12 Proven Email Automation Strategies

Plus 6 automation tools to drive success

Once upon a time, personalization was the key to crafting stand-out emails. Yes, calling people by their first name was considered revolutionary… and if you think about the available technology, it really was unique to receive an email addressing you directly.

However, this is not so much the case anymore. Today, personalization isn’t quite enough — now that the average consumer receives over 120 emails per day . Today, to send a truly effective marketing email, you must not only personalize your recipient’s name but also his or her behavior and actions.

Consumers no longer respond to being identified; they respond to being known and understood. Email automation is the key to bridging this gap.

Email automation— sending emails triggered by consumer behavior —is rooted in your visitor activity. This alone allows email automation to drive engagement, conversions, and revenue that basic email marketing simply cannot.

What is Email Marketing Automation

Email automation is the process of scheduling and sending triggered emails to subscribers based on specific behaviors or actions. Automated emails are typically created and set up once and then sent to consumers and customers when they perform the triggered action.

As opposed to email newsletters or one-off email campaigns, email automation, well, automates the email marketing process. It also centers your email marketing around the customer and their timeline as opposed to yours, making automated emails more timely, relevant, and effective.

How effective, you ask? One study by the Direct Marketing Association found that triggered emails delivered a 75% higher open rate and a 115% higher click-through rate than standard marketing emails. Research also shows that these types of email campaigns can also generate 4x more revenue and 18x greater profit margins .

In short, email automation engages your customers — and benefits your bottom line — better than any other type of email marketing.

How Does Email Marketing Automation Work?

First and foremost, email automation depends on successful identification. If you don’t know who’s visiting your website, browsing your products, or abandoning their shopping carts, you can’t send automated emails that convert.

Some of this identification comes from naturally submitted information, such as when a visitor subscribes to your newsletter or submits an online order. But what happens when a visitor doesn’t submit their email, such as when they’re simply browsing your website or leave behind some items in their cart? How do you identify them then?

Marketers have historically used tracking cookies to identify their website visitors, but today’s online shoppers typically use multiple devices when browsing. Also, frequent history clearing makes cookies practically useless.

A common way that brands figure out who’s shopping their site is by encouraging them to sign in to their online account. However, since 25% of shoppers take the time to do this, this method isn’t reliable.

To gather accurate browsing data, consider investing in a third-party solution like Wunderkind. Wunderkind recognizes your website visitors based on what device they’re using and matches them to an email address in real-time—allowing you to accurately automate your first touch or follow-up.

Successful identification goes hand-in-hand with data collection. Outside the intentional email submission, there are a few ways to capture addresses. However, you decide to gather emails, keep your opt-in process as frictionless as possible—meaning, don’t ask for more information than you need.

The first method is with an exit-intent popup form that opens when someone goes to exit your website. If they choose, visitors can quickly submit their email to join your list, get a discount, or receive updates.

The second method is to collect emails is through a service chatbot. Visitors typically tap into chatbots when they genuinely need something, meaning that they’d already intended to engage with your brand. Also, chatbots naturally collect visitor information as they assist them, leading to a more authentic exchange of information.

Regardless, “the initial conditions in which you ask someone to join your email list are critical,” shares Ryan Urban, CEO at Wunderkind. “You have this golden opportunity … to give your relationship with this customer a real sense of value. Instead of cookie-cutter email captures, target your prospects with opt-ins that honor their exact onsite intent.”

Let’s talk for a minute about email automation from a recipient’s perspective. Shopper Sam is browsing your website and decides to buy a scarf. Her purchase triggers your email automation workflow, and Sam receives an order confirmation email. The next day, she receives another email offering a discount code and/or asking her to leave a review for her purchase (the content of this email is up to you). Perhaps a week later, Sam receives a third email alerting her to the hat and gloves that match her scarf—an effort to upsell her on your other products.

