Email automation lets you send targeted messages automatically based on customer actions, such as signups, abandoned carts, or purchases. Once set up, these workflows run 24/7, saving time while delivering personalized emails that drive revenue.
This guide covers what email automation is, how it helps your business, and how to create your first automation workflow.
What Is Email Automation?
Email automation sends messages automatically when customers take specific actions. Unlike email campaigns you send manually, automations trigger in real time based on customer behavior.
Each automation workflow includes:
Trigger – The customer action that starts the workflow (e.g., "Subscribed to email marketing," "Abandoned cart").
Delays – Time gaps between messages (e.g., send the second email 24 hours after the first).
Messages – Messages with personalized content (customer name, cart items, product recommendations).
Example: A customer abandons their cart. Your Abandoned Cart workflow triggers immediately, sending Email 1 with a reminder. If they don't return, Email 2 follows 24 hours later with a discount code.
💡 You can also add SMS and push notifications to automation workflows for a multichannel approach.
How Email Automation Helps Your Business
Save Time: Set up once, run forever. Automations work around the clock without manual intervention.
Increase Revenue: Abandoned Cart automations recover 5 – 15% of lost sales on average. Welcome workflows convert new subscribers into first-time buyers. Post-Purchase emails drive repeat purchases.
Personalize at Scale: Use customer data (name, location, browsing history, cart contents) to tailor messages. Each contact receives content relevant to their journey, without manual customization.
Available Email Automation
Omnisend offers pre-built email automation for common e-commerce scenarios:
Welcome – Greet new subscribers and introduce your brand with a discount or product showcase.
Abandoned Cart and Abandoned Checkout – Recover lost sales by reminding customers of items left behind.
Order Confirmation – Confirm purchases and set delivery expectations.
Order Follow-up – Request reviews, offer related products, or provide care instructions.
Customer Reactivation – Re-engage inactive customers with incentives or product updates.
Birthday – Celebrate customer birthdays with personalized offers.
All workflows were developed so that your email marketing is simple yet effective. We've designed them for common e-commerce scenarios that drive actual sales. It will only take a few clicks to start using the workflows to generate more revenue.
Browse the complete Automations Library for product recommendations, browse abandonment, shipping confirmations, and more.
Create Your First Email Automation
To create your first automation, go to Automation → Create Workflow. From here, you can pick one of the presets or create a workflow from scratch.
Pre-built workflows include default triggers, recommended delays, and message templates. You can customize all elements – subject lines, sender details, email content, and timing.
💬 For detailed configuration (audience filters, conditional splits, frequency settings, testing), see Set Up Automation Workflow Settings.
Recommended First Workflows
If you're new to email automation, start with these three high-impact workflows:
Welcome Email – Engage new subscribers immediately with a discount or brand story
Abandoned Cart – Recover lost revenue with cart reminders and incentives
Order Confirmation – Build trust by confirming purchases and setting delivery expectations
Once these are live, expand to Post-Purchase Follow-Ups, Browse Abandonment, and Customer Reactivation.
Next Steps
Explore the Automations Library – Browse all available workflows and step-by-step guides.
Set Up Automation Workflow Settings – Configure triggers, delays, splits, and advanced options.
Use Personalization in Omnisend – Add dynamic content to your messages.
For any further guidance or help, contact our Support Team using the in-app chat or by emailing [email protected].