ActiveCampaign vs Drip: choose the marketing automation tool that will transform your business
Emailing, SMS, automated customer journeys, predictive scoring, landing pages... Behind the word marketing automation lie very different technical realities. ActiveCampaign and Drip top the rankings, but targeting the 'right' platform can make or break thousands of euros a month.
👉 This ultra-detailed guide takes apart every feature, pricing, benefit and use case so you can decide with confidence.
What is ActiveCampaign?
ActiveCampaign overview
Founded in Chicago in 2003, ActiveCampaign has grown from a simple emailing tool to a complete marketing automation and CRM suite. Today, 180,000 companies in 170 countries use it.
The idea behind the creation of this solution is to centralise everything: lead capture, nurturing, sales, customer support, without multiplying subscriptions.
🎯 The tool is particularly popular with multi-channel e-tailers, online trainers, consultants, agencies and even charities.
ActiveCampaign's main features
- E-mail & omnichannel
- E-mail, SMS, push notifications, on-site messages, WhatsApp via Twilio.
- Responsive templates, AMP for interactive emails, multivariate A/B.
- Visual automations
- Canvas editor with 850+ ready recipes.
- IF/ELSE connections, conditional splits, go-to loops, webhooks.
- Integrated CRM: visual Kanban pipeline or list, Win Probability predictive scoring, tasks and e-signature.
- Pages & forms: landing page builder, progressive forms, exit-intent pop-ups.
- Attribution & analytics: multi-touch attribution, customer journey mapping, Google Analytics UTM auto-tag.
- Integrations & APIs
- 900+ integrations (Shopify, WooCommerce, Stripe, Zapier, Make, Facebook, Google Ads...).
- Complete REST APIs & Webhooks.
ActiveCampaign
Advantages and disadvantages of ActiveCampaign
✅ :
- All-in-one: no need for Zapier to link an external CRM.
- Highly reliable predictive scoring on databases.
- 24/7 multilingual support (chat, phone, email).
❌ :
- Steep learning curve: allow 2 to 4 days for training.
- Price quickly climbs above 10k contacts.
- Interface can slow down on very large volumes (> 100 k contacts).
What is Drip?
Overview of Drip
Drip was launched in 2013 as a specialist response to the needs of e-tailers. Based in Minneapolis, the platform now boasts thousands of brands, mainly DNVBs (Digitally Native Vertical Brands), Shopify artisans and dropshippers.
🎯 Their aim is to turn your visitors into repeat buyers thanks to automations centred on buying behaviour.
The figures speak for themselves: on average, Drip users increase their sales by 20% in six months thanks to revenue-driven workflows.
Drip's key features
- E-commerce first
- Shopify, WooCommerce, Magento and BigCommerce product feeds.
- Dynamic product blocks in emails: price, image, CTA in real time.
- Behavioural automation
- Native triggers: viewed product, added to cart, checkout started, order fulfilled.
- Ready-made workflows: basket abandonment, post-purchase upsell, win-back.
- Real-time segmentation: CLV filters, recency, frequency, category purchased, personalised tag.
- SMS & MMS: available in US, UK, AU, Canada; segmentation by time zone.
- Pop-ups & onsite forms: exit-intent pop-ups, hello bars, spin-to-win, gamification.
- Revenue-first attribution: each e-mail/sms displays the turnover generated, the ROAS and the AOV impacted.
- E-commerce integrations: Shopify, WooCommerce, Magento, BigCommerce, Stripe, ReCharge, Zapier.
Drip
Advantages and disadvantages of Drip
✅:
- Ultra-fast setup on Shopify: 5 minutes, no code.
- ROI immediately visible via revenue dashboard.
- Optimised e-commerce templates (mobile first, CTA buy button).
❌ :
- Less suitable for services or associations without a catalogue.
- No full CRM (no pipeline deals).
- Support only in English, no telephone.
