Email automation in 2025: Complete guide + examples & tools

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In 2025, marketers are leveraging the power of this intelligent system to handle routine communications. Our recent report reveals that automated emails generate 41% of email-driven sales while representing a small portion (only 2%) of total sends.

In this article, we’ll talk in detail about what email automation is, why it’s a must-have for your business, and how to automate email marketing for outstanding ROI.

What is email automation?

The biggest value of email automation is the ability to deliver relevant emails to the right people at the right time. Key components of email automation include:

• Triggers: Specific actions or events that kickstart an automated email process, such as a customer signing up, making a purchase, or abandoning a cart
• Workflows: Structured sequences of automated emails that guide users through a journey, such as onboarding or post-purchase engagement
• Personalization: The use of customer data to tailor email content to individual recipients based on their interests, behaviors, and past interactions

The illustration below demonstrates an email automation workflow for cart abandonment. When a potential customer leaves products in their cart an automation is triggered to send an email. Then, if for a while no action happens from customer’s side, an SMS is being sent, which ideally works out as a final nudge towards a purchase.

Common types of email automation

We’ve put together a list of email automation campaigns that most marketing teams use. They include: 

1. Order confirmation emails: Sent immediately after a purchase, these emails confirm order details and reassure customers that the purchase has been received
2. Shipping confirmation emails: Notify customers when their order has been shipped, including tracking information, so that customers can monitor the shipment themselves
3. Birthday greeting emails: Sent on or near the customer’s birthday, this includes a personalized greeting or special discount
4. Abandoned cart notifications: Remind customers who left items in their cart to return and complete their purchase
5. Welcome emails for new subscribers: Introduce new subscribers to the brand and highlight products or services
6. Cross-sell and upsell emails: Suggest related or higher-value items based on a customer’s recent purchase or browsing behavior
7. Re-engagement emails: Target inactive subscribers with personalized content or special offers to reignite their interest and rebuild connection
8. Milestone celebration emails: Recognize customer achievements, such as anniversaries or loyalty, by sending congratulatory messages or special offers
9. Education drip sequences: Deliver a series of automated emails that guide users through product features or industry insights over time
10. Feedback request emails: Survey or ask for customer reviews or feedback after purchases or interactions, helping improve services and customer satisfaction

Automated emails vs. bulk emails vs. drip campaigns

Email automation sends emails based on specific triggers or actions, like signing up for a newsletter or abandoning a shopping cart. Bulk email campaigns involve sending the same message to a large group of people at once, like a promotional offer to all your subscribers.

Drip campaigns send a series of pre-written emails to subscribers over time, often used to nurture leads or onboard new users.

The main difference is in timing and targeting — automation is triggered by actions, bulk is sent to everyone at once, and drip is scheduled over time.

Feature	Email automation	Bulk emails	Drip campaigns
Definition	Triggered by user actions	Mass emails to a large audience	Pre-scheduled series over time
Personalization	High, tailored to individuals	Low, one-size-fits-all	Moderate, based on segment or timing
Trigger-based	Yes, based on actions	No, sent manually	Yes, scheduled over time
Purpose	Nurture leads, engage users	Make a broad announcement	Educate or guide users
Use cases	Welcome, cart reminders	Newsletters, promotions	Onboarding, lead nurturing
Frequency	Automated, user-triggered	Single or periodic send	Automated, timed sequence
Engagement	High, due to relevance	Moderate, content-dependent	Consistent engagement over time

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, robust 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:

Email automation tool	Pricing (starting at)	Best for	Key features
Omnisend	$16/month	Ecommerce marketing	Advanced segmentation, SMS integration, product recommendations, cross/omnichannel marketing, pre-built automation workflows
Brevo	$9/month	Small- to medium-sized businesses	Transactional emails, SMS campaigns, robust analytics
HubSpot	$20/month	Inbound marketing and CRM	CRM integration, lead scoring and management, advanced workflow builder, multi-channel campaigns
Constant Contact	$12/month	Non-profits and small businesses	Drag-and-drop editor, real-time tracking, event management, social media marketing and integration
MailerLite	$10/month	Startups and budget-conscious users	Simple automation, landing pages, basic analytics, website builder
ActiveCampaign	$15/month	Advanced marketers and B2B companies	Predictive sending, split automation, site tracking, CRM tools
GetResponse	$19/month	Webinar and marketing integration	Conversion funnels, landing pages, webinar marketing and hosting, autoresponders
Drip	$39/month	Ecommerce marketing and personalization	Personalized workflows, revenue attribution, behavior-based automation
Mailchimp	$13/month	Beginners	Easy-to-use templates, audience insights, A/B testing
EmailOctopus	$9/month	Simple and affordable email marketing	Affordable pricing, simple campaigns, integration with Amazon SES

