Email Automatisation Software: Guide complet to Choosing the Right Platform

Discover the best email automatisation software pour votre entreprise. Compare fonctionnalités, pricing, and capabilities of top plateformes y compris Brevo, Mailchimp, ActiveCampaign, et plus.

Tajo

Email Automatisation Software?

Email automatisation software has transformed how entreprises communicate with clients. Instead of manually sending individual emails, automatisation plateformes enable you to create sophisticated campagnes that run on autopilot, delivering the right message au right time based on customer behavior and preferences.

Ce guide complet couvre tout ce que vous devez savoir about email automatisation software: what it is, key fonctionnalités to look for, how top plateformes compare, and how to choose the right solution pour votre entreprise.

Qu’est-ce que Email Automatisation Software?

Email automatisation software is a technology platform that enables entreprises to send targeted, personalized emails automatically based on predefined triggers, schedules, or customer actions. Rather than manually composing and sending each email, automatisation software handles the entire process once you set up your workflows.

How Email Automatisation Works

Email automatisation operates on a trigger-action model:

Trigger: A specific event occurs (customer signs up, makes a purchase, abandons cart)
Condition: Optional filters determine if the automatisation should proceed (customer is VIP, order value exceeds threshold)
Action: The system sends a pre-designed email (or series of emails) automatically
Timing: Delays and schedules control when emails are delivered

Par exemple, when a customer abandons their shopping cart, the automatisation software detects this event (trigger), checks if the cart value exceeds a minimum threshold (condition), then sends a reminder email one hour later (action with timing).

Email Automatisation vs. Email Marketing

While related, these terms describe different approaches:

Aspect	Manual Email Marketing	Email Automatisation
Trigger	Marketer decides to send	Customer action triggers
Effort	Every campaign requires work	Set up once, runs continuously
Personnalisation	Segment-level	Individual-level
Timing	When scheduled	Basé sur behavior timing
Scalability	Limited by team capacity	Unlimited scale

The Business Impact of Email Automatisation

Organizations using email automatisation report significant improvements:

320% more revenus from automated emails compared to non-automated campagnes
75% time savings on email marketing tasks
50% higher taux de conversion from triggered emails vs. broadcast campagnes
21% of email marketing revenus comes from automated workflows despite representing a small fraction of total sends

These statistics reflect automatisation’s ability to deliver highly relevant messages at optimal moments, something manual campagnes ne peut pas achieve à grande échelle.

Key Fonctionnalités of Email Automatisation Software

When evaluating email automatisation plateformes, these core fonctionnalités determine whether a solution can meet your business needs.

1. Visual Workflow Builder

A visual workflow builder allows you to design automatisation sequences using glisser-déposer interfaces. Instead of writing code or complex rules, you create flowcharts showing how emails connect to triggers, delays, and conditions.

What to look for:

Intuitive glisser-déposer interface
Branching logic for different customer paths
A/B testing within workflows
Preview and testing capabilities
Template libraries for common workflows

2. Trigger Options

The range of available triggers determines what customer behaviors vous pouvez respond to automatically.

Essential triggers include:

Form submissions and email signups
Purchase and order events
Cart abandonment
Website page visits
Email engagement (opens, clicks)
Date-based triggers (birthdays, anniversaries)
Custom event tracking

Advanced triggers include:

Product views and browse behavior
Fidélité tier changes
Customer score thresholds
Predicted churn indicators
Real-time inventory changes

3. Segmentation and Personnalisation

Effective automatisation requires targeting the right clients with personalized content.

Segmentation capabilities:

Demographic data (location, age, gender)
Behavioral data (purchase history, engagement)
Lifecycle stage (new subscriber, first-time buyer, VIP)
Custom attributes and tags
Real-time segment updates

Personnalisation fonctionnalités:

Dynamic content blocks
Product recommendations
Personalized lignes d’objet
Conditional content based on attributes
Merge tags and custom fields

4. Design d’email Tools

Creating professional emails should not require design expertise.

Design fonctionnalités to evaluate:

Glisser-déposer créateur d’emails
Mobile-responsive templates
HTML/CSS access for customization
Image editing and hosting
Brand kit and asset management
Template saving and reuse

5. Délivrabilité Management

Your automatisation is worthless if emails do not reach inboxes.