ActiveCampaign vs Drip: compare features
| Key functionality | ActiveCampaign | Drip |
| E-mail marketing | ✔ Advanced | ✔ E-commerce centric |
| Visual automation | ✔ 850+ templates | ✔ Revenue-driven |
| CRM & Pipeline | ✔ Complete | ✖ Contact list |
| SMS / MMS | ✔ Global | ✔ US/UK/AU |
| ROI allocation | ✔ By channel | ✔ Per order |
| Destination pages | ✔ Native builder | ✖ Unbounce integration |
| Product recommendations | ✖ Via app | ✔ Automatic |
| Predictive scoring | ✔ AI "Win Probability | ✖ Simple rules |
| Multivariate testing | ✔ | ✖ A/B only |
| Integrations | 900+ | 100+ (e-commerce) |
| Multi-channel support | ✔ Chat, email, phone | ✔ Chat, e-mail |
Focus on visual automation
👉 ActiveCampaign offers the most flexible editor on the market:
- loops,
- splits,
- webhooks,
- dynamic tags,
- live A/B splits.
You can create a scenario where a visitor downloads a guide → 3 days later receives an email → if opened, demo invite → if not, SMS reminder → if no response, CRM task for a call.
👉 Drip, on the other hand, simplifies: pre-built workflows around Shopify events. For example, a customer adds a product to the basket then leaves → email 1 h → SMS 12 h → coupon 10% 24 h. Less freedom, but ROI measured by the second.
Focus on predictive scoring
👉 ActiveCampaign uses " Win Probability " AI: 28 criteria (opens, clicks, time on site, deal status) calculate the probability of purchase. The score is recalculated in real time.
Drip focuses on customer value: a score based on total turnover and recency. A "VIP" customer (> €300, purchase < 30 days) enters the "High CLV" segment and receives exclusive offers. No AI, but very meaningful for shops.
Focus on SMS
👉 ActiveCampaign sends global SMS via Twilio: you can target France, Belgium or Canada with first name/order variables.
👉 Drip is limited to the US, UK, Australia, Canada; however, integration is plug-and-play: a customer abandons their basket → automatic SMS with recovery link and 10% promo code, without Twilio configuration.
ActiveCampaign vs Drip: compare prices
| ActiveCampaign | Drip | |
| Entry plan | Starter: from €15 / month | Single plan: from €33.48 / month |
| Basic plan | Plus: from €49 / month | |
| Pro plan | Pro: from €79 / month | |
| Enterprise plan | Enterprise: from €145 / month |
📌 ActiveCampaign and Drip price plans are scalable depending on your number of contacts.
ActiveCampaign vs Drip: which interface is more intuitive?
| UX criterion | ActiveCampaign | Drip |
| Main dashboard | Contacts, deals, automations | Revenue, AOV, orders |
| Email builder | Full drag-and-drop | Fast, product-oriented builder |
| Automations creator | Complex Canvas, many options | Simplified Canvas, clear icons |
| Time to learn | 2-4 days | 1-2 days |
| Speed | OK up to 50 k | Fast even > 100 k |
| Onboarding support | Webinars, dedicated CSM | Interactive checklist, 2-minute chat |
ActiveCampaign vs Drip: compare integrations
👉 ActiveCampaign: 900+ integrations covering :
- CRM: Salesforce, Pipedrive ;
- payments: Stripe, PayPal ;
- advertising: Facebook, Google) ;
- webinars: Zoom, Demio);
- e-commerce: Shopify, WooCommerce, Magento.
👉 Drip: 100+ integrations, 100% e-commerce:
- Shopify,
- WooCommerce,
- Magento,
- BigCommerce,
- Stripe,
- ReCharge,
- ShipStation,
- Zapier.
If you sell online via Shopify: Drip is plug-and-play.
If you need a full CRM or B2B integrations: ActiveCampaign.
When to choose ActiveCampaign or Drip?
Typical ActiveCampaign use cases
VSEs and SMEs: centralising e-mail, CRM and support
- Structure: 5 to 50 employees, selling services or physical products.
- Typical use: the sales team synchronises quotation forms, follow-up emails and the sales pipeline in a single dashboard. Marketing automates post-purchase reminders and customer service triggers satisfaction emails.
Coaches & consultants: turn a lead magnet into a sales meeting
- Conventional use: a free PDF downloaded from LinkedIn triggers a sequence of 5 e-mails, followed by a proposal for a paid consultation. Internal scoring prioritises the most committed leads for the sales rep.
Associations and NGOs: building donor loyalty
- Conventional practice: after making a donation, the member receives a thank-you email, followed by a series of impact testimonials, and then an annual donation campaign. Volunteers use CRM to record outgoing calls.
