Every European marketing automation tool reviewed
Paris, France
Founded Not stated by the vendor
Free tier; paid plans from €19/month
Yes — free tier
Best for: SMBs wanting multi-channel automation without a contact-based bill
Brevo, the Paris-based platform formerly called Sendinblue, is the broadest tool in this category: email, SMS and WhatsApp campaigns, a visual automation builder, transactional email and a lightweight built-in sales pipeline all sit in one account. It is also one of only four tools here with a genuinely usable free tier rather than a time-limited trial.
Pricing follows send volume rather than contact count on most plans, which matters for a company with a large but quiet list — a training provider with tens of thousands of past attendees pays for what it sends, not for every dormant record it stores. Paid plans start from €19 a month, and the automation builder covers welcome series, abandoned-behavior triggers and conditional branching without needing a developer.
The trade-off for that breadth is depth in any one place: the built-in CRM is basic, lead scoring is lighter than SALESmanago's, and reporting on why a contact exited a given automation step is limited. For a small or mid-sized European business that wants one account covering email, SMS and WhatsApp without committing to a contact-based bill, it remains the most complete starting point in this category.
What Brevo does well
- Genuine free tier with send-based pricing on paid plans, cheaper for a large but quiet list
- SMS and WhatsApp alongside email in the same automation workflows
- A capable automation builder that does not require a developer to configure
- A lightweight built-in deals pipeline for small teams that do not run a separate CRM
Where Brevo falls short
- Lead scoring and account-level views are shallower than SALESmanago's behavioral scoring
- The built-in CRM is basic compared with a dedicated sales tool
- Reporting on why a contact exited a workflow branch is limited
Standout feature. Send-based pricing rather than a contact-count bill, which can cut costs sharply for any business holding a large, mostly inactive list.
Kraków, Poland
Founded 2012 (as Benhauer)
No published price list; calculator by contacts
No permanent free tier — free trial only
Best for: Teams that want behavioral lead scoring as the core of their automation
SALESmanago is built by Benhauer, a Polish company based in Kraków, and the product is now also marketed under the name Manago AI as the two brands transition. Where several tools in this category are an email sender with a workflow builder attached, SALESmanago leans the other way: behavioral tracking, lead scoring and RFM-style customer segmentation (recency, frequency, monetary value) sit at the center, with email, SMS, web push and conversational AI as the channels it acts through.
Pricing is not published as a fixed tier list. An interactive calculator prices a plan by active contacts, starting at 3,000, plus monthly SMS volume, scaling gradually per 1,000 contacts rather than jumping between broad bands.
AI usage is metered separately, with a free Starter allowance and paid Boost (€30/month) and Power (€99/month) tiers above it. For a marketing team that wants scoring and segmentation to be the actual engine of its campaigns, that depth is the reason to look at it; for a team that wants a flat number to put in a budget line, the calculator-based model takes more effort to pin down.
What SALESmanago does well
- Behavioral lead scoring and RFM-style segmentation as the core product, not a bolt-on
- Pricing that scales gradually per 1,000 contacts rather than jumping between broad tiers
- Omnichannel by default: email, SMS, web push and conversational AI in every plan
Where SALESmanago falls short
- No published price list — every number comes from an interactive calculator
- No permanent free tier, only a free trial or a demo
- The ongoing SALESmanago-to-Manago AI rebrand may confuse buyers searching for either name
Standout feature. Pricing that scales per 1,000 active contacts instead of jumping between a handful of fixed bands.
Gdańsk, Poland
Founded 1998
Free tier; paid plans from €15/month
Yes — free tier up to 500 contacts
Best for: Marketers who also run webinars and conversion funnels
GetResponse is a Gdańsk-based platform, one of the longer-established vendors in this category, founded in 1998. Its differentiator is breadth beyond email and automation specifically: landing pages, conversion funnels and a webinar module are included in the same subscription, which for a small business running lead-generation webinars removes a second, separate tool from the stack entirely.
The free tier covers up to 500 contacts, and paid plans start from €15 a month, publishing real numbers rather than a quote. The automation builder covers behavior-triggered sequences and abandoned-cart flows for ecommerce, though the interface shows its age next to the newer tools in this category, and deliverability is respectable rather standout.
What GetResponse does well
- Webinars, landing pages and funnels included in the same subscription as automation
- Published, accessible pricing with a usable free tier
- One of the longest-established vendors in this category, founded in 1998
Where GetResponse falls short
- The automation builder shows its age next to newer tools in this category
- Deliverability is respectable rather than excellent
- Lead scoring is lighter than SALESmanago's behavioral scoring
Standout feature. A webinar module included in the subscription, removing a second tool entirely for a business running lead-generation events.
Amsterdam, Netherlands
Founded Not stated by the vendor
From about €99/month, quote-based on send volume
No free tier — demo on request
Best for: Mid-market teams wanting a database-driven customer journey suite
Copernica B.V., based in Amsterdam, positions its Marketing Suite as a full customer-journey platform rather than a newsletter tool with automation bolted on. A "multidimensional database" centralises customer data for segmentation and personalisation, a website tracker triggers campaigns in real time based on visitor behavior, and campaigns run across email, SMS and web push from one workflow.