Délivrabilité fonctionnalités:

Dedicated IP addresses (for high-volume senders)
Authentication support (SPF, DKIM, DMARC)
Bounce and complaint handling
List hygiene tools
Délivrabilité reporting
Inbox placement testing

6. Analyses and Reporting

Understanding performance drives optimization.

Reporting capabilities:

Open and click rates
Conversion tracking
Revenus attribution
Workflow performance dashboards
A/B test results
Délivrabilité métriques
Customer journey analyses

7. Intégration Ecosystem

Email automatisation works best when connected to your other business tools.

Critical intégrations:

E-commerce plateformes (Shopify, WooCommerce, Magento)
CRM systems (Salesforce, HubSpot)
Customer data plateformes
Analyses tools (Google Analyses)
Advertising plateformes
Support and helpdesk software
Payment processors

Top Email Automatisation Software Compared

The market offers numerous email automatisation solutions. Here is how the leading plateformes compare across key criteria.

Brevo (Formerly Sendinblue)

Brevo has emerged as a powerful, cost-effective email automatisation platform with comprehensive multi-channel capabilities.

Best for: Growing entreprises seeking value, e-commerce stores, multi-channel marketers

Key strengths:

Per-email pricing model (unlimited contacts)
Full multi-channel support (email, SMS, WhatsApp)
Visual automatisation workflow builder
Transactional email handling included
Global SMS coverage (200+ countries)
Competitive pricing à grande échelle

Automatisation capabilities:

Glisser-déposer workflow editor
Pre-built automatisation templates
Multi-channel automatisations (email + SMS + WhatsApp)
Event-triggered workflows
A/B testing in automatisations
Lead scoring

Pricing: Free plan available (300 emails/day). Paid plans start at $9/month for 5,000 emails.

E-commerce intégration: Native intégrations available, enhanced significantly when paired with Tajo for Shopify stores (more on this below).

Mailchimp

Mailchimp is l’un des most recognized names in email marketing, offering a user-friendly platform for entreprises of all sizes.

Best for: Small entreprises, beginners, non-e-commerce use cases

Key strengths:

Extremely user-friendly interface
Large template library
Website and page d’atterrissage builder included
Social media posting
Strong brand recognition

Automatisation capabilities:

Customer journey builder (paid plans only)
Pre-built automatisation templates
Email-only automatisations
Basic triggers and conditions
Limited on free and Essentials plans

Pricing: Free plan (500 contacts, 1,000 emails/month). Paid plans from $13/month. Pricing based on contact count.

Limitations:

Contact-based pricing increases costs as list grows
SMS only available in US
No WhatsApp support
Advanced automatisation limited to higher tiers

ActiveCampaign

ActiveCampaign combines email marketing with CRM and sales automatisation for a comprehensive platform.

Best for: Sales-focused organizations, B2B entreprises, complex automatisation needs

Key strengths:

Advanced automatisation builder
Built-in CRM system
Lead scoring and pipeline management
Extensive intégration library
Powerful conditional logic

Automatisation capabilities:

Highly sophisticated workflow builder
850+ automatisation recipes
Multi-step, multi-condition workflows
Site tracking and predictive sending
Machine learning fonctionnalités

Pricing: Plans start at $29/month for 1,000 contacts. Higher tiers required for advanced fonctionnalités.

Limitations:

Steeper learning curve
Can become expensive à grande échelle
More complex than needed for simple use cases

Klaviyo

Klaviyo is built specifically pour le e-commerce, with deep platform intégrations and advanced segmentation.

Best for: E-commerce stores (especially Shopify), data-driven marketers

Key strengths:

E-commerce focused fonctionnalités
Deep Shopify intégration
Advanced segmentation capabilities
Predictive analyses
Product recommendations engine

Automatisation capabilities:

Pre-built e-commerce flows
Behavioral triggers from store data
Dynamic product blocks
Revenus attribution
SMS automatisation included

Pricing: Free jusqu’à 250 contacts. Paid plans from $20/month, based on contact count.

Limitations:

Expensive à grande échelle
Limited value for non-e-commerce entreprises
No WhatsApp support

HubSpot Marketing Hub

HubSpot offers email automatisation as part of its comprehensive marketing, sales, and service platform.

