Kit (ex-ConvertKit) vs ActiveCampaign: which tool will get your marketing off the ground in 2025?
Should you really choose between full automation and creating ultra-personalised relationships? When you compare ActiveCampaign and Kit (ex-ConvertKit), you're clearly faced with two marketing automation heavyweights... but they don't have the same muscles or the same style.
On the one hand, ActiveCampaign, the ultra-complete platform for orchestrating multi-channel marketing campaigns worthy of an orchestra conductor. On the other, Kit (formerly ConvertKit), the favourite of content creators, coaches, artists and freelancers, who want to get straight to the point with a simple but powerful tool.
So which one should you choose to boost your acquisition, engagement and sales?
In this article, we're going to take a look at their features, pricing, ergonomics, integrations... all with concrete examples and a healthy dose of pragmatism (sprinkled with irony where appropriate).
Spoiler alert: the right tool is the one that fits YOUR strategy.
We'll help you sort it out.
What is ActiveCampaign?
Overview of ActiveCampaign
ActiveCampaign is the Swiss Army knife of marketing automation. Founded in Chicago in 2003, the platform is aimed at companies that want to go beyond traditional emailing. And without necessarily being e-commerce giants or seasoned CRM experts.
Its target audience? SMEs, start-ups and ambitious marketing teams looking to automate their customer lifecycle - from prospecting to sales and retention.
ActiveCampaign doesn't just help you send emails: it offers you a true marketing automation hub, with scoring, dynamic segments, conditional tunnels... and even on-site messaging, SMS and integrated CRM.
Its customers range from e-commerce brands like MVMT and Purple Carrot to digital agencies and B2B SaaS providers.
In short, ActiveCampaign is all about personalisation on a grand scale. And if you like playing with workflows, you're in for a treat.
Key features of ActiveCampaign
ActiveCampaign stands out for the richness of its tools, designed to automate marketing and customer relations in fine detail. Here are the key features you need to know about:
- Advanced visual automation: one of the most powerful workflow editors on the market, with triggers, conditions, deadlines, multiple actions, etc. You can model complex processes without writing a single line of code.
- High-performance email marketing: classic or automated campaigns, A/B testing, customisable templates, fluid drag-and-drop editor. All with excellent deliverability (source: EmailToolTester 2024).
- Integrated CRM: customisable sales pipeline, scoring, tasks, forecasting, sales action automation. Enough to centralise marketing and sales without changing tools.
- Dynamic segmentation: real-time creation of segments based on behaviour, CRM data or interests. For ultra-targeted campaigns that really convert.
- Multi-channel (email, SMS, chat, website): we go beyond email by sending SMS, on-site messages and integrating live chat. Ideal for engaging leads at every point of contact.
- In-depth reporting: detailed reports on the performance of campaigns, channels and the pipeline... with actionable insights for steering your strategy.
ActiveCampaign
Advantages and disadvantages of ActiveCampaign
ActiveCampaign seduces with its functional depth, but this richness also comes at a price, in terms of both time and money. Here's what users have to say (Capterra, G2, professional forums):
✅Advantages:
- Highly advanced automation: the level of customisation is hard to match, even with more expensive competitors.
- CRM and marketing combined: a real plus for teams who want an all-in-one tool without piling on software.
- Responsive support and comprehensive resources: well-structured help centre, guided onboarding, active community.
- Solid deliverability: emails arrive in the inbox, not as spam, a key criterion for any emailing strategy.
- Flexible integrations: over 900 compatible applications (Zapier, Shopify, WordPress, Salesforce, etc.).
❌Drawbacks:
- Learning curve: beginners can quickly feel drowned in options. It takes a little time to master everything.
- Slightly dated interface: functional, but sometimes cluttered and less modern than some competitors.
- Price rises quickly: as soon as you increase the number of contacts or add certain options, the bill goes up (source: official 2025 price list).
- Not ideal for solo designers: too complex if you just want to send out a quick, simple newsletter.
What is Kit (formerly ConvertKit)?
