5 Ways to Send Automated Emails from Airtable (Step-by-Step Guide)

Airtable is a fantastic platform for organizing data and building custom workflows. But did you know it can also serve as a hub for sending automated emails? Whether you're managing marketing campaigns, transactional emails, or just internal team notifications, there’s a method that suits your exact needs. Below, we break down five different approaches—from high-volume sending with SendGrid to leveraging a simple formula for occasional one-off emails.

1. SendGrid for High-Volume and Transactional Emails

Why Use SendGrid?

SendGrid is an excellent option for businesses aiming to handle large volumes of emails efficiently. It provides scalability, making it ideal for both transactional and marketing communications. Whether you're sending order confirmations, password resets, or promotional campaigns, SendGrid ensures that your emails are delivered reliably and at scale. This makes it a top choice for businesses that need to maintain consistent communication with their customers without worrying about hitting daily or monthly limits.

Additionally, its dynamic templates feature lets you personalize messages by using data tags, ensuring each recipient receives relevant and customized content. These dynamic templates allow for the insertion of individualized data, such as a recipient's name or purchase details, directly into the email, which enhances engagement and improves user experience. Furthermore, SendGrid offers comprehensive analytics tools to monitor the performance of your emails, including delivery rates, open rates, and click-through rates. This level of insight helps businesses optimize their email strategies for better results and more effective outreach.

Setting Up SendGrid

1. Create a Sender: Verify the email address or domain you plan to send from.
2. Generate an API Key: You’ll integrate this key in Airtable so they can communicate securely.
3. Set Up a Dynamic Template:
   • Go to “Dynamic Templates” in SendGrid.
   • Click Create Dynamic Template.
   • Personalize your template by adding placeholders (e.g., {{name}}) for the data you want to insert from Airtable.

Connecting to Airtable

1. Create Tables:
   • Contacts Table: Stores recipients’ names and emails.
   • Emails Table: Contains the information for the actual emails you want to send (including a reference to which contact to send to).
   • Email Templates Table: Holds the SendGrid template ID that you copied from SendGrid.
2. Automation Script:
   • In Airtable Automations, set a trigger when an email record’s status changes to “To be sent.”
   • Use a script to send the email via SendGrid’s API. Pass in variables for name, email, and the correct SendGrid template ID.
   • Add script code as below

     const SENDGRID_API_KEY = 'YOUR_SENDGRID_API_KEY'; // Replace with your SendGrid API Key
     
     
     
     // Input variable passed from Airtable script block
     let { email, name, templateId } = input.config();
     
     
     
     // Send the email using SendGrid API
     console.log('Sending email to:', email);
     
     let response = await fetch('https://api.sendgrid.com/v3/mail/send', {
         method: 'POST',
         headers: {
             'Authorization': `Bearer ${SENDGRID_API_KEY}`,
             'Content-Type': 'application/json',
         },
         body: JSON.stringify({
             personalizations: [
                 {
                     to: [
                         {
                             email: email[0]
                         }
                     ],
                     dynamic_template_data:
                     {
                         name: name[0]
                     }
                 },
             ],
             from: { email: 'your@email.com' }, // Replace with your verified sender email in SendGrid
             template_id: templateId[0], // Use the template ID
         }),
     });
     
     if (response.ok) {
         console.log('Email sent successfully!');
     } else {
         let errorText = await response.text();
         console.error('Error sending email:', errorText);
         throw ('Error sending email:' + errorText)
     }
     

   • Update the status to “Sent” after sending to keep things organized.

Advantages & Limitations

Advantages:

One of the greatest strengths of SendGrid is the ability to craft professional, brand-aligned emails using HTML templates, ensuring a polished and consistent look that aligns with your organization’s identity. The platform also provides robust analytics tools, allowing you to track open rates, click-through rates, and other metrics that can help refine your messaging strategy over time. Additionally, SendGrid offers generous daily and monthly send limits, giving you enough flexibility to scale up your email campaigns without having to worry about exceeding a cap too soon.

Limitations:

Despite these notable advantages, the initial setup and verification process can be somewhat intricate, requiring the proper configuration of domain authentication and the correct implementation of SPF and DKIM records. Moreover, while dynamic template creation allows for powerful personalization, it does come with a noticeable learning curve, especially for those new to advanced email marketing platforms. This extra time investment may be necessary before you can fully leverage all of SendGrid’s capabilities.

2. Mailchimp for Newsletters and Marketing Campaigns

Why Use Mailchimp?

Mailchimp is an excellent platform for businesses looking to streamline their email marketing efforts. Its powerful marketing automation features make it ideal for creating newsletters, drip campaigns, and segmented lists tailored to specific audiences. With robust audience management tools, you can easily store, organize, and manage subscriber data, allowing for effective segmentation and personalized messaging. Additionally, Mailchimp offers easy scheduling options, enabling you to set up campaigns in advance and automate follow-ups, ensuring consistent and timely communication with your audience.

Setting Up Mailchimp

1. Create or Identify Your Audience: By default, new Mailchimp accounts come with a primary audience.
2. Define Custom Fields: Go to Settings > Audience fields to add any extra data fields you need (e.g., first name, last name, preferences).

Connecting to Airtable with Make.com (formerly Integromat)

1. Filter Contacts in Airtable: Create a view (e.g., “Add to Mailchimp”) that shows only those contacts you want to add to your marketing list.
2. Build a Scenario in Make.com:
   • Module 1: Watch Records in Airtable for new or updated items in the “Add to Mailchimp” view.
   • Module 2: Add those contacts to your Mailchimp Audience. Map fields like first name, last name, and email.
   • Module 3: Update Airtable to mark that the contact has been successfully added.
3. Schedule the Scenario: Run it daily, hourly, or at any interval you prefer.

Advantages & Limitations

Advantages:

Mailchimp is specifically designed to cater to the needs of marketing campaigns, offering a comprehensive suite of tools that make it easier to engage with your audience effectively. It comes equipped with built-in analytics, which allows you to track the performance of your campaigns, such as open rates and click-through rates, helping you fine-tune your approach for better results. Additionally, Mailchimp excels in segmentation and automation, enabling you to target specific groups within your audience based on various criteria and automate follow-ups, saving you time and effort. The platform also boasts a user-friendly interface, which simplifies the process of designing professional-looking newsletters without requiring extensive technical knowledge.

Limitations:

Despite its strengths, Mailchimp does have some limitations. To achieve seamless syncing between Airtable and Mailchimp, you’ll need to rely on third-party integrations like Make.com or Zapier, which adds an extra layer of complexity and potential cost. Furthermore, while Mailchimp offers a free plan, it may not be sufficient for larger lists or more advanced requirements. As your needs grow, you may find it necessary to upgrade to a paid plan to access additional features and higher sending limits, which could impact your budget.

3. Gmail / Google Workspace for Basic Email Sends

Why Use Gmail / Google Workspace?

Gmail and Google Workspace provide a highly accessible and straightforward option for sending automated emails, especially for organizations that already utilize Google’s suite of tools. One of the primary benefits is its simplicity; since many companies are already embedded within the Google ecosystem, integrating Gmail for email automation feels seamless and intuitive. Moreover, Gmail offers rich text support, allowing users to format emails with basic styles, include hyperlinks, and attach files, which is sufficient for most standard communication needs. Another key advantage is the moderate sending limits that Gmail provides—paid Google Workspace accounts can send up to 2,000 emails per day, while free accounts have a cap of 500 emails per day. This balance makes it an ideal solution for businesses that need to manage a moderate volume of email communications without venturing into more complex or costly third-party platforms.

Implementation Steps

1. Create an “Emails to Send” View: Similar to the SendGrid approach, create a view filtered by status = “To be sent.”
2. Define an Email Template: In a separate table, store a subject line and body content (rich text if you like).
3. Airtable Automation:
   • Trigger: When a record’s status changes to “To be sent.”
   • Find Records: Grab the matching email template.
   • Send Gmail: Construct the email using dynamic fields (e.g., “Dear {{Name}}, …”) and the subject/body from your template.
   • Update Record: Mark the status as “Sent.”

