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What matters most?
Core capabilities carry 32 points; workflow depth carries 68. AI contributes the category-specific weight shown below within those totals. Change group priorities and see every contribution update.
How the score is calculated →Documented fit across available plans · unknowns shown as ranges · no customer ratings
| Features & decision context |  Brevo57–100/100 documented fit Core capabilities32 / 32 pts10/10 checks with established status Workflow depth24.8–68 / 68 pts5/18 checks with established status |  ActiveCampaign49–100/100 documented fit Core capabilities32 / 32 pts10/10 checks with established status Workflow depth17.1–68 / 68 pts5/18 checks with established status |
|---|---|---|
| How AI changes fitSame priorities, with and without AI | 57–100 with AI59–100 without AIFeature-fit points; not measured ROI | 49–100 with AI50–100 without AIFeature-fit points; not measured ROI |
| Supplier website | Visit Brevo | Visit ActiveCampaign |
| Good fit for | Teams that want to combine email with transactional or messaging workflows and compare send-volume tiers carefully. | Teams with branching customer journeys and someone responsible for customer data and automation design. |
| Look more closely when | You expect WhatsApp or advanced sales/AI features on the least expensive email plan. | You want one flat subscription covering every channel, AI action and CRM capability. |
| Pricing snapshotDifferent billing units are not directly comparable | $9.00per month Starter starts at $9/month for 5,000 email sends with up to 500 stored contacts at that tier. Pricing source | See pricingper month Contact-tier pricing with separate messaging and optional CRM/AI packages. The live comparison did not expose a reliable USD base for the selected contact count. Pricing source |
| Workflow orchestration 20% base weight | ||
| Core capabilityEvent-triggered workflowsStart an automation from a subscriber, website or business event. | Supported4 / 4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
| Core capabilityConditional paths and delaysUse conditions and waiting steps to control customer journeys. | Supported4 / 4 pts Automation rules include behavioral splits, delays and ecommerce triggers. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
Depth checkConversion exits and re-entry controlConfigure when a participant exits a journey and whether the same contact may enter again.Ask for a demonstrationRun a converting contact through a journey, then show the repeat-entry setting. A scenario to run with the supplier; not a completed product test. | Supported5.6 / 5.6 pts Audience settings support re-entry and purchase-triggered exits. Official documentation · Oct 15, 2026Source | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkParticipant-level workflow diagnosisInspect a participant’s path and the reason it waits, exits, or takes a branch.Ask for a demonstrationTrace a test participant through a delay and a condition without guessing from aggregate counts. A scenario to run with the supplier; not a completed product test. | Supported6.4 / 6.4 pts Sending-cadence controls expose contact-specific skip reasons in logs. Official documentation · Oct 15, 2026Source | Supported6.4 / 6.4 pts Contact paths expose completed, waiting and skipped steps with explanations. Official documentation · Oct 15, 2026Source |
| Behavioral customer data 20% base weight | ||
| Core capabilityEngagement eventsUse opens, clicks or website activity as workflow inputs. | Supported4 / 4 pts Automation rules include behavioral splits, delays and ecommerce triggers. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
| Core capabilityPurchase and order eventsUse connected order or purchase information in automation. | Supported4 / 4 pts Automation rules include behavioral splits, delays and ecommerce triggers. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
Depth checkCustom-event property targetingUse properties of a custom business event to choose a workflow path or personalize its action.Ask for a demonstrationSend a custom event with value and product fields, then branch on one of those fields. A scenario to run with the supplier; not a completed product test. | Supported5.6 / 5.6 pts Event properties can personalize automated messages. Official documentation · Oct 15, 2026Source | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkEvent ingestion validation or deduplicationDetect rejected event payloads or prevent repeated ingestion of the same business event.Ask for a demonstrationSubmit an invalid or duplicate event and show its diagnostic or duplicate-handling result. A scenario to run with the supplier; not a completed product test. | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Coordinated channels 16% base weight | ||
| Core capabilityEmail journey stepsSend email as part of a customer journey. | Supported3.2 / 3.2 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
| Core capabilitySMS, push or messaging stepsUse a second direct messaging channel within the automation platform. | Supported3.2 / 3.2 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
Depth checkCoordinated contact pressureApply a shared contact-frequency rule across more than one messaging channel.Ask for a demonstrationShow how one recent channel message prevents another channel from over-contacting the same person. A scenario to run with the supplier; not a completed product test. | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkEligibility-aware channel fallbackChoose an alternative channel using consent, address availability, or delivery eligibility.Ask for a demonstrationUse a contact without SMS eligibility and demonstrate a permitted alternative channel path. A scenario to run with the supplier; not a completed product test. | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Integration and extensibility 12% base weight | ||
| Core capabilityReady-made business connectionsConnect an external store, CRM or business application through a supplied connector. | Supported2.4 / 2.4 pts Shopify/WooCommerce and other plugins supply order/revenue dashboards. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source |