How to automate emails effectively

Automating emails can be highly effective, but it has to be done right. Here’s a step-by-step guide for establishing email automation for your campaigns: 

1. Choose an email marketing tool
2. Set up IP pools (if applicable)
3. Build and segment an email list
4. Set email workflow 
5. Set up an automation trigger
6. Create email templates
7. Determine appropriate flow actions
8. Add an alternative message channel (SMS or push notification)
9. Monitor and optimize

1. Choose an email marketing tool

The first step to effective email automation is selecting the right tool. Your choice should align with your business size, budget, technical expertise, and marketing goals. Consider factors like automation capabilities, audience segmentation, analytics, and integration with other software when deciding on a platform. 

As a tool designed for businesses of all sizes, Omnisend offers a free trial of all its features — no credit card is required. This makes it an excellent option for ecommerce businesses and anyone just starting out with automation. Start free today.

2. Set up IP pools (if applicable)

IP pools distribute email traffic across multiple IP addresses, which helps maintain high deliverability rates and a strong sender reputation. 

Omnisend users can skip this technical step. The platform manages multiple shared IP pools automatically and even provides dedicated IPs for high-volume senders (300,000+ weekly emails). 

This built-in infrastructure ensures optimal email deliverability without any additional setup.

3. Build and segment an email list

You’ll need a list of subscribers to send automated emails to — it can be built organically with signup forms. Segmenting your list is crucial for sending targeted, relevant emails. Some key ways to segment include:

• Behavioral segmentation: Group subscribers based on their actions, such as past purchases, browsing history, email engagement, and more
• Demographic segmentation: Divide your list based on age, gender, location, income, and more
• Psychographic segmentation: Segment by interests, values, attitudes, and lifestyle
• Occasion-based segmentation: Group subscribers who buy during certain holidays, seasons, or events

4. Set email workflow

Once your list is segmented, design an email workflow. This is a sequence of emails triggered by specific actions or conditions. Consider the customer journey and craft the message you want to deliver at each stage. 

Your workflow should mirror the customer journey — from welcome series to post-purchase follow-ups. Each email must build upon the last. 

Be mindful of the timing intervals between messages, branch points where subscribers might take different paths, and exit conditions that remove them from the sequence. The workflow should feel natural and personalized — not like scripted automation.

5. Set up an automation trigger

A trigger is the specific event or condition that initiates your automated email sequence. Triggers can be actions your subscribers take. For example, signing up for a newsletter, placing an order, abandoning a cart, or celebrating a special occasion.

You can refine automation triggers with filters like “Contact enters a segment” or “Viewed page.” By layering conditions, you can deliver highly targeted and timely emails to your audience.

6. Create email templates 

Well-crafted newsletter templates save time and ensure consistency across your emails. Focus on these key elements: 

• Compelling subject lines that encourage opens
• Clear, concise, and scannable copy that delivers your message with precision
• Consistent brand elements for recognition, including logo, colors, and typography
• Eye-catching visuals that enhance your message and break up blocks of text
• Responsive design elements that display properly across all devices
• Dynamic personalization fields for subscriber-specific content
• Prominent calls to action that stand out and encourage clicks

7. Determine appropriate flow actions

Flow actions are the steps your automation will work on after a trigger is activated. These include sending emails, waiting for specific time intervals, or assigning subscribers to new segments.

For instance, after a “Purchase Completed” trigger, you might send a “Thank You” email followed by a cross-sell recommendation after a few days. Thoughtfully planned actions ensure your automation responds intelligently to customer engagement — or lack thereof.

8. Add an alternative message channel (message or push notification)

Incorporating alternative channels like SMS or push notifications enhances your automation’s reach.

These alternative channels can reinforce important messages or serve as backup communication methods when emails aren’t getting through. They not only increase engagement but also create a more robust omnichannel experience.

9. Monitor and optimize

To ensure long-term success, continuously monitor your email automation performance and optimize workflows based on data. 

Use advanced reporting features offered by platforms like Omnisend to track key metrics. These include open rates, click-through rates, conversions, and revenue generated from your automated campaigns.

