Quick Answer
Odoo's Marketing Automation app (Enterprise) lets you build behavioral email sequences with If/Then logic, send SMS reminders via IAP credits, and publish to LinkedIn, Facebook, and Twitter from one calendar. Unlike standalone tools, Odoo knows your customer's purchase history—so you can trigger a "Time to Upgrade" email exactly 3 years after their laptop purchase. UTM tracking ties every click to actual Sales Orders.
Introduction: The "All-in-One" Marketing Promise
Most businesses run marketing like a patchwork quilt:
Emails
Mailchimp
Social
Hootsuite
SMS
Twilio
CRM
Doesn't talk to any
Odoo 18 changes this.
It offers a unified "Command Center" where a single lead can trigger a personalized email, receive an SMS reminder, and see a retargeting ad—all based on their real-time behavior in your store or website.
If you're tired of: Exporting CSVs from one tool to import them into another, this guide is for you. We'll walk through how to set up and automate your entire marketing funnel inside Odoo.
Part 1: Email Marketing Automation (Behavioral Drips)
Forget static newsletters. Build "Smart" sequences that respond to customer behavior.
Install the Marketing Automation App
Go to Apps and install "Marketing Automation"
Note: This is different from "Email Marketing." Automation allows for logic/workflows.
Create a Campaign
Go to Marketing Automation → Campaigns → Create
Target Model: Choose "Contact" or "Lead/Opportunity"
Filter: Define who enters the flow
e.g., Country = USA AND Tag = "Newsletter"
Build the Workflow (The Visual Builder)
Activity 1: Send "Welcome Email"
Trigger: 0 Hours after joining
Activity 2 (Child): If recipient OPENS the Welcome Email
→ Send "Case Study Email"
Activity 3 (Parallel): If recipient DOES NOT OPEN the Welcome Email
→ Send "Reminder Email" (with new subject line)
Result: Your emails respond to behavior. Engaged leads get case studies. Unengaged leads get follow-ups. All automatic.
Part 2: SMS and Social Media Integration
Take your communication beyond the inbox.
SMS Follow-Ups (Conversion Nudges)
SMS has a 98% open rate. Use it sparingly for high-value reminders.
Action: In your workflow (Step 3), add a "Send SMS" activity
Content: Keep it short
"Your quote is expiring today. Reply YES to confirm."
Note: This requires the Odoo SMS connector (IAP credits)
Social Media Publishing and Tracking
Manage all your accounts (LinkedIn, Facebook, Twitter) from one calendar.
Action: Go to the Social Marketing App
Publish: Create one post and select all platforms. Odoo optimizes the image/text for each platform automatically.
Scheduling: Use the calendar view to ensure your posts are balanced across the week
Tracking and Reporting (UTM & Sales Pipeline)
Know exactly which campaign generated revenue, not just clicks.
Action: Before sending an email, use the "Tracker" feature
The Data: Odoo automatically adds UTM tags to all links
e.g., yoursite.com/r/xyz
Example Report:
"The 'Summer Sale' email campaign generated 500 clicks and $12,000 in Sales Orders."
A/B Testing Your Campaigns
Odoo's Email Marketing app includes powerful A/B testing:
Test Subject Lines or Content. The version with the highest open rate automatically goes to the remaining 80% of recipients.
Frequently Asked Questions
Does Odoo Email Marketing have A/B Testing?
Yes. In the Email Marketing app, enable "A/B Testing" in settings. You can test Subject Lines or Content. Send version A to 10%, version B to 10%, and automatically send the winner (highest open rate) to the remaining 80%.
Can I use my own SMS provider (like Twilio)?
By default, Odoo pushes you to use their IAP service. However, in Odoo 18, you can configure a custom SMS Gateway if you have a developer build a simple connector, or buy a third-party app from the Odoo Store.
Is Odoo Marketing Automation included in the Community Edition?
No. Marketing Automation is an Enterprise-only feature. Odoo Community has "Email Marketing" (Mass Mail), but it lacks the logic/workflow builder (If/Then) required for true automation.
Can I track which email generated a sale?
Yes. Odoo automatically adds UTM tags to all links. When a customer clicks through and makes a purchase, the Sales Order is tagged with the campaign source. You can report on exactly which campaