Email marketing automation is needed to deliver timely, personalized messages at scale based on user behavior and lifecycle stages. It improves engagement, saves time, and drives higher conversions by nurturing leads consistently without manual effort.

HubSpot has published a new guide, ‘Email marketing automation tools: How to choose in 2026′.

Cassie Wilson Clark says, “The right email automation tool depends on factors like revenue goals, team capacity, existing tech stack, and compliance requirements.

Personally, as a fractional content strategist, I appreciate an email marketing tool that fits within my clients’ budgets and offers stress-free onboarding.

But because every marketing team is different, here’s how to evaluate the best options on the market. Be sure to follow these best practices to avoid automation mistakes.

1. Start with your business goals.

Ask: What outcomes must this tool drive?

Common goals for using an email marketing automation tool include:

  • Lead nurturing.
  • Ecommerce recovery.
  • Strengthening retention programs.
  • Sending lifecycle emails.
  • Partner marketing.”

Email marketing automation tools: How to choose in 2026

HubSpot