Email automation in 2025: Complete guide + examples & tools

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Email automations deliver timely messages to subscribers when events occur in your email marketing tool based on conditions you set.

For instance, your automation could trigger when people register for newsletters, complete purchases, abandon shopping carts, or add items to their wish lists.

You can go further with segment-based automation, delivering targeted messages when contacts enter or exit groups. This approach helps capture crucial moments like milestones to increase the chances of conversion.

There’s plenty more to unpack, so join us below for a complete guide to email automation with examples and tools to get you started.

Watch this video to learn how to create automated emails in Omnisend:

What is email automation?

Have you ever received an email after abandoning a checkout, or thanking you for your purchase? That’s email automation at work.

Automated emails trigger when you meet conditions in a workflow. For instance, you might receive a feedback request email a few days after delivery.

Sending automated emails like these to your customers is as simple as signing up for a marketing tool that handles automations, such as Omnisend.

Omnisend has pre-built workflows for standard automations, a drag-and-drop builder, and the option to start from scratch. You can intuitively create a welcome series with discounts, abandoned cart reminders, re-engagement messages, and other workflows.

When should you use email automations? The obvious answer is transactional messages like shipping updates and order confirmations. You could also bolster customer loyalty with reward emails and recover revenue with abandoned cart sequences.

Common types of email automation

We’ve compiled a list of email automations you can use in your customer journey. They include:

1. Order confirmation email: Your customer gets all their order details automatically, confirming their transaction and assuring them you have their order
2. Shipping confirmation email: These messages include the tracking number and carrier information, letting customers watch their package’s journey to their door
3. Birthday greeting email: Send customers a personalized message with a discount or offer when their birthday arrives
4. Abandoned cart notification: Shopping interrupted? These friendly reminders bring customers back to items they were interested in but didn’t purchase
5. Welcome emails: Say hello with introduction emails that warmly greet new subscribers
6. Cross-sell and upsell email: Based on previous purchases, suggest other items your customers might love or premium versions of products they already enjoy
7. Re-engagement email: Wake up dormant relationships with these “we miss you” messages that entice inactive customers to return with fresh content or special deals
8. Milestone celebration email: Mark moments in your customer relationship with congratulatory messages for anniversaries, loyalty achievements, and milestones
9. Education drip email: Teach your customers with a sequence of helpful tips, tutorials, and product insights delivered over days or weeks
10. Feedback request email: Ask what your customers think about their recent purchase or experience to collect reviews for your marketing campaigns

Automated emails vs. bulk emails vs. drip campaigns

Automated, bulk, and drip emails play different roles in your customer journey:

• Email automation sends messages when customers enter a segment or perform actions, such as making a purchase or abandoning a cart
• Bulk email campaigns deliver the same message to your entire list simultaneously, letting you reach all subscribers with announcements, promotions, or newsletters
• Drip campaigns deliver a sequence of pre-planned messages spaced out over days or weeks, gradually nurturing your customer relationships

Here’s a table explaining how they work and differ in more detail:

Email marketing automation tools

Selecting the right email marketing automation software is essential for streamlining your campaigns, improving customer engagement, and driving conversions. 

These tools allow businesses to automate email sends, segment audiences effectively, and deliver personalized messages tailored to individuals based on their behaviors or actions.

When choosing a platform, consider your budget, team expertise, scalability, and the specific features your business needs. Key attributes to look for include seamless integration with other software, analytics, and dependable customer support. 

This email marketing automation how-to guide can help you search for options and find the best fit. Here’s a comparison of some popular email marketing automation tools:

How to automate emails effectively

Automating emails requires the right approach to drive results. Here’s how to set up your email automation system properly:

1. Choose an email marketing tool

Finding the right email platform is your foundation. Don’t just pick the most popular option — evaluate how each tool handles your workflow needs. 

Can it segment users the way you need? Does it handle transactional email? Will it connect with your tools? Does the analytics dashboard show metrics you care about?

Price matters, too, but cheaper isn’t better if you outgrow it in six months. Match the tool to where your business is heading, not just where it stands today.

2. Set up IP pools (if applicable)

IP pools improve email deliverability, providing multiple highways for your messages instead of a single congested road. Without proper IP management, your carefully crafted emails might land in spam folders when sent at volume.