Pricing is quote-based on send volume, from roughly €99 a month, with no permanent free tier — a demo is available on request instead. That positions it above the entry-level tools in this category and closer to a mid-market buy, which fits a team that wants the database-and-journey depth of a platform like HubSpot without the US ownership or the price of a full suite.
What Copernica does well
- A centralised, multidimensional customer database drives targeting across channels
- Real-time website-trigger campaigns based on visitor behavior
- Email, SMS and web push managed from one workflow builder
Where Copernica falls short
- No free tier — only a demo on request, and quote-based pricing from about €99/month
- The company does not publish a founding year
- A smaller vendor with a correspondingly smaller integration catalogue than Brevo
Standout feature. A single multidimensional customer database driving segmentation, personalisation and real-time website triggers across every channel.
Paris, France
Founded 2010
Free tier; paid plans from €15/month
Yes — free tier
Best for: Teams that want marketing and transactional email on one API
Mailjet, founded in France in 2010, pairs a marketing automation workflow builder with the transactional-email API that developers use for password resets and receipts, on the same account. Automation scenarios cover multi-step sequences with delay conditions ("minutes, hours, months"), behavioral triggers such as an abandoned cart or a subscription anniversary, and segment-based branching, with real-time statistics on open and click rates per workflow.
Mailjet has been part of Sinch, the Stockholm-listed communications group, since Sinch's 2021 acquisition of its then-parent Pathwire, which also brought Mailgun into the same family. The free tier and paid plans from €15 a month are unchanged by that ownership, but the marketing-automation side is thinner than the specialists in this category, and roadmap decisions are now made a step removed from the product team.
What Mailjet does well
- Marketing and transactional email share one account and one API
- Multi-step automation scenarios with delay and segment conditions
- Free tier with paid plans from €15/month, published rather than quoted
Where Mailjet falls short
- The marketing-automation side is thinner than SALESmanago's or Copernica's
- Now part of Sinch, so roadmap decisions sit a step removed from the product team
- No SMS or WhatsApp channel built into the workflow builder
Standout feature. Marketing automation and transactional-email sending on the same API and account, useful for a team whose developers and marketers would otherwise run two separate tools.
Matosinhos, Portugal
Founded Not stated precisely (the company markets "20+ years")
Free plan; paid plans from €8.92/month
Yes — free plan to 5,001 contacts
Best for: Small organisations wanting to start on a permanently free plan
e-goi is headquartered in Matosinhos, on the outskirts of Porto, and its free plan is the most generous permanently-free tier in this category: 5,001 contacts and 15,000 emails a month at no cost. Paid tiers step up through Base (€8.92/month, 500 contacts, basic automation) to Pro (€33.79/month, 2,500 contacts), where full workflow automation, WhatsApp messaging and ecommerce features unlock, and Corporate (from €100/month) adds dedicated consulting.
A prepaid GoSend option bills by volume rather than a subscription, useful for infrequent senders. The trade-off is that the marketing-automation part of the category name — real workflow building, WhatsApp and ecommerce triggers — sits behind the Pro tier rather than the free plan or Base, so a team that wants that depth needs to budget for it from the start.
What e-goi does well
- The most generous permanently-free tier in this category: 5,001 contacts, 15,000 emails/month
- Full automation, WhatsApp and ecommerce features unlock at a moderate, published price (Pro, €33.79/month)
- A prepaid GoSend option for teams that would rather pay per send
Where e-goi falls short
- Real workflow automation is gated behind the Pro tier, not the free plan or Base
- No specific founding year stated, only a general "20+ years" claim
- A smaller vendor with a correspondingly smaller integration catalogue
Standout feature. A free plan covering 5,001 contacts and 15,000 emails a month — enough for a small organisation to run real campaigns before entering a card.
Sofia, Bulgaria
Founded Not stated by the vendor
Published plans by contact count
No permanent free tier — free trial only
Best for: Small SaaS companies automating on product events and Stripe
Encharge, based in Sofia, is the only tool in this category built specifically for small software companies. Instead of automation built mainly around email opens and clicks, it ingests product events through Segment or its own tracking, and reacts to Stripe billing events — a trial ending, a failed payment, a plan upgrade — so a flow can fire on what a user does in the product rather than only in their inbox.
The visual flow builder is aimed at a founder or first marketing hire, lead scoring is included, and the platform syncs to HubSpot and Salesforce. Pricing is published rather than quote-only, priced by contact count, but the trade-off for that founder-friendly focus is scale: Encharge is a small vendor with a lighter integration catalogue, no SMS or push channel, and no permanent free tier.
What Encharge does well
- Automation triggered by product usage and Stripe billing events, not just email engagement
- A visual flow builder aimed at a founder or first marketer, not a dedicated ops team
- Built-in lead scoring with HubSpot and Salesforce syncs
Where Encharge falls short
- A small vendor with a lighter integration catalogue than Brevo or GetResponse
- No SMS or push channel — email and light in-app messaging only
- No permanent free tier, only a free trial
Standout feature. Stripe billing events as first-class automation triggers, so a flow can react to a failed payment or a trial ending without a developer wiring up a webhook by hand.
