Email marketing remains one of the most effective ways for agencies to nurture leads, drive sales, and retain clients. However, sending and managing hundreds or thousands of emails manually is neither practical nor efficient. That’s where email automation software comes in—helping you streamline outreach, personalize campaigns, and measure success with less effort.

This guide will demystify the concept of email automation, cover essential features, offer actionable tips for choosing the right platform, and present the 10 best email automation software for agencies—complete with key features, pros, and cons designed to help both beginners and seasoned marketers.

What Is Email Automation?

Email automation is the process of sending emails to contacts automatically, based on pre-set triggers, schedules, or recipient behaviors. It removes the manual effort from routine tasks like follow-ups, drip campaigns, onboarding sequences, or promotional mailouts—allowing teams to focus on higher-value strategy and content creation.

Examples of common automated email sequences:

• Welcome series for new subscribers
• Abandoned cart reminders
• Appointment confirmations
• Re-engagement or win-back campaigns
• Triggered follow-ups based on user actions

With automation, agencies can deliver timely, relevant, and personalized messages at scale—maximizing engagement and conversions.

Key Features to Look for in Email Automation Software

When evaluating email automation software, agencies should consider:

User-Friendly Editor

Drag-and-drop workflow builders and intuitive interfaces.

Personalization & Segmentation

Send targeted messages based on recipient data, behavior, or custom tags.

Automation Triggers

Choose from a wide range of triggers (action taken, date/time, milestone reached, etc.).

A/B Testing

Test subject lines, content, send times, or calls-to-action for optimal results.

Deliverability Tools

Automated warmups, SPF/DKIM management, blacklist monitoring, and bounce tracking.

CRM Integrations

Sync contacts, activities, and campaign results with CRM platforms easily.

Reporting & Analytics

Real-time dashboards to track opens, clicks, conversions, and campaign performance.

Multi-Channel Support

Expand to SMS, social, WhatsApp, or LinkedIn for true omnichannel communication.

Scalability & User Management

Handle multiple clients, large volumes, and team collaboration efficiently.

Compliance Features

Built-in checks for CAN-SPAM, GDPR, unsubscribe handling, and list hygiene.

The 10 Best Email Automation Software for Agencies

Explore the top solutions trusted by leading agencies. Each entry covers a brief introduction, highlights features, plus clear pros and cons to help you make an informed decision.

1. Smartlead

Overview:

Smartlead excels for agencies needing scalable cold emails and personalized messaging. With unlimited mailboxes, automated warmups, advanced AI-driven personalization, and multi-channel outreach (email, LinkedIn, SMS), you can orchestrate high-volume, highly targeted campaigns. 

Its unified Unibox dashboard, reply categorization, and robust integrations (CRMs, APIs, enrichment tools like Clay) help maximize deliverability and manage multiple clients with ease.

Key Features:

• Unlimited mailboxes, auto warmups, mailbox rotation
• AI personalization engine and spintax features for A/B testing
• Advanced deliverability with SmartDelivery, SmartSenders, and SmartServers that users land in the primary inbox
• Unified inbox, advanced analytics, and reporting
• Seamless integrations with major CRMs and enrichment tools. They also their inbuilt CRM called Smart Funnel which helps users manage replies, track leads, and handle conversions.
• Global analytics to track ESP, mailbox, and domain analytics. Advanced filter options, agency dashboard, and many other features that help you scale.

Pros:

Exceptional deliverability, real AI-powered personalization, scalable, robust reporting, and powerful integrations.

Cons:

A feature-rich interface can be complex for new users; no free plan available.

2. ActiveCampaign

Overview:

ActiveCampaign leads the pack for agencies that demand advanced automation. Its drag-and-drop builder lets you design complex, multi-step workflows that adapt to contact behavior—like opens, clicks, or web visits. 

Predictive sending, split testing for sequences, robust CRM features, and in-depth segmentation let you target the right audience at the optimal time.

Key Features:

• Visual workflow builder for multi-step automation
• Powerful personalization, dynamic content, site tracking
• Split-testing of workflows for optimization
• Integrated sales automation and CRM

Pros:

Granular automation, robust CRM, predictive sending, and a large template library.

Cons:

Learning curve for newcomers; top-tier features require higher plans.

