Guide
What digital marketing actually costs a UK SME
Realistic monthly budgets for SEO, paid ads, content and automation.
Read guideMarketing automation software
Get in touch about marketing automation — platforms that send the right email, text or ad to the right customer automatically, without a marketer manually pressing send every time.
Contact us about automation TrustpilotTrustScore 4.7 | reviews
Ready to compare marketing automation software?
Run a full market comparison before you commit. It takes about five minutes and there's no obligation to apply.
How marketing automation software works
Marketing automation software runs repetitive marketing tasks on rules and triggers rather than manual effort. A welcome sequence fires the moment someone joins a mailing list, an abandoned basket email goes out three hours after checkout, and a re-engagement campaign targets customers who have gone quiet for sixty days.
Platforms typically combine email marketing with landing pages, lead scoring, SMS and sometimes ad retargeting, all triggered from a shared set of customer data and behaviour rules. The more sophisticated tools also branch journeys based on how a customer responds, sending different follow-ups depending on whether they opened, clicked or ignored the previous message.
Pricing usually scales with contact list size rather than number of users, which catches many businesses out as their list grows. A business with a few thousand contacts typically pays between £50 and £300 a month, rising sharply once lists pass 10,000 contacts or advanced features are switched on.
What affects the cost of marketing automation software
- Size of your contact database, since most pricing tiers are based on list size
- Number of separate automated journeys or workflows you need running
- Whether SMS and WhatsApp messaging are included or charged per send
- Level of personalisation and branching logic required
- Whether the platform includes landing pages or needs a separate website tool
Why compare marketing automation software with us
Set once, runs forever
Welcome, abandoned basket and re-engagement journeys run without daily input.
Behaviour-based targeting
Messages adapt based on what a customer clicked, bought or ignored.
Unified reporting
See open rates, conversions and revenue attributed to each campaign in one place.
Typical pricing by contact list size
Most platforms price on active contacts rather than users; figures are monthly.
| List size | Entry plan | Growth plan | Advanced plan |
|---|---|---|---|
| Up to 1,000 contacts | £15-£30 | £40-£70 | £90-£140 |
| 1,000-5,000 contacts | £30-£60 | £70-£130 | £150-£250 |
| 5,000-15,000 contacts | £60-£120 | £150-£280 | £300-£500 |
| 15,000-50,000 contacts | £150-£300 | £320-£600 | £650-£1,200 |
Extra costs to budget for
The list price rarely covers everything a business needs from day one.
| Item | Typical cost | Notes |
|---|---|---|
| SMS credits | £0.03-£0.06 per message | Charged separately from email volume |
| Landing page builder | Included or £20-£60/month | Some platforms bundle this, others charge extra |
| Workflow setup | £300-£1,500 one-off | Building out journeys and templates |
| Deliverability consulting | £200-£600 one-off | Domain authentication and inbox placement review |
Expert advice
Our team reviews UK agencies, platforms and software pricing throughout the year.
“Automation only pays off once someone owns it. Businesses that assign a person to review and refine journeys monthly see far better returns than those who set it and forget it.”
marketing automation software: pros and cons
Pros
- Frees staff time from repetitive manual email sends
- Improves conversion by messaging customers at the right moment
- Provides clear data on which campaigns drive revenue
- Scales customer communication without hiring extra marketing staff
Cons
- Costs rise as your contact list grows, sometimes faster than revenue
- Poorly built journeys can annoy customers with excessive messaging
- Requires ongoing maintenance to keep automations relevant
How to choose a marketing automation partner
Marketing quotes vary wildly for the same scope. Check these points before you sign.
- 1
Check the pricing curve
Ask what the platform costs once your list doubles, not just today's price.
- 2
Review template quality
Look at real email and landing page templates, not just marketing screenshots.
- 3
Confirm deliverability support
Ask how the provider helps you stay out of spam folders as volume increases.
- 4
Check e-commerce integration
If you sell online, confirm native integration with your platform rather than a manual import.
Compare marketing automation software
See what's available for your business today. It takes just minutes.
How to compare marketing automation software
It takes a couple of minutes and there is no obligation to proceed.
1. Tell us about your business
Sector, size, current setup and what growth looks like for you.
2. See matched providers
We shortlist UK providers who work with businesses like yours.
3. Compare scope and price
Deliverables, contract length and reporting — not just the monthly fee.
4. Start when you're ready
Onboarding usually takes one to three weeks depending on scope.
Things to watch out for
Check the platform holds valid consent records for every contact under UK GDPR and PECR rules
Confirm unsubscribe requests are processed automatically across every channel
Ask where customer data is stored and whether it leaves the UK or EEA
Our marketing automation software service
We compare marketing automation software from vetted UK providers so you can see scope, pricing and contract terms side by side.
Comparing is free, and we will say plainly when your current setup is already competitive.
Getting started
1
Set one clear goal
More enquiries, more bookings or more online sales — pick the one that matters most.
2
Agree how success is measured
Fix the reporting metrics before work starts, not after month three.
3
Start small, then scale
A short initial term lets you prove results before committing long term.
Why choose Grow Your Business?
Wide choice of providers
We compare a broad range of UK providers so you can find the option that actually fits how your business operates.
Exclusive offers
We work hard to bring you exclusive deals, switching incentives and cashback where they're available.
Simple and fast
It takes just a few minutes to compare with us — and the deal you find could be well below what you pay today.
Types of marketing automation software
The right approach depends on your market, budget and how quickly you need results.
Email automation
Triggered sequences for welcome, abandoned cart, post-purchase and win-back campaigns.
Lead nurture platforms
Score and route B2B leads to sales once they hit engagement thresholds.
Omnichannel automation
Combines email, SMS and ad retargeting into a single customer journey.
E-commerce specific
Purpose-built for online stores with deep integration into checkout and product data.
Providers we compare
Logos are shown for identification only. We are not affiliated with every platform listed and do not compare the whole market.
Google
Meta
HubSpot
Shopify
WordPress
Salesforce
Semrush
Zapier
Mailchimp
Klaviyo
Ahrefs
MicrosoftComparing with us is a no-brainer
“Our abandoned basket emails alone recovered enough revenue to cover the platform cost within the first month.”
E-commerce Manager, Leeds
Business banking guides
Guide
Agency, freelancer or in-house?
How to pick a delivery model that fits your budget and growth stage.
Read guide
Guide
Measuring return on marketing spend
The handful of metrics that tell you whether the spend is working.
Read guidemarketing automation software FAQs
Do I need a big email list to benefit from automation?
No. Even a few hundred contacts benefit from welcome sequences and abandoned basket recovery.
How is marketing automation different from email marketing?
Email marketing sends one-off campaigns to everyone at once, while automation triggers personalised messages based on individual customer behaviour.
Can automation replace a marketing team?
It reduces manual workload but still needs someone to build, monitor and improve the journeys over time.
What happens if I exceed my contact limit?
Most providers automatically bill you at the next tier or restrict sending until you upgrade.
Written by the Grow Your Business editorial team · Updated 26 July 2026