Advantages & Limitations

• Advantages:

One of the primary benefits of using Gmail or Google Workspace for sending automated emails is its familiar interface, which makes it easy to set up and navigate, especially for organizations already embedded within the Google ecosystem. This ease of use significantly reduces the learning curve, allowing teams to quickly implement email automations without extensive training or technical expertise. Gmail also works exceptionally well for internal communications or for managing low-volume email distributions. It provides just enough flexibility and functionality to handle day-to-day correspondence without unnecessary complications. Additionally, Gmail supports rich text formatting, enabling users to include basic styling elements, hyperlinks, and attachments, ensuring that emails maintain a professional appearance with minimal hassle.

Limitations:

Despite its many strengths, Gmail does have some limitations that may affect its suitability for more complex email automation needs. One notable constraint is the daily send limit: while paid Google Workspace accounts can send up to 2,000 emails per day, free accounts are capped at just 500 emails. This restriction can be a significant hurdle for businesses looking to scale their email outreach or manage larger contact lists. Furthermore, Gmail lacks the advanced analytics and sophisticated design tools offered by dedicated email marketing platforms like SendGrid or Mailchimp. This means users have limited insight into metrics such as open rates and click-through rates, and fewer options for creating highly customized, visually appealing email templates.

Tip: You can apply the same logic for Microsoft Outlook by using its built-in connectors in Airtable Automations or a third-party service.

4. Airtable Native Email (No Extra Software Needed)

Why Use Airtable Native Email?

Airtable's native email feature offers a straightforward solution for sending emails without the need for any external services or API keys. This minimal setup makes it an appealing choice for users who want to quickly integrate email functionality into their workflows without the hassle of additional software configurations. The process is as simple as using Airtable’s built-in “Send email” automation action, allowing you to directly send messages from your Airtable base.

This feature is particularly useful for quick internal notifications, making it ideal for sending links, reminders, or updates to colleagues within your organization. Whether you need to notify team members about changes in a project, share data for review, or prompt action on a task, Airtable's native email function provides an efficient way to keep everyone informed. While it might not be the best choice for external communications due to its limited customization options, it excels in internal use cases where speed and simplicity are key.

How It Works

1. Airtable Automation:
   • Trigger: Similar to the other methods—status = “To be sent.”
   • Send Email Action: Use Airtable’s built-in “Send email” step.
   • Specify Recipients & Body: Map fields like recipient email and body text.
2. Resulting Email Appearance:
   • The email comes from an Airtable automation address.
   • The email is wrapped in Airtable’s styling, so it’s less customizable.

Advantages & Limitations

Advantages:

One of the primary benefits of using Airtable's native email feature is that it comes at no extra cost and requires no additional software. This makes it an incredibly budget-friendly option for businesses and teams looking to streamline their internal communication without investing in complex third-party tools. Furthermore, the setup process is remarkably easy and straightforward, making it ideal for quick deployment, especially when you need to send internal updates or notifications to colleagues without delay.

Limitations:

Despite these advantages, Airtable's native email functionality has several limitations that may affect its suitability for broader use cases. For starters, there are limited design and branding options; emails sent via Airtable lack the customization and professional polish that dedicated email marketing platforms provide. Additionally, there are sending limits that vary depending on your Airtable plan, ranging from 100 to 1,000 unique addresses per day. This can restrict your ability to reach a larger audience. Lastly, emails sent through Airtable appear as coming from “Airtable Automation,” which can look unprofessional in external communications and may reduce the likelihood of engagement from recipients.

5. Formula-Based Email Links (Mailto)

Why Use a Mailto Link?

A mailto link is a simple yet effective tool for those occasions when you need to send a quick, one-off email without the hassle of copying and pasting addresses. This method is particularly useful if you don't require full automation but still want to streamline your email-sending process. By clicking on a mailto link, your default email client—whether it's Outlook, Apple Mail, or another program—opens automatically with the recipient’s address pre-filled. This seamless integration with local email clients makes it convenient for ad-hoc communications, saving you time and effort while ensuring that your emails are directed to the correct recipients without manual entry.

Setting Up a Mailto Formula

1. Lookup Template Fields: In your Airtable record, have columns for “Subject” and “Body” (pulled from an email template table if desired).
2. Construct the Formula: Use Airtable’s MAILTO syntax in a formula field. For example:

 "mailto:"&{Email Address (from Contact)}&"?subject="&ENCODE_URL_COMPONENT({Subject (from Email Template)}&"")&"&body="&ENCODE_URL_COMPONENT({Email body (from Email Template)}&"")

• Make sure to add an extra space at the end of your lookup fields if needed to convert them to plain text.

