Automation has changed the way we work, making everyday tasks easier and more efficient. From the discovery of the wheel to today’s email automation tools, we’ve come a long way in reducing manual work.
As a tech entrepreneur, I’m always looking for ways to simplify complex processes.
- Email automation has been a game-changer for me, and it can be for you too.
- Whether it’s sending behavioral emails or creating personalized campaigns, automation helps businesses save time and increase engagement.
If you’re looking to automate your email marketing and take your customer engagement to the next level, this guide will walk you through the top contenders, highlighting their key features, pricing, and best use cases.
TL;DR – Best Email Automation Software
- Encharge ($79/month): Best for SaaS and product-led teams; event-based automations, integrations.
- ActiveCampaign ($39/month): Ideal for SMBs with email + CRM needs; flexible automations, lead scoring.
- Klaviyo ($45/month): Best for ecommerce stores; cart recovery, product recommendations.
- Kit ($25/month): Perfect for creators; simple sequences, landing pages.
- MailerLite ($9/month): Great for small businesses; easy automation, A/B testing.
- Drip ($39/month): Ecommerce-focused; cart abandonment, SMS.
- GetResponse ($15.58/month): All-in-one marketing; workflows, webinars, landing pages.
- Brevo ($8.08/month): Budget-friendly; email + SMS, transactional emails.
- Omnisend ($11.20/month): Ecommerce; abandoned cart, SMS + email.
- Mailchimp ($13/month): Easy for beginners; simple flows, pre-built templates.
Contents
What is Email Automation?
Email automation is the process of sending emails automatically based on predefined triggers, schedules, or actions — without needing to manually hit “send” every time.
An email automation software
is the tool that makes this happen. It lets you:
- Send welcome emails when someone signs up
- Trigger abandoned cart emails if someone leaves without buying
- Run drip campaigns that send messages over time
- Personalize content based on user behavior or profile
These tools save time and help businesses scale their email communication.
What Makes the Best Email Automation Software?
Answer: The best email automation tool is the one that saves you time, sends the right emails at the right moment, and helps you make money without giving you a headache.
Some tools are built for online stores. Others are better for apps and SaaS products. Some are super easy to use, others are more complex but powerful. So it depends on what you need.
We picked tools that actually help you grow — not just send pretty emails.
Here’s what we focused on:
- Easy to use
- Good automations (based on what people do)
- Works with other tools (like Stripe, HubSpot, Facebook etc)
- Simple email builder
- Fair pricing
- Tested by us and reviewed by real users
We’ve tried all of these tools ourselves, and we read what others said too. This list is based on real experience, not just features on a website.
In-Depth Review: 16 Best Email Automation Software (Free & Paid)
Currently, Encharge ranks is the voted-best email automation software because it has many integrations and many positive reviews for ease of use.
There are a lot of tools out there. But not all of them are great.
We’ve used all of them and we’re ranking Encharge
first — not just because it’s ours, but because it’s actually the most useful tool if you care about automations.
Let’s get into it.
1. Encharge
- G2: 4.7/5 ⭐️ (300+ reviews)
- Capterra: 4.9/5 ⭐️ (250+ reviews)
- GetApp: 4.9/5 ⭐️ (250+ reviews)
Encharge is built for SaaS and product-led businesses. It helps you send emails based on what users do in your product — things like signing up, using a feature, upgrading, or going inactive.
Instead of relying only on tags or lists, Encharge connects directly to your app, billing tools, and customer data — so you can create flows that actually match how your users behave.
Setup experience
Encharge is straightforward to set up. You can start with simple automations, then layer in product events and custom logic when you’re ready.
The flow builder is visual and clear, and integrations like Stripe and Segment help pull in your data automatically.
Even if you’re not technical, it’s easy to follow.
If you are, you’ll find a lot of flexibility under the hood.
Features that stand out
Encharge is focused on behavior-based email automation — not just simple sequences, but emails triggered by real user actions.
Here’s what it can do:
- Product event triggers: Send emails when users complete actions in your app
- Visual flow builder: Build and edit automations without writing code
- Integrations: Connect to tools like Stripe, Segment, HubSpot, and more
- User segmentation: Filter users by plan, activity, or custom events
- Lead scoring: Prioritize users based on engagement and behavior
- Broadcasts: Send newsletters or announcements alongside automations
- Unlimited emails: All plans include full sending volume
The entire tool is centered around real product data — so your emails always match where each user is in their journey.
Support and learning
Encharge offers fast, personal support — not just automated replies or long wait times.
The help docs are clear, example-based, and written for non-technical users too. If you’re setting up more advanced flows or syncing product data, you’ll find step-by-step guides, video walkthroughs, and real-world templates to speed things up.
The team is also quick to respond to setup questions, especially during your trial or onboarding phase.
