Top Email Marketing Automation Tools for 2024

Created On:
September 15, 2023
Updated On:
February 19, 2024
email marketing automation tool

When you think about it, email marketing is actually a very complex process. It has list building, list segmentation, content creation, planning an email campaign, testing scheduling it, sending emails, responding, keeping a record of conversations, tracking analytics, optimization, and the list goes on. 

But, you know what can make your life easier—a little automation. 

Yep, that’s all you need, an email marketing automation tool, to make email marketing easier and effective. 

I understand it’s hard to pick the right software for your business. This is why I have made this list of 7 best automation tools for email marketing. 

How did I come up with the list?

The credit goes to the thousands of email marketing automation tool users who have rated and reviewed email marketing tools in software review platforms, such as, Capterra,,,, etc.

So, here’s the list of the 7 best automation tools for email marketing. 

  1. HubSpot ~ Best for SaaS Businesses 
  2. Drip ~ Best for Ecommerce
  3. Mailchimp ~ Best for B2B Businesses
  4. GetResponse ~ Best for Start-Ups
  5. ActiveCampaign ~ Best for Built-In CRM Integration
  6. Brevo ~ Best for Affordable Options
  7. Smartlead ~ Best for Cold Emails

Let’s dive in for detailed reviews. 

#1 HubSpot ~ Best for SaaS Businesses 

HubSpot is one of those tools in the market that need no introduction. Although popular for its CRM (Customer Relationship Management), HubSpot’s Marketing Hub offers everything you can dream for in an email marketing automation software. 

Why is HubSpot the best email marketing tool for SaaS businesses ?

Here are five reasons why HubSpot is a top choice for SaaS businesses in email marketing:

Exceptional User Experience 

HubSpot invests in user experience, making it accessible even for those new to automation email platform. Their interactive, animated demos guide users through workflow creation, ensuring a smooth learning curve.

Powerful Workflow Builder

HubSpot's workflow builder offers a comprehensive range of actions, including ads management, API integrations, and enrollment in other workflows. This versatility allows SaaS businesses to create tailored automation sequences.

Advanced Lead Classification

HubSpot simplifies lead classification, ensuring that the right leads are directed to the appropriate teams or processes. This feature is especially appealing for SaaS business owners as they often deal with complex lead management.

Robust Analytics

HubSpot provides in-depth campaign analytics, allowing SaaS businesses to generate custom reports and customize dashboards effortlessly. These insights help in refining email marketing strategies and optimizing campaigns.

Extensive Integrations

With over 1,000 native integrations and the option to use Zapier for additional automation, HubSpot offers a wide range of connectivity. SaaS businesses can seamlessly integrate HubSpot with other tools, streamlining processes and data management for enhanced efficiency.

While HubSpot's Marketing Hub may be costly for startups and small businesses, its feature-rich environment, user-friendly interface, and robust capabilities make it a standout choice for SaaS businesses seeking comprehensive email marketing automation solutions.


HubSpot Marketing has a rating of 4.4/5 in and 4.5/5 in Capterra. One of the users, David A. Chief Customer Officer & Co-Founder of a small business, says:

“I absolutely love HubSpot Marketing Hub for its user interface and comprehensive features. It's like having a tool that covers everything a marketer needs. Whether it's managing email campaigns, optimizing SEO, handling media or even managing customer relationships HubSpot has it all in one place.”


HubSpot Marketing Hub pricing comes in two categories—for businesses & enterprises, and individuals & small teams.

For business and enterprises, the pricing plans are: 

  • Professional - $800/month and $9,600/yr (if billed annually)
  • Enterprise - $3,600/month and $43,200/yr (if billed annually)

For individuals & small teams, the pricing plans are: 

  • Free - $0/month
  • Starter - $18/month and $216/yr (if billed annually)
  • Professional - $800/month and $9,600/yr (if billed annually)


✅ User-friendly
✅ A complete package for email marketing needs
✅ Offers a 1000s of integrations
✅ Detailed insights
✅ Advanced Reporting Functionality
✅ Easy onboarding 


❌ Expensive
❌ Not affordable for start-ups and small businesses 

#2 Drip ~ Best for Ecommerce

Drip is a specialized email marketing automation software tailored for online stores. One of its key features is its ecommerce integrations. 