Best for: Enterprises, B2B entreprises, organizations wanting an all-in-one platform

Key strengths:

Full marketing suite (CMS, SEO, social, ads)
Powerful CRM intégration
Extensive reporting and analyses
Professional services available

Automatisation capabilities:

Visual workflow builder
Sophisticated branching logic
Lead nurturing sequences
Intégration with sales workflows
AI-powered recommendations

Pricing: Free tools available. Marketing Hub Professional starts at $800/month.

Limitations:

Significant cost for full fonctionnalités
Complexity may exceed needs
Requires commitment to HubSpot ecosystem

ConvertKit

ConvertKit targets creators, bloggers, and online course sellers with a streamlined automatisation approach.

Best for: Content creators, bloggers, course sellers, newsletter operators

Key strengths:

Simple, creator-focused interface
Visual automatisation builder
Subscriber tagging system
Landing page builder
Creator-oriented fonctionnalités

Automatisation capabilities:

Visual automatisation sequences
Tag-based triggers
Rule-based automatisation
Email sequence builder
Basic conditional logic

Pricing: Free jusqu’à 1,000 abonnés. Creator plan from $9/month.

Limitations:

Limited e-commerce fonctionnalités
Basic reporting compared to competitors
Fewer intégrations than enterprise plateformes

Drip

Drip focuses on e-commerce customer relationship management with sophisticated automatisation.

Best for: E-commerce brands, DTC entreprises, Shopify stores

Key strengths:

E-commerce focus
Multi-channel automatisation
Advanced segmentation
Revenus tracking
Visual workflow builder

Automatisation capabilities:

Pre-built e-commerce workflows
Behavior-based triggers
Product recommendation engine
Revenus attribution
SMS intégration

Pricing: Plans from $39/month for 2,500 contacts.

Limitations:

Higher starting price
Limited value outside e-commerce
Smaller company than major competitors

Email Automatisation Software Comparison Table

Platform	Starting Price	Pricing Model	Multi-Channel	Best For
Brevo	$0 (free tier)	Per email	Email, SMS, WhatsApp	Growing entreprises, value seekers
Mailchimp	$0 (free tier)	Per contact	Email, limited SMS	Beginners, petites entreprises
ActiveCampaign	$29/mo	Per contact	Email, SMS	B2B, sales teams
Klaviyo	$0 (free tier)	Per contact	Email, SMS	E-commerce
HubSpot	$800/mo	Per contact	Full suite	Enterprise
ConvertKit	$0 (free tier)	Per subscriber	Email	Creators
Drip	$39/mo	Per contact	Email, SMS	E-commerce

Essential Email Automatisation Workflows

Regardless of which platform you choose, these automatisation workflows deliver consistent results for most entreprises.

Welcome Series

Trigger: New email subscriber

Purpose: Convert abonnés to clients, establish brand relationship

Typical structure:

Email 1 (Immediate): Welcome message, brand introduction, first-purchase incentive
Email 2 (Day 2-3): Brand story, values, social proof
Email 3 (Day 5-7): Product highlights, customer testimonials
Email 4 (Day 7-10): Discount reminder with urgency

Expected performance: 50% higher taux de conversion vs. no welcome series

Panier abandonné Recovery

Trigger: Items added to cart, checkout not completed

Purpose: Recover lost sales from paniers abandonnés

Typical structure:

Email 1 (1 hour): Simple reminder with cart contents
Email 2 (24 hours): Social proof, customer reviews
Email 3 (48-72 hours): Incentive offer (optional discount)

Expected performance: 5-15% cart recovery rate

Post-achat Follow-Up

Trigger: Order completed

Purpose: Build fidélité, drive repeat purchases, gather reviews

Typical structure:

Email 1 (Immediate): Order confirmation with cross-sells
Email 2 (After delivery): Product usage tips, care instructions
Email 3 (7-14 days post-delivery): Review request
Email 4 (30 days): Cross-sell or replenishment reminder

Expected performance: 20-30% increase in repeat purchase rate

Win-Back Campaign

Trigger: No purchase in X days (varies by business)

Purpose: Re-engage lapsed clients before they churn

Typical structure:

Email 1: “We miss you” message with what’s new
Email 2: Exclusive win-back offer
Email 3: Final reminder with increased incentive

Expected performance: 5-10% reactivation rate

Browse Abandonment

Trigger: Product viewed but not added to cart

Purpose: Re-engage interested but unconverted visitors

Typical structure:

Email 1 (2-4 hours): “Still interested?” with viewed product
Email 2 (24 hours): Similar product recommendations

Expected performance: 1-3% taux de conversion

Comment Choose Email Automatisation Software

Selecting the right platform requires evaluating your specific needs against available options.