Watch Encharge in action:
Pros and Cons
What we like | Where it could be better |
---|---|
Focused on SaaS and product-led companies | Doesn’t serve ecommerce use cases |
Easy-to-use flow builder | App integrations are still growing |
Event-based automation with no code | May feel unfamiliar if you’re used to simpler tools |
Native Stripe and Segment integration | Smaller user base than older tools |
Encharge’s email automation is best for…
SaaS teams and apps that want to send the right message based on how users engage with the product. Whether you’re onboarding new users, nudging free users to upgrade, or bringing back churn risks — Encharge is designed for that type of workflow.
If you’re mostly sending newsletters or selling physical products, other tools may be more aligned. But if you’re building an app and want your emails to reflect real product usage, this is a strong fit.
Pricing
All plans include unlimited emails and full automation access:
- Growth ($79/month billed yearly) – All core features for up to 2,000 subscribers, including flows, behavior-based emails, integrations, and live chat support.
- Premium ($129/month billed yearly) – Adds Salesforce, HubSpot, Segment, transactional emails, and advanced event-based features on top of Growth.
- Enterprise (Custom pricing) – Includes everything in Premium, plus dedicated support, onboarding help, and a custom plan for high-volume teams.
What users are saying
G2 Review: “I love the intuitive visual flow builder that allows me to create complex workflows without needing a technical background. Much easier to use than Intercom and Userlist.”
G2 Review: “The team behind the platform is not only quick and efficient in resolving queries but also proactive in helping users optimize their strategies.”
Capterra Review: “I’m very pleased with Encharge and we’re using it to great effect in sending regular newsletters in addition to contacting our list along their buyer journey.”
Our Verdict: Is Encharge good for email automation?
Yes — especially if you’re working on a product or app.
Encharge handles behavior-based flows in a way that’s hard to find elsewhere. It’s simple enough to get started, but flexible enough to support serious automation based on your own product data.
If you’re looking for an email tool that fits the way modern SaaS businesses work, Encharge is one of the best options out there.
2. ActiveCampaign
- G2: 4.5/5 ⭐️
- Capterra: 4.6/5 ⭐️
ActiveCampaign is one of the most popular tools for email automation, especially for small to mid-sized businesses. It also includes a full CRM, so it works well if you want to manage both email and sales in one platform.
It’s built around classic marketing automation — things like follow-up emails, sales sequences, and lead scoring. It’s not the most beginner-friendly tool, but once you get past the setup, the automation builder is strong and flexible.
Setup experience
Setting up your first flow takes some time.
The interface isn’t the simplest, but the platform offers tutorials and templates to help. It’s better suited for users who already have some experience with automation tools.
Features that stand out
ActiveCampaign gives you a drag-and-drop automation builder that reacts to what people do — like opening an email, clicking a link, or visiting a page.
Here are a few examples of what it can do:
- Send a welcome email: When someone fills out a form or joins your list
- Follow up automatically: If they open an email but don’t click, wait and send again
- Tag contacts: Add tags based on their behavior (clicked, didn’t open, visited page, etc.)
- Split-test automation steps: Try two different emails in the same flow and see what works better
- Score leads: Give points based on actions and send emails based on those scores
- Track visits: See which pages a contact views and trigger emails based on that
It’s a full-featured tool, especially if you want to build traditional email funnels and connect them with a sales pipeline. It’s less focused on product-led automation, but it covers a lot of ground.
Support and learning
They offer live chat and have a solid knowledge base.
There are plenty of guides, templates, and automation recipes to help you get started.
Pros and Cons
What we like | Where it could be better |
---|---|
Very flexible automation builder | Takes time to figure out |
Combines email with sales follow-ups | The UI feels a bit outdated |
Can handle complex sequences | Gets expensive as you grow |
Works well for teams that also want a CRM | Not built for product-based triggers like trial started or feature used (which Encharge handles better) |
ActiveCampaign’s email automation is best for…
Businesses that want email and CRM in one place. If you’re sending campaigns, doing lead gen, and managing sales, it fits well. It’s especially strong for service businesses, agencies, and small teams that rely on email + client tracking.
It’s not a great match for SaaS or product-led companies that want emails based on what users do inside the product. That’s where something like Encharge makes more sense — faster setup, better behavior tracking, and less CRM clutter.
Not a fan so far? Read our list of the best ActiveCampaign alternatives.
Pricing
For 2,500 contacts:
- Starter – $39/month – Basic plan for running simple, personalized marketing campaigns.
- Plus – $95/month – Adds more automation and customer insight tools for growing teams.
- Pro – $149/month – Full access to omnichannel marketing automation and advanced features.
- Enterprise – $255/month – Built for large-scale campaigns with dedicated support and enterprise-level needs.
What users are saying
Capterra review: “While it served me well for years, I eventually felt a sense of relief after switching to a simpler, more efficient solution.”
Capterra review: “The product is great, with very high performance and an easy set up if you are not a newbie in the marketing automation space. However: the prices have gone up consistently without a serious improvement in features”
Our Verdict: Is ActiveCampaign good for email automation?
Yes — it’s strong and flexible, especially if you need both marketing and sales in one place.
But it’s not built for product-led growth. If your emails depend on what users do inside your app, Encharge is a better option. You’ll spend less time setting it up, and the flows are easier to manage.