It seamlessly integrates with popular e-commerce platforms such as Shopify, WooCommerce, and BigCommerce. In total, Drip offers around 100+ integrations that make it easier to run online stores. 

This tool offers a collection of pre-designed workflow templates, covering essential scenarios such as abandoned cart recovery, post-purchase follow-ups, birthday greetings, and welcoming new subscribers, etc. It’s one of the best options eCommerce businesses if customer engagement is their priority. 

Why is Drip the best email marketing tool for ecommerce?

Here are five reasons why Drip is a top choice for ecommerce in email marketing automation: 

Customizable Forms

Drip simplifies lead capture with its intuitive drag-and-drop form builder, allowing you to create professional-looking forms without any coding. You have full control over buttons, fonts, and styles, and you can trigger these forms strategically.

Powerful Automation Builder

Drip's automation builder allows you to set up rules and triggers to automate actions based on customer interactions. You can specify triggers from Drip or integrated sources, apply filters to target specific recipients, and define actions to be taken. Its advanced automation features provide you full control over your marketing automation strategies.

Email and SMS Automation

Drip offers robust email and SMS marketing automation, facilitating lasting customer relationships and guiding them through the buying journey. You can send personalized notifications to subscribers, and Drip's visual email builder ensures your messages look professional and stand out, all without requiring coding skills.

Automation Workflows

Drip's Automation Workflows empower you to create hands-off email campaigns triggered by customer actions. Customize workflows based on user behavior, such as sending post-purchase emails or welcoming new subscribers. Drip also offers templates compatible with third-party tools like Magento, Shopify, and WooCommerce for added convenience.

Integrations and Reporting

Drip's extensive integration with over 100 companies enhances its functionality. It seamlessly connects with popular e-commerce platforms, such as Shopify, WooCommerce, and Magento, and offers integration with tools like Facebook Custom Audiences, ClickFunnels, and Zapier. Additionally, Drip's built-in reporting tools help you track and segment your audience for more effective campaign adjustments.


Drip has a rating of 4.4/5 in and 8.6/10 in One of the users, Suyash M., Operations Head at a Health, Wellness and Fitness center, says:

“I believe that the software has great email automation is well suited for small enterprises considering the workflow quality to the price which makes its a great their customer service is totally commendable.”


The pricing for Drip begins at $39 per month for 2500 people or less in your email list. The pricing will increase as the list gets bigger.


✅ Great automation
✅ Affordable
✅ Best collection of email templates
✅ Offers a 100s of integrations
✅ Detailed insights
✅ Powerful reporting
✅ Easy onboarding 


❌ Might be confusing for beginners
❌ Occasional glitches and bugs

#3 Mailchimp ~ Best for B2B Businesses

Mailchimp is a versatile email marketing automation software known for its user-friendly features, such as campaign scheduling, A/B testing, and comprehensive reports. Its customized email campaigns include options for automated welcome sequences and personalized content like birthday wishes. 

Its free-forever plans are notably generous compared to other options, making it a top choice for businesses, especially B2B companies of small business size. 

Why is Mailchimp the best email marketing tool for b2b businesses?

Mailchimp stands out as the ideal automation tool for B2B businesses due to the following reasons:

User-Friendly Visual Design

Mailchimp offers user-friendly visual designers that make it easy for B2B marketers to create HTML newsletters and templates, even without extensive IT knowledge. This simplicity streamlines the process of designing and sending engaging emails.

Data Capture and Follow-Up

B2B businesses can benefit from Mailchimp's ability to capture data through website forms and send automated follow-up responses to downloaders. This feature ensures efficient lead nurturing and engagement.

Comprehensive Analytics

Mailchimp provides robust analytics that allow B2B marketers to gather insights into email performance and recipient activity. This data-driven approach enables businesses to refine their email marketing strategies for better results.

Versatile Marketing Automation

Beyond email marketing, Mailchimp offers a wide range of automation tools, including transactional emails, retargeting ads, email drip campaigns, and integrations with other business solutions. 

This versatility empowers B2B businesses to enhance their marketing efforts across various channels and create a more efficient marketing process.