See how Sam’s behavior—a purchase—triggered that email workflow? This is an example of email automation. By hinging this post-purchase email sequence around Sam’s actions (versus your marketing preferences), you’re able to send highly relevant and engaging emails. From Sam’s point of view, she’s simply being reminded of what she was already considering or intending to do—become a customer.

Email Marketing vs. Marketing Automation

Email marketing is a piece of the proverbial marketing automation pie. If I drew a Venn diagram comparing email marketing and marketing automation, email automation would be where the two circles overlap.

Both email marketing and marketing automation work to engage new and existing customers. Both also primarily utilize email (hence this guide on email automation). But that’s about where the similarities end.

Email marketing and marketing automation differ in six distinct ways.

Email Automation Best Practices

Email automation is more effective than email marketing—we’ve established this. The caveat here, however, is that it’s only more effective when done right.

Here are some tips and best practices to ensure you’re optimizing your email automation efforts.

1. Segment early and often.

The success of your email automation efforts depends on how well you identify your subscribers and segment them in your email software. Ensure you’ve developed whatever detailed segments inform the automation workflows you’ve created, like user engagement for a re-engagement flow or subscription renewal date for a subscription reminder flow. Remember, these segments are all subjective to the benchmarks you set (i.e. however long it takes for someone to become a past customer is up to you). Here are some other segmentation ideas:

  • Demographics (location, gender, age, occupation)
  • Type of customer (new, returning, past, trial-basis)
  • Engagement (opens, site visits, topic interests)
  • Activity (email views and clicks, site page visits, purchases)

2. Don’t sacrifice content quality when automating.

Sure, email automation is more relevant and timely than typical email marketing, but that alone won’t engage and convert your recipients. Even the most well-timed email won’t matter if it doesn’t contain valuable content. Setting up email automation can save you precious time and effort, but don’t neglect your email subject lines and content in the process. Every email—whether manual or automated—should have that human touch. You’re marketing to people after all.

3. Start small and scale with your customer activity.

Don’t automate for the sake of automation. Too much automation can leave your emails sounding robotic and your customers exhausted by yet another inbox notification. As you introduce email automation, allow your customers to lead the charge. Identify one or two email processes that you’ve already manually established, such as new email list subscribers and purchases. Develop one or two-email workflows for each of those processes and keep an eye on your customer activity. Focus on tweaking those content flows until you’ve met your engagement, conversion, and/or revenue goals. At that point, introduce new processes as your demand increases. By following your customers’ lead, you’ll know how to add automation where it benefits them (and you!) the most.

4. Test, test, and then test again.

Educating yourself on all things email automation doesn’t ensure a smooth workflow. Before officially turning on your automation flows, test your emails internally as well as with a small portion of your recipient list. Pay attention to the content and timing of each email and make sure every detail—from personalization to subject lines—is exactly how you’ve set it up. Then, you can press Send.

5. Beware the “set and forget it” mentality.

Your email automation activity can uncover interesting and important insights that can help you iterate on your efforts. As you would with everyday email marketing, you should keep track of opens, clicks, and other basic email metrics. However, to truly understand the results of your email automation, you should also be tracking data like site visits, conversions, new customers, and revenue — data that everyday email marketing can’t always deliver. It’s this data that won’t only set your email automation apart but also help you optimize your efforts to best engage your recipient list.

12 Email Automation Strategies That Drive Results

Workflows, campaigns, sequences … whatever your term of choice, you’ll find there are plenty of types of email marketing automation to test and perfect.

All these types share one key commonality, however: they’re triggered by a customer behavior or action. As we’ve stated before, when you center your marketing efforts around what a customer does and wants, you’re much more likely to see results—whether you’re seeking engagement, conversions, or revenue.

We’ve pulled together 10 email automation examples and ideas to help you get started. We’ve also included two email automation examples that don’t necessarily hinge upon visitor behavior—promotional email automation and seasonal email automation.

Note: Not all of these types of email marketing automation require an email sequence; sometimes, you may just need to set up one email.