3. Klaviyo
- Capterra: 4.6/5 ⭐️
- GetApp: 4.6/5 ⭐️
Klaviyo is a popular email automation tool built mostly for eCommerce stores. It’s used by a lot of Shopify brands and direct-to-consumer sellers because it connects with your store and sends emails based on what shoppers do — like browsing a product, abandoning a cart, or placing an order.
The automation builder is simple and built around ecommerce events. You don’t need to set up tracking manually — once you connect your store, Klaviyo pulls in customer data and lets you trigger emails based on purchases, product views, and more.
Setup experience
Setup is fast if you’re using Shopify or WooCommerce.
You just connect your store, and Klaviyo pulls in your data automatically. You’ll see automation templates for welcome emails, cart recovery, post-purchase follow-ups, and other common flows right away.
Features that stand out
Klaviyo’s automation builder works well out of the box. You can set up emails based on customer actions — no dev work needed.
Here are a few examples of what it can do:
- Recover abandoned carts: Send a reminder when someone leaves without checking out
- Product-specific emails: Trigger emails based on product views or categories
- Post-purchase flows: Follow up after a purchase with tips, upsells, or reviews
- Welcome series: Send a timed email series after someone signs up
- List segmentation: Build dynamic segments based on purchase history or behavior
- SMS automation: Optional add-on for sending texts alongside emails
It’s all built around ecommerce data — no need to mess with custom event tracking. That’s what makes it easy for store owners who want to grow repeat sales fast.
Support and learning
Good onboarding flow and lots of templates for ecommerce automations.
Support is available via chat or email depending on your plan. Their documentation is solid and aimed at non-technical users.
Pros and Cons
What we like | Where it could be better |
---|---|
Made for ecommerce automation | Not built for SaaS or product-based triggers |
Easy store integrations (Shopify, WooCommerce) | Templates can feel limiting after a while |
Clean automation builder | Gets pricey as your list grows |
Built-in segmentation and SMS tools | Less flexible for custom flows outside ecommerce |
Klaviyo’s email automation is best for…
Ecommerce stores that want to send emails based on what people do in their shop. It’s ideal for Shopify and WooCommerce brands that want cart recovery, product recommendations, and post-purchase emails without needing custom setup.
If you’re running a SaaS or product-led app, though, Klaviyo’s automation isn’t built for that kind of workflow. Tools like Encharge are better when your emails depend on how users engage with your product, not your checkout.
Pricing
- Free – $0/month – Up to 250 profiles, 500 emails/month, 150 SMS credits, with limited support for the first 60 days.
- Email – starts at $45/month – 15,000 emails/month, advanced personalization, AI content, reporting, and segmentation tools.
- Email + SMS – starts at $60/month – Everything in Email, plus 1,250 SMS credits/month and multi-channel messaging from one platform.
What users are saying
Capterra Review: “Klaviyo has got some major perks—think advanced segmentation, in-depth analytics, and automation that’s perfect for eCommerce.”
Capterra Review: “The latest pricing changes have added pressure to cleaning lists more regularly..”
Our Verdict: Is Klaviyo good for email automation?
Yes — for ecommerce, it’s one of the best. It handles the most common email flows (cart, welcome, post-purchase) without any setup headaches.
But if you’re not selling physical products, it won’t give you much. For SaaS, apps, or product-led emails, Encharge gives you more control and fits better.
4. Kit (formerly ConvertKit)
- G2: 4.4/5 ⭐️
- GetApp: 4.6/5 ⭐️
Kit is made for creators — think newsletter writers, course sellers, podcasters, and solo entrepreneurs. The platform focuses on simple email sequences and clean forms to help you grow and engage an audience.
While it doesn’t have the most advanced automation features, it’s very easy to use. You can create basic flows based on tags and actions like subscribing to a form or clicking a link.
Setup experience
One of the easiest tools to set up.
You can create a form, set up an automation, and publish a landing page in under 30 minutes. It’s designed for people who don’t want to mess with tech or advanced setups.
Features that stand out
Kit gives you a clean, distraction-free workflow for email. It doesn’t try to do too much — which is a good thing if you want to focus on writing and connecting with your audience.
Here are a few examples of what it can do:
- Email sequences: Send a series of emails after someone subscribes
- Link-based triggers: Start automations based on link clicks
- Tag-based logic: Add or remove tags based on actions
- Landing pages: Build pages without needing a website
- Creator-focused forms: Clean, simple opt-ins for your audience
- Subscriber scoring: Basic lead scoring to find your most engaged readers
It’s great for creators who want to build trust and community. But if you need complex, behavior-based flows (like SaaS onboarding), it’s not designed for that.
Support and learning
Friendly support, solid documentation, and a lot of content aimed at creators. There’s a strong community behind Kit too, especially for newsletter writers and digital product sellers.
