E-mail automation is not a nice-to-have platform for eCommerce distributors—it’s a survival device.

Busy manufacturers don’t have time to manually ship out product updates or transport notifications. And with out an electronic mail automation device, eCommerce firms will burn by means of money and time attempting to maintain up with handbook electronic mail advertising campaigns. 

The appropriate electronic mail automation device will do all this give you the results you want. It will possibly ship out deserted cart emails, comply with up with new prospects and suggest merchandise they’ll love to usher in extra income and unencumber your time to maintain constructing your model. 

However not all electronic mail automation instruments are made the identical. Some are able to ship skilled electronic mail campaigns straight out the field and personalize messages to prospects, whereas others are full of options however include a steep studying curve. 

That’s why we’ve created this checklist of 5 important electronic mail automation instruments that can assist you select the fitting one to your eCommerce retailer in 2023. 

Let’s get began 👇

Why is it essential to make use of electronic mail automation instruments?

E-mail automation instruments assist put your model’s advertising on autopilot and provides your staff extra time to nurture prospects and create your subsequent marketing campaign. 

Automating your electronic mail campaigns helps your model keep constant. As soon as electronic mail campaigns are arrange, prospects will get well timed and personalised messages about merchandise, gross sales and reductions they care about. An electronic mail automation device may also ship: 

📧 Abandoned cart emails. Mechanically attain out to prospects who’ve made it to the checkout however left objects of their cart with out making a purchase order. These emails often embody details about the merchandise the shopper has left behind, a hyperlink again to the checkout and even a particular provide or low cost to sweeten the deal. 

📧 Order confirmations and transport particulars. Ship prospects details about their order, like fee particulars and estimated supply time. These emails often embody the order quantity, transport data and FAQs about returns and refunds. Your prospects are stored within the loop and your buyer help staff is saved from answering a bunch of (time-consuming) tickets about transport and orders. 

📧 Put up-purchase comply with ups. These emails strike the shopper after they’re scorching—straight after they’ve made a purchase order. Along with upselling comparable merchandise, follow-ups ought to ask for critiques and collect suggestions to enhance your model and construct buyer loyalty. 

📧 Re-engagement Emails. Win prospects again with a reengagement electronic mail that has a particular provide or new product announcement to entice them again to your retailer. These emails remind prospects why they shopped with you within the first place and provide you with an opportunity to 

And what do you get from these electronic mail campaigns?

Higher engagement, conversions, and retention. And most of all, more cash in your model’s pocket. 

The 5 greatest electronic mail automation instruments for eCommerce manufacturers

Investing in an electronic mail automation device to your eCommerce retailer is like hiring a (very efficient) gross sales assistant. 

The appropriate device can automate electronic mail campaigns, comply with up deserted carts and set off product suggestions to be despatched to prospects primarily based on their buy historical past. However not all electronic mail automation instruments are made the identical. Some can get eye-wateringly costly as your electronic mail checklist grows, whereas others are difficult and have a steep studying curve.

Listed below are our high 5 picks 👇

1. Sendlane

⚡Finest automation characteristic: Multivariate testing and segmentation

💰 Pricing: Plans begin at $83/month for 5000 subscribers.

Sendlane is an electronic mail and SMS advertising software program constructed for eCommerce distributors that need to ship focused, personalised messages to prospects. Our device is stuffed with options for manufacturers that need to transcend primary buyer emails and construct a loyal buyer base. 

It options 50+ pre-built electronic mail funnels for product suggestions, deserted carts, post-purchase, and re-engagement, which could be custom-made and built-in with standard third-party apps like Shopify and BigCommerce.

However we transcend the fundamentals of electronic mail advertising. Due to superior options like Multivariable Segmentation and Experiments – Multivariable Testing, our platform digs into the nitty gritty of what your prospects need. 

Sendlane’s greatest automation promoting level is the quantity of buyer data it collects. The platform tracks 100 knowledge factors together with buyer ​​habits, purchases and engagement. You may then use these nuggets of data to personalize each electronic mail marketing campaign and sequence to your buyer’s likes so each electronic mail that lands of their inbox is related. 

Is there a greater method to construct model belief and develop income? 🤔

Finest Sendlane options

  • Unified electronic mail & SMS options and analytics provide you with a full image buyer expertise to your consumers
  • Unbeatable electronic mail deliverability and tremendous dependable ESP to verify your prospects at all times get your emails
  • Superb buyer help—the staff is right here for you 24/7/365 in 30 seconds or much less!


