Marketing & SEO · Ranked by price to features
10 Best Marketing Automation Software for Small Business of 2026
By the Rankozo research desk · Updated November 10, 2026 · Next review December 25, 2026
Brevo is the best marketing automation software for small business in 2026, with automation on its free plan and Starter from $9 per month; MailerLite suits small teams that want the simplest builder at $12 per month; Moosend is the cheapest paid option at $7 per month billed yearly for 500 contacts.
- Tools ranked
- 10
- With free plan
- 7
- Cheapest paid plan
- Moosend, $7
- per month
By the numbers
- 35%35% of companies in Litmus's 2025 State of Email survey of nearly 500 marketing professionals earn $10 to $36 for every $1 spent on email marketing.Litmus
- 21%21% of marketing leaders do not measure email ROI, down from 36% in 2023, according to Litmus.Litmus
- 30%Automated emails made up 2% of email sends by Omnisend's ecommerce customers in 2025 but generated 30% of email revenue.Omnisend
- 7.39%Across more than 175,000 Brevo customers in 2025, automated emails averaged a 30.63% open rate and 7.39% click-through rate, against 20.73% and 2.27% for standard marketing campaigns.Brevo
- 7.8%Marketing budgets average 7.8% of company revenue in 2026, up from 7.7% in 2025, among CMOs in North America, the UK and Europe surveyed by Gartner.Gartner
Comparison table
| Tool | |||||
|---|---|---|---|---|---|
| Brevo | 01 | 8.8 | 9.4 | $9per month | Yes |
| MailerLite | 02 | 8.7 | 9.2 | $12per month | Yes |
| ActiveCampaign | 03 | 8.5 | 8.4 | $15per month | No |
| Moosend | 04 | 8.4 | 9.0 | $7per month | No |
| Omnisend | 05 | 8.4 | 8.6 | $11.20per month | Yes |
| HubSpot Marketing Hub | 06 | 8.3 | 7.6 | $10per seat per month | Yes |
| GetResponse | 07 | 8.1 | 7.8 | $19per month | No |
| Klaviyo | 08 | 8.1 | 7.6 | $20per month | Yes |
| Mailchimp | 09 | 8.0 | 7.6 | $13per month | Yes |
| EngageBay | 10 | 7.9 | 8.2 | $11.04per user per month | Yes |
Click a column to sort. Prices are the cheapest paid plan quoted from each vendor's US pricing page; "Check price" means the US price check is pending.
How this ranking works
One method for every tool. We compared documented features and published prices; we did not run hands-on tests. Value carries the most weight.
Full methodThis list is for small marketing teams comparing automation tools at list sizes of a few hundred to a few thousand contacts, where entry prices and plan limits differ the most. Tools are ranked by value first, then features, then ease of use. Prices are the cheapest paid plan in USD as shown on each vendor's page on the check date. We note where automation is restricted on the entry plan, because a low price can hide a one-workflow or four-step limit.
The verdict
Brevo leads because it includes multi-channel automation on its free plan and starts paid plans at $9 per month. MailerLite is close behind with 50 automations on its $12 Comfort plan, and ActiveCampaign has the strongest workflows from $15 per month billed yearly. Stores should look at Omnisend and Klaviyo, and HubSpot fits teams that put the CRM first.
- 01Top value
Brevo
8.8/10An email, SMS and automation platform whose plans are set by monthly email volume, with automation included from the free plan.
Price
$9per month
Free plan; Starter from $9 per month, Standard from $18 per month, Professional from $499 per month
“The Starter plan is available starting from $9 per month for the first tier.” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Value (40%)
- 9.4
- Features (35%)
- 8.4
- Ease of use (25%)
- 8.4
Best forSmall teams that want working automation before they pay anything, and a low first paid tier.
Brevo comes first because it is the only tool here that lists multi-channel marketing automation on its free plan and then asks just $9 a month for the first paid tier. Its help center lists the Starter tier at 5,000 monthly sends with up to 500 stored contacts and no daily sending limit, which fits a small team running a welcome series and a few nurture flows. The free plan stores up to 100,000 contacts but caps sending at 300 emails a day, so it suits testing workflows more than running a busy program. Standard starts at $18 a month and adds a landing page, while extra marketing seats are an add-on. The weak point is the ceiling: Professional starts at $499 a month, so teams that need its features face a steep jump. We compared documented features and published prices rather than running live campaigns.