Multi-channel e-tailers (Shopify + points of sale)
- Classic use: catalogue synchronisation + RFM segmentation + VIP relaunch + Google Ads attribution. The CRM enables the physical salesperson to see the customer's online history.
Freelancers & agencies: manage several customers
- Classic use: an "Agency" account can be used to create sub-accounts for each customer, with white-label reports. Automations standardise product launch campaigns.
Typical Drip use cases
Shopify and WooCommerce shops: basket abandonment and post-purchase
- Classic use: 70% of active users trigger at least the "Abandoned Cart" workflow and the "Thank-You + Cross-Sell" workflow.
Brand creators (fashion, cosmetics, well-being): product launch
- Classic use: pre-launch VIP list → product teaser → early-bird → countdown relaunch. Dynamic product blocks automatically feed visuals.
Dropshippers: maximise average basket value
- Classic use: immediate upsell after ordering (e-mail "Complete your look"), then 60-day win-back.
Etsy/Shopify artisans and designers: build seasonal loyalty
- Classic use: "purchase anniversary" automation with personalised promo code, then Christmas campaign targeting previous buyers.
Subscriptions and monthly boxes (ReCharge, Bold)
- Classic use: subscription confirmation → "Prepare your first box" e-mail → skip or pause reminder → win-back after cancellation.
ActiveCampaign or Drip:- your decision in 5 minutes.
📌 Ask yourself three quick questions:
- Does your turnover depend mainly on an online product catalogue? Yes → Drip.
- Do you need a full CRM, predictive scoring or sales pipeline? Yes → ActiveCampaign.
- Is your budget tight and your audience < 20k contacts? Compare the two over 14 days, measure the turnover generated and pick the winner.
Whichever you choose, start with the free trial, import your first 100 contacts, launch a simple workflow and measure your first revenues. The numbers will speak louder than any demonstration.
FAQ - ActiveCampaign vs Drip
Can I use Drip if I don't have an online shop?
No, not optimally. Drip is designed to synchronise a product catalogue (SKU, stock, prices, images) in real time. If you don't have Shopify, WooCommerce, Magento or BigCommerce feeds, you'll lose most of its benefits: dynamic product recommendations, one-click purchase blocks, revenue-first attribution and RFM segments. You'll still be able to create lists and send newsletters, but you'll be paying an 'e-commerce' price for consumer features. In this case, ActiveCampaign or more generalist solutions will be more cost-effective.
Are both platforms RGPD compliant?
Yes, but the responsibilities are different.
- ActiveCampaign acts as a 'processor': it offers electronically signed DPA (Data Processing Agreement) clauses, European servers (Frankfurt) and automatic deletion of contacts after 30 days of deletion.
- Drip is based on AWS US servers; it also offers a DPA and the option of signing Standard Contractual Clauses (SCC) for EU-US transfers. Both offer double opt-in, granular consent and full CSV export. However, you are still the data controller: remember to activate double opt-in and mention the marketing purpose in your legal notice.
What are the sending speeds and daily limits?
ActiveCampaign :
- Theoretical throughput of 1 million emails/hour on US servers, 300k on EU servers.
- No daily limit; compliance with automatic "warm-up" on new IPs.
Drip :
- Throughput of 500 k e-mails/hour.
- Soft limit of 10 × your average daily volume for the first few days, then unlimited.
Can I manage several brands/customers?
ActiveCampaign :
- Agency" plan: creation of unlimited sub-accounts, centralised billing, white-label reports.
- Each sub-account has its own contacts, domains and IP.
Drip:
- No native sub-accounts. You have to create one account per customer and go through a read-only "multi-store" dashboard. Separate billing.
What level of technical support?
ActiveCampaign :
- 24/7 live chat (French, English, Spanish).
- Telephone from the Plus plan.
- Knowledge base + daily webinars + Customer Success Manager from 10k contacts.
Drip :
- Live chat (US hours) and email in English.
- Knowledge base and "3-minute" videos.
- No telephone support.
Do the two platforms offer a sandbox / test environment?
ActiveCampaign:
- Yes, a free sandbox account can be created via the API; it does not send actual emails.
Drip:
- No official sandbox, but you can create a trial account and activate "test" mode, which blocks sending to real contacts.
Article translated from French