1. Subscriber Welcome

Trigger: A visitor subscribes to your blog, newsletter, or email list

New subscribers are quite unique. They may not be ready to make a purchase from you, but they’ve demonstrated an interest in your brand and want to receive more information.

To retain their interest, send an automated welcome series. An automated welcome email series can engage new subscribers and encourage them to explore your website, content, or products. This could be comprised of one “Hello!” email, or you can opt to send three or four to spread out your messages.

Include in your welcome series:

  • A friendly, on-brand introduction and gratitude for subscribing
  • A synopsis of what your new subscriber can expect from joining
  • An invitation to follow you on social media and/or check out your products

A welcome email series may not be the most riveting use of email automation, but it’s one of the most important because it keeps your brand alive and well in your new subscribers’ minds. It’s also expected by 75% of consumers.

As for timing, send your first (or only—up to you) welcome email within an hour of subscription. According to MIT Research, 90% of leads go cold after an hour, so strike when the proverbial iron is hot.

Some brands opt to include something of value in their welcome email series, such as a discount code, content offer, or free gift, as you can see in this example from Fonts.com.


This welcome email thanks each new subscriber for their information, tells them what they can expect from their subscription, and offers them a handful of free fonts. It’s a warm welcome if I’ve ever seen one.

2. Topic Content

Trigger: A visitor submits a form to receive a content offer download

If you provide gated content on your website or blog, you’re in a great spot to better understand your visitors’ interests. Depending on what content they request, you can set up an automated topic content email series to share similar topics and products or services in which they might be interested.

Your first email should deliver the requested content within 20 to 30 minutes after submission. After that, consider following up with one or two emails in the following days that feature relevant blog posts, guides, or products. This will show recipients you recognize their interests and pain points while also encouraging them to convert.

For example, let’s say a site visitor submitted their email to receive The Ultimate Guide to a Gluten-Free Diet. This action would trigger your topic content workflow, which would send them access to the guide and then follow up with one or two emails including gluten-free recipes from your blog as well as a gluten-free recipe book you have for sale.

Topic content workflows can also be triggered by former content offer submissions, as you can see in this example from BlueWolf.


The recipient had downloaded the annual report the year prior, and BlueWolf used that as a trigger to proactively share the updated report from this year. Notice this email also includes features and benefits of the report as well as a strong (in both design and copy) CTA.

3. Abandoned Cart

Trigger: A shopper abandoned products his or her cart before purchase

Abandoned cart emails are a fantastic use of identification and email automation. Not only are they timely and highly relevant (especially when sent immediately after abandonment), but they also remind visitors exactly what they were shopping for—making it hard for them to ignore their initial intention to buy.

The goal of abandoned cart emails is to re-engage shoppers and close sales using personalized prompts. They also come in handy when alerting shoppers of price drops, low stock, and items that are back in stock. With almost 70% of e-commerce shoppers abandoning their carts, abandoned cart emails are the poke most need to complete that purchase.

Abandoned cart emails provide a unique opportunity to showcase witty copy and social proof into your email marketing, as Casper did in the example below.


This abandoned cart email is simple and to the point. Casper identifies itself, provides a specific example from the recipient’s abandoned cart, and a bold CTA directly linked to complete the purchase. It also highlights a fun, positive review and another CTA to additional reviews if the recipient needed an extra nudge.

4. Post-Purchase

Trigger: A visitor makes a purchase (i.e. a physical e-commerce purchase)

We’ve all purchased something online and received that “Hey, thanks for your purchase!” email, right? Perhaps we’ve also received the beloved “Your item has shipped!” email, too.

But that’s typically where those post-purchase emails stop—which is unfortunate because an automated post-purchase email series is a great opportunity to reinforce each purchase and build brand loyalty.

Let’s say a site visitor purchased cat food from your website. After sending their order and shipping confirmations, you could automate a follow-up email with tips for feeding and caring for cats and ideas for using the food for unique, pet-safe recipes.

Post-purchase emails provide both practical and emotional benefits to your customers. They equip customers to get the most out of their purchase, and they also provide value beyond purchase—building trust and delight among customers. (These emails also give you a chance to upsell and cross-sell, which we’ll talk about later on in this list.)

