After trying over 15 platforms since 2017, here are the ones that actually worked for me (and my clients).
Why I Even Needed Automation
A few years ago, I was manually sending follow-ups, tagging subscribers by hand, and copying email sequences between campaigns. It was a mess.
Automation changed everything. It saved me time, made personalization scalable, and helped me convert more leads without working around the clock.
But not all automation is created equal. Some tools overpromise and underdeliver. Here’s what I found after real-world testing.
My Go-To Email Automation Tools in 2025
ConvertKit , My Personal Favorite for Creators and Coaches
I’ve used ConvertKit for over three years now. It’s built for creators, and you can feel that in the design.
What I love:
- The visual automation builder is super easy to use.
- Tagging and segmentation are simple but powerful.
- Deliverability has been consistently strong.
- The reporting is clear without overwhelming you.
What could be better:
The analytics dashboard is a bit basic. If you need deep data, you might outgrow it.
Still, if you’re a content creator, coach, or solopreneur, ConvertKit is perfect. It’s what I use to run my own newsletter.
Klaviyo – Best for eCommerce
Klaviyo is a monster when it comes to eCommerce automation. When I worked with online store clients, this tool outperformed everything else.
Why it’s amazing:
- Deep Shopify and WooCommerce integration.
- Predictive analytics for purchase behavior.
- Dynamic email content based on user activity.
- Great segmentation control.
Downsides:
It’s a bit pricey and can feel heavy for smaller stores. But for brands doing real volume, it’s worth every dollar.
I cover how I connect Klaviyo automations to CRM and ad retargeting campaigns in “Email Marketing” if you want to see how it fits into a bigger strategy.
MailerLite – The Lightweight Workhorse
When I want something fast, simple, and reliable, I go with MailerLite. I use it for smaller projects where I don’t need complex automations. It’s surprisingly powerful for the price and great for startups.
Pros:
- Clean drag-and-drop interface.
- Affordable even as your list grows.
- Good automation basics (welcome flows, lead nurturing).
- Solid deliverability.
Cons:
Not ideal for advanced tracking or deep integrations.
Still, for simple automations and strong design control, MailerLite has never let me down.
Brevo (formerly Sendinblue) – Great for Budget-Friendly Automations
Brevo was my go-to when budgets were tight but quality still mattered.
What I like:
- Affordable pricing for small lists.
- Decent automation builder.
- Built-in SMS and transactional email support.
- Clean deliverability even on lower tiers.
What I don’t like:
It’s not as smooth as ConvertKit or as deep as Klaviyo. But if you’re just starting or running small campaigns, Brevo is solid.
I’ve used it for clients who wanted to automate basic follow-ups without spending hundreds a month , it always delivered consistent results.
HubSpot – The All-in-One Powerhouse
HubSpot is in a league of its own. It’s not just an email tool , it’s an entire CRM ecosystem. I use it when I’m managing campaigns that need advanced workflows like lead scoring, sales alerts, and CRM integration.
Pros:
- Everything is connected: email, CRM, automation, analytics.
- Excellent deliverability.
- Great for large teams or agencies.
Cons:
- Expensive.
- Overkill if you’re just sending newsletters.
For big operations that need sales and marketing alignment, it’s unbeatable.
Tools I Tested but Didn’t Keep
I’ll be honest , not everything worked for me. Here are a few I dropped:
- Mailchimp: Great for beginners, but pricing escalates fast, and automations feel clunky.
- ActiveCampaign: Too complex for most users. Powerful, but the interface slowed me down.
- AWeber: It’s been around forever, but it hasn’t evolved much.
These aren’t bad platforms; they just didn’t fit my workflow or my clients’ needs. If you’re curious about how I evaluated each one, I show my testing framework and comparison sheet in “Analyzing Email Campaign ROI”.
My Testing Process Before Switching Tools
I never switch tools blindly anymore. Here’s the process I follow:
- Import a small test segment (about 500 contacts).
- Run a 5-day automation sequence.
- Compare deliverability, open, and click rates.
- Check automation speed and analytics quality.
- If results are consistent, only then do I migrate everything.
It’s simple, but it saves a lot of headaches (and bad migrations).
The Automation Rule I Live By
Automation is powerful, but it should never replace human tone. I’ve seen people ruin their engagement by letting automations sound robotic. The best automation still feels personal.
For example, one of my highest-performing automated emails is a plain-text message that says, “Hey, just wanted to check in , is this still relevant to you?” It performs like a real conversation because it feels like one.
If you want to see how I build human-style automated flows, check “Building an Engaged Email List” that’s where I explain how automation and relationship-building fit together.
Final Thoughts
Email automation isn’t about having the most features. It’s about finding a system that fits you.
For me, that means:
- ConvertKit for personal projects
- Klaviyo for eCommerce
- HubSpot for enterprise work
- MailerLite or Brevo for small, budget-conscious projects
The rest? Nice to know, but not necessary.
In my upcoming post, I share how I connect these tools into a full marketing ecosystem from list building to ROI tracking if you want to see the big picture.