Mailchimp has a rating of 4.5/5 on and One of the users, Mohamad S, says:

“Mailchimp is very great software. I like how it's easy to interface, and how you can clean the data.”


The pricing for Mailchimp begins at $4/month and goes up to $137 per month. The pricing plans come in four categories:

  • Premium - $137/month for 12 months  
  • Standard - $6/month for 12 months 
  • Essentials - $4/month for 12 months 
  • Free - $0/month 


✅ Makes team collaboration easy
✅ Creates mobile-friendly emails
✅ Reasonable pricing plans
✅ Offers a 100s of integrations
✅ Custom sign-up-forms
✅ Powerful reporting


❌ Limited designs and formats
❌ Occasional glitches and bugs

#4 GetResponse ~ Best for Start-Ups

GetResponse is an email marketing automation tool that offers unique features like live chat, webinar hosting, and an AI-driven website builder. With features like autoresponders and an intuitive drag-and-drop interface, this tool is one of the top choices among email service providers for streamlining email marketing campaigns.

Why is GetResponse the best email marketing platform for start-ups?

Here are five reasons why GetResponse is the one of the options for start-ups for email marketing automation.

Affordable Pricing

GetResponse offers affordable pricing plans, starting at $19/month for the Email Marketing plan and $59/month for the Marketing Automation plan, making it budget-friendly for start-ups. Not to forget, it includes a forever-free plan as well. 

Ease of Use

GetResponse is beginner-friendly, offering a user-friendly interface that simplifies campaign setup and management.

Integration and Analytics

GetResponse seamlessly integrates with analytics and other software, ensuring that start-ups can track and optimize their campaigns effectively.


GetResponse offers robust automation features, including drip campaigns and autoresponders, ideal for start-ups looking to engage their audience effectively.

Unique Features

GetResponse's features like Conversion Funnel, AI product recommendations, and AI-powered email generation give start-ups a competitive edge, enabling them to stand out in the crowded email marketing landscape.


GetResponse has a rating of 4.2/5 in and 4.3/5 in One of the users, Tom H., a data scientist, who works in IT sector, says:

“In my organization we are happy to have opted for GetResponse to carry out marketing tasks, there are many things we can do with this tool, among the most important are being able to manage funnels, automate email marketing campaigns, get detailed and quantified reports of the processes you are working on and much more.”


GetResponse offers a forever free plan and its paid plans comes in four categories:

  • Email marketing - $13.2/month
  • Marketing automation - $41.1/month
  • Ecommerce marketing - $82.9/month


✅ Versatile features
✅ Affordable
✅ User-friendly interface
✅ Live chat for customer support
✅ Detailed insights
✅ Custom signup forms


❌ Advanced features require a more advanced learning curve
❌ Limited integrations

#5 ActiveCampaign ~ Best for Built-In CRM Integration

ActiveCampaign is a top email marketing automation software, known for its extensive automation options that enable personalized campaigns. With a built-in CRM and sales automation features, it's a versatile tool suitable for larger businesses with comprehensive needs and budgets. 

Why is ActiveCampaign the best email automation tool with built-in CRM integration?

ActiveCampaign stands out as the premier email automation tool with built-in CRM integration for several reasons:

High Customization

ActiveCampaign empowers users to create tailored emails and automation workflows, aligning with their business's unique requirements. This flexibility ensures campaigns are precisely tailored to their audience.

Comprehensive Sales Suite

Similar to Hubspot, ActiveCampaign offers a built-in CRM with sales automation, contact lead scoring, and SMS prospect nurturing. This all-in-one solution eliminates the need for additional sales tools, making it cost-effective.

Support and Special Pricing

ActiveCampaign provides extensive help guides, fast and friendly customer support, and offers special pricing options for non-profit organizations. This makes it an ideal choice for businesses with varied needs and budgets.


ActiveCampaign has a rating of 4.5/5 in and 4.6/5 in One of the users, Michelle M., who works in a small business, says:

“I like the ability to track contacts (with ActiveCampaign), be able to send out newsletters, and also to create automations that really help with managing a customer journey, sales, and communication.”