3. Mailchimp

Overview:

Mailchimp remains an industry favorite, evolving into a complete marketing solution. Its Creative Assistant generates content ideas, subject lines, and optimizes send times using AI. 

Advanced segmentation, journey builder, predictive analytics, and multichannel marketing empower agencies to manage every aspect of client campaigns—from newsletters to e-commerce automations.

Key Features:

• Drag & drop email builder, journey workflows
• Predictive analytics, AI subject lines and creative suggestions
• Advanced segmentation and A/B testing
• E-commerce automation features

Pros:

Easy to learn, good free tier, wide app marketplace, content AI.

Cons:

Premium automations and analytics on paid plans only.

4. Brevo (formerly Sendinblue)

Overview:

Brevo specializes in high deliverability, segmentation, and automation, blending email, SMS, push notifications, and WhatsApp into one dashboard. Features include send-time optimization, robust segmentation, built-in CRM, and marketing automation workflows. 

Agencies benefit from transparent pricing and strong deliverability controls.

Key Features:

• Visual flow builder, send-time optimization
• Transactional email & SMS, unlimited contacts
• CRM and pipeline tools

Pros:

Transparent pricing, generous free plan, and a high deliverability focus.

Cons:

Reporting is less detailed than that of some competitors.

5. HubSpot

Overview:

HubSpot offers a full marketing suite with a robust CRM, making it ideal for agencies managing everything from lead generation to onboarding and customer service. 

Visual automation workflows, sophisticated segmentation, multichannel automation, and detailed reporting make it the “all-in-one” choice for many growing teams.

Key Features:

• Visual automation flows (“Workflows”)
• Powerful segmentation and lead scoring
• Built-in sales tools and ticketing
• Robust integration marketplace

Pros:

All-in-one marketing and sales stack, strong analytics, trusted brand.

Cons:

Higher pricing as feature needs grow.

6. MailerLite

Overview:

MailerLite is user-friendly and budget-friendly, ideal for agencies starting out or managing simpler campaigns. AI assists with subject line generation and send-time optimization. Auto-segmentation, visual workflow builder, and unlimited monthly emails on higher plans make it a popular choice.

Key Features:

• Drag-and-drop editor, automation builder
• AI subject line generator
• Segmentation, A/B tests, dynamic content
• Unlimited emails on higher plans

Pros:

Clean UI, affordable pricing, unlimited sends, fast support.

Cons:

Lacks advanced CRM or deep reporting features.

7. Klaviyo

Overview:

Klaviyo is purpose-built for ecommerce, offering robust email and SMS automation, data-driven product recommendations, and detailed segmentation tied into storefront data. 

Agencies serving ecommerce brands will appreciate its focus on maximizing sales, abandoned carts, and re-engagement.

Key Features:

• Deep e-commerce and product integrations
• AI-based product recommendations, automated flows
• Pre-built templates and customer journey mapping

Pros:

Tailored for e-commerce, strong segmentation, product analytics.

Cons:

Suited mainly for Shopify, WooCommerce, or similar stores.

8. Encharge

Overview:

Encharge connects directly to your app, billing, and customer data, making it perfect for SaaS agencies that want to trigger emails based on transactional events, onboarding milestones, or feature usage. 

Visual flow builder, engagement-based segmentation, and unlimited email sends support complex, behavior-based automations.

Key Features:

• Behavioral event triggers
• Drag-and-drop flow builder, integrations with Stripe, Segment, Intercom
• Unlimited emails across all plans

Pros:

Great for SaaS, deep data integrations, easy to customize flows.

Cons:

Not ideal for basic newsletter-focused use.

9. Saleshandy

Overview:

Saleshandy combines advanced sequencing, AI-powered personalization, unified inbox, and a strong focus on cold outreach—making it easy for agencies to schedule, automate, and A/B test every touchpoint. 

Built-in bounce detection, reply categorization, and unlimited sender accounts increase deliverability and efficiency for high-volume sales teams.

Key Features:

• Unlimited email accounts, advanced follow-up automations
• AI-powered variants and spintax for hyper-personalization
• Unified inbox, powerful reporting, bounce detection

Pros:

Excellent for outbound sales, multi-step automation, AI features.

Cons:

Focused on cold sales rather than newsletters.