Many email platforms handle this invisibly, while others require manual configuration. If you send over 100,000 emails monthly, ask your provider about dedicated IPs — they’re worth the investment to protect your deliverability and maintain sender reputation.

3. Build and segment an email list

Collect subscriber information through signup forms on your website, landing pages, and social media. Then, divide your audience into meaningful groups based on the following:

• Behavior: Past purchases, browsing history, and email engagement
• Demographics: Age, location, and other relevant characteristics
• Purchase patterns: Frequency, average order value, and product preferences
• Engagement level: Active readers versus inactive subscribers

If you’re subscribing to your first email marketing tool and already have a contact list, upload your email list to the tool and use pre-built segments for a head start.

Omnisend has pre-built segments, or you can create from scratch:

4. Decide your automation workflows

Your ecommerce email workflows should include sequences that mirror the natural customer journey. Start with welcome messages, continue through engagement and purchase stages, and extend to post-purchase follow-ups.

Omnisend has pre-built automations, including:

• Welcome: When someone joins your list
• Purchase: After completing an order
• Abandonment: When leaving items in a cart
• Behavioral: After viewing specific products
• Time-based: Birthdays or anniversaries
• Re-engagement: When inactive for a set period

These automations have triggers, delays, messages, and exit conditions preconfigured. Here’s an example of a stock welcome series automation in Omnisend:

5. Edit/build your workflows

When building workflows, consider four critical elements: 

1. The quality of your email design and content
2. Timing intervals between messages
3. Branch points where customers might take different paths based on their behavior
4. Exit conditions that remove people from sequences when appropriate

Flow actions control what happens after a trigger activates your automation. These actions include sending emails, waiting periods, moving subscribers between segments, or ending sequences based on behavior.

Take a cart abandonment scenario. First, it nudges shoppers with a gentle reminder showing the forgotten items. If that doesn’t work, it can follow up a day later with a limited-time discount.

When customers take advantage of that offer, you can flag them in your system as responsive to deals to tailor future offers accordingly.

6. Create email templates

Most email tools have editable pre-built email templates. Edit these to represent your brand consistently and present content effectively. Focus on:

• Clear, concise copy that gets to the point
• Mobile-friendly images and layouts that work on all devices
• Personalization fields that insert subscriber-specific information
• Calls to action that direct readers on what to do next
• Visual elements that support your message without overwhelming it

The easiest way to ensure accurate branding for all your automations and campaigns is to add your brand style to Omnisend and let it automatically apply your logo, brand colors, and social media links to every email.

7. Add an alternative message channel

Complement your email automation with SMS or push notifications for time-sensitive information. These channels provide backup when emails aren’t opened and create a more complete communication approach that meets customers where they are.

Here are some scenarios where SMS and push notifications can assist your email strategy:

• SMS messaging: Urgent notifications like shipping updates, flash sales, appointment reminders, and limited-time offers where immediate attention is critical
• Push notifications: Website alerts for back-in-stock items, price drop notifications, and order status updates where a quick tap can bring customers directly to the relevant page on your website or app

8. Monitor and optimize

Track performance metrics, including open rates, click-through rates, conversions, revenue, and sales. Use this data to:

• Adjust sending frequency and timing
• Refine audience targeting
• Improve underperforming content
• Test different subject lines and offers
• Remove friction in the customer journey

Review and update your automation sequences regularly to ensure they remain relevant and effective as your business and customer needs evolve.

Omnisend’s Advanced Reporting provides unified performance metrics across all channels, automatically identifies top-performing campaigns, and offers visualization tools to help you track trends.

Additionally, you can run A/B tests on two automation versions to see which works best. You can split participants 50/50 (or a different ratio) and see the stats for each within the automation builder. Here’s an example:

Benefits of email automation

Omnisend’s latest research reveals automated emails have higher open, click, and conversion rates than scheduled messages. 

Why are automations superior? Because they trigger based on behavior to reach people when they are most likely to engage and buy.