General presentation of Kit (ex-ConvertKit)
Kit (ex-ConvertKit) is the tool that best speaks to content creators, without jargon or gasworks. Launched in 2013 by a blogger (Nathan Barry), the software was designed from the outset to meet the needs of authors, musicians, podcasters, freelancers, trainers... in short, anyone who creates and monetises an audience.
The idea was to offer a simple but powerful platform for building an email list, nurturing a relationship with your audience and selling your digital products (ebooks, training courses, subscriptions, etc.).
Unlike ActiveCampaign, Kit (formerly ConvertKit) does not include a full CRM or multi-channel capabilities, but focuses entirely on intelligent email marketing. No frills, just well thought-out automation, fluid ergonomics and an approach focused on subscriber growth.
Kit (formerly ConvertKit) now boasts more than 600,000 users (source: official website), including renowned creators such as Pat Flynn, Tim Grahl and James Clear.
In short, Kit (ex-ConvertKit) plays the clarity card, and that appeals to those who want to spend more time creating than configuring.
Key features of Kit (formerly ConvertKit)
Kit (formerly ConvertKit) is all about frictionless efficiency. Fewer features than its competitors, but a fluid, targeted user journey for designers. Here's what stands out in the user feedback:
- Simplified email marketing: clear, fast email editor, with markdown tags for formatting. Less design, more readability - a conscious choice.
- Intelligent automations: creation of sequences and automations via an intuitive visual editor. Less advanced than ActiveCampaign, but sufficient for classic sales tunnels.
- Sign-up pages and integrated forms: customisable templates for capturing leads without the need for an external plugin. Very useful if you don't have an advanced website.
- Direct monetisation: ability to sell digital products and paid subscriptions from Kit (ex-ConvertKit), with integrated payment management (Kit (ex-ConvertKit) Commerce).
- Tag-based segmentation: audience management via a flexible tag system that is easy to use in automation scenarios.
- Simplified analytics: essential stats on open rates, clicks and conversions. Less depth than ActiveCampaign, but more than sufficient for most uses.
Kit (ex-ConvertKit)
Advantages and disadvantages of Kit (ex-ConvertKit)
Kit (formerly ConvertKit) is attractive for its ease of use and its clear focus on designers. But this streamlined approach also has its limitations. Here are the strengths and weaknesses most cited by users (Capterra, G2, Reddit, blog Kit (ex-ConvertKit)):
✅Benefits:
- Ultra-intuitive interface: one of the most accessible on the market. Everything is designed to make it easy to get to grips with even the most inexperienced users.
- Simple yet effective automations: perfect for the sales tunnels typical of a solo creator or infopreneur.
- Integrated sales functions: no need for a separate e-commerce tool to sell your digital products.
- Excellent deliverability: very good rate of arrival in inboxes, even with modest lists.
- Creator-oriented human support: clear documentation, friendly community, and a more "creator-friendly" tone than corporate.
❌Drawbacks:
- Lack of functional depth: no CRM, few channels, limited reporting. Kit (ex-ConvertKit) remains focused on email, full stop.
- Few design customisation options: emails and forms focus on text. If you're looking for visuals galore, this is not the tool for you.
- Pricing that goes up quickly: especially if you manage several audiences or accounts (source: Kit (ex-ConvertKit) Pricing 2025).
- Less suited to teams: no advanced role management or multi-user collaboration. It seems to have been designed for solopreneurs.
ActiveCampaign vs Kit (ex-ConvertKit): compare features
The two tools target very different profiles. But in certain areas, they overlap - and that's where the differences count. Here we compare the key features in 5 main areas.
Comparison of key features
| Function | ActiveCampaign | Kit (formerly ConvertKit) |
| Automation | Highly advanced, conditional logic | Simple and intuitive |
| Integrated CRM | Yes, complete and customisable | No |
| Multi-channel (SMS, chat, etc.) | Yes | No |
| Capture pages and forms | Yes, fairly advanced | Yes, simple to use |
| Sale of digital products | Not native (integrations required) | Yes, via Kit (ex-ConvertKit) Commerce |
| Segmentation | By fields, tags, behaviour | By tags and events |
| Reporting | Precise details, by channel, by stage | Basic statistics |
| Third-party integrations | 900+ (Zapier, Salesforce, etc.) | Fewer but well-chosen |
Focus 1: Campaign automation
ActiveCampaign offers an ultra-complete visual workflow editor capable of managing complex scenarios (segmentation, scoring, deadlines, multiple actions, third-party integrations). It's a tool designed for teams who want to refine each point of contact.