10. Omnisend

Overview:

Omnisend supports sophisticated automations across email, SMS, and web push, catering to agencies managing omnichannel or ecommerce accounts. Advanced audience segmentation, visual workflow builder, prebuilt templates, and data-backed optimization tools power conversion-focused automation.

Key Features:

• Multi-channel automation (email, SMS, push)
• Pre-built automation workflows (e.g. abandoned cart, win-back)
• Segmentation and product recommendations

Pros:

Easy campaign setup, deep e-commerce integration, good reporting.

Cons:

Less flexible for B2B or services-focused agencies.

How to Choose the Best Email Automation Software

Selecting the right email automation software can profoundly impact your agency’s efficiency, deliverability, and results. Here's a comprehensive breakdown of factors and actionable steps to guide beginners and experienced marketers alike:

1. Clarify Your Agency’s Needs and Goals

• Campaign Complexity: Do you manage simple newsletters or multi-step workflows with dynamic triggers?
• Volume: Estimate the number of contacts, emails sent per month, and client accounts.
• Client Segments: Consider the types of businesses or industries you serve—some tools cater specifically to B2B, e-commerce, or SaaS.

2. Assess Ease of Use and Learning Curve

• User Interface: Look for drag-and-drop editors and visual workflow builders, which simplify campaign creation for non-technical users.
• Onboarding & Support: Are training, tutorials, and customer support readily available? This is especially important for large teams or those new to automation.

3. Review Personalization and Segmentation Power

• Dynamic Fields: Can you easily add custom fields (like first name, industry, interests) for targeted messaging?
• Behavioral Triggers: Advanced tools allow for sends based on opens, clicks, purchases, site visits, or custom events.
• AI Capabilities: Modern solutions may use AI to generate copy, optimize subject lines, or adjust timing for higher engagement.

4. Check Integration and Compatibility

• CRM & App Integrations: Can the platform connect with your existing CRM, sales tools, lead enrichment services, and analytics dashboards?
• API Access: If you need custom workflows or data syncing, ensure an open, well-documented API is available.

5. Evaluate Deliverability & Compliance Tools

• Automatic Warmups: Builds sender reputation and ensures better inbox placement.
• SPF/DKIM/DMARC Management: Prevents emails from being flagged as spam.
• List Hygiene: Does the software offer built-in verification or bounce management?
• Compliance: Make sure unsubscribe links, GDPR, and CAN-SPAM compliance are easy to implement.

6. Consider Reporting and Analytics

• Real-Time Dashboards: Monitor opens, clicks, replies, conversions, and more.
• Attribution & ROI Tracking: Can you tie email campaigns to actual sales or client milestones?
• Segmentation Reports: Allows ongoing optimization of timing, messaging, and targeting.

7. Scalability, Team Management, and Multi-Client Support

• Multi-Account Handling: Vital for agencies running several client campaigns.
• User Permissions: Set roles and manage user access for collaboration and security.
• White-Labeling: Some platforms allow branding with your agency’s identity for client-facing access.

8. Compare Pricing and Value

• Caps on Email Sends/Users: Check for monthly limits or extra charges.
• Feature Access by Tier: Some features may be reserved for higher plans.
• Free Trial/Demo Availability: Always test the platform or request a demo to validate its fit for your workflows.

9. Read User Reviews and Industry Comparisons

• Browse trusted sites (G2, Capterra, Trustpilot) to learn about real-world pros and cons—pay special attention to support responsiveness, deliverability outcomes, and long-term reliability.

Pro Tip:
Don’t just choose based on feature count. Instead, match the platform’s core strengths to your agency’s unique workflows, technical skill level, and long-term goals. Take time to test candidate tools with trial campaigns to see how they deliver in your actual day-to-day operations.

By following these steps, you’ll not only pick the best email automation software for your current needs—you’ll also ensure your agency is prepared to adapt and grow as the world of email marketing evolves.

Final Thoughts

Mastering email automation software is non-negotiable for modern agencies. Whether you need robust cold outreach (Smartlead), flexible all-in-one marketing, specialized e-commerce triggers, or affordable simplicity, there’s a tool for every workflow.

Compare your agency’s scale, technical requirements, and marketing goals to this list, and test leading options before deciding. With the right platform, your team can save time, increase deliverability, boost personalization, and drive better results for every client—no matter their industry.