3. Click the Link: Clicking the resulting URL opens your default email client with the fields pre-populated.

Advantages & Limitations

Advantages:

One of the standout benefits of using a mailto link is its extreme simplicity. This method requires no external integrations, making it an ideal solution for individuals or businesses that prefer straightforward, no-fuss tools. It is particularly useful when you need to quickly reach out to specific contacts without setting up complex workflows or automation processes. By clicking the mailto link, your default email client opens with the recipient's email pre-filled, allowing you to send messages efficiently.

Limitations:

However, there are some limitations to consider when using mailto links. This method is not fully automated since the user must manually click the link and send the email. Additionally, mailto links do not offer any tracking or analytics capabilities, which means you won't be able to monitor open rates, click-through rates, or other engagement metrics. This lack of insight can be a drawback for those who need to track their email performance.

Choosing the Right Method

Selecting the best method for sending automated emails from Airtable depends on several factors, including the volume of emails you send, the level of customization you require, and the complexity you're comfortable managing. Let's take a closer look at the available options to help you make an informed decision.

If you need to send high volumes of professional, transactional, or marketing emails, SendGrid is the most robust option. It supports dynamic templates that can be personalized for each recipient, making it ideal for businesses looking to maintain a polished, professional image. SendGrid is especially useful when you need to track engagement through detailed analytics like open rates and click-through rates. However, setting up SendGrid requires some technical knowledge, including API integration and template configuration.

For those focused on marketing campaigns and newsletters, Mailchimp is a fantastic choice. It offers powerful marketing automation tools and allows for audience segmentation, making it easier to target specific groups with tailored content. Mailchimp's user-friendly interface simplifies the process of designing attractive emails, while its built-in analytics help you measure campaign performance. While integrating with Airtable requires a third-party tool like Make.com, the benefits of targeted marketing often outweigh this minor inconvenience.

If you're managing a moderate volume of emails and prefer a familiar interface, Gmail or Google Workspace is a solid option. Many organizations already use Google Workspace, so integrating it with Airtable feels seamless. This method is best suited for internal communications or small-scale outreach where basic formatting and moderate send limits (up to 2,000 emails per day for paid accounts) are sufficient. Although Gmail lacks advanced design tools and analytics, its simplicity and accessibility make it a practical choice.

For internal notifications and quick setup, Airtable's Native Email feature is perfect. It doesn’t require any external software or API keys, making it easy to implement. While it offers limited customization and branding options, it excels in sending quick updates or reminders to team members. Keep in mind that emails sent via Airtable appear as coming from "Airtable Automation," which may not be ideal for external communications.

If you only need to send occasional one-off emails, the Mailto Formula method is incredibly simple and efficient. By creating a mailto link within Airtable, you can pre-fill recipient addresses, subjects, and message bodies. Clicking the link opens your default email client, such as Outlook or Apple Mail, with the email ready to send. This method is great for ad-hoc communications but lacks automation and tracking capabilities.

When deciding which method is best for your needs, consider the following questions:

• Volume: How many emails do you send per day or month? High-volume needs are best served by SendGrid, while occasional emails might only require a Mailto link.
• Customization: Do you need dynamic, branded templates or simple text? For branded emails, SendGrid and Mailchimp are ideal.
• Analytics: Are you tracking open/click rates, or do you just need to get the message out? If tracking is important, SendGrid and Mailchimp offer robust analytics.
• Setup Complexity: Are you comfortable with API keys and third-party integrations? Simple setups like Gmail or Airtable's native email might be more suitable if you prefer to avoid complex configurations.

By evaluating these factors, you can choose the email automation method that aligns perfectly with your business needs and technical capabilities.

Final Thoughts

Automated emailing from Airtable can be as straightforward or robust as you need. From deploying sophisticated marketing campaigns to sending a quick link to your team, there’s a solution for every scenario. By leveraging the right approach—whether a fully integrated platform like SendGrid or Mailchimp, or a simple formula-based mailto link—you can streamline your communications and focus on what truly matters: growing your business.

Have questions about setting up email automations or other business workflows? Feel free to reach out, and we’ll be happy to help you optimize your operations.