- ✓Automation is available without a paid plan
- ✓Starter at $9 per month is among the lowest verified entry prices here
- ✓Very large contact storage on the free plan
- ✕The free plan caps sending at 300 emails a day
- ✕Professional starts at $499 per month, a large step up from Standard
- ✕Seats beyond the first are an add-on on Standard
- Free plan:
- Yes, 300 emails per day
- Cheapest paid plan:
- Starter, from $9 per month
- Starter first tier:
- 5,000 sends, up to 500 contacts
- Automation on free plan:
- Yes, multi-channel
- Next plan:
- Standard, from $18 per month
Bottom line: Brevo gives small teams working automation at no cost and a $9 first paid tier. Pick it if you want room to test flows before paying.
- 02
MailerLite
8.7/10An email marketing tool with automations, forms and landing pages, priced by subscriber count with the full feature set on every paid plan.
Price
$12per month
Free plan up to 250 subscribers; Comfort $12 per month or $10.80 per month billed yearly for 500 subscribers; Power from $25 per month
“Perfect for sending regular newsletters and running automations. $12 $10.80 USD/month $129.60 billed yearly” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Free trial
- 14 days
- Value (40%)
- 9.2
- Features (35%)
- 8.0
- Ease of use (25%)
- 9.0
Best forSmall teams that want a simple automation builder and clear pricing at a few hundred subscribers.
MailerLite is the runner-up for small teams that care most about getting a first automation live quickly. Its pricing page says every paid plan gets the full feature set and that you only pay more for a bigger list or more sending. Comfort costs $12 a month, or $10.80 a month billed yearly, for 500 subscribers and includes 50 automations, 10 forms, 10 sites and 3 user seats. The free plan covers 250 subscribers and 2,500 monthly emails and still includes free automations, which lets a team test a welcome sequence at no cost. The limits show up in sending and triggers: Comfort allows 5,000 emails a month, and multiple automation triggers are listed with Power, which starts at $25 a month. For lists in the low thousands the pricing stays easy to predict. We compared documented features and published prices; we did not send test campaigns.
- ✓Paid plans share one feature set, so the price depends on list size and sending
- ✓Comfort at $12 per month includes 50 automations
- ✓14-day free trial with no credit card
- ✕Comfort limits monthly email sends to 5,000
- ✕Multiple automation triggers need the Power plan
- ✕The free plan stops at 250 subscribers
- Free plan:
- Yes, up to 250 subscribers
- Cheapest paid plan:
- Comfort, $12 per month
- Automations on Comfort:
- 50
- Seats on Comfort:
- 3
- Yearly discount:
- 10%
Bottom line: MailerLite is the easiest way to run a handful of automations on a small list. Pick it if you want one feature set and a clear $12 price.
- 03
ActiveCampaign
8.5/10A marketing automation platform built around multi-step workflows, segmentation and business goals, priced by contact count.
Price
$15per month
Starter from $15 per month billed yearly for 1,000 contacts; Plus from $49, Pro from $79, Enterprise from $145
“Starter For getting your first automations live. Starts at $15 / Month Billed yearly for 1,000 contacts” Quoted from the pricing page, November 10, 2026.
- Free plan
- No
- Value (40%)
- 8.4
- Features (35%)
- 9.3
- Ease of use (25%)
- 7.6
Best forTeams whose campaigns depend on branching automation and who can accept a paid-only start.
ActiveCampaign has the deepest automation toolkit in this group at a small list size. Its pricing page lists Starter at $15 a month billed yearly for 1,000 contacts, with multi-step marketing automation, AI-powered automation and campaign builders, 250 or more email templates and 10,000 sends a month. That means even the entry plan can run branching flows based on contact behavior, which several rivals hold back for higher tiers. The trade-offs are in seats and channels. Starter includes one user seat, and cross-channel marketing, landing pages and site messages arrive with Plus at $49 a month. Pro at $79 adds predictive sending and conditional content. There is no free plan, though the vendor offers a 30-day money-back guarantee. For a small team that will actually build complex journeys, the $15 entry point is fair. We compared documented features and published prices rather than building test workflows.