Step 1: Define Your Requirements

Before comparing plateformes, clarify what you need:

Business model considerations:

E-commerce vs. B2B vs. content/media
Current liste email size and growth projections
Average order value and purchase frequency
Sales cycle complexity

Technical requirements:

Required intégrations (e-commerce platform, CRM, etc.)
Data synchronization needs
API access requirements
Custom event tracking needs

Channel requirements:

Email only vs. multi-channel (SMS, WhatsApp)
Transactional vs. marketing emails
International audience considerations

Step 2: Evaluate Pricing Models

Understanding pricing models prevents budget surprises:

Per-contact pricing (Mailchimp, Klaviyo, ActiveCampaign):

Cost increases as list grows
May pay for inactive abonnés
Predictable based on list size

Per-email pricing (Brevo):

Cost based on send volume
Unlimited contacts on all plans
Better value for large lists with moderate send frequency

Hybrid models:

Some plateformes combine both approaches
Evaluate total cost at your expected scale

Calculate 12-month costs:

Current list size + projected growth
Expected email volume
Feature tier required

Step 3: Assess Intégration Capabilities

Your email platform must connect with existing tools:

Critical evaluation points:

Native intégration vs. third-party connector (Zapier)
Data sync depth (what fields transfer, how often)
Real-time vs. batch synchronization
API quality for custom intégrations

For e-commerce specifically:

Customer profile sync
Order history transfer
Product catalog intégration
Abandoned cart event tracking
Browse behavior capture

Step 4: Test Before Committing

Most plateformes offer free trials or free tiers:

Evaluation checklist:

Build a simple automatisation workflow
Import a contact segment
Create and send a test campaign
Review analyses and reporting
Test intégration with key tools
Evaluate support responsiveness

Step 5: Consider Long-Term Scalability

Your choice should accommodate growth:

Pricing at 2x, 5x, 10x current scale
Feature limits that might constrain expansion
Migration complexity if switching later
Vendor stability and product roadmap

Email Automatisation for E-commerce: The Brevo + Tajo Solution

For Shopify store owners, the combination of Brevo and Tajo provides a particularly powerful email automatisation solution.

Why This Combination Works

Brevo brings:

Cost-effective per-email pricing
Full multi-channel capabilities (email, SMS, WhatsApp)
Robust automatisation workflow builder
Excellent délivrabilité
Global reach for international commerce

Tajo enhances the connection:

While Brevo offers native Shopify intégration, Tajo provides a deeper, more sophisticated connection:

Complete Data Synchronization
- All customer profiles synced to Brevo
- Full order history with product details
- Real-time updates as transactions occur
- Product catalog intégration for dynamic content
Enhanced Automatisation Triggers
- Abandoned cart events with full cart contents
- Browse abandonment tracking
- Purchase milestone triggers
- Customer lifecycle event detection
Built-in Programmes de fidélité
- Points and rewards system included
- Tier-based customer programs
- Fidélité data available in Brevo segments
- Automated fidélité communications
Unified Customer View
- All Shopify data accessible in Brevo
- Enhanced segmentation possibilities
- Better personnalisation capabilities
- Cross-channel customer insights

Use Case: Complete E-commerce Automatisation Stack

With Tajo connecting Shopify to Brevo, vous pouvez implement:

Acquisition:

Welcome series with first-purchase incentive
Browse abandonment recovery
Product interest follow-up

Conversion:

Multi-stage panier abandonné recovery (email + SMS)
Price drop alerts
Back-in-stock notifications

Rétention:

Post-purchase follow-up sequences
Review request automatisation
Replenishment reminders
VIP tier achievement celebrations

Win-back:

Lapsed customer réengagement
Subscription renewal reminders
Fidélité point expiration notices

Multi-Channel Advantage

Unlike plateformes limited to email, Brevo through Tajo enables:

Email for detailed content, product showcases, newsletters
SMS for urgent alerts, time-sensitive offers, delivery updates
WhatsApp for conversational commerce, support, rich media

This multi-channel approach increases touchpoints without requiring multiple vendors.