Here are the benefits of email automation for your business:

• Deliver when it matters: Your messages arrive when customers are most receptive, whether that’s moments after purchase, when items ship, or after browsing products
• Create conversations that scale: Automated sequences achieve +52% better open rates and +332% higher click rates compared to regular campaigns, turning routine interactions into revenue opportunities
• Send based on what customers do, not just who they are: Behavior-triggered emails convert at higher rates, with one in three people who click on an automated message making a purchase compared to just one in 18 for scheduled messages
• Keep more customers in your ecosystem: Abandoned carts, welcome messages, and browse abandonment emails are responsible for 87% of all automated orders, bringing wandering customers back
• Get measurable results that improve over time: Automated emails drive 37% of sales while making up just 2% of email volume
• Build relationships on autopilot: Send birthday messages, milestone celebrations, and re-engagement sequences that nurture customer relationships without requiring daily attention from your team

Email automation examples

Check out these email automation examples to inspire your own:

1. Crocs — Automated order confirmation email

Subject line: We got your order. (You have great taste!)

Footwear retailer Crocs uses a conversational subject line (“You have great taste!”) to confirm orders and encourage customers to open the email. 

Opening it reveals a thank you note and a progress bar showing “Order Confirmed” with blanked-out “Shipped” and “Delivered” steps, helping the customer see their order status at a glance. It then details the order with a payment summary.

The email’s simplistic design emphasizes information and clarity. It has a white background, black text, and a small logo at the top.

Key takeaways

• Make your order confirmations scannable
• Progress bars help customers visualize steps
• Include all information related to the order to reduce inquiries

2. Fitbit — Automated shipping confirmation email

Subject line: Today is the day! Your order has been shipped.

Fitness wearable brand Fitbit uses excitable language in its shipping confirmation (“Today is the day!” “Are you smiling? You’re totally smiling.”) to create an enjoyable brand experience and set a positive tone ahead of delivery.

Its email uses a colorful background, floating product images, and a small header with a logo and store link to match its website branding. Customers can click a black tracking link and a shipping note confirming the shipment.

Key takeaways

• Shipping confirmations can be part of your brand experience
• Include tracking links and shipping method information
• Add your customer’s address to reduce anxiety over delivery

3. Starbucks — Automated birthday reward email

Subject line: Open on your birthday 🎁 (Actually, you can open now)

Starbucks sends automated birthday emails that treat its members in the lead-up to their birthdays with a free drink or food item redeemable only on their birthday.

Its subject line, “Open on your birthday 🎁 (Actually, you can open now),” uses a gift emoji to let the customer know its intent and builds anticipation with the suggestion to open. 

The email design matches the Starbucks website, with a light green background and illustrations. It uses scarcity tactics to encourage action, with the heading “REDEEM ONLY ON 12/12,” and clarifies where they can find their coupon.

Key takeaways

• Rewarding customers encourages loyalty
• Appropriate emojis can increase open rates
• Clarify your offer and terms to encourage action

4. Brew Tea Co — Automated abandoned cart email

Subject line: Your tea is right where you left it.

Tea retailer Brew Tea Co uses a simplistic email design and the words “Free of distractions and interruptions? You can pick up right where you left off below” to reduce friction following cart abandonment and get customers to continue shopping.

Its yellow background and white-boxed email content match the company’s website branding and put all eyes on the product. Headings like “We saved you some tea” and “HERE’S WHAT YOU LEFT BEHIND” provide reminders and pitch the email as helpful.

Key takeaways

• Abandoned cart reminders help recover revenue
• Eliminating friction makes these sequences feel helpful
• Include images of abandoned products to create familiarity 

5. Bellroy — Automated welcome email

Subject line: You’re in! Welcome to the family

Carry goods brand Bellroy gives its welcome series a membership feel with the subject line “You’re in! Welcome to the family.” Opening the email welcomes the reader to Bellroy’s community and provides guidance and tips about the brand.

A video thumbnail opens a web page video for subscribers to find out more, or they can scroll the email to discover its Instagram account, mission, product designs, social and environmental policies, and samples of what’s to come.

The email is relatively long but effectively moves customers through a brand story, offering opportunities to shop with links to product categories.

Key takeaways

• Welcome emails can improve brand affinity
• Images and videos make your emails more interesting
• Pivoting from basic welcomes to a community approach uplifts loyalty

6. OluKai — Automated cross-sell email

Subject line: Did you see something you liked?