- ✓Multi-step automation is available from the cheapest plan
- ✓Starter allows 10 sends per contact per month
- ✓Clear step-up path to predictive sending and attribution
- ✕No free plan
- ✕Landing pages need the Plus plan at $49 per month
- ✕Starter includes a single user seat
- Free plan:
- No
- Cheapest paid plan:
- Starter, $15 per month billed yearly
- Starter contacts:
- 1,000
- Starter email sends:
- 10,000 per month
- Money-back guarantee:
- 30 days
Bottom line: ActiveCampaign has the strongest workflows for the money at 1,000 contacts. Pick it if branching automation matters more than a free plan.
- 04
Moosend
8.4/10An email marketing and automation tool with unlimited sends on its Pro plan, priced by contact count.
Price
$7per month
Pro from $9 per month, or $7 per month billed yearly, for 500 contacts; 30-day free trial
“pay once a year $7 $9 Per month” Quoted from the pricing page, November 10, 2026.
- Free plan
- No
- Free trial
- 30 days
- Value (40%)
- 9.0
- Features (35%)
- 7.8
- Ease of use (25%)
- 8.2
Best forBudget-led small teams that send often to a small list.
Moosend has the lowest verified entry price here. Its pricing page shows Pro at $9 a month, or $7 a month when paid once a year, for 500 contacts, with unlimited email campaigns and sends. Automation is part of the core product: the plan comparison lists a workflow builder, prebuilt recipes, multi-step workflows and triggers for page browsing and product views, which suits small stores and content sites that want behavior-based emails without a large bill. Pro also includes landing pages, subscription forms, 5 team members and more than 80 integrations. The catch is that there is no permanent free plan. The 30-day trial allows one published workflow, and features such as transactional email and an account manager sit in Moosend+ as add-ons. For a small team that sends often to a modest list, the unlimited sends matter more than the missing free tier. We compared documented features and published prices only.
- ✓Lowest verified entry price in this list at $7 per month billed yearly
- ✓Unlimited sends remove the monthly email cap
- ✓Product view and page browse triggers on Pro
- ✕No permanent free plan, only a 30-day trial
- ✕The free trial allows 1 published workflow
- ✕Transactional email is an add-on on Moosend+
- Free plan:
- No, 30-day free trial
- Cheapest paid plan:
- Pro, $7 per month billed yearly
- Monthly price:
- $9 for 500 contacts
- Email sends:
- Unlimited
- Team members on Pro:
- 5
Bottom line: Moosend is the cheapest verified paid option and keeps sends unlimited. Pick it if price leads and you do not need a free plan.
- 05
Omnisend
8.4/10An email, SMS and push platform for online stores with prebuilt ecommerce automations.
Price
$11.20per month
Free plan up to 250 contacts; Standard $11.20 per month for the first 3 months, then billed monthly; Pro $41.30 per month for the first 3 months
“Standard Best for growing and medium-sized businesses focused on email marketing $11.20” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Value (40%)
- 8.6
- Features (35%)
- 8.3
- Ease of use (25%)
- 8.4
Best forSmall ecommerce teams that want store automations at a low first price.
Omnisend is the pick for small stores. Its pricing page lists Standard at $11.20 a month, a 30% discount for the first three months, after which billing continues monthly at the regular rate. Standard covers 500 contacts, 6,000 emails a month and unlimited web push notifications, and the comparison table shows marketing automation, segmentation, forms and sales reports on every plan, the free plan included. That free tier is small, at 250 contacts and 500 monthly emails, but it is enough to build and test a cart recovery flow. SMS needs the Pro plan, listed at $41.30 a month for the first three months, with messages from $0.007. Budget for the price after the promotion ends rather than the headline figure. Omnisend also offers free migration of automations, forms, segments and templates. We compared documented features and published prices, not live store results.
- ✓Automation is included on the free plan
- ✓Low introductory price on Standard
- ✓Free migration in up to 5 days
- ✕The $11.20 price is a 30% discount for the first 3 months
- ✕Free plan sends only 500 emails a month
- ✕SMS needs the Pro plan
- Free plan:
- Yes, 250 contacts
- Cheapest paid plan:
- Standard, $11.20 per month for 3 months
- Standard contacts:
- 500
- Standard email sends:
- 6,000 per month
- Migration:
- Free, up to 5 days
Bottom line: Omnisend is the value pick for small stores that need cart and post-purchase flows. Budget for the regular price after the first three months.