Common Email Automatisation Mistakes to Avoid

Learning from common errors helps you implement automatisation effectively.

1. Over-Automating Too Soon

The mistake: Building complex, multi-branch automatisations before understanding customer behavior

The fix: Start with proven, simple workflows (welcome, cart abandonment, post-achat). Add complexity based on data.

2. Ignoring Délivrabilité

The mistake: Focusing on campagnes while neglecting inbox placement

The fix:

Authenticate your domain (SPF, DKIM, DMARC)
Clean your list regularly
Monitor bounce and complaint rates
Warm up new sending domains gradually

3. Setting and Forgetting

The mistake: Building automatisations once and never reviewing performance

The fix: Schedule monthly automatisation audits:

Review open/click rates
Update stale content
Test new lignes d’objet
Refresh product recommendations

4. Poor Timing and Frequency

The mistake: Sending too many automated emails, or at wrong times

The fix:

Implement global frequency caps
Coordinate automatisation triggers to prevent overlap
Test send times for your audience
Prioritize high-value automatisations over marginal ones

5. Missing Mobile Optimization

The mistake: Designing emails for desktop when most opens occur on mobile

The fix:

Use responsive templates
Test on multiple devices
Keep lignes d’objet short (30-40 characters)
Use single-column layouts
Make CTAs thumb-friendly

6. Neglecting Segmentation

The mistake: Sending the same automated content to all clients

The fix:

Segment by purchase history
Personalize by browsing behavior
Adjust messaging for lifecycle stage
Use dynamic content blocks

Pour commencer with Email Automatisation

If you are new to email automatisation or switching plateformes, follow this implementation roadmap.

Week 1: Foundation

Day 1-2: Platform Setup

Create account and configure settings
Set up domain authentication
Import existing contacts
Connect essential intégrations

Day 3-4: Template Creation

Design branded templates d’email
Create reusable content blocks
Set up dynamic personnalisation
Build mobile-responsive layouts

Day 5-7: First Automatisation

Implement welcome series
Test thoroughly with internal addresses
Monitor initial sends
Adjust based on early data

Week 2-4: Core Workflows

Priority order for implementation:

Welcome series (Week 1)
Abandoned cart recovery (Week 2)
Post-purchase sequence (Week 2)
Browse abandonment (Week 3)
Win-back campaign (Week 3-4)

Month 2+: Optimization

Ongoing activities:

A/B test lignes d’objet and content
Refine segmentation based on performance
Add conditional branches to workflows
Implement advanced automatisations
Expand to additional channels (SMS, WhatsApp)

Measuring Email Automatisation Success

Track these métriques to evaluate and optimize your automatisation performance.

Primary Métriques

Metric	Benchmark	Why It Matters
Taux d’ouverture	20-30%	Indicates ligne d’objet effectiveness
Click Rate	3-5%	Shows content relevance
Taux de conversion	2-5%	Measures revenus impact
Revenus Per Email	Varies	Direct ROI indicator
Taux de désabonnement	Under 0.5%	Signals list health

Automatisation-Specific Métriques

Welcome Series:

First-purchase taux de conversion
Time to first purchase
Discount redemption rate

Panier abandonné:

Cart recovery rate (target: 5-15%)
Revenus recovered
Discount vs. non-discount performance

Post-achat:

Review submission rate
Repeat purchase rate
Cross-sell/upsell revenus

Attribution Considerations

Email attribution can be complex:

Last-click: Credits the last email clicked before purchase
First-click: Credits the first email dans le journey
Linear: Distributes credit across all touchpoints
Time-decay: Weights recent touches more heavily

Choose an attribution model and apply it consistently for meaningful comparisons.

Questions fréquemment posées

Qu’est-ce que the best email automatisation software pour les petites entrepriseses?

For petites entrepriseses, Brevo offers the best combination of fonctionnalités and value. Its free plan includes 300 emails par jour with unlimited contacts, and paid plans use per-email pricing that keeps costs predictable as you grow. Mailchimp is another option for beginners but becomes expensive as contact lists grow en raison de its per-contact pricing model.

