Marketing automation is a fancy term for using software to make your marketing and sales efforts more efficient. It helps businesses generate more leads, turn those leads into sales, and get the most out of their investments. The key to successful marketing automation in 2026 is using behavioral triggers to create personalized "journeys" just for your customers.
What is email marketing automation?
Email marketing automation sends customized and personalized emails to subscribers based on their actions, interests, and preferences. In 2026, this has evolved into Multichannel Automation, allowing you to send a coordinated mix of emails and SMS messages to reach customers exactly where they are.
This automation takes care of your heavy lifting, like welcoming new subscribers, following up on leads, and reminding customers about those abandoned shopping carts—all while you sleep.
Why should I use automation?
Marketing automation is all about customization. You can automatically search for potential leads, analyze their behaviors, and create targeted campaigns that meet their needs.
With the Automation Path Builder, you have the power to divide your audience into different groups and send personalized messages to each one. This "segment-of-one" approach helps you build stronger connections and generate leads that are significantly more likely to convert.
The team at Wellington Brewery stepped up their game by using automated emails. They don’t have to manually reach out to every customer anymore because they utilize Automated Paths for different purposes:
The Welcome Series: Makes new subscribers feel special and sets clear expectations.
The Incentive Path: They offer discount codes for their non-alcoholic product line, driving excitement and sales.
Abandoned Cart Emails: These are total game-changers. Brad, the Marketing Director, noted: “Our abandoned cart emails are really effective... if someone hasn't bought anything in a while, sending them a discount code has been amazing for boosting online sales.”
By incorporating automation, Wellington Brewery increased their engagement and generated an additional $36,000 in orders per year.
How do I set up my first automation?
When setting up automations in 2026, you have three main starting points:
AI Assistant: Click the AI Assistant in the top-right and tell it your goal (e.g., "Create a 3-part welcome series for new pet owners"). It will draft the path and the content for you.
Pre-made Templates: Choose from goal-based templates like "Win-back series," "Abandoned Cart," or "Birthday SMS."
Custom Path Builder: For the pros who want to drag and drop their own triggers, time delays, and conditional splits.
Top Automation Paths to Consider:
Welcome Series: Introduce new contacts to your brand and what they can expect.
Birthday & Anniversary: Wish them well with an automated offer.
Ecommerce Nudges: Send abandoned cart reminders or post-purchase review requests to keep the momentum going.
You know your audience best, so use these tools to engage with them creatively. Have you tried the new Path Builder yet? Leave a comment and share what success you've seen!
Editor's Note: This article has been updated to reflect the latest Constant Contact features.