- 06
HubSpot Marketing Hub
8.3/10HubSpot's marketing software, tied to its CRM, with email, forms, ads, social and automation in one account.
Price
$10per seat per month
Free plan; Starter starts at $10 per seat per month (listed against $20); Professional from $100 per month per seat; Enterprise from $175
“Starter Starts at $10 $20/month per seat*” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Free trial
- 14 days
- Value (40%)
- 7.6
- Features (35%)
- 9.0
- Ease of use (25%)
- 8.4
Best forSmall teams that already use HubSpot CRM or plan to grow into its paid tiers.
HubSpot Marketing Hub offers the broadest platform here, but value drops once a small team needs serious automation. The product page lists a free plan that can automate email campaigns, and Starter from $10 a month per seat, shown against a $20 list price, with calls-to-action, automatic data updates and no HubSpot branding. The appeal is the shared CRM: forms, emails, ads and social posts all write to the same contact records that sales uses. The limit is in workflows. HubSpot's own plan comparison reserves advanced automation for Professional, which starts at $100 a month per seat, and Enterprise starts at $175. A team of three on Professional pays far more than any email-first tool in this list. Pick it if the CRM is the priority and your automations are simple, or if the budget allows Professional. We compared documented features and published prices; we did not run test campaigns.
- ✓Marketing and CRM data live in one system
- ✓Low Starter price for a single seat
- ✓14-day free trial of the marketing tools
- ✕Advanced automation sits in Professional at $100 per seat per month
- ✕Per-seat pricing adds up as the team grows
- ✕The $10 Starter price is shown against a $20 list price
- Free plan:
- Yes
- Cheapest paid plan:
- Starter, from $10 per seat per month
- Professional:
- From $100 per month per seat
- Enterprise:
- From $175 per month per seat
- Free trial:
- 14 days
Bottom line: HubSpot fits teams that want marketing and sales on one CRM. The cost rises quickly once you need advanced automation.
- 07
GetResponse
8.1/10An email marketing platform with automation, landing pages, webinars and course tools across its plans.
Price
$19per month
Paid from $19 per month for 1,000 subscribers billed monthly; 18% off on 12-month plans; 14-day free trial
“Monthly payment plans are bracketed by list size, starting at $19 per month for unlimited messages to 1,000 subscribers.” Quoted from the pricing page, November 10, 2026.
- Free plan
- No
- Free trial
- 14 days
- Value (40%)
- 7.8
- Features (35%)
- 8.4
- Ease of use (25%)
- 8.0
Best forSmall teams that want unlimited sends and plan to move up to full automation later.
GetResponse sells unlimited sends at every tier, but its entry plan is thin on automation. The vendor's pricing FAQ says monthly plans are bracketed by list size and start at $19 a month for unlimited messages to 1,000 subscribers, with 18% off a 12-month plan. Starter includes AI content generators, a welcome email series, a landing page builder, signup forms, popups and one custom automation workflow. Unlimited workflows, advanced segmentation, abandoned cart recovery and sales funnels arrive with Marketer. That makes Starter a reasonable newsletter tool but a limited automation tool, so most teams reading this list should price Marketer instead. The Creator plan adds webinars, a website builder and a course creator for teams that sell knowledge products. A 14-day trial covers the premium features. We compared documented features and published prices; we did not build test workflows.
- ✓Unlimited sends even on the entry plan
- ✓Entry price covers 1,000 subscribers
- ✓18% discount on 12-month billing
- ✕Starter allows only one custom automation workflow
- ✕Advanced segmentation needs the Marketer plan
- ✕Pricing page shows local currency from outside the US
- Cheapest paid plan:
- From $19 per month
- List size at entry price:
- 1,000 subscribers
- Automation on Starter:
- 1 custom workflow
- Yearly discount:
- 18%
- Free trial:
- 14 days
Bottom line: GetResponse suits frequent senders who want unlimited sends at 1,000 subscribers. Plan on Marketer if you need more than one workflow.
