Act-On vs Iterable: Complete Comparison (2026)
Choosing between Act-On and Iterable is a common decision for marketing automation buyers in 2026. Both Act-On and Iterable are established players, founded in 2008 and 2013 respectively. Act-On serves 4K+ orgs users while Iterable has 1.2K+ orgs users globally. Act-On differentiates with lead nurturing and email marketing, while Iterable leads with cross-channel campaigns and ai optimization. In this head-to-head comparison, Iterable earns a higher hiltonsoftware.co score of 90/100 — but the right choice depends on your specific needs, budget, and team size.
Quick Comparison
Feature-by-Feature Comparison
Pros & Cons at a Glance
After comparing Act-On and Iterable across features, pricing, and user satisfaction, Iterable takes the lead with a score of 90/100 versus Act-On's 84/100. Iterable's key advantages include "excellent for b2c cross-channel" and "strong experimentation features". That said, Act-On has its own strengths — particularly "good for mid-market b2b" — making it a viable alternative for specific use cases.
Neither Act-On nor Iterable offers a free plan. Act-On starts at $900/mo and Iterable at Custom pricing. For the investment, Act-On delivers lead nurturing and email marketing, while Iterable provides cross-channel campaigns and ai optimization.
Bottom line: Choose Act-On if you need mid-market b2b companies wanting dedicated marketing automation beyond email. Go with Iterable if your priority is high-growth b2c brands running sophisticated cross-channel campaigns. Both are strong marketing automation tools — we recommend trying a trial of each before committing.
Mid-market B2B companies wanting dedicated marketing automation beyond email.
High-growth B2C brands running sophisticated cross-channel campaigns.