For email marketing and automation, ActiveCampaign pricing plans comes in three categories:

  • Plus - $49/month paid yearly for 3 users
  • Professional - $149/month paid yearly for 5 users
  • Enterprise - custom pricing


✅ Versatile features
✅ Landing page creation available
✅ Affordable plans
✅ Easy to use
✅ Great customer support
✅ Best option for solopreneurs and tech-illiterate people
✅ Useful API


❌ Number of users per plan for plus and professional plans is very less
❌ Occasional responsive issues

#6 Brevo ~ Best for Affordable Options

Brevo, formerly SendInBlue, is a versatile email marketing automation platform, offering a seamless integration of features, including chat, SMS marketing, inbox management, CRM, and automation. 

With built-in Facebook Ads functionality, retargeting and lead generation become straightforward with this tool. Also, integrations with platforms like WordPress and Shopify, along with website tracking for automation, makes Brevo even more appealing.

Why is Brevo the most affordable email marketing automation tool?

Brevo is the most affordable option for several reasons:

Transparent Pricing Model

Brevo offers a straightforward pricing model, with unlimited email automation starting at just $65. Unlike some other email marketing services, Brevo doesn't charge you for storing contacts, emphasizing affordability and fairness in pricing.

All-in-One Email Marketing Solution

Brevo provides all the essential email marketing features under one roof, making it a cost-effective choice for businesses. You can create professional emails using the intuitive drag-and-drop editor, and achieve perfect audience segmentation for targeted campaigns, personalize email content, and utilize transactional emails and marketing automation – all without additional costs. 

Not to forget, they provide unlimited contact for every plan, even the free one. 

No Hidden Fees

Brevo's commitment to affordability extends to its pricing structure. There are no hidden fees or charges for growing your contact list, ensuring that businesses can focus on gaining customers and expanding their reach without unexpected costs.


Brevo has a rating of 4.5/5 in and 7.6/10 in One of the users, Anjie Lees, Founder and CEO of FocuIMS, says:

“Awesome product that covers most of what a business needs... at a great price.”


For email marketing, Brevo pricing plans comes in four categories:

  • Free - $0/month
  • Starter - $25/month with unlimited contacts
  • Business - $65/month with unlimited contacts
  • BrevoPlus - customizable


✅Great automation
✅ Free plan with unlimited contacts
✅ Easy to use
✅ Great customer support
✅ Best option for solopreneurs and tech-illiterate people
✅ Easy onboarding


❌ Not optimized for mobile devices as per expectation

#7 Smartlead ~ Best for Cold Emails

First, you send emails to potential leads—and that is cold email. And, when they consent to be in your contact list, that’s when you do “email marketing”.

If you’re looking for cold emailing marketing automation—Smartlead is the answer. 

Smartlead is a cold emailing tool popular for its high deliverability rate and a wide variety of features. It offers unlimited email warm-ups, A/B testing, master inbox, HubSpot and Zapier integration, and white label feature. 

Why is Smartlead the best automation tool for cold emails?

Smartlead excels as the best automation tool for cold emails for the following reasons:

Omnichannel Capabilities

Smartlead offers omnichannel capabilities, including LinkedIn and cold email, enabling users to create effective outreach sequences. This versatility increases outreach results by combining email and LinkedIn connections, making it a powerful tool for B2B cold outreach campaigns.

Custom Tagging System

Smartlead stands out with its custom tagging system, allowing users to organize and categorize leads efficiently. This feature aids in better lead management and campaign tracking, enhancing the effectiveness of cold email campaigns.

Enhanced Deliverability

Smartlead prioritizes email deliverability, a crucial factor in cold outreach. By ensuring emails are not flagged as spam and providing email validation, it helps users send high volumes of error-free emails, improving the chances of landing in the recipient's inbox.

User-Friendly Interface

Smartlead distinguishes itself with a superior user interface, making it easy for users to navigate and utilize its features effectively. Its intuitive design streamlines the cold email process, enhancing user productivity.


Smartlead offers a cost-effective solution for cold emailing, providing a range of features, including CRM, image personalization, email warmup, and easy integration with external apps and tools. This comprehensive feature set, combined with its competitive pricing, makes it a top choice for B2B cold email campaigns.