You can include practically anything you want in your post-purchase emails, as long as they provide value to the customer. Take a look at this email by Allergy Buyers Club.



This is clearly a post-purchase email as it includes instructions on how to use the product. If you scroll down, however, you’ll also see 1) customer service information, 2) cross-sell copy, 3) a rewards program offer, and 4) access to the online product manual for more product help. Since the recipient is already motivated to read the email to better utilize his or her new air purifier, they will also likely see the other features in this email—not only feeling supported as a customer but also intrigued by the brand’s other offerings.

5. User Onboarding/Introduction

Trigger: A visitor makes a purchase (i.e. an e-commerce or SaaS purchase)

User onboarding and introduction emails typically correspond with purchases that require a specific download, set-up, and/or onboarding session—like SaaS products, applications, or complex physical products.

The goal of user onboarding emails is to reinforce customer purchases and equip them with any resources they may need to use their new product or service. Like a post-purchase series, this type of email automation follows a purchase confirmation and offers a proactive deep dive into any training, use cases, or FAQs that are relevant to the purchase.

The timing of this type of series is more critical than your typical post-purchase emails; if a new customer can’t figure out how to use his or her new product and loses interest or grows frustrated, that could affect your brand loyalty, public perception, and possibly your online review status. These emails should be sent with an hour or so after purchase.

User onboarding emails not only equip your customers but also work to keep them satisfied (and alleviate your customer service team). Take a look at this onboarding email from Typeform.


The title Unboxing is a play-off of popular unboxing videos featuring new physical products; in this case, Typeform is digitally unboxing the product for new customers. The email includes helpful videos, images, instructions, and links to on-site guides—all in the body of the email. At the bottom, it promises the next email in the series and links to the Typeform Help Center.

If I were a new Typeform customer, this email would give me the confidence to explore my new purchase and know where and how to ask questions if I needed to.

6. Customer Satisfaction/Customer Feedback

Trigger: A customer submits a service inquiry to work with a customer service team member

There’s no better way to grow and iterate on your customer service than through feedback from your customers themselves. However, it can be hard to track down and engage every customer that interacts with your service team. This is where email automation comes in handy.

As customers submit service inquiries and work with your service team, you can trigger a specialized workflow that asks them about their service. This is also an opportunity to request verbatim feedback, potentially in exchange for a discount or free gift.

An automated customer satisfaction/feedback workflow helps you optimize each customer’s experience with your service team, providing personalized follow-up on a mass scale. This example from Squarespace is simple yet effective.


It acknowledges the specific customer support case and issue, provides a simple CTA to their feedback survey and offers to keep the recipient’s case open if need be. The use of a real signature also adds that human touch many customer service emails lack.

7. Event

Trigger: A customer purchased a ticket and/or registered for an event

If your organization ever hosts events, conferences, or trade shows, email automation can help tremendously with communication before, during, and after your event. Most events, whether in-person or online, involves many moving parts, including but not limited to ticket sales, agenda information, travel and lodging for live events, and log-in instructions for webinars.

Depending on the size of your event, that can be a lot of information to communicate to a lot of people. Automated event email workflows work to remind attendees of the event and maximize attendance and awareness.

Pre-event emails encourage ticket sales and promotion. Post-event emails encourage attendees to share their feedback, post about their experiences and consider returning next time.

This isn’t even to mention how helpful automated emails can be during your event when you and your team are busy hosting and attending the event yourselves. No one wants to be sitting behind a computer manually informing your audience of what’s next on the agenda—that’s what email automation is for.

Here’s a great example of an automated event email from Google Cloud marketing their Next ‘18 event.


Recipients automatically receive schedule and agenda information, event features and benefits, and a small offer upon registration. They also get a chance to register early for a discount on tickets.

