Free Marketing Automation Software: What You Get at $0
Free marketing automation tools can help you welcome subscribers, follow up with leads, and send timely emails. But the word “free” can hide important limits. We compare what you can actually automate without paying.
Free can work. The workflow limits matter more than the contact limit.
If you need a welcome email or a short onboarding sequence, a free plan may be enough. If you need branching journeys, complex segmentation, behavioral triggers, or a large volume of automated emails, expect to hit a limit. Compare the automation features themselves, not just the number of contacts you can store.
Marketing automation software sends messages or performs actions based on a trigger, such as a new signup, a form submission, or a contact reaching a certain point in a customer journey. It can save time and make follow-ups more consistent.
The catch is that many tools advertise a free email marketing plan without giving users a full automation system. A free plan might let you send newsletters but restrict automated sequences, workflow steps, or the number of people who can enter an automation.
This guide focuses on what you can do at $0, where the limits appear, and which free plan makes sense for a specific job.
Free marketing automation software compared
These plans have different definitions of “free.” Some provide workflow automation, some focus on email broadcasts, and others offer only a limited entry point into automation.
| Platform | Free contact limit | Email limit | Automation on free | Main restriction |
|---|---|---|---|---|
| Sender | 2,500 subscribers | 15,000 emails/month | Yes; email automation and pre-built workflows | Sender branding and plan-specific limits |
| Brevo | 100,000 contacts | 300 emails/day | Yes; up to 2,000 unique contacts entering active automations | Daily email cap and automation-entry cap |
| MailerLite | 250 active subscribers | 2,500 emails/month | Yes; up to 3 active automations | Small subscriber allowance |
| HubSpot | Up to 1,000 marketing contacts | 2,000 marketing email sends/month | Limited automation and simple workflow actions | Advanced marketing automation requires a paid tier |
| Zoho Campaigns | 2,000 contacts | 6,000 emails/month | Do not assume full workflow automation is included | Automation availability depends on plan |
| Kit | Up to 10,000 subscribers | Unlimited broadcasts | Visual automations and sequences are paid features | Free plan is focused on audience and broadcasts |
| Mailchimp | 250 contacts | 500 emails/month; 250/day | Limited; not suited to advanced automation | Very small contact and sending limits |
Limits are based on vendor plan information available during research. Features and quotas can change by region, account type, or product edition. Check the official pricing page before choosing a plan.
Important: Free email marketing and free marketing automation are different. A platform can offer free contacts and newsletter sends while charging for automated journeys.
What you can usually do with a free plan
Free plans are useful when your marketing process is simple and your audience is still small. Here are the tasks they can often support.
Welcome new subscribers
Send an automatic welcome email after someone joins your list. This is one of the most practical first workflows for a small team.
Send newsletters
Share product updates, useful content, announcements, and offers with an opted-in audience within the plan’s sending limit.
Build a basic follow-up
Depending on the platform, you may be able to send a short sequence after signup or a simple reminder based on a trigger.
Collect leads
Use forms or landing pages to collect email addresses and add subscribers to an audience.
Segment a small list
Group contacts by basic information or activity when segmentation is available on the free tier.
Learn the workflow basics
Test triggers, delays, and simple sequences before paying for a larger automation system.
A sensible starting point: Build one workflow that solves a real problem, such as welcoming new leads or sending a useful onboarding sequence. Do not automate every possible action just because the editor allows it.
What free plans often restrict
These limits are where a free plan can stop being useful for a growing business.
Workflow volume
The platform may limit the number of active automations, contacts entering workflows, or actions available in each journey.
Advanced branching
Conditional paths, behavioral triggers, and complex journeys may be restricted to paid plans.
Sending capacity
A contact limit does not tell you how many emails you can send. Check daily and monthly send quotas separately.
Branding
Free emails may include the provider’s branding. Removing it can require a paid plan or add-on.
Reporting and testing
Detailed reports, advanced attribution, and A/B testing may not be available at $0.
Team access
Some free plans allow only one user. Check seats and permissions if more than one person needs access.