Consider these strategies: 

• Omnichannel workflows: Combine multiple channels like email, SMS, and web push notifications in a single workflow
• Pre-built workflows: Set up automation with pre-built messages, subject lines, and workflow settings
• Automation splits: Tailor special offers and incentives for multiple personalized messaging paths within a single workflow
• A/B split testing: Test different channels, incentives, or subject lines to see what drives the most conversions
• Built-in message reports: Track sales and engagement data to optimize workflows without leaving the Automation Editor

Tutorial on how to automate emails like a PRO

Here’s a quick crash course on setting up email automations:

Having learned how to set up email automations, let’s look at ideas on how your business can implement them effectively.

Email automation ideas for different industries

With email automation, businesses in any industry can engage their audience in a timely, relevant manner. This allows them to add value and build loyalty among their audience. 

Here are some automated email examples for various industries: 

• Ecommerce: Personalized product recommendations, abandoned cart reminders, and post-purchase follow-ups to encourage repeat purchases and build customer loyalty
• Hospitality: Booking confirmations, sharing travel tips before check-in date, and requesting feedback after a guest’s stay to improve customer satisfaction, drive reviews, and identify areas for improvement
• Healthcare: Appointment reminders and providing wellness tips and follow-up care instructions to help patients stay informed and remain proactive about their health
• Education: Course reminders, assignment deadlines, and onboarding emails for new students to support learning and improve retention
• Non-profits: Donation confirmations, sharing impact updates, and sending reminders for recurring giving, keeping donors engaged and motivated

Benefits of email automation

Email marketing automation transforms how businesses reach customers and connect with them on a highly personal level while optimizing for strategic growth. Here are several key benefits of automating your emails:

1. Provide timely communication

Ensure your messages reach clients at the right time, enhancing customer satisfaction and engagement. Timely, relevant information, such as purchase confirmations and shipping updates, increases trust. As a result, it drives traffic and conversions.

2. Enhance customer experience

Automate onboarding, reminders, and exclusive rewards to build lasting relationships. Automated emails achieve 42.1% open rates, far surpassing campaign emails (25.1%). Always-on sequences ensure no customer interaction opportunity is missed.

3. Improve targeting with segmentation

Leverage behavioral data to create audience-specific campaigns since targeted follow-ups after browsing lead to higher conversions. Behavior-triggered emails like product recommendations achieve a 5.7% click-through rate compared to 0.2-0.5% on social media.

4. Increase customer retention

Cart reminders and win-back email campaigns effectively re-engage inactive users. They drive a 1.99% conversion rate compared to 0.07% for general campaigns. Cart abandonment and welcome sequences alone convert one in two clicks into sales.

5. Maximize performance metrics

Tap into CRM insights for hyper-relevant messages, ensuring higher ROI than other channels. Automated emails outperform campaigns with nearly four times higher conversions and 10 times more click-through rates than social media.

6. Strengthen brand loyalty

Consistently engage customers with value-driven content, such as educational series or exclusive offers. Automated email marketing campaigns can help with tailoring consistent messaging and branding, thereby building a cohesive, trustworthy, and professional image. 

So, to summarize the benefits: if email marketing is your best bet for growth, then sending automated emails accelerates this process.

Email automation examples

To give you a good grasp of the most common types of automated emails, here are seven automation email examples that real businesses have sent to their subscribers: 

1. Automated order confirmation emails

The order confirmation email below from Trade Coffee demonstrates one of the best post-purchase communication practices. The prominent “Order Confirmed!” heading against a background of coffee beans immediately reassures the customer their purchase was successful. 

At the same time, the detailed breakdown shows the order details. It includes all costs, such as the subtotal, tax, shipping, and applied discount. This helps customers quickly see everything they’ve purchased on a single page.

The email also includes information like shipping address and payment method. It also proactively informed the customer that they will receive an update when the order is shipped and out for delivery. 

Additionally, Trade Coffee has taken this email as an opportunity to provide value-added content. It included frequently asked questions and multiple customer service contact options:

2. Automated shipping confirmation emails

With its clear “SHIPMENT DELIVERED” opening line and friendly “Start the happy dance!” message, this shipping confirmation email from Laird Superfood is an excellent email automation example. 

It thoughtfully includes a troubleshooting section called “Haven’t received your package yet?” which highlights useful tips and customer support info. This proactive approach shows the brand’s dedication to helping its customers, thereby instilling trust among them. 

The email provides the complete order details, including the order number, shipping address, USPS tracking number, and a list of the shipped items. Its clean, well-organized layout also makes it easy for customers to quickly find all the shipping and delivery details they need:

3. Automated birthday greeting emails

A joyful “Let’s Celebrate You Today!” greeting and an eye-catching picture of its trademark cup adorned with birthday candles. These elements make this birthday email from Dutch Bros Coffee feel like an exclusive celebration for the recipient. 