8. Upsell/Cross-Sell

Trigger: A customer made a past purchase

Genuine upsell and cross-sell opportunities are few and far between. Customers don’t respond well to being randomly prompted to upgrade or buy more stuff, especially if the prompt comes out of nowhere or has no relevance to their previous purchases.

Email automation can help keep your upsell and cross-sell efforts timely, relevant, and tasteful. By linking these conversion efforts to customers’ past purchases, you’re able to engage them in unique, relevant ways and tap into interests you’re already familiar with.

For example, let’s say a customer purchases a tote bag from your online store. With this information, you can set up intelligent automated workflows following this purchase. These automated emails could cross-sell a matching wallet or keychain or upsell a larger bag or suitcase in the same product line. These specific product recommendations would likely be much better received than if you sent the same suggestions to, say, a customer that purchased a sweater or pair of shoes.

It’s recommended that you keep these upsell and cross-sell efforts separate from your order confirmation and post-purchase emails; customers will likely be more engaged if you only ask one or two things of them in each email. Take a look at this example from Grammarly.


Notice how the only CTAs are pertinent to upgrading—it doesn’t distract the reader with other features or benefits. This email also reels the reader in by reporting on his or her Grammarly activity, offering a hefty discount, and specifically mentioning how a Premium plan can benefit them based on how they use Grammarly.

9. Subscription/Cycle Reminder

Trigger: A customer purchased a subscription and/or their subscription is renewing

We live in a subscription-based world. From movies to skincare to clothing and software, you can purchase pretty much everything on a subscription basis. While convenient, it’s also quite easy to forget when payments and shipments are coming up.

As a brand, it’s wise to set up an automated workflow that reminds customers of when their subscription is about to renew. Not only is this a courteous gesture, but it also gives you the chance to upsell and cross-sell your customers each month (or however frequently your subscription renews).

This type of email can also come in handy if your customers manually purchase from you on a cycle, like with contact lenses or vitamins. You can set up automated workflows to remind these customers when it’s time to make another purchase.

Here is a fantastic example of a subscription reminder with upselling from Dollar Shave Club.


As you can see, at the very top, the recipient is reminded of his or her subscription renewal date and given the option to edit his or her box. The remainder of the email mentions a few related products that the recipient might want to add to this month’s subscription.

10. Re-Engagement/Win Back

Trigger: A subscriber has been inactive or a passive recipient

Perhaps the most important use of email automation is to re-engage and win back passive or inactive subscribers. This is a unique automation situation, however, because it’s not quite triggered by a customer action—it’s triggered by the lack of action. Depending on how you set up this type of workflow, subscribers can be enrolled after a certain number of weeks or months since their last email open or click-through. This inaction tells you that they’re either not receiving your emails, aren’t excited by your content, or simply aren’t interested anymore.

The goal of a re-engagement automation workflow is two-fold: to win back subscribers and remove disengaged emails from your list. The first part of this goal is important because it’s tapping into potential revenue. Offer a coupon or discount to incite activity.

If there are any inactive emails left after running this workflow, consider asking them if they’d still like to receive your emails; remove those emails that said no or didn’t answer. No one wants to receive emails they’re not interested in, and your overall email marketing metrics will thank you.

Check out this down-to-earth example from Typeform.


This re-engagement email is straightforward and reads as if a real person is sending it to you (although we know it’s email automation at work). It doesn’t offer the recipient a discount or free gift, but it does mention a unique feature—Typeform’s template gallery—in an effort to help engage and inspire the recipient. It also candidly mentions the option to unsubscribe.

11. Promotional

Trigger: After the initial send, a customer opens and interacts with the first email

Email automation, while typically centered around customer actions, is also useful for standard email campaigns. Instead of having to manually develop, track, and dispatch every batch email, automation can help you stagger your sends and only continue sending your campaign emails to recipients who are truly interested.

For example, let’s say you were running a three-email campaign around a new product launch. You would decide when to initially release the campaign, but through, email automation, you can set up the workflow to only continue releasing the second and third emails to subscribers who engaged with the first one.

