Odoo 17 automates marketing campaigns with the Marketing Automation app: you pick a target model and a filter, then chain email, SMS, wait and condition steps into a workflow that runs by itself. It is an Enterprise app built on top of Email Marketing, and every campaign reports its own opens, clicks and completion.
Automating Marketing Campaigns in Odoo 17
Enabling the Marketing Automation Module
To start building smart marketing flows:
Apps → Install "Marketing Automation"
This unlocks drag-and-drop workflows for automated emails, SMS, wait conditions, lead scoring, and segmentation triggers.
Building a Campaign Workflow
Start here:
Marketing Automation → Campaigns → Create
Define campaign name, purpose, and audience model (Leads, Contacts, Sales Orders, etc.). You'll then be taken to the workflow editor.
Example campaigns:
- 📧 Welcome series for new leads
- 🛒 Abandoned cart recovery
- 🔁 Re-engagement after inactivity
Defining Email, SMS, and Wait Actions
Use drag-and-drop tools to design your flow:
- 📨 Send an email
- 💬 Send an SMS (if SMS app installed)
- ⏳ Wait (e.g., 3 days)
- ✅ Add conditions ("if contact opened email", "if deal won")
You can chain multiple steps for branching logic and multi-channel journeys.
Targeting Specific Leads or Customers
Campaigns start with a domain filter (e.g., only new leads, only contacts tagged "VIP"):
- 🎯 Filter by country, job title, lead stage, behavior, etc.
- 🧪 Dynamically update campaign audience
- 🧠 Use tags to trigger or pause sequences
This ensures each person gets the right message at the right time.
Tracking Customer Behavior and Triggering Responses
Odoo lets you respond to user activity in real time:
- 📬 Track email opens and clicks
- 🛍️ React to website visits or abandoned carts (requires Website + eCommerce)
- 💡 Use "if/then" branches for dynamic journeys
This personalization improves engagement and conversion significantly.
Optimizing and Analyzing Campaign Performance
Each campaign dashboard shows:
- 📊 Email performance (open rate, click rate, bounces)
- 🧭 Flow completion metrics
- 📉 Drop-off points or bottlenecks
You can duplicate high-performing flows or test variations with A/B logic.
Conclusion
Odoo 17's Marketing Automation lets you scale your outreach without manual effort. From onboarding to lead nurturing to reactivation, you can automate your customer journey — and turn intent into action faster than ever.
Need help setting up your marketing funnel or lead scoring logic? Let our automation experts build it with you.
Questions we get asked
Is Marketing Automation available in Odoo 17 Community?
No. Marketing Automation carries Odoo's Enterprise licence, so it comes with an Odoo Enterprise subscription or a paid Odoo Online plan. Odoo 17 Community includes Email Marketing, which sends one-off mailings to a list and reports opens and clicks, but not the multi-step workflows with wait steps, conditions and branches described here.
Can an Odoo 17 campaign send SMS as well as email?
Yes. Once the SMS Marketing app is installed, an SMS step can sit anywhere in the workflow, on its own or beside an email step. Sending SMS uses Odoo's In-App Purchase credits, bought separately and charged per message, while email steps go out through your own mail server at no extra cost.
Which records can a Marketing Automation campaign target?
A campaign is built on one model and one filter. The usual choices are Leads and Opportunities, Contacts, Mailing Contacts or Sales Orders, but any model in the database can be picked. Records that match the filter join the campaign automatically as they appear, so the audience keeps updating while the campaign runs.
Can I test a campaign before real customers receive anything?
Yes. A campaign stays in the New state until you start it, and a test run puts a single record through the whole flow so you can watch each step fire. A running campaign can be stopped at any time, which halts further steps without removing the participants already inside it.
Do I need the Website app for abandoned-cart campaigns?
Yes. Reacting to browsing behaviour or an abandoned cart needs the Website and eCommerce apps, because those are what record the visit and the unconfirmed order. Without them a campaign can still react to email opens, clicks, field values and record changes, which covers welcome series, nurturing and re-engagement flows.