Kit (formerly ConvertKit), on the other hand, lets you create simple automations, using "event → action" rules or email sequences. It's quick to set up, but remains basic for multi-scenario campaigns.
👉 To remember
ActiveCampaign is designed for sophisticated scenarios. Kit (formerly ConvertKit) focuses on immediate effectiveness, but quickly reaches its limits if your funnel is complex.
Focus 2: Managing your contact database
ActiveCampaign manages your contacts like a CRM. You can track interactions, create custom fields, apply scores, segment dynamically, and trigger actions depending on how the lead develops in the pipeline. Perfect for aligning marketing and sales in a B2B or e-commerce context.
Kit (formerly ConvertKit) takes a much lighter approach. Contacts are managed via a system of tags and segments. No sales pipeline, no scoring - just flexible segmentation, designed for audiences that are easy to maintain (newsletters, launch programmes, etc.).
👉 To remember
ActiveCampaign is best suited if you have a team, a sales cycle or a CRM strategy. Kit (ex-ConvertKit) is enough to manage a loyal community without complexity.
Focus 3: Creating emails and sequences
ActiveCampaign offers a powerful drag-and-drop editor with great design freedom. Ideal for creating graphic newsletters, complex automated sequences and A/B tests.
Kit (formerly ConvertKit) makes a radical choice: zero graphic distractions. The editor is simple, based on markdown, with a refined rendering. The idea is that the message takes precedence over the visual - in keeping with the creators' world.
👉 To remember
Need great-looking emails and advanced marketing tests? ActiveCampaign is the right choice. Want to write fast and well, like a blogger? Kit (formerly ConvertKit) is for you.
Focus 4: Forms and landing pages
Both tools allow you to create forms and landing pages without coding.
ActiveCampaign offers more options for customisation, integration (e.g. pop-ups or inline on Shopify) and tracking. Each form can be linked to a complex scenario or a targeted offer.
Kit (formerly ConvertKit) gets straight to the point with its streamlined, easy-to-customise templates. They can be published directly, without a website, which is perfect for quick campaigns or audiences on social networks.
👉 To remember
ActiveCampaign takes the integration and automation behind each form a step further. Kit (formerly ConvertKit) is ideal for collecting emails without friction.
Focus 5: Monetisation and sales tunnel
ActiveCampaign doesn't offer a native solution for selling a product. You'll have to use third-party integrations such as Stripe, WooCommerce or ThriveCart. This isn't a problem for companies that are already structured, but it does require a slightly more advanced technical stack.
Kit (formerly ConvertKit), on the other hand, directly integrates a module for selling digital products or subscriptions. You can create a payment page, set a price and collect... without leaving the platform. Ideal for selling an ebook or access to a premium newsletter.
👉 To remember
Kit (formerly ConvertKit) allows you to monetise quickly without the need for an external tool. ActiveCampaign requires an additional e-commerce stack, but offers more possibilities for sales automation.
ActiveCampaign vs Kit (ex-ConvertKit): compare prices
When it comes to choosing a marketing platform, price can quickly become a decisive factor. Especially when you start scaling your contact database. Here's a clear comparison of what each tool offers, updated to 2025.
Price comparison table (1000 contacts)
| Offer | ActiveCampaign | Kit (ex-ConvertKit) |
| Free | No | Yes (up to 1000 subscribers) |
| Entry-level | Lite - $39/month | Creator - $25/month |
| Intermediate | Plus - $70/month | Creator Pro - $50/month |
| Advanced / Enterprise | Professional - $187/month | No dedicated enterprise offer |
| Annual billing | 20% discount | 17% discount |
| Features included | CRM, marketing automation, multi-channel | Emailing, automation, sales |
| Free trial | Yes, 14 days | Yes, 14 days or unlimited free trial |
👉 To remember
Kit (formerly ConvertKit) is more economical for starting out on your own. ActiveCampaign becomes interesting as soon as you want to structure more advanced workflows or manage a team.