Consider this promotional email example from Hinge and Chipotle.


I can’t say for certain that it was part of an email series, but if it was, automation software would guarantee that any additional emails would only be sent to folks who opened Hinge and/or used the provided QR code.

12. Seasonal

Trigger: A holiday, anniversary, or birthday

Email automation is also very helpful for staying up-to-date and keeping your emails on trend. Whether celebrating a general holiday like Christmas or a private celebration like a birthday, automated workflows can help you send personal emails on a wide scale.

Seasonal email campaigns typically hinge on a date and time of your choosing—versus the action of a visitor or customer. If you choose to send a multi-email seasonal campaign, automation allows you to stagger these emails to remain top-of-mind among your recipients.

Include in your seasonal emails:

  • Universal language, especially if acknowledging niche holidays
  • Something of value that’s potentially related to the holiday at-hand

Take a look at this holiday example from Paperless Post.


It acknowledges the holidays by providing a fun, free holiday playlist in an effort to engage recipients and bring them to the Paperless Post website.

Automated birthday emails are also an exciting way to engage customers while acknowledging a special personal day, as Nike does in the example below.


The email offers a significant discount as well as fun graphics and copy. It also sends recipients directly to the new arrivals product page, encouraging customers to spend their birthday discount immediately.

Email Automation Tools

When first launching your online brand, it can seem manageable to send emails to your prospects & customers on an ad-hoc basis. After all, what’s more personal than writing emails to customers yourself? While this may seem like the more personal thing to do, it quickly becomes unmanageable as your customer base grows. It also becomes unnecessary when employing an email marketing program that can trigger personalized emails based on the specific actions customers have taken on your site. In order to maintain this personalization while achieving the scale you’ll need with your outreach, you’ll need to employ an email automation tool. Below, we outline a few of the best options out there.

  • Emarsys
  • Oracle Eloqua
  • Salesforce Pardot
  • Drip
  • MailChimp
  • Wunderkind

There are dozens of email marketing tools on the market. Email automation tools, however, are a bit different.

To effectively execute an email automation strategy as we’ve discussed in this post, your email automation tool should have the following:

  • The ability to set up advanced email workflows based on intricate customer behaviors, and the ability for one subscriber to be in multiple workflows at once
  • Advanced statistics—beyond opens and click-throughs—that allow you to examine the efficiency and performance of each workflow
  • The ability to see statistics per contact (i.e. how each person on your email list interacts with each email and what actions they take)
  • An e-commerce integration, which is necessary to power those post-purchase, abandoned cart, and page visit emails … just to name a few

Every tool in this list meets the criteria above. The best part? These email automation tools make your job a bit easier, freeing up time to focus on other revenue-driving activities.


Emarsys is a B2C marketing platform that offers solutions in personalization, automation, and email marketing. Its real-time marketing automation features equip you to automate one-off sends like your welcome email as well as multi-step campaigns that respond to customer activity.

You can set smart triggers to react to customer actions, whether said actions occur on your emails, website, or social media. you can expand sequences to include multiple branches and channels.

Emarsys also offers an intuitive Visual Content Editor that helps you design the most effective, creative email content. Its Inbox Preview tool allows you to check out your emails through the lens of various devices, apps, and browsers to ensure customers can engage successfully. Lastly, the platform’s analytics reflect everything from campaign performance to customer engagement to real-time highlights.

Oracle Eloqua

Oracle Eloqua is Oracle’s marketing automation platform. It equips marketers to track customer engagement and activity throughout all stages of the buyer’s journey—from email to web to social media and search.

Eloqua integrates with over 700 applications, allowing you to combine this tool with your e-commerce platform if needed. The Campaign Canvas also provides a drag-and-drop interface for developing targeted campaigns across multiple marketing channels.

Additionally, the software provides unique targeting and segmentation features that track online and offline customer data and organizes customer profiles within one interface. This data then informs specific triggers and real-time messages you can set up within the software.