Which free marketing automation tool should you try?
Each platform has a different strength. The right choice depends on whether you need automation, contact storage, email volume, or a simple way to communicate with an audience.
Sender
Best starting point for email automation on a free plan
Sender is worth considering if you want a free email platform with automation features included. Its free tier is listed with up to 2,500 subscribers and 15,000 emails per month, along with email automation and pre-made workflows.
The free plan includes Sender branding. Confirm the current automation and usage limits on the pricing page before building a large workflow around it.
Consider Sender if: you want to test email automation without immediately paying for a plan.
Check Sender pricingBrevo
Best for a large contact list with a daily sending cap
Brevo’s free plan supports up to 100,000 stored contacts and 300 email sends per day. It also includes multi-channel marketing automation, but the automation allowance is capped: up to 2,000 unique contacts can enter active automations.
The distinction is important. You can store a large list, but the number of unique people entering active workflows is limited. The free plan also includes one user and Brevo branding.
Consider Brevo if: your contact database is large but your daily email volume is modest.
Check Brevo pricingMailerLite
Best for a small list and a few active workflows
MailerLite’s free plan includes up to 250 active subscribers, 2,500 emails per month, and up to three active automations. That is enough to test a few basic workflows, provided your audience remains small.
MailerLite counts active subscribers toward its limit. If you exceed the free subscriber or sending allowance, campaigns and automation sending can be paused until you upgrade or return below the limit.
Consider MailerLite if: you have a small audience and want a straightforward email workflow editor.
Check MailerLite pricingHubSpot
Best for teams that want a free CRM alongside marketing tools
HubSpot’s free tools can be useful when contact management is part of the job. The free marketing email allowance is listed at 2,000 sends per calendar month, with limited automation capabilities.
HubSpot is not a substitute for a full marketing automation platform on its free tier. Advanced marketing email automation and more capable workflows are tied to paid Marketing Hub editions.
Consider HubSpot if: you want to manage contacts and sales activity in a CRM while testing basic marketing tasks.
Check HubSpot pricingZoho Campaigns
Best for teams already using Zoho products
Zoho Campaigns has a free email plan listed with up to 2,000 contacts and 6,000 emails per month. It can be a sensible option for teams already using Zoho’s ecosystem.
Do not assume that the free Zoho Campaigns plan includes the full automation feature set. Check the current plan comparison for the exact workflows and triggers available. Zoho Campaigns and Zoho Marketing Automation are separate products.
Consider Zoho Campaigns if: your team is already working with Zoho apps and needs email campaigns.
Check Zoho Campaigns pricingKit
Best for creators building an email audience
Kit’s free Newsletter plan supports up to 10,000 subscribers and unlimited broadcasts. It is designed around growing an audience and sending newsletters.
Kit is not the best free choice if your main requirement is a visual automation builder or automated email sequences. Its free tier is more attractive for creators who want to publish and communicate with subscribers.
Consider Kit if: you are a creator or publisher focused on newsletters and audience growth.
Check Kit pricingMailchimp
Best for trying basic email marketing at a very small scale
Mailchimp’s free plan is listed with 250 contacts and 500 monthly email sends, with a daily limit of 250. That allowance can work for a small test list, but it is easy to outgrow.
Mailchimp’s free plan should not be treated as a full automation solution. If automated journeys are central to your marketing plan, compare the paid features and limits before migrating your audience.
Consider Mailchimp if: you want to learn the basics with a small contact list.
Check Mailchimp pricingWhich free tool fits your use case?
Start with the job you need to automate. A large contact allowance is not useful if the plan does not include the workflow you need.
| Your requirement | Where to start | Why | Watch out for |
|---|---|---|---|
| Basic welcome email | Sender or MailerLite | Free plans include email automation features | Subscriber and workflow limits |
| Large contact list, low daily sends | Brevo | Large stored-contact allowance | 300 emails/day and automation entry limit |
| Small newsletter audience | MailerLite or Mailchimp | Useful for basic campaign testing | Small free contact limits |
| Creator newsletter | Kit | Free plan supports a large subscriber audience | Visual automation is not included in free |
| CRM and contact management | HubSpot | Free CRM tools alongside basic marketing email | Advanced marketing automation is paid |
| Zoho-based business | Zoho Campaigns | Works within the Zoho product ecosystem | Confirm workflow features on the selected plan |
When does free marketing automation stop being enough?