How much does email automatisation software cost?

Email automatisation software ranges from free (with limitations) to several hundred dollars par mois. Brevo starts free and offers paid plans from $9/month. Mailchimp starts at $13/month for paid fonctionnalités. Klaviyo begins at $20/month. Enterprise solutions like HubSpot Marketing Hub start at $800/month. Your actual cost depends on list size, email volume, and required fonctionnalités.

Is email automatisation software worth it pour le e-commerce?

Yes. Automated emails generate 320% more revenus than manual campagnes pour le e-commerce entreprises. Specific workflows like panier abandonné recovery (5-15% recovery rate), welcome series (50% higher conversion), and post-achat sequences (20-30% increase in repeat purchases) deliver measurable ROI that typically far exceeds software costs.

Qu’est-ce que the difference between email marketing and email automatisation?

Email marketing is the broad practice of communicating with clients via email. Email automatisation is a specific capability within email marketing that sends emails automatically based on triggers and rules. Manual email marketing requires you to create and send each campaign. Automated emails run continuously once configured, responding to customer behavior en temps réel.

Can I use email automatisation with Shopify?

Yes. Most email automatisation plateformes offer Shopify intégrations. Klaviyo and Drip are built specifically pour le e-commerce. Brevo, Mailchimp, and others offer Shopify apps. Pour le deepest intégration with Brevo, Tajo provides enhanced data synchronization y compris complete order history, product catalog sync, and built-in programmes de fidélité.

How many automated emails should I send?

Quality matters plus de quantity, but general guidelines suggest:

Welcome series: 4-5 emails over 7-10 days
Abandoned cart: 3-4 emails over 3-7 days
Post-purchase: 3-5 emails over 30 days

Implement global frequency caps (e.g., maximum 1-2 automated emails par jour) to prevent overwhelming abonnés.

What triggers should I use for email automatisation?

Start with high-impact triggers:

Email signup (welcome series)
Cart abandonment (recovery series)
First purchase (post-achat flow)
Product page view (browse abandonment)
Purchase anniversary or birthday
No purchase in X days (win-back)

Add more triggers as you master the basics and gather data on customer behavior.

How do I improve email automatisation délivrabilité?

Key steps to improve délivrabilité:

Authenticate your domain (set up SPF, DKIM, DMARC)
Use double opt-in for new abonnés
Clean your list regularly (remove bounces and non-engaged)
Warm up new sending domains gradually
Monitor and address spam complaints quickly
Maintain consistent sending patterns
Use a reputable email service provider

Can email automatisation handle emails transactionnels?

Yes, many plateformes support both marketing and emails transactionnels. Brevo includes email transactionnel in all plans. Mailchimp offers Email transactionnel (formerly Mandrill) as a separate paid add-on. For e-commerce, emails transactionnels include confirmation de commandes, shipping notifications, and password resets.

Qu’est-ce que the best email automatisation software for multi-channel marketing?

Brevo leads in multi-channel capabilities with native support for email, SMS (200+ countries), and WhatsApp, all managed from one platform. Most competitors offer email plus limited SMS. Mailchimp offers SMS only dans le US. Klaviyo includes SMS but no WhatsApp. For entreprises needing global multi-channel reach, Brevo provides le plus comprehensive solution.

Conclusion

Email automatisation software transforms how entreprises communicate with clients, replacing manual effort with intelligent, behavior-driven campagnes that run continuously. The right platform delivers measurable returns through improved engagement, higher conversions, and increased customer lifetime value.

When selecting email automatisation software, prioritize:

Fonctionnalités that match your specific use cases
Pricing thà grande échelles reasonably with your growth
Intégrations that connect with your existing tools
Délivrabilité that ensures messages reach inboxes
Usability that your team can actually leverage

For e-commerce entreprises, particularly those on Shopify, the combination of Brevo and Tajo delivers exceptional value. Brevo provides cost-effective multi-channel automatisation with email, SMS, and WhatsApp. Tajo enhances the Shopify connection with deep data synchronization and built-in programmes de fidélité, creating a complete automatisation marketing stack.

Ready to automate your email marketing? Commencez avec Tajo to connect your Shopify store to Brevo and unlock the full potential of email automatisation with integrated programmes de fidélité and multi-channel capabilities.

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