Premium footwear brand OluKai sends automated cross-sell emails based on browsing behavior. It segments subscribers by the products they view and then sends personalized recommendations to encourage purchases.

Its email references a product from a previous browsing session and includes a “Shop Now” CTA button. Below that, it lists “Other ‘Ohana Favorites” (additional products) with links.

The email’s heading “One Step Away From Aloha” suggests a seamless buying experience and reinforces the brand’s Hawaiian designs.

Key takeaways

• Trigger cross-sell emails based on browsing behavior to ensure proper targeting
• Referencing previous interactions builds relevance into your emails
• Personalized recommendations can introduce customers to products they love and buy

7. Cuisinart — Automated re-engagement email

Subject line: Pssst…we have a question for you.

Kitchen appliances retailer Cuisinart sends re-engagement emails asking subscribers whether they want to stay subscribed or unsubscribe.

Its subject line, “Pssst…we have a question for you.” keeps things neutral before the email opens to reveal a “No Hard Feelings” heading to reduce friction. Customers can then select “Stay” or “Leave” with one click or tap (ignoring the email also keeps them subscribed).

Although this automated email seems counterintuitive to keeping as many subscribers as possible, that’s the point — its purpose is to clean Cuisinart’s list and remove those who no longer want to receive communications. List cleaning can help you reduce costs and improve engagement.

Key takeaways

• Re-engagement emails help clean your list
• Reactivating dormant subscribers can lead to additional sales
• Help customers make their choice with links to unsubscribe or change their preferences

8. Peloton — Automated milestone celebration email

Subject line: This is MAJOR: You just joined the Century Club

Fitness appliance leader Peloton sends automated milestone emails celebrating different stages of its customer journey. The example above celebrates the “Century Club,” where customers participate in 100 fitness activities.

Everything about it builds a sense of achievement, from the subject line “This is MAJOR: You just joined the Century Club” to the heading “You just earned your place in the big leagues.” 

Peloton’s milestone email aims to reinforce customer loyalty and encourage them to continue using its products. The same goal applies to emails celebrating annual subscriptions, usage statistics, and account upgrades.

Key takeaways

• Milestone emails help build loyalty and encourage product use
• Create names for your milestones so they are part of your brand experience
• Provide recaps in your emails to remind customers about their journey

9. Simpler Hair Color — Automated education drip email

Subject line: 🎨 Wish your hair color would last?

Hair and beard dye retailer Simpler Hair Color drips educational emails to its subscribers with tips directly related to product usage.

The email above includes tips to make your head and beard color last longer, with the enticing subject line “🎨 Wish your hair color would last?.” Opening it reveals three tips, two of which include product links for shampoo and conditioner:

Key takeaways

• Dripping educational emails ensures optimal frequency
• Educational content helps customers understand products
• Turn your tips into shopping opportunities to increase sales

10. Best Day Brewing — Automated feedback request email

Subject line: Can We Ask You One Question? 🙏

Non-alcoholic craft beer retailer Best Day Brewing integrates Typeform into its automated feedback emails. This allows customers to rate their experience on a scale of 0 to 10. All the customer needs to do is click a number to provide feedback.

Feedback emails that collect only ratings are more likely to convert due to ease of use. The more numerous and complex the steps, the less receptive your customers will be to filling in your form and being part of your post-purchase workflow.

Key takeaways

• Make it as easy as possible for customers to rate their experience
• Clearly explain what your customer should rate (e.g., delivery)
• Consider integrating with Typeform to add interactive elements to emails

Let email automation do the work for you

Email marketing automation should be a core part of your customer experience, expanding beyond transactional messages into welcome series, re-engagement emails, feedback requests, cross-sell recommendations, and more.

The benefits speak for themselves — automated emails generate 37% of email sales from just 2% of total volume and achieve +52% better open rates and +332% higher click rates than manual campaigns.

Your customers receive timely, relevant communications triggered by their actions, while your team focuses on strategy rather than constantly creating and sending individual emails.

Omnisend helps you set up automations fast with pre-built workflows and a drag-and-drop builder. Plus, you can add SMS and push notifications to your email automation workflows for a multi-channel approach.

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