.
When should I upgrade to a more powerful tool?
When you hit the limits of what you’re currently using. If you’re frustrated that your tool can’t do something you need, that’s the time to switch—not before. Most solopreneurs don’t need enterprise features, even though they sound appealing.
The tool is just a tool. What matters is showing up consistently, providing value, and building real relationships with your audience. Pick one of these, start sending, and iterate from there.