Sendlane’s pricing tiers are constructed for SMBs and rising eCommerce manufacturers. We wish to maintain it easy and clear—customers have entry to each Sendlane characteristic it doesn’t matter what plan you join. With aggressive pricing, most customers are saving 40% off their present electronic mail & SMS invoice when making the change! We provide a 14-day free trial and as soon as that’s up, we are going to transfer you onto the premium plan that most closely fits your wants.

Sendlane pricing tiers

2. Klaviyo

⚡Finest automation characteristic: Dynamic product solutions.

💰 Pricing: Premium plans begin at $20/month for 250 subscribers.  

Klaviyo homepage
Image source

Klaviyo comes full of the entire primary options you’d anticipate from an eCommerce electronic mail automation device, like deserted cart restoration, post-purchase follow-up and win-back campaigns.

With over 100 premade electronic mail templates to select from, Klaviyo provides you every part it’s good to create a marketing campaign shortly and the inbuilt AI device even suggests topic traces primarily based on what merchandise are featured in a message. 

One of many platform’s standard options is its dynamic product feed. This device robotically pulls personalised product suggestions into an electronic mail primarily based on a buyer’s buy historical past. If a buyer is frequently shopping for (and even shopping) sure jumpers or clothes, Klaviyo can recommend comparable objects primarily based on product tags and ship them straight to their inbox. 


  • Its constructed for eCommerce and integrates with a ton of third-party apps like Shopify, WooCommerce, Shoplazza, Magento and Duel
  • Customizable electronic mail automations together with browse abandonment, back-in-stock updates and transport updates
  • Each template is conscious of any platform together with cell


  • The training curve to make use of all of its automation options could be fairly steep
  • Some users say they really feel let down by Klaviyo’s buyer help
  • It’s not the most affordable device (particularly for small eCommerce manufacturers simply getting began!)


Klaviyo has a freemium plan for as much as 250 contacts/500 month-to-month electronic mail sends. After that, paid plans begin at $20/month, however can the value climbs shortly when you begin including extra prospects to your electronic mail checklist. 

3. Fixed Contact

⚡Finest automation characteristic: Flip emails into social media posts.

💰 Pricing: Plans begin at $9.99/month.

Constant Contact homepage

Fixed Contact is constructed for eCommerce manufacturers that want a device that covers automated electronic mail and social media advertising. 

The device comes with a bunch of must-have electronic mail advertising options, like automated nurture campaigns to welcome new prospects and timed electronic mail triggers to win again consumers who’ve deserted their carts. 

Fixed Contact comes with built-in varieties you can simply add to your web site to gather subscribers. Customers can entry a library of electronic mail templates to get you began. Every template could be custom-made with your individual branding and replica utilizing the device’s drag and drop electronic mail builder after which added to an automatic sequence that’s despatched to prospects. 

What makes Fixed Contact stand out is its social posting characteristic. As soon as it is linked as much as your social media channels, you’ll be able to schedule and publish electronic mail content material to Instagram, Fb, Twitter and LinkedIn robotically. And also you don’t even have to go away the Fixed Contact platform to do it!


  • Click on-tracking warmth maps present you which ones CTAs and hyperlinks get probably the most consideration on every electronic mail
  • Social media integrations can save hours distributing content material and launching electronic mail advertising campaigns


  • Autoresponders and deserted cart campaigns will solely work in case you have a Shopify retailer
  • The UX is sluggish and a bit dated in comparison with different instruments on our checklist
  • No front-end cell design device to check and edit emails


Fixed Contact’s primary plan, Core, begins at $9.99/month and consists of electronic mail marketing campaign templates and social media posting. Sadly, the plan is fairly primary and to unlock the too’s automation and personalization options, it’s a must to improve to the Plus plan, which begins at $45/month. 

4. Mailchimp

⚡Finest automation characteristic: Content material optimizer to enhance copy and pictures

💰 Pricing: Perpetually free plan. Necessities plan begins at $9.99/month. 

Mailchimp new subscriber journey

Mailchimp is an effective electronic mail automation device for small on-line distributors and SMBs with small budgets which are simply getting began with electronic mail advertising. 

The device’s promoting level has at all times been to stay to the fundamentals. It has prebuilt automated electronic mail sequences and a template library to get you began with welcome campaigns and follow-up messages. It will possibly additionally put product suggestions and deserted cart emails on autopilot utilizing triggered sequences primarily based on buyer behaviour. As soon as a marketing campaign is up and operating, you’ll be able to ship prospects a direct hyperlink to their deserted product to finish the acquisition.