The only drawback about Eloqua is its long implementation process. This is due to the lengthy software customization process—a benefit for email automation veterans, but not so simple for those who are just getting started. Of all the tools on this list, Eloqua isn’t the best for beginners.

Salesforce Pardot

Pardot is Salesforce’s B2B marketing automation tool. It’s particularly powerful for those who also use the Salesforce CRM.

It offers an intuitive email builder with plenty of responsive templates. In terms of automation, Pardot provides a visual, drag-and-drop platform for building, testing, and sending your targeted campaigns. You can also set up customized autoresponders for web forms and landing pages.

A unique feature of Pardot is it’s personalized messaging, with which you can set up different email copy that changes based on subscriber engagement. The tool also offers automatic segmentation—allowing you to swap subject lines, paragraphs of copy, or images based on which segment of your list is receiving each email.

Like Eloqua, Pardot has a lengthy onboarding process. This plus its B2B focus means that the platform may not be the right email automation tool for everyone.


Drip is an email marketing automation tool that works for both beginners and experts. In terms of email automation, Drip offers two main features: Rules and Workflows.

Rules allow you to set commands or actions based on triggers, and these triggers can come from anywhere—your email list, website, e-commerce platform, social media, etc. You can also apply filters if you don’t want the trigger to apply to everyone. You’d use Rules to send a one-off email (like welcome or seasonal emails), add someone to a campaign, or add a new subscriber to a certain list.

Workflows takes automation a step further. Where Rules trigger a single action, Workflows trigger an entire sequence of actions. You’d use Workflows to send abandoned cart, post-purchase, or re-engagement emails, for example.

In addition to these automation features, Drip offers a library of pre-written and pre-designed workflows. These can come in handy when starting out with email automation or running short on time or creativity.


MailChimp is a well-known name in the world of email marketing. It’s a common choice due to its inexpensive subscription plans and friendly UX. The software also offers a variety of integrations.

MailChimp offers a variety of automation options including welcome, onboarding, abandoned cart, and re-engagement emails. The software also provides “pre-made” automation workflows and suggests certain triggers, which simplifies the process.

The drawback, however, is that these workflows don’t have much depth. You can’t connect the workflows, and you can’t create parallel sequences based on “if” settings. For example, let’s say you released a re-engagement workflow and wanted to send one follow-up email to those who opened the initial email and another email to those who didn’t open it. You couldn’t do this in MailChimp.

If you’re getting started with automation or running simple workflows, MailChimp may be the email automation tool for you.


Wunderkind isn’t an email service provider like the other tools in this list, but it still plays a powerful role in powering your email automation efforts. Wunderkind is the key you need to unlock the identities of your site visitors, especially if your visitors didn’t come from your email (where it’s easier to track visitor IDs).

Powerful marketing automation incorporates multiple channels—including email, web, search, mobile, and social media. Wunderkind identifies and follows your visitors and customers as they browse and engage with your brand on all these channels and more. The tool helps you craft a consistent, uninterrupted journey for each consumer, allowing you to set up email automation that engages with them at the right time.

In short, Wunderkind helps you identify visitors, collect consumer data, customize your customer interactions and commitments, and ultimately convert more visitors into leads and customers.

Email automation is an incredibly important and impactful tool for businesses of all kinds. It takes the relevance and creativity of email marketing a step further and engages your subscribers, site visitors, and customers in unique ways. Moreover, it helps you avoid treating every consumer the same — a marketing strategy that’s practically dead and gone. By developing email automation workflows and following the best practices and strategies we discussed above, you’ll be meeting leads and customers when your brand and products are top-of-mind.


Author Profile Image

Elliott Moore

Elliott Moore is Wunderkind’s Senior Marketing Manager, overseeing content, PR, partner marketing, and social media. Elliott brings over 5 years of MarTech experience working for firms in New York, San Francisco, and Helsinki, working across product, sales, and content teams to bring the most actionable marketing experiences to his clients. A resident of Brooklyn, Elliott spends his free time running, visiting local shops, or testing new IPAs with friends.