Pros and Cons
What we like | Where it could be better |
---|---|
Super easy to use | Not built for advanced automations |
Perfect for creators and solopreneurs | Limited flexibility for product-based flows |
Clean landing pages and opt-in forms | No native support for product or usage events |
Simple automation builder | Can feel too basic once you outgrow it |
Kit’s email automation is best for…
Solo creators who want to grow an audience, sell digital products, or write a newsletter. It’s perfect if you want email flows that are simple and just work — without needing technical help.
But if your emails depend on how people use your app or interact with your product, Kit won’t get you there. That’s where Encharge comes in — it’s better for SaaS, product-led onboarding, and deeper automation flows.
Pricing
- Newsletter – $0/month – Up to 10,000 subscribers, 1 automation, 1 sequence, unlimited broadcasts, forms, and landing pages.
- Creator – $25/month – Up to 1,000 subscribers with full automation, paid recommendations, smart features, and no Kit branding.
- Creator Pro – $50/month – Adds priority support, Facebook audiences, referral system, advanced analytics, and unlimited users.
What users are saying
G2 Review: “Ok solution for solopreneurs or very small businesses needing marketing automation but not others.”
G2 Review: “The free plan is available for up to 1000 subscribers, however, there’s not a lot you can do with it so if you want to send out automated emails etc you need to upgrade. The next package up is the creator package @$15 per month.”
Our Verdict: Is Kit good for email automation?
Yes — if you’re a creator. Kit is a great pick for simple email flows, selling products, or running a newsletter. But it’s not made for complex workflows or SaaS-style automation.
If you need flows that respond to product usage or behavior, Encharge is a better option.
5. MailerLite
- G2: 4.6/5 ⭐️
- GetApp: 4.7/5 ⭐️
MailerLite is a simple, budget-friendly email tool that works well for small businesses, freelancers, and beginners. It covers all the basics — email campaigns, automation, landing pages, and forms — without getting too complex.
It’s not built for deep behavior-based automation, but it’s solid for welcome flows, newsletters, and basic follow-ups.
Setup experience
You can create a list, build a form, and send your first campaign in minutes. Their automation builder is simple, and they offer templates to speed things up.
Features that stand out
MailerLite keeps things simple but useful. You won’t find advanced behavior tracking or product event triggers, but the basics are there and easy to work with.
Here’s what it can do:
- Email sequences: Build basic flows like welcome or re-engagement
- Form triggers: Start flows when someone subscribes through a form
- Time delays and conditions: Send emails with delays or if conditions are met
- Drag-and-drop builder: Build emails without touching code
- Landing pages and popups: Create opt-in pages and lightboxes
- A/B testing: Test subject lines or content in email campaigns
If you just want to send nice-looking emails and set up a few flows, it’s more than enough. But for SaaS or more complex triggers, you’ll hit limits quickly.
Support and learning
Great tutorials, live chat on paid plans, and clean onboarding. It’s designed to be beginner-friendly, and their help docs are written in plain language.
Pros and Cons
What we like | Where it could be better |
---|---|
Simple and easy to use | Basic automation features only |
Great value for small businesses | No product/event-based triggers |
Clean email and landing page builder | Limited for SaaS or PLG-style flows |
Generous free plan | Doesn’t scale well with complex use cases |
MailerLite’s email automation is best for…
Small businesses, bloggers, and people just starting out. If you need to send newsletters, run welcome flows, and build basic automations, it’s a solid choice that won’t break your budget.
But if you’re building an app or product and want email flows based on what users actually do, MailerLite won’t cut it. Encharge is a better fit if you need deeper logic and product-based triggers.
Keep learning about the top MailerLite alternatives.
Pricing
- Free – $0/month – Up to 1,000 subscribers, 12,000 emails/month, basic automation, 1 user, and core tools like landing pages and signup forms.
- Growing Business – $9/month – Up to 500 subscribers, unlimited emails, dynamic emails, auto-resend, multivariate testing, and 3 users.
- Advanced – $18/month – All Growing Business features plus smart sending, Facebook integration, custom HTML, enhanced automation, and unlimited users.
What users are saying
G2 Review: “Customer support is not good. I had issues with email deliverability that kept reoccuring. Mailerlite would tell me the issue was resolved but then it would break again. I always had to follow up with support. They would never reach out when a ticket was open.”
G2 Review: “Mailerlite is filled with pretty templates, and if you want to design it yourself the drag and drop designing is so easy to use! I use Mailerlite every week for mye clients.”
Our Verdict: Is MailerLite good for email automation?
Yes — if you’re looking for the basics. It’s simple, clean, and gets the job done for small-scale email marketing. But it’s not built for advanced use cases. For SaaS, product-led flows, or more complex triggers, Encharge gives you way more control.
6. Drip
- G2: 4.4/5 ⭐️
- Capterra: 4.4/5 ⭐️
Drip is built for ecommerce. If you’re running an online store and want to build email flows around customer behavior — abandoned carts, repeat purchases, upsells — Drip is made for that. It’s similar to Klaviyo, but with a slightly different vibe: more visual, slightly more flexible, and focused on driving revenue through email and SMS.
It’s not ideal for SaaS or product-led apps, but for online stores, it’s a strong option.