Smartlead has a rating of 4.8/5 in and 4.9/5 in One of the users, Neil G., who runs a small business, says:

“What is there not to like? The obvious features: multi-domain, multi-inbox, subsequences, the simple UI, pricing. A non-obvious benefit: their support is unreal and resolve issues faster than ... anything I've ever seen!”


Smartlead provides a 14-day free trial. The pricing plans comes in three categories:

  • Basic - $39/month 
  • Popular - $79/month 
  • Pro - $94/month


✅ Omni-channel outreach
✅ Unlimited warm-ups
✅ Easy to use
✅ Great customer support
✅ Affordable
✅ Easy onboarding


❌ Difficult for a non-technical person to use webhooks

Final Thoughts

I have listed the best automation tools for email marketing as per specific industries and needs because when it comes to email marketing, there’s no one-size-fits-all However, if I have to recommend one—that would be HubSpot Marketing Hub. 

If you’re new to the game, try Brevo. It offers a free plan too. Even though the free plan offers only a limited number of emails per month, it’s the best for small marketing teams and solopreneur. 

In case you are looking for a cold emailing automation tool, check out Smartlead. It has got a whopping 4.8 rating on Go there, to see what people are saying about this tool and start your free trial today. 

Lastly, here are some honorable mentions for the best email marketing AI-based automation tool—Sender, Constant Contact, and Zoho Campaigns. 

Go ahead. Pick the tool that matches your email automation requirements. Happy emailing!



Can you automate email marketing?

Yes, you can automate email marketing by scheduling personalized, targeted bulk emails, automating follow-ups and responses. You can automate email marketing using email marketing software, such as HubSpot Marketing Hub, ActiveCampaign, Drip, Brevo, etc. 

What is the difference between cold emailing and email marketing tools?

Cold emailing tools are used to send unsolicited bulk emails to prospects with whom you have no prior relationship, typically for sales or outreach purposes. Email marketing tools, on the other hand, are platforms designed for sending promotional emails, specifically targeted and personalized, to a mailing list who have willingly opted in, with a focus on building and nurturing customer relationships.

Is email marketing still effective in 2024

Yes, email marketing is still an effective inbound marketing strategy. It helps to keep your audience base in loop by sending them relevant content, product updates, industry news, and sales updates. 

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Rajnish Das

Rajnish Das is an in-house writer at SmartWriter and SmartLead. She writes product-oriented, data-driven content for B2B SaaS audiences and educates them on marketing and sales topics. Her expertise includes outbound marketing techniques like cold emailing and LinkedIn outreach.


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Frequently asked questions

General Questions

What is Smartlead's cold email outreach software?

Email automation FAQs- Smartlead

Smartlead's cold email outreach tool helps businesses scale their outreach efforts seamlessly. With unlimited mailboxes, fully automated email warmup functionality, a multi-channel infrastructure, and a user-friendly unibox, it empowers users to manage their entire revenue cycle in one place. Whether you're looking to streamline cold email campaigns with automated email warmups, personalization fields, automated mailbox rotation, easy integrations, and spintax, improve productivity, or enhance scalability with subsequences based on lead’s intentions, automated replies, and full white-label experience, our cold email tool implifies it in a single solution.

How does the "unlimited mailboxes" feature benefit me?

Email automation FAQs- Smartlead

Our "unlimited mailboxes" feature allows you to expand your email communications without restrictions imposed by a mailbox limit. This means you won't be constrained by artificial caps on the number of mailboxes you can connect and use. This feature makes Smartlead the best cold email software and empowers you to reach a wider audience, engage with more potential customers, and manage diverse email campaigns effectively.

What do you mean by "unibox to handle your entire revenue cycle"?

Email automation FAQs- Smartlead

The "unibox" is one of the unique features of Smartlead cold email outreach tool, and it's a game-changer when it comes to managing your revenue cycle. The master inbox or the unibox consolidates all your outreach channels, responses, sales follow-ups, and conversions into one centralized, user-friendly mailbox.

With the "unibox," you gain the ability to:
1. Focus on closing deals: You can now say goodbye to the hassle of logging into multiple mailboxes to search for replies. The "unibox" streamlines your sales communication, allowing you to focus on what matters most—closing deals.

2. Centralized lead management: All your leads are managed from one central location, simplifying lead tracking and response management. This ensures you take advantage of every opportunity and efficiently engage with your prospects.