- Kit (formerly ConvertKit) offers a truly free version, ideal for risk-free testing, but its options remain limited.
- ActiveCampaign does not offer a free version, but its plans include much more advanced functionality from the outset.
- Kit (formerly ConvertKit) is more affordable in the short term, especially for small volumes. But as soon as you exceed 5,000 contacts, the gap narrows.
ActiveCampaign vs Kit (ex-ConvertKit): which interface is more intuitive?
When you spend several hours a week working with a piece of software, usability becomes a real performance criterion. And in this area, ActiveCampaign and Kit (formerly ConvertKit) adopt two very different philosophies.
ActiveCampaign is all about power. Its interface is packed with features, advanced options and detailed menus. You get the impression that it's a tool designed for marketing teams... but this richness comes at a price in terms of clarity. You'll need a bit of time to find your way around, and a few tutorials to get you started.
Kit (formerly ConvertKit), on the other hand, plays the radical sobriety card. The interface is minimalist, fluid and unadorned. You can create a campaign, an automation or a form in just a few clicks, without ever getting lost. It's an interface designed for people who want to get straight to the point, without training.
UX comparison table
| Criteria | ActiveCampaign | Kit (ex-ConvertKit) |
| Getting started | Complex at first | Immediate, intuitive |
| Clear interface | Dense, sometimes cluttered | Minimalist, well structured |
| Navigation | Numerous menus and sub-menus | Clean, uncluttered navigation |
| Customisation | Very extensive | Limited but sufficient |
| Average adoption time | 1 to 2 weeks (source: G2) | Less than a week (source: G2) |
| Visual support | Videos, guides, help pop-ups | Light but targeted tutorials |
👉 To remember
Kit (formerly ConvertKit) takes the prize for simplicity. ActiveCampaign offers more control, but takes some getting used to. Choose according to your level and customisation needs.
ActiveCampaign vs Kit (ex-ConvertKit): compare integrations
Integration is the cornerstone of a good marketing ecosystem. No tool really works on its own, and your platform needs to get on well with your CRM, your website, your sales tools... or your in-house automations.
In this respect, ActiveCampaign dominates in terms of both volume and depth. The tool offers over 900 native integrations, and works very well with platforms such as Salesforce, WooCommerce, Zapier, Stripe, Shopify and Typeform. Bonus: the open API enables customised connections, which is useful for technical teams.
Kit (formerly ConvertKit) is more selective. It includes the essential integrations for designers (Gumroad, Teachable, Shopify, WordPress, Zapier), but the catalogue is more limited. That said, the connections are easy to configure and well documented.
| Criteria | ActiveCampaign | Kit (ex-ConvertKit) |
| Number of integrations | ★★★★★ (900+): huge library including CRM, e-commerce, customer support, etc. | ★★★☆☆ (~100): the essentials are there, but no more. |
| Ease of connection | ★★★★☆: clear interface, but sometimes technical for advanced integrations. | ★★★★★: simple connectors, even for beginners. |
| Automation via Zapier | ★★★★★: numerous automation options with precise triggers. | ★★★★☆: broad compatibility, but less depth in scenarios. |
| API & webhooks | ★★★★★: highly documented, flexible and ideal for developers. | ★★★☆☆: API available but less comprehensive. |
| Documentation quality | ★★★★☆: rich, well-structured knowledge base. | ★★★★★: clear articles and designer-oriented tutorials. |
👉 To remember
ActiveCampaign is a true integration hub for technical teams or complex ecosystems. Kit (formerly ConvertKit) focuses on the essentials, without friction... but don't expect the impossible.
When should you choose ActiveCampaign or Kit (ex-ConvertKit)?
As we've seen, ActiveCampaign and Kit (formerly ConvertKit) are not aimed at the same audience. One is an automation behemoth, the other a discreet coach for busy designers. Here are some concrete use cases to help you decide which one is right for you.
If you're a structured company (or on the way to becoming one), opt for ActiveCampaign.
Do you have a marketing team, a sales cycle or a CRM to connect? Are you looking to nurture leads, segment them finely and manage multiple channels? Then ActiveCampaign is for you.