For customers who desire a bit extra from their electronic mail automation device, Mailchimp has added some noteworthy options to up your electronic mail advertising recreation. First, its content material optimizer could make solutions on learn how to enhance electronic mail copy or structure primarily based on knowledge it collects from its huge buyer base. 

Most of all, a variety of Mailchimp’s options are straightforward to make use of, making it possibility for freshmen.


  • Tremendous straightforward to make use of interface and minimal studying curve (howdy, newbie electronic mail entrepreneurs!)
  • Good selection of primary electronic mail automation sequences like welcome collection, deserted cart emails, post-purchase and win-back campaigns
  • Pay-as-you-go choices for distributors rising a subscriber checklist from scratch so that you’re not paying for a full plan


  • Regardless of Mailchimp’s big selection of automation choices, some firms might discover that it lacks a number of the superior options and customization instruments discovered on different platforms
  • Testing options are restricted. A/B checks solely enable topic traces and ship instances, which isn’t nice if you wish to get into the granular particulars of what’s working and what’s not. 


Mailchimp’s free plan is ideal in the event you solely want primary automation options. It permits as much as 2,000 and consists of primary set off sequences and templates. 

Nonetheless, eCommerce distributors who want extra options have to improve to a paid plan. The Necessities plan will unlock A/B testing and electronic mail scheduling, however options like multivariate testing and superior segmentation are solely obtainable on the Premium plan—which begins at $350/month 😳 

5. Drip

⚡ Finest automation characteristic: Break up testing.

💰 Pricing: Plans begin at $39/month. 

Drip split test variations

Drip is a sophisticated electronic mail advertising device disguised as a newbie’s platform because of its usability and minimal studying curve. 

It comes with an built-in electronic mail builder to create automated sequences primarily based on actions prospects have taken like purchases, subscriptions and previous shopping habits. Though the platform’s template library is extraordinarily restricted, you’ll be able to import your individual HTML design if you need full customization.

Drip will then robotically ship prospects messages utilizing tags and personalization primarily based on the information you accumulate throughout their shopping for journey. 

Nevertheless it’s Drip’s workflow break up checks that actually makes the device stand out. It will possibly run checks between electronic mail campaigns, VIP reductions and Fb Customized Audiences towards electronic mail sequences to see what’s touchdown greatest together with your viewers. When the break up check is finished, it calculates a winner primarily based on order conversions, income and retailer visits so you should use the simplest sequences in future campaigns. 


  • Drip integrates with a bunch of standard eCommerce platforms like Shopify, Magento, BigCommerce, WooCommerce and even customized shops. 
  • Create automated campaigns to encourage prospects to go away critiques and suggestions to offer your website some social proof
  • Customized content material snippets could be reused throughout emails to shortly replicate content material


  • The shortage of premade templates means it takes extra time to get a marketing campaign up and operating
  • No integration to launch touchdown pages alongside electronic mail campaigns
  • Some reviews say Drip’s doesn’t filter out spam and suspicious electronic mail addresses from ship lists


Paid plans at $39/month for as much as 2,500 contacts, which embody limitless electronic mail sends, electronic mail help and pre-built playbooks. Weirdly, the extra subscribers you may have, the extra restrictive Drip’s plans get by way of electronic mail sends. And in case your checklist has over 140,000 contacts, you’ll have to maneuver onto a customized priced plan.  

begin electronic mail automation in Sendlane

Launching an electronic mail automation in Sendlane is simple because of our prebuilt templates and sequences. 

From the Sendlane platform: 

  1. Click on automations to get began and choose electronic mail
  2. Browse the large library of pre-built funnels till you discover one which’s match to your marketing campaign (like a welcome collection, deserted cart or a brand new product launch)
  3. Give your automation a reputation 

The automation will then seem contained in the builder, and you can begin customizing content material by adjusting or including totally different nodes: 

Sendlane automations sequence for abandoned cart

Every node can add: 

  • Triggers: Consumer-based actions that kickstart your automation and sends messages to your buyer’s inbox
  • Actions: After a set off’s circumstances are met, comparable to a product buy or hyperlink click on, set an motion to happen, comparable to a follow-up message or advice
  • Timing: Set wait instances and objectives for every electronic mail to focus on prospects with related and personalised content material on the proper time.

And when you’re proud of the marketing campaign sequence, all it’s a must to do is hit ship!

Need to check out Sendlane for your self? Sign up for our 14-day free trial here—no bank card wanted!

E-mail automation instruments FAQs:

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