Event planners don’t need the most bloated email platform on the market. I’ve been through enough of these comparisons to know you need something practical: lead capture, inquiry follow-up, proposal nurture, reminder sequences, and client communication that helps turn interest into booked events — without creating extra admin work.
I wrote this for event planners, wedding planners, corporate event planners, and boutique planning teams comparing their options.
Quick answer
If you want the short version:
- Best overall for event planners: ActiveCampaign
- Best budget option: MailerLite
- Best for CRM-heavy client and pipeline workflow: HubSpot
- Best lower-cost all-in-one option: Brevo
- Best simple familiar option: Mailchimp
What event planners should care about most
For event planners, the decision is usually about lead response, nurture, and booking workflow — not just sending newsletters.
Here’s what I’d compare:
- how easy it is to capture inquiries from contact forms, guides, or venue pages
- whether automation can handle inquiry follow-up, consultation reminders, and post-booking communication
- how well the tool supports segmentation by event type, budget range, or lead stage
- whether the platform is simple enough to maintain during busy planning periods
- whether pricing still makes sense for a solo planner or smaller team
In my experience, an event planning business usually gets more value from a tool that improves response speed and follow-up consistency than from one loaded with extra features nobody uses.
Comparison table
| Tool | Best for | Pricing level | Ease of use | Automation depth | Event planner fit |
|---|---|---|---|---|---|
| ActiveCampaign | most event planners | mid | medium | strong | strong |
| MailerLite | budget-conscious planners | low | easy | medium | strong |
| HubSpot | pipeline-heavy planning teams | high | medium | strong | good |
| Brevo | practical lower-cost email plus messaging | low to mid | easy | medium | good |
| Mailchimp | newsletters and light follow-up | low to mid | easy | medium | decent |
1. ActiveCampaign
ActiveCampaign is often the best overall fit for event planners. It gives you stronger automation for inquiry nurture, consultation reminders, booking follow-up, and re-engagement without forcing you into a much heavier system.
Best for:
- event planners with longer sales cycles
- teams where follow-up speed affects close rate
- businesses that want stronger automation than a beginner tool provides
Strengths:
- solid automation builder
- useful tagging and segmentation
- great fit for inquiry, consultation, and booking workflows
Weaknesses:
- heavier setup than simpler tools
- not the cheapest for smaller operators
2. MailerLite
MailerLite is a strong practical option for event planners who want low cost, simple campaigns, and enough automation for real inquiry follow-up without much overhead.
Best for:
- solo event planners
- smaller planning studios
- businesses with straightforward booking funnels
Strengths:
- affordable pricing
- clean interface
- good enough for forms, landing pages, and moderate automation
Weaknesses:
- easier to outgrow if follow-up logic gets more advanced
- not the best fit for deeper pipeline workflow
3. HubSpot
HubSpot makes more sense for event planners where lead management, proposal stages, venue coordination, or sales pipeline visibility are a big part of the business.
Best for:
- corporate event planning teams
- planners with structured sales process
- businesses wanting one system for contacts, deals, and marketing
Strengths:
- strong CRM connection
- useful pipeline and lifecycle visibility
- great fit for more structured client workflow
Weaknesses:
- expensive
- can be more platform than smaller planners actually need
4. Brevo
Brevo is a workable lower-cost option for event planners who want email marketing plus broader business messaging for inquiries, confirmations, reminders, and general client communication.
Best for:
- budget-conscious planning businesses
- teams wanting an all-in-one feel
- businesses with moderate automation needs
Strengths:
- accessible pricing
- useful campaign and messaging tools
- workable for lead capture and follow-up
Weaknesses:
- not the strongest specialist for advanced lifecycle automation
- less compelling for teams with more layered pipeline workflow
5. Mailchimp
Mailchimp still works for event planners who mainly want a familiar platform for newsletters, seasonal promotions, and basic automated follow-up.
Best for:
- planners already comfortable with Mailchimp
- simple newsletter marketing
- businesses with lighter automation needs
Strengths:
- familiar brand
- easy to get started
- workable for campaigns and simple sequences
Weaknesses:
- easier to outgrow as follow-up needs get more specific
- less tailored to booking-driven workflows
Which tool should an event planner choose?
Choose ActiveCampaign if
- inquiry follow-up matters a lot
- your sales cycle is longer or higher ticket
- you want stronger automation and segmentation
Choose MailerLite if
- budget matters most
- your workflow is still fairly simple
- you want something easy to maintain during busy seasons
Choose HubSpot if
- CRM and pipeline visibility are central to your workflow
- you manage a more structured sales process
- you can justify the higher software cost
Choose Brevo if
- you want a practical lower-cost all-in-one option
- your automation needs are moderate
- email is important but not the only communication channel
Choose Mailchimp if
- you want a familiar general-purpose email platform
- your needs are still basic
- newsletters matter more than advanced booking logic
When should an event planner switch tools?
You’re probably ready to switch if:
- your current tool makes inquiry follow-up inconsistent
- segmentation is too weak for event type or lead stage
- booking nurture feels too manual
- pricing keeps going up without enough practical value
Final recommendation
For most event planners, ActiveCampaign is the strongest overall choice — it balances automation depth with practical day-to-day usability.
If budget matters most, MailerLite is the safest low-cost option.
If the business depends heavily on structured client pipeline workflow, HubSpot is usually the better fit.
Related pages
- Best Email Marketing Tools for Event Businesses
- Best Email Marketing Tools for Wedding Photographers
- ActiveCampaign vs Mailchimp
- Mailchimp Alternatives
- Best Email Marketing Tools for Small Business
Sources and references
For the most accurate and up-to-date information, visit the official websites of the tools mentioned in this article:
External sources cited in this article are trusted industry authorities including official vendor documentation, verified user reviews, and independent software comparison platforms.
Choose this if
- The page matches the decision you are making now.
- The tool, pricing model, and workflow fit your business model.
- You have checked current official pricing before buying.
Skip this if
- You need a different business model, channel, or budget range.
- The platform adds complexity your team will not use.
- You are comparing only by starting price instead of total monthly cost.
Final verdict
Use the decision table, pricing notes, and related guides to narrow the shortlist. The best email marketing platform is the one that matches list size, automation depth, ecommerce needs, budget, and switching cost.