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After all, if we can benefit from automated emails anywhere, it’s for sure in e-commerce. Lastly, integration with e-commerce is key.Also related to stats, we want to see something like “ subscriber personas” – a panel where we can check how a given person interacts with our messages, the sequences they went through, their engagement throughout, etc.Those not only include clicks/conversions on individual emails, but the efficiency of a whole sequence, indicating bottlenecks in communication (where people usually drop off), and so on. We need something where different emails can be sent based on the person’s activity or inactivity, with different communication paths going on at the same time, and with the same person possibly taking part in multiple such paths at the same time as well.Not just stuff like, “a person subscribes → gets a gift → end.” The first thing we’re looking for is the ability to set up advanced communication sequences.There’s a handful of critical factors worth considering: What makes the perfect email marketing automation toolīefore we get into the individual tools and their pros and cons, let’s have a word on what we’re actually looking for – what makes the best email marketing automation tools and how they are different from standard email marketing services.