| Core capabilityAPIs or webhooksExchange events or records using documented programmable interfaces. | Supported2.4 / 2.4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Segment analytics offers table export and API access. Official documentation · Oct 15, 2026Source |
Depth checkExport customer and event recordsRetrieve customer records and event history through a documented export or data interface.Ask for a demonstrationExport a test customer together with event records and demonstrate the identifiers linking them. A scenario to run with the supplier; not a completed product test. | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkObservable failed integration deliveryInspect failures of outbound webhooks or integration actions and retry or replay them.Ask for a demonstrationCause a destination to reject an action, locate the failure, and demonstrate its retry or replay path. A scenario to run with the supplier; not a completed product test. | Supported4 / 4 pts Delivery logs and automatic retries are documented; failed-event replay is unavailable. Official documentation · Oct 15, 2026Source | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| AI decisions and actions 17% base weight | ||
| Core capabilityAI content or workflow creationUse AI to draft marketing content or construct workflow objects. | Supported2.4 / 2.4 pts Aura can create an automation. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Active Intelligence generates campaigns and workflows. Official documentation · Oct 15, 2026Source |
| Core capabilityAI insights or approved actionsUse customer data for AI recommendations or authorized marketing actions. | Supported2.4 / 2.4 pts Aura assists audience and campaign tasks. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Suggested segments, actions and predictive sending. Official documentation · Oct 15, 2026Source |
Depth checkAI grounded in journey or customer dataUse real customer, campaign, or workflow data when asking AI to analyze or recommend automation changes.Ask for a demonstrationAsk for a change to a named journey and show the account data behind the recommendation. A scenario to run with the supplier; not a completed product test. | Supported3.2 / 3.2 pts Aura accesses campaign details and customer engagement for segmentation and recommendations. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts Active Intelligence reads automation outcomes and activity logs. Official documentation · Oct 15, 2026Source |
Depth checkApproval boundary for AI changesRequire review or explicit confirmation before AI-created journey changes become live.Ask for a demonstrationAsk AI to change a live journey and demonstrate the review or confirmation boundary. A scenario to run with the supplier; not a completed product test. | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkManage contact groups through an MCP AI connectorDemonstrate "Manage contact groups through an MCP AI connector" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Manage contact groups through an MCP AI connector" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkTranslate journey message content with AIDemonstrate "Translate journey message content with AI" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Translate journey message content with AI" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| Operational detail 15% base weight | ||
Depth checkClone a journey without copying active participantsDemonstrate "Clone a journey without copying active participants" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Clone a journey without copying active participants" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Copied automations start inactive and do not carry over original participants or original automation settings. General product capability; local contract, supported language and entitlement must be confirmed. Official documentation · Oct 21, 2026Source |
Depth checkStop one participant run without stopping other runsDemonstrate "Stop one participant run without stopping other runs" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Stop one participant run without stopping other runs" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Manage Contacts can end one current run without ending other runs of that contact. Documentation states all ActiveCampaign plans; verify rollout in the actual local account. Official documentation · Oct 21, 2026Source |
Depth checkResolve duplicate active journey runsCreate two active test runs for the same contact. Keep the newest and show what happens to the older run and queued messages.Ask for a demonstrationCreate two active test runs for the same contact. Keep the newest and show what happens to the older run and queued messages. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Supported2.5 / 2.5 pts Duplicate-run controls keep the newest or first current run or end all current runs. Documentation states all ActiveCampaign plans; confirmation is required before run termination. Official documentation · Oct 21, 2026Source |
Depth checkQueue actual journey messages as reviewable draftsDemonstrate "Queue actual journey messages as reviewable drafts" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Queue actual journey messages as reviewable drafts" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkShow dependencies between linked journeysDemonstrate "Show dependencies between linked journeys" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Show dependencies between linked journeys" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkApply contact time zones to timed journey stepsDemonstrate "Apply contact time zones to timed journey steps" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Apply contact time zones to timed journey steps" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| AI usage and limits | Aura assists email creation, audience work and other workflows; capabilities vary with the underlying Brevo plan and sales package.
| Active Intelligence builds campaigns and suggests audiences; scheduled tasks, image tools and connected AI clients extend the workflow, subject to plan entitlements.
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| Additional costs to ask about |
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| Integration shortlist |
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| Research date | Oct 15, 2026 Full source record → | Oct 15, 2026 Full source record → |