Setup experience
If you’re on Shopify, WooCommerce, or another ecommerce platform, setup is fast. Drip pulls in product and customer data and suggests prebuilt automations like cart recovery or post-purchase flows.
You’ll be up and running within an hour.
Features that stand out
Drip focuses on turning email into sales — not just sending newsletters. Most of the features revolve around ecommerce behavior and purchase data.
Here’s what it can do:
- Cart abandonment flows: Send emails when shoppers leave without buying
- Product recommendation emails: Dynamic content based on past purchases
- Behavioral triggers: React to views, clicks, and purchase patterns
- Revenue tracking: See exactly how much money each flow brings in
- SMS marketing: Built-in text message campaigns alongside email
- Customer segmentation: Filter by lifetime value, orders, product types, and more
It’s strong for building email that drives conversions — especially if you don’t want to code or use outside tools.
Support and learning
Live chat on paid plans, good help docs, and ecommerce-focused tutorials. The platform feels geared toward marketers, not developers, which makes learning smoother for non-technical teams.
Pros and Cons
What we like | Where it could be better |
---|---|
Great for ecommerce automations | Not built for SaaS or product apps |
Easy revenue tracking from email | Lacks deep product-based triggers |
Visual builder feels smooth | Can get expensive for large lists |
Solid SMS + email combo | Limited outside ecommerce use cases |
Drip’s email automation is best for…
Online stores focused on conversions and lifetime value. It works well if you want automated flows that help recover sales, recommend products, and re-engage past customers.
But if your product is an app — not a store — Drip won’t give you the kind of user-event logic you need. That’s where Encharge wins, especially if your flows depend on what happens inside your platform.
Pricing
- $39/month — their only plan.
- This Covers up to 2,500 people, unlimited email sends, 50 workflows, dynamic segmentation, onsite campaigns, open API access, and email support.
What users are saying
“Really strong for ecommerce — I can see exactly how much each email earns. But it’s too focused on stores, not flexible for other use cases.” — G2 reviewer
Our Verdict: Is Drip good for email automation?
Capterra review: “It’s been a good two years, the tool is very reliable, but it’s just not worth the price compared to the competition. it is slower, difficult to handle and to create automations.”
Capterra review: “Drip used to be great. Really great. I’ve been with them since the very early days and I never had any problems. Plus, their support was excellent. Unfortunately, after the LeadPages acquisition, things started getting progressively worse.”
7. GetReponse
- G2: 4.2/5 ⭐️
- Capterra: 4.3/5 ⭐️
GetResponse is an all-in-one marketing platform. It includes email automation, landing pages, webinars, and even a website builder. It’s made for small to medium-sized businesses that want one tool to handle everything — not just emails.
The automation builder is decent and works well for common use cases like welcome sequences, abandoned carts, and time-based flows. It’s not built for deep behavior-based automations, but it gives you the basics and a bit more.
Setup experience
Easy to get started. You can use their pre-made workflows, or build your own with a visual editor. The platform can feel bloated at times, but if you stick to email, it’s manageable.
Features that stand out
GetResponse gives you a little bit of everything. You can automate emails, build forms, create landing pages, and even run webinars — all in one dashboard.
Here’s what it can do:
- Email workflows: Trigger emails based on actions like signups, clicks, or time delays
- Drag-and-drop builder: Build email campaigns without coding
- Autoresponders: Schedule follow-ups over a set period
- Ecommerce flows: Connect with Shopify or WooCommerce for cart recovery
- Landing pages: Built-in landing page builder with templates
- Webinars: Host live or recorded webinars from inside the platform
If you’re looking for a wide set of tools, it’s convenient. But if you’re focused only on email automation — especially behavior-based flows — there are better, more focused tools out there.
Support and learning
Decent support via chat and email.
Lots of tutorials and a big help center. Since the tool has so many features, expect to jump between docs a bit.
Pros and Cons
What we like | Where it could be better |
---|---|
Covers more than just email | Too many features if you only want email |
Works well for general business use | Not ideal for SaaS or product-led flows |
Has webinar and landing page tools | Can feel bloated and clunky in places |
Drag-and-drop builder is clean | Automation logic is limited compared to tools like Encharge |
GetResponse’s email automation is best for…
Small businesses that want one tool for everything — email, pages, forms, and even webinars. It’s good if you’re running campaigns across channels and don’t want to connect multiple tools.
But for SaaS or product-based automation where flows depend on user behavior inside your app, it’s not built for that. Encharge gives you a smoother setup and more powerful automations tied to product data.
Pricing
- Free – $0/month – Up to 500 contacts, unlimited newsletters, signup forms, and popups.
- Starter – from $15.58/month – Unlimited emails, landing pages, autoresponders, and basic automation.
- Marketer – from $48.38/month – Adds full marketing automation, advanced segmentation, sales funnels, and scheduling.
- Creator – from $56.58/month – Everything in Marketer, plus online course tools, quizzes, and mobile access for up to 500 students.