A free plan has done its job when it helps you validate a process. Upgrade when a plan limit blocks a workflow that is already useful to your business.
Stay on free if…
- Your list is still small.
- You need one or two simple workflows.
- You can work within the sending allowance.
- Provider branding is acceptable.
- You are validating a new campaign or process.
Consider a paid plan if…
- Your automation contacts or sends hit the cap.
- You need more active workflows or branching.
- You need advanced segmentation or reporting.
- You need to remove platform branding.
- Your team needs more seats or permissions.
Before upgrading: estimate your monthly email volume, active subscribers, number of workflows, and required triggers. Compare those figures against the next paid plan. A tool that is free today may become expensive if your audience grows quickly.
Free plan vs. free trial
A free plan and a free trial are not the same. A free plan generally lets you continue using a defined set of features without a time limit. A free trial unlocks a broader set of features for a limited period.
A trial can be useful for testing advanced automation, but it may require you to choose a paid plan when the trial ends. Before building a campaign, check what happens to active workflows, contacts, and sending access after the trial expires.
Free plan
Best for a long-term, low-volume process. The feature set and usage limits remain restricted.
Free trial
Best for evaluating paid features. Check the expiry date, billing terms, and what happens when access ends.
Free marketing automation software FAQs
Is there completely free marketing automation software?
Yes. Some providers offer permanent free plans with limited automation features. Sender, Brevo, and MailerLite include automation capabilities on their free tiers, although each has different contact, sending, or workflow limits.
What is the best free marketing automation software?
There is no single best option for every business. Sender is worth evaluating for free email automation, Brevo for a large stored contact list with a daily send cap, and MailerLite for a small audience with a few active automations. Choose based on the workflow you need.
Can I automate email marketing without paying?
You can automate some email tasks without paying. Common examples include welcome emails and simple follow-ups. More advanced journeys, higher sending volumes, or larger automation audiences may require a paid plan.
Does free email marketing software include automation?
Not always. Some free plans focus on newsletter campaigns and contact collection. Others include automation but limit the number of workflows, active contacts, or monthly sends. Check the automation feature list separately from the email allowance.
What is the difference between contacts and subscribers?
A contact is a record stored in a platform. A subscriber is generally someone who has opted in to receive marketing messages. Providers use these terms differently, so check whether unsubscribed, inactive, or non-marketing contacts count toward the free plan limit.
Will my automations stop when I reach a free-plan limit?
It depends on the provider and the limit. Some platforms pause new sends or stop additional contacts from entering a workflow. Others may pause campaigns until you upgrade or reduce usage. Read the plan’s limit behavior before relying on an automation for an important customer process.
Can I use free marketing automation software for a business?
Yes, if the plan supports your audience size, sending volume, and required workflows. A free plan can be a practical starting point for a small business, but you should also check branding, team access, data handling, and support restrictions.
Should I choose a free plan or a free trial?
Choose a free plan if you want to keep using a basic feature set without a time limit. Choose a free trial if you need to test paid features. Confirm the trial expiry date and what happens to your workflows and sending access afterward.
Start with the workflow, then choose the tool
Free marketing automation software can handle useful work when your process is simple. Define the trigger, the message, and the outcome first. Then choose a free plan that supports that workflow without forcing you to change your process around its limits.
Official pricing and plan information
Use these vendor pages to confirm the latest free-plan limits and features.
How we evaluated these tools
We compare tools on pricing (including plan limits and add-ons), features, AI and automation, integrations, ease of use, support and fit for the use case. We use vendor pricing and documentation pages, note when information was checked, and do not let commercial relationships decide the order. Read our full ranking methodology.