The email has a lighthearted, carefree tone with expressions like “Birthdays should always be this rad.” It clearly offers an incentive to visit — a free birthday drink of any size at any of its Dutch Stand locations. 

The email uses simple language. It also notes important promo details, such as the 30-day expiration period and the customer’s current rewards point balance:

4. Automated abandoned cart notifications

With its clever headline, “Finish what you carted,” Bite reminds customers of their unfinished purchases. To encourage its audience to complete the purchase, the email prominently displays a picture of the abandoned item, along with a big “FINISH CHECKOUT” button. 

Navigation and social media links are also added at the bottom of the email. This makes it easy for customers to either finish their purchase or look at more products:

5. Automated welcome emails for new subscribers

Rhode introduces its skincare philosophy and brand to new subscribers in this welcome email. Its founder, Hailey Bieber, is featured using the product so readers can see it in action. 

The brand emblem describes Rhode as a skincare line that aims to provide dermatologist-approved, non-irritating products that strengthen the skin’s protective barrier while improving its natural radiance. This shows what sets the brand apart from its competitors. 

The founder’s letter lends an intimate touch to the email. At the same time, a call to action button urges readers to start a routine with the brand, promoting product engagement:

6. Automated cross-sell and upsell emails

Using the tagline “Keep It Classic” and the opening hook “Are you feeling see-through or all black?” to showcase the variety of colors available, PopSockets effectively promotes its MagSafe product range.

The email doesn’t directly reference the customer’s prior purchase. Instead, it highlights the full ecosystem of MagSafe-compatible products, combining various grip styles and cases to drive more revenue. 

With its minimalistic layout and straightforward “Shop Now” button, this supplementary product line is easy for clients to peruse. Additionally, the use of gradient backgrounds and monochrome product photographs gives the site an air of refined luxury:

7. Automated re-engagement emails

In this compelling email automation example, Ritual masterfully executes a re-engagement campaign by combining playful imagery with strategic urgency. 

The preheader offering a 40% discount immediately sparks curiosity and provides value. 

Upon opening the email, the recipient is met by a chess-inspired “Your Move” visual metaphor that cleverly positions them in control while subtly prompting action.

Ritual’s automated email marketing strategy shines in how it breaks down barriers to re-purchase. It addresses quality concerns with copy that mentions “High-quality ingredients,” cost objections with “$1/day,” and commitment fears with “Rush or snooze anytime”: 

8. Automated milestone celebration emails

Clearly’s anniversary email exemplifies how email automation tools can transform anniversaries into personalized shopping experiences. 

The subject line’s heart emoji and the preheader create an immediate emotional connection. Meanwhile, the hero image featuring diverse, happy customers wearing the products reinforces brand authenticity. 

Striking a perfect balance between celebration and promotion, the email copy highlights special offers, including 40% off all lenses and 15% off contacts. These offers provide multiple engagement paths for different customer preferences.

What makes this email automation example particularly effective is how it builds trust through social proof (50k+ Trustpilot reviews) while maintaining urgency with a clear offer expiration date:

9. Automated education drip sequence

This educational drip sequence from Sundays introduces the benefits of air-dried dog food with an engaging subject line, “Why air-dried food is taking over.” The playful and complementary preheader, “We were air-drying before it was cool,” adds a touch of humor and brand personality.

The content highlights key advantages like “no mess, no prep” mealtime. It also provides a visually appealing side-by-side comparison of Sundays and traditional kibble. 

Clear CTAs, namely “Learn More” and “Start Saving Today,” guide recipients to either explore further or subscribe for a 20% discount incentive. 

The email closes with transparent communication about shipping delays, building trust while urging timely action. It’s a great example of how automated email sequences can effectively educate while driving conversions:

10. Automated feedback requests

Graza’s automated feedback request brilliantly flips the traditional survey email format. It creates a catchy tone with pop colors.

This email automation example stands out for its conversational tone and strategic use of multiple CTAs. Both “Take the Survey” and the ego-boosting “I’m the Best” button serve the same purpose while catering to different personality types. 

Following email marketing automation best practices, the message clearly states how long the survey will take. It also immediately establishes the 12% discount to incentivize recipients to leave their feedback. 

The copy’s informal and rapport-creating style matches Graza’s brand personality perfectly. Meanwhile, the stacked product descriptors at the bottom reinforce brand positioning even in a feedback-focused message:

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