What users are saying
Capterra review: “I really like Get response. I’m glad that I’m able to engage with my audience. Automation is a game changer for any business.”
Capttera review: “For me automations are very limited. Its not user friendly. More advanced features are only available for higher paid plans.”
Our Verdict: Is GetResponse good for email automation?
It’s fine for basic workflows and small business campaigns. If you want more than just email — like webinars and landing pages — it’s a decent all-in-one choice. But for clean, behavior-driven automations tied to your product or app, Encharge is way more focused and powerful.
Alternatively, check out the best GetResponse alternatives.
8. Brevo (formerly Sendinblue)
- Capterra: 4.6/5 ⭐️
- GetApp: 4.6/5 ⭐️
Brevo is a budget-friendly email tool that works well for transactional and marketing emails. It’s used by small businesses, ecommerce brands, and startups that want to send email and SMS without spending a lot.
Setup experience
Quick setup.
You can build a list, design your first email, and send a campaign in minutes. Automations are easy to set up, though the builder feels more limited compared to more advanced tools.
Features that stand out
Brevo covers the basics well and adds SMS support on top. It’s not super advanced in terms of automation logic, but it works if your flows are simple and you want an affordable solution.
Here’s what it can do:
- Email sequences: Trigger emails based on signups, clicks, or page visits
- Transactional emails: Send receipts, confirmations, and other system emails
- SMS marketing: Built-in SMS campaigns and automation
- Segmentation: Basic filtering based on email behavior
- Send-time optimization: Choose the best time to send each email
- Real-time stats: Track opens, clicks, and delivery in your dashboard
It works best for simple marketing flows and transactional email — not deep user behavior automation.
Support and learning
Live chat is available on paid plans.
Their help center covers all the basics, but more advanced use cases (like event-based automation) require some extra digging.
Pros and Cons
What we like | Where it could be better |
---|---|
Affordable, pay-per-email pricing | Automation builder feels limited |
Handles transactional + marketing emails | Not great for product-based triggers |
Built-in SMS support | UI can feel slow or clunky |
Good for basic ecommerce and local businesses | Less flexibility for SaaS or PLG teams |
Brevo’s email automation is best for…
Small businesses, ecommerce shops, and startups that want a low-cost tool to send both marketing and transactional emails. It’s a good pick if you send emails occasionally and want SMS included without paying extra for another tool.
But if you’re building automation flows based on what people do inside your product, Brevo is too limited. Encharge is a better fit when your email strategy depends on product usage and behavior.
Pricing
- Free – $0/month – 300 emails/day, customizable templates, SMS & WhatsApp campaigns, transactional emails, and basic features.
- Starter – from $8.08/month – 5,000 emails/month, no daily limit, basic reporting, 24/7 email support.
- Business – from $16.17/month – Everything in Starter, plus marketing automation, A/B testing, landing pages, and phone support.
- Enterprise – Custom pricing – Everything in Business, plus unlimited contacts, advanced integrations, personalized onboarding, and tailored support.
What users are saying
GetApp review: “What stands out the most is its ease of use, its focus on automation, and its ability to integrate multiple communication channels into a single platform.”
GetApp review: “The scheduler for e-mails in in European Time Zone and I am on North America EST – so I need to do mental math each time LOL. I have adjusted my time zone in the general settings but I don’t think it up-dated in the scheduler.”
Our Verdict: Is Brevo good for email automation?
It’s solid for basic needs — especially if you’re on a tight budget. If you only need simple automations, marketing emails, and some transactional support, Brevo checks those boxes. But for product-based flows or advanced sequences, Encharge gives you more power and control.
Not convinced? Try one of the 8 best alternatives to Brevo.
9. Omnisend
- G2: 4.6/5 ⭐️
- Capterra: 4.7/5 ⭐️
Omnisend is built for ecommerce.
It’s made to help online stores send email and SMS campaigns that drive sales — with a big focus on automation, personalization, and multichannel outreach.
It works best for brands using Shopify, WooCommerce, or BigCommerce. While it’s packed with ecommerce tools, it’s not made for SaaS or apps that rely on user behavior inside a product.
Setup experience
Just connect your store and Omnisend pulls in products, customer data, and purchase history automatically. Pre-built automation flows make it easy to get started.
Features that stand out
Omnisend’s automation is built around store behavior — not just clicks and opens. You get smart segmentation, product picks, and the ability to mix email and SMS in a single flow.
Here’s what it can do:
- Abandoned cart emails: Recover lost sales with prebuilt flows
- Product recommendations: Send dynamic suggestions based on past purchases
- Birthday and win-back flows: Re-engage inactive or seasonal buyers
- Cross-channel automation: Mix email, SMS, and push in one sequence
- Shopify sync: Sync customer, product, and order data in real time
- Prebuilt ecommerce workflows: Welcome, browse abandonment, post-purchase, etc.
It’s made for conversions — but everything is ecommerce-focused.
Support and learning
Live chat, helpful docs, and a lot of ecommerce-specific guides. Support is quick to respond, and the interface is beginner-friendly.