3. Maintain context: The "unibox" provides a 360-degree view of all your customer messages, allowing you to maintain context and deliver more personalized and effective responses.

How does Smartlead ensure my emails don't land in the spam folder?

Email automation FAQs- Smartlead

Smartlead, the best cold email marketing tool, ensures your emails reach the intended recipients' primary inbox rather than the spam folder. 

Here's how it works:
1. Our "unlimited warmups" feature is designed to build and maintain a healthy sending reputation for your cold email outreach. Instead of sending a large volume of emails all at once, which can trigger spam filters, we gradually ramp up your sending volume. This gradual approach, combined with positive email interactions, helps boost your email deliverability rates.

2. We deploy high-deliverability IP servers specific to each campaign. 

3. The ‘Warmup’ feature replicates humanized email sending patterns, spintax, and smart replies.
4. By establishing a positive sender reputation and gradually increasing the number of sent emails, Smartlead minimizes the risk of your emails being flagged as spam. This way, you can be confident that your messages will consistently land in the primary inbox, increasing the likelihood of engagement and successful communication with your recipients.

Can I integrate Smartlead with other tools I'm using?

Email automation FAQs- Smartlead

Certainly, Smartlead is designed for seamless integration with a wide range of tools and platforms. Smartlead offers integration with HubSpot, Salesforce, Pipedrive, Clay, Listkit, and more. You can leverage webhooks and APIs to integrate the tools you use. Try Now!

Email automation FAQs- Smartlead

What type of businesses sees the most success with Smartlead?

No, there are no limitations on the number of channels you can utilize with Smartlead. Our multi-channel infrastructure is designed to be limitless, allowing you to reach potential customers through multiple avenues without constraints.

This flexibility empowers you to diversify your cold email outreach efforts, connect with your audience through various communication channels, and increase your chances of conversion. Whether email, social media, SMS, or other communication methods, Smartlead's multi-channel capabilities ensure you can choose the channels that best align with your outreach strategy and business goals. This way, you can engage with your prospects effectively and maximize the impact of your email outreach.

Email automation FAQs- Smartlead

Do you provide me with lead sources?

Smartlead distinguishes itself from other cold email outreach software by focusing on limitless scalability and seamless integration. While many similar tools restrict your outreach capabilities, Smartlead offers a different approach.

Here's what makes us uniquely the best cold email software:

1. Unlimited Mailboxes: In contrast to platforms that limit mailbox usage, Smartlead provides unlimited mailboxes. This means you can expand your outreach without any arbitrary constraints.

2. Unique IP Servers: Smartlead offers unique IP servers for every campaign it sends out. 

3. Sender Reputation Protection: Smartlead protects your sender reputation by auto-moving emails from spam folders to the primary inbox. This tool uses unique identifiers to cloak all warmup emails from being recognized by automation parsers. 

4. Automated Warmup: Smartlead’s warmup functionality enhances your sender reputation and improves email deliverability by maintaining humanized email sending patterns and ramping up the sending volume. 

5. Multi-Channel Emphasis: Smartlead places a strong emphasis on multi-channel outreach. You can reach your prospects where they are with the LinkedIn outreach feature.   With Smartlead’s cold email automation software, you're always one step ahead in your outreach efforts, enjoying the freedom to scale your initiatives and seamlessly integrate with other tools—all while maintaining a focus on maximizing the impact of your outreach.

Email automation FAQs- Smartlead

How secure is my data with Smartlead?

Ensuring the security of your data is Smartlead's utmost priority. We implement robust encryption methods and stringent security measures to guarantee the continuous protection of your information. Your data's safety is paramount to us, and we are always dedicated to upholding the highest standards of security.

How can I get started with Smartlead?

Email automation FAQs- Smartlead

Getting started with Smartlead is straightforward! Just head over to our sign-up page and follow our easy step-by-step guide. If you ever have any questions or need assistance, our round-the-clock support team is ready to help, standing by to provide you with any assistance you may require. Sign Up Now!

How can I reach the Smartlead team?

Email automation FAQs- Smartlead

We're here to assist you! You can easily get in touch with our dedicated support team on chat. We strive to provide a response within 24 hours to address any inquiries or concerns you may have.

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