Act-On vs Lemlist: Complete Comparison (2026)
Choosing between Act-On and Lemlist is a common decision for marketing automation buyers in 2026. Act-On has been in the market since 2008, giving it a 10-year head start over Lemlist (founded 2018). Act-On serves 4K+ orgs users while Lemlist has 37K+ users globally. Act-On differentiates with lead nurturing and email marketing, while Lemlist leads with personalized images and multi-channel sequences. In this head-to-head comparison, Lemlist 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 Lemlist across features, pricing, and user satisfaction, Lemlist takes the lead with a score of 90/100 versus Act-On's 84/100. Lemlist's key advantages include "unique personalized image feature" and "good deliverability tools". 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 Lemlist offers a free plan. Act-On starts at $900/mo and Lemlist at $32/user/mo. For the investment, Act-On delivers lead nurturing and email marketing, while Lemlist provides personalized images and multi-channel sequences.
Bottom line: Choose Act-On if you need mid-market b2b companies wanting dedicated marketing automation beyond email. Go with Lemlist if your priority is sales teams wanting highly personalized cold outreach with custom images. 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.
Sales teams wanting highly personalized cold outreach with custom images.