Pros and Cons
What we like | Where it could be better |
---|---|
Built for ecommerce automation | Not designed for SaaS or apps |
Easy email + SMS in one flow | Limited behavior tracking outside of ecommerce events |
Prebuilt flows save time | Templates can feel repetitive |
Deep Shopify and WooCommerce sync | Less useful if you’re not running a store |
Omnisend’s email automation is best for…
Ecommerce brands that want to boost sales through cart recovery, product suggestions, and seasonal promos. If you’re running a store and want email + SMS in one place, Omnisend is built for that.
But if you’re running an app or want to trigger emails based on product usage or user activity, Omnisend won’t fit. That’s where Encharge steps in — it’s made to handle product events, onboarding, and deeper automation logic.
Pricing
- Free – $0/month – Up to 250 contacts, 500 emails/month, 500 web push notifications, and $1 in free SMS credits.
- Standard – from $11.20/month – Up to 500 contacts, 6,000 emails/month, unlimited web push notifications, and priority support.
What users are saying
Capterra review: “Their dev team is available, will get on a call with you, and will help you troubleshoot any issues!”
Capterra review: “Lack of SMTP support. Not a dealbreaker, but I’ve found most email marketing platforms also provide an SMTP integration for the websites they’re connecting to.”
Our Verdict: Is Omnisend good for email automation?
Definitely — if you’re running a store.
Omnisend is one of the best ecommerce automation tools out there. But for SaaS or more advanced workflows tied to product usage, Encharge is a much better fit. It’s built for behavior-based flows, not just sales events.
Lastly, you might want to see the top Omnisend alternatives.
10. Mailchimp
- G2: 4.4/5 ⭐️
- Capterra: 4.5/5 ⭐️
Mailchimp is probably the most well-known email tool on the planet. It started as a newsletter platform but has since grown into an all-in-one marketing suite — with landing pages, social ads, CRM features, and of course, email automation.
It’s aimed at small businesses and creators, with a heavy focus on ease of use. That said, automation has never been its strongest area, and it’s not built for SaaS-style or product-led email flows.
Setup experience
It’s beginner-friendly. Setting up a simple email campaign or welcome flow is fast, with drag-and-drop tools and templates. But once you try more advanced logic, things start to feel clunky.
Features that stand out
Mailchimp covers most standard automation needs — things like welcome emails, date-based emails, and basic conditional flows. But it lacks the depth needed for real-time behavior-based automation.
Here’s what it can do:
- Welcome emails: Triggered when someone joins your list
- Birthday and event emails: Send emails on special dates
- Abandoned cart emails: For connected ecommerce stores
- Simple if/then logic: Works for basic flows
- Campaign templates: Lots of layouts to pick from
- Analytics dashboard: Track opens, clicks, and campaign performance
It’s enough for simple automations — but limited if you need advanced triggers or deeper personalization.
Support and learning
Decent help docs and guides. Chat support is available on paid plans, but response time varies. There’s also a knowledge base and tutorials, mostly aimed at beginners.
Pros and Cons
What we like | Where it could be better |
---|---|
Easy to use and beginner-friendly | Automation builder is limited |
Tons of email templates | Lacks real behavior-based triggers |
Good for newsletters and promos | Pricing grows fast with list size |
Brand trust and wide adoption | Not built for SaaS or product flows |
Mailchimp’s email automation is best for…
People just starting out with email marketing — like creators, freelancers, and small businesses that need simple flows. It’s great for newsletters and occasional promos.
But if your emails depend on what users do inside your app or product, Mailchimp can’t handle that. Encharge is better for SaaS and PLG use cases where email flows need to react to real behavior.
Pricing
- Free – $0/month – Up to 500 contacts, pre-built templates, basic reporting, and email support for the first 30 days.
- Essentials – $13/month – Up to 500 contacts, automated customer journeys, A/B testing, and 24/7 email/chat support.
- Standard – $20/month – Adds predictive segmentation, content optimizer, and advanced automations.
- Premium – $350/month – Unlimited contacts, phone support, multivariate testing, and dedicated onboarding.
What users are saying
G2 review: “Mailchimp is pretty solid for email marketing, especially if you’re just starting out.”
G2 review: I’d like to see more features in the app integrations and also their embeded HTML block doesn’t seem to work.
Our Verdict: Is Mailchimp good for email automation?
It’s fine for the basics — welcome emails, promos, and simple sequences. If you just want to get emails out the door, it works. But for real automation tied to user actions or product data, it falls short. That’s where Encharge shines — with more control, deeper triggers, and better support for growing apps.
Which Email Automation Tool is Best for My Business?
Choosing the right email automation tool depends on what your business needs. If you’re a small business or creator looking for something simple, tools like MailerLite or Kit are great options. They’re easy to use and perfect for things like sending newsletters or basic email campaigns.
But if you’re running a SaaS or product-led business, you’ll need more than just the basics. You need a tool that can send emails based on what users do in your app — like when they sign up, use a feature, or need a reminder. That’s where Encharge really shines.
