8 min read

Choose the Best Email Automation Software for You

Written by Andriy Boychuk
8 min read
Table of Contents

    Email automation is the process by which emails are automatically sent to your customers based on activity from their end.

    This can be easily done using email automation software.

    Email automation makes your job easier as you will not have to manually email or message individual customers.

    Instead, based on your customers’ activity, you can divide customers into segments or groups of people and use email automation software to send them relevant emails.

    For example, if someone left something behind in their cart, you can set up automatic cart abandonment emails to nudge the customer to complete the sale. If the purchase was completed, you can send an automated post-purchase email.

    Or, if a new customer signs up to receive your emails, you can set up email automation and send that segment of new customers a thank you note reinforcing the value that you would bring to them.

    If you feel that email automation would be a suitable choice for your online business, big or small, let’s take a look at why you need email automation software and which one would be suitable for you.

    Why Do You Need Email Automation Software?

    Most e-commerce businesses use automated email software to help engage with their customers.

    Listed below are the advantages of using email automation software.

    Low cost

    Email automation software does not cost a lot and even if you have to spend extra on the initial investment, you will be saving plenty in the long run because your marketing team does not have to manually send individual emails or messages to customers.

    Instead, they can spend the same time doing other important tasks like building relationships with customers by chatting or speaking directly to customers which automated software can’t do.

    A variety of templates

    Based on which software you use, you can choose a simple text-based template or a more complex JavaScript or HTML template.

    While one business may decide that their best marketing strategy is a value-added newsletter targeted at a particular community, another business may want to link their emails to their products and provide deals and offers to their customers.

    An example of welcome email for ecommerce.

    Email marketing automation tools help manage sophisticated database

    Depending on how complex and full your database is, you can use email marketing software to easily segregate and segment your customers.

    They can be put into different groups depending on their engagement level or demographic attributes.

    Manually doing this job would be a lot more difficult especially if you are a growing or a large company.

    Best Email Marketing Automation Platforms

    When choosing an email automation software, it is important to choose one that has the right capabilities and tools and one that matches your business needs.

    Here are some of the best email automation tools that you can use for your ecommerce or other online business.


    Mailchimp is a popular email automation software that is used by experienced as well as novice marketers.

    You can either choose the free option or pay for a premium plan.

    Mailchimp is an all-encompassing marketing platform that allows you to segment your audience, send drip emails, and much more.

    Mailchimp allows you to do the following:

    • Send a welcome sequence to new customers
    • Contact first-time customers
    • Order notifications
    • Loyalty rewards
    • Send birthday emails (with promotions like a discount/coupon)
    • Send an abandoned shopping cart email
    • Send a purchase follow-up email
    • Customer engagement
    • Re-engage with inactive customers
    • Educational courses/ onboarding series.

    However, if you are trying to create parallel sequences using “if” clauses, you won’t be able to do that with Mailchimp.

    For instance, you cannot set up a sequence where you can send another email if your first welcome email was not opened by the customer.

    Though Mailchimp does not allow you to do that, you get many ready-made email automation templates like a “welcome series” or “abandoned cart series” and this helps you to save plenty of time.


    Drip helps you to streamline the automation process by taking on a two-fold solution that can be used by beginners as well as experts.

    Their automation is segregated into:

    Rules allow you to set a trigger and a corresponding action. Triggers may come from different directions and sources.

    For example when someone visits a page on your website, Facebook, or your e-commerce platform. Various events can turn into a trigger.

    The software allows you to use filters if you do not want the trigger to apply to all customers.

    You can only set the trigger for those whom you want to set it; like for those who are active with the emails you send, or for those who are participating in a certain campaign.

    You can then choose a set of actions to be performed like adding customers to a new campaign or adding a tag to your subscriber’s profile.

    Workflows, on the other hand, use triggers to set sequences of actions in motion. This could be:

    • Assigning tags to contacts
    • Adding customers to new campaigns
    • Sending a one-off email
    • Changing the details of your contact inside Drip.

    Workflows can help you handle abandoned carts, lead magnet deliveries, webinar registration, and much more.

    Drip takes email marketing automation tools very seriously and it is a great software to use if you prefer things to be straightforward.


    Mailjet offers basic tools for email marketing automation but if you are creative enough it can serve the purpose.

    Mailjet allows you to:

    • Send email sequences to new users
    • Trigger a sequence if a contact attribute changes
    • Send an email sequence on a specific date.

    The trigger sequence is what allows you to add tags in your automation.

    For example, you can create a tag like “customer” and when they buy something for the first time you can set it to “true”.

    The main disadvantage with Mailjet is that you do not get “if” clauses and it does not allow you to build advanced workflows.

    There is also no built-in mechanism to integrate the software with e-commerce.

    Mailjet works better for other email marketing functions and offers just the basic marketing automation features.

    Choosing the right email automation software depends on your needs, strategy, and requirements.

    With the right email automation software and expert email content and design, you can surely reach a larger customer base and increase sales.

    Learn More

    The Best Email Automation Practices and Examples for Shopify Stores

    Email Marketing Automation: Best Practices

    How to Improve an Email Marketing Automation System with an Agency

    Hubspot for Email Automation: A Look at How to Use it, and its Advantages and Disadvantages

    Talk email strategy with an expert