- 08
Klaviyo
8.1/10A B2C CRM for online brands with email, SMS, reviews and automation driven by store data.
Price
$20per month
Free plan up to 250 active profiles; Email plan from $20 per month for 500 active profiles; Marketing plan from $25 per month
“Email Grow with email. Automate campaigns and build subscribers. $20 /month” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Value (40%)
- 7.6
- Features (35%)
- 9.0
- Ease of use (25%)
- 7.8
Best forOnline stores that want data-heavy segmentation and flows from the first paid plan.
Klaviyo is built for stores, and its automation strength comes from the shop data it reads. The pricing page lists a free plan for up to 250 active profiles and 500 emails a month, with campaigns, flows and segmentation included. The paid Email plan starts at $20 a month for 500 active profiles and 5,000 emails, and adds A/B testing. The Marketing plan lists at $25 a month and adds social marketing and reviews without an order limit. Pricing counts active profiles, the contacts you can market to, rather than every record you store. For a small store the question is price: $20 a month is higher than most entries here for the same list size, and SMS sits outside the plan as an add-on. If segmentation by purchase history drives your revenue, the extra cost can be worth it. We compared documented features and published prices rather than store results.
- ✓Flows and segmentation are available on the free plan
- ✓Deep store integrations for behavior-based automation
- ✓Pricing counts active profiles only
- ✕Paid plans start at $20 per month, above most email-first rivals
- ✕Free plan allows 500 emails a month
- ✕SMS is an add-on on the paid plans
- Free plan:
- Yes, 250 active profiles
- Cheapest paid plan:
- Email, $20 per month
- Email plan sends:
- 5,000 per month
- Integrations:
- 400+
- Pricing basis:
- Active profiles
Bottom line: Klaviyo is the store-data specialist, priced above most rivals at small sizes. Pick it when segmentation by purchase history drives revenue.
- 09
Mailchimp
8.0/10A widely used email and SMS marketing platform with automation flows, templates and 300+ integrations.
Price
$13per month
Free plan under 250 contacts; Essentials from $13 per month; Standard from $20 per month; 14-day free trial
“Essentials Send the right content at the right time with testing and scheduling features. Try for free Free for 14 days Then, starts at $13” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Free trial
- 14 days
- Value (40%)
- 7.6
- Features (35%)
- 8.0
- Ease of use (25%)
- 8.6
Best forVery small lists that want a familiar tool and can live with short flows on the entry plan.
Mailchimp is easy to start with, but its entry plan is the most restricted for automation in this list. The USD pricing page lists Essentials from $13 a month after a 14-day trial, and the plan comparison caps Essentials automation at flows of up to 4 steps. Standard, from $20 a month, raises that to up to 200 flows and adds generative AI features and custom-coded templates you can send. Monthly sends are set at 10 times your contacts on Essentials and 12 times on Standard, and overages apply if you exceed contact or send limits. A free plan remains for lists under 250 contacts. For a small team the real comparison is Standard at $20 against ActiveCampaign Starter at $15 billed yearly or MailerLite Comfort at $12. Mailchimp wins on familiarity and its 300+ integrations rather than price. We compared documented features and published prices only.
- ✓Familiar editor and large template library
- ✓Free plan for very small lists
- ✓24/7 email and chat support on Essentials and Standard
- ✕Essentials limits automation flows to 4 steps
- ✕Standard at $20 per month is needed for longer flows
- ✕Overages apply when contact or send limits are exceeded
- Free plan:
- Yes, under 250 contacts
- Cheapest paid plan:
- Essentials, from $13 per month
- Flows on Essentials:
- Up to 4 flow steps
- Flows on Standard:
- Up to 200 flows
- Seats on Essentials:
- 3
Bottom line: Mailchimp is familiar and well connected, but Essentials limits flows to 4 steps. Most automation buyers will need Standard at $20 per month.
- 10
EngageBay
7.9/10An all-in-one marketing, CRM and help desk suite for small businesses, sold as separate bays or as one bundle.
Price
$11.04per user per month
Free plan up to 250 contacts; Marketing Bay starts at $11.04 per user per month; All-in-One starts at $12.74 per user per month
“Marketing Starts at $11.04 USD” Quoted from the pricing page, November 10, 2026.