Encharge is built for SaaS and product-led businesses. It lets you create email flows based on what users actually do in your product. Whether it’s welcoming new users, getting them to try new features, or bringing back inactive users, Encharge is made to match how your users interact with your app.
It’s easy to set up, even if you’re not a tech expert. Plus, it integrates with tools like Stripe and Segment, so you can automatically sync your data. And as your business grows, Encharge can grow with you, offering more advanced features when you need them.
If you need behavior-driven automation and want to deliver emails at the right time based on what your users are doing inside your product, Encharge is the best choice.
Real-Life Examples of Email Marketing Automation
Not sure how automation could work for your business?
Let’s explore how you can implement it with ease through three key types:
1. Basic Automation
These are the easiest ways to get started with automation, ideal for beginners looking to optimize email outreach.
1.1. Welcome series
As soon as a new user signs up for your service, a welcome email series can be triggered automatically. This could include a greeting, an introduction to your features, and a call to action encouraging them to explore more of what you offer.
For example: A SaaS company can send a first email welcoming users, followed by a second one a day later with tutorial links.
1.2. Follow-up emails
Another basic automation is sending follow-up emails after a user engages with your content or website. If someone downloads a free ebook or watches a webinar, you can automatically send them a thank you email, followed by a recommendation for related content.
2. Behavioral-Based Automation
Once you’re ready to move beyond the basics, you can start targeting specific behaviors with automation.
2.1. Engagement tracking
For instance, if a user clicks on a specific link within your email, such as a product feature they’ve shown interest in, Encharge can trigger a follow-up email that dives deeper into that feature. This ensures you’re delivering the most relevant content to the right person.
2.2. Segmented campaigns
You can use automation to segment your audience based on their behavior or interests.
If a customer repeatedly visits a particular page on your website, Encharge can tag them as a “hot lead” and send targeted campaigns, such as special offers or more information on that particular service.
3. Advanced Automation
For those looking to take their email strategy to the next level, advanced automation can truly make a difference.
3.1. Dynamic content
Advanced workflows let you create tailored emails based on the data you collect from your users. For example, if a user spends a lot of time reading about pricing on your site, you can trigger an email with a special discount or a tailored message addressing concerns around cost. Encharge can automate the creation of these dynamic messages based on user behavior, increasing relevance and engagement.
3.2. Lead scoring
If you’re a B2B business, lead scoring is essential.
By assigning points to different actions (such as opening an email, clicking on links, or completing forms), you can automate follow-ups for high-potential leads. Once a lead hits a certain score, Encharge can automatically notify your sales team to follow up, ensuring no opportunity slips through the cracks.
All Email Automation Software Compared
Tool | Best For | Key Features | Starting Price | Free Plan |
---|---|---|---|---|
Encharge | SaaS, product-led growth | Event-based automation, Stripe/Segment integration, lead scoring | $79/month | No |
ActiveCampaign | SMBs, sales teams | Email + CRM, flexible automation, lead scoring | $39/month | No |
Klaviyo | Ecommerce stores | Cart recovery, product recommendations, advanced segmentation | $45/month | ✅ Yes (250 profiles) |
Kit (formerly ConvertKit) | Creators (newsletter writers, podcasters) | Simple email sequences, landing pages, paid recommendations | $25/month | ✅ Yes (up to 1,000 subscribers) |
MailerLite | Small businesses, freelancers | Basic automation, drag-and-drop builder, A/B testing | $9/month | ✅ Yes (up to 1,000 subscribers) |
Drip | Ecommerce | Cart abandonment, product recommendations, SMS | $39/month | No |
GetResponse | SMBs, all-in-one marketing | Email workflows, landing pages, webinars | $15.58/month | ✅ Yes (up to 500 contacts) |
Brevo (formerly Sendinblue) | Budget users, SMBs | Email + SMS, transactional emails, pay-per-email pricing | $8.08/month | ✅ Yes (300 emails/day) |
Omnisend | Ecommerce stores | Abandoned carts, cross-channel automation, SMS | $11.20/month | ✅ Yes (up to 250 contacts) |
Mailchimp | Beginners, small businesses | Pre-built templates, simple automations, A/B testing | $13/month | ✅ Yes (up to 500 contacts) |
Email Automation Software FAQ
1. What is an email automation tool?
Answer: An email automation tool is software that allows businesses to send personalized, targeted emails to their audience automatically, based on specific triggers or schedules.
Instead of manually sending emails, the tool handles the process for you, saving time and ensuring that the right message reaches the right person at the right time. Email automation tools are often used for tasks like welcome series, follow-up emails, and behavioral-based campaigns, helping businesses engage with their customers more efficiently and effectively.
2. Is there a free email automation tool?
Yes, Encharge offers a free plan to help you get started with email automation.
The free plan includes essential features, allowing you to automate your email campaigns, segment your audience, and track engagement. It’s a great way to try out Encharge and see how it can help streamline your email marketing before upgrading to a paid plan for more advanced features.
Thank you so much for reading this,
David Ch
Head of Marketing at Encharge