- You manage a database of thousands of contacts with complex customer journeys.
- You need an integrated CRM with scoring, pipeline and cross-automation.
- You want to combine email, SMS, chat and on-site messages.
- You have several customer segments to treat differently.
- Your strategy requires sophisticated, conditional workflows.
In short: ActiveCampaign shines in B2B, e-commerce, SaaS or marketing agency contexts that need power and flexibility.
If you're a content creator, freelancer or infopreneur, choose Kit (ex-ConvertKit)
Your priority is to create content and build an engaged community? Kit (formerly ConvertKit) is designed to make your life easier, without cutting back on the basics.
- You send newsletters or manage a simple email list.
- You sell ebooks, training courses or online subscriptions.
- You work alone or in a small team, with no need for a complex CRM.
- You want simple automation, without spending 3 days on a tutorial.
- You prefer writing to design, and a direct connection with your audience.
In short: Kit (formerly ConvertKit) is the ideal tool for authors, artists, podcasters, trainers or coaches who want to save time without sacrificing quality.
👉 To remember
ActiveCampaign is a structured growth tool. Kit (ex-ConvertKit) is an agile companion for those who focus on creation and proximity.
What to learn from the ActiveCampaign vs Kit (ex-ConvertKit) battle
Two visions of marketing, two powerful tools... and just one choice to make. Not necessarily the most 'complete', but the one that fits your reality.
ActiveCampaign is the tool for strategists, structured teams and nested funnels. A true marketing war machine for orchestrating, automating, segmenting - in short, scaling.
Kit (ex-ConvertKit) is the companion of designers. A tool designed for those who prefer to create rather than configure, who want to sell online without the hassle and talk to their audience with ease.
Summary table: need vs. recommendation
| Your need | We recommend... |
| Create complex, multi-channel workflows | ActiveCampaign |
| Manage an integrated sales pipeline | ActiveCampaign |
| Launch a newsletter quickly | Kit (formerly ConvertKit) |
| Sell a digital product without a gateway | Kit (ex-ConvertKit) |
| Work with several people in one complete tool | ActiveCampaign |
| Headache-free writing and automation | Kit (ex-ConvertKit) |
👉 To remember
There's no wrong choice - just the right tool for your ambitions. Kit (formerly ConvertKit) for getting started or staying agile, ActiveCampaign for structuring and accelerating.
FAQ about ActiveCampaign vs Kit (ex-ConvertKit)
Here are the questions most frequently asked by users before making their choice. We'll give you straight answers, with no jargon or detours.
1. Which is easier to use?
Kit (formerly ConvertKit). Its interface is ultra-intuitive, ideal for solo designers or beginners. ActiveCampaign takes a little longer to learn, but offers more possibilities.
2. Which is best suited to newsletters?
Kit (formerly ConvertKit). If you just want to send regular emails to your audience, without getting bogged down in complex scenarios, this is the quickest and most effective option.
3. Can you sell products with these tools?
Yes, but in a different way. Kit (formerly ConvertKit) offers an integrated sales function (Kit (formerly ConvertKit) Commerce). ActiveCampaign requires third-party integration such as Shopify or WooCommerce.
4. Which is best suited to marketing teams?
ActiveCampaign. It offers collaborative features, a CRM, advanced segmentation and multi-user options.
5. Does Kit (formerly ConvertKit) allow complex automation?
No, not to the level of ActiveCampaign. Kit (ex-ConvertKit) handles simple sequences very well, but if you need advanced conditional scenarios, it will quickly be limited.
6. Do either of them offer a free version?
Yes, Kit (formerly ConvertKit) offers a free plan for up to 1000 subscribers. ActiveCampaign only offers a 14-day free trial.
7. Can these tools be integrated into a WordPress site?
Yes, both of them. They offer native integrations or via Zapier, with embeddable forms or official plugins.
8. And in terms of support, which is the most responsive?
Both are rated highly on this point, but Kit (ex-ConvertKit) is often praised for its 'human' tone and designer-focused responses. ActiveCampaign offers more technical support, adapted to advanced uses.
Article translated from French