- Free plan
- Yes
- Value (40%)
- 8.2
- Features (35%)
- 7.8
- Ease of use (25%)
- 7.6
Best forVery small teams that want marketing, CRM and support under one low per-user price.
EngageBay suits small teams that would rather buy one suite than separate email, CRM and help desk tools. Its pricing page lists Marketing Bay from $11.04 per user per month and the All-in-One suite from $12.74, with monthly, yearly and two-year billing at 8% and 15% off. The free plan covers 250 contacts with autoresponders, email broadcasts, sequences, lead grabbers, landing pages, CRM, help desk and live chat. The catch for this list is where automation sits. Basic covers 500 contacts and adds templates, web popups, lead scoring and SMS marketing, while marketing automation, push notifications and A/B testing are listed from the Growth tier with 5,000 contacts. So the low headline price buys sequences and autoresponders rather than full workflows. Teams should price Growth if visual automation is the goal. We compared documented features and published prices only.
- ✓Marketing, CRM and service in one suite
- ✓Free plan includes autoresponders and email sequences
- ✓Low per-user entry price
- ✕Visual marketing automation is listed from the Growth tier, not Basic
- ✕Basic covers 500 contacts
- ✕The lowest prices apply to longer billing terms
- Free plan:
- Yes, 250 contacts
- Cheapest paid plan:
- Marketing Bay, from $11.04 per user per month
- Basic contacts:
- 500
- Billing options:
- Monthly, yearly (8% off), biennial (15% off)
- Migration:
- Free from any platform
Bottom line: EngageBay bundles marketing, CRM and support at a low per-user price. Check the Growth tier if visual automation is the goal.
What to check before you pay
Check what the entry plan allows
Entry plans differ more on automation limits than on price. Mailchimp Essentials caps flows at 4 steps, GetResponse Starter allows one custom workflow, and EngageBay lists full automation from its Growth tier. ActiveCampaign Starter and MailerLite Comfort include multi-step automation from the start.
Price your real list size
Most tools quote the entry price for 500 or 1,000 contacts. ActiveCampaign's $15 and GetResponse's $19 cover 1,000 contacts, while MailerLite, Moosend, Omnisend and Klaviyo quote 500. Brevo sets tiers by monthly sends, with its first Starter tier storing up to 500 contacts.
Separate promotions from regular prices
Omnisend's $11.20 is a 30% discount for the first three months, and HubSpot shows Starter at $10 against a $20 list price. ActiveCampaign and Moosend quote yearly billing. Compare the price you will pay in month four, not month one.
Count seats and channels
ActiveCampaign Starter includes one seat, MailerLite Comfort three, and Moosend Pro five team members. HubSpot charges per seat. SMS is an add-on at Brevo, Klaviyo and Mailchimp and needs Omnisend's Pro plan.
FAQ
What is the cheapest marketing automation software for a small business?
Among verified USD prices, Moosend Pro is the cheapest at $7 per month billed yearly, or $9 monthly, for 500 contacts. Brevo Starter costs $9 per month, and Brevo, MailerLite, Omnisend and Klaviyo include some automation on their free plans.
Which tool has the best automation at a small list size?
ActiveCampaign includes multi-step marketing automation on its Starter plan, which costs $15 per month billed yearly for 1,000 contacts. MailerLite Comfort includes 50 automations for $12 per month, and Moosend Pro lists multi-step workflows with page and product view triggers.
Is HubSpot Marketing Hub good for small teams?
HubSpot's free plan can automate email campaigns and Starter starts at $10 per seat per month, but advanced automation sits in Professional from $100 per month per seat. It suits teams that value the shared CRM over a low automation price.
Which marketing automation tool is best for an online store?
Omnisend includes marketing automation and segmentation on every plan, with Standard at $11.20 per month for the first three months. Klaviyo's Email plan starts at $20 per month and uses store data for flows and segments.
How were these tools ranked?
Each tool gets scores for value, features and ease of use, weighted 40, 35 and 25. We compared documented features and published prices on vendor pages, checked in November 2026.
Questions or corrections: editorial@rankozo.comSee our disclosure. Prices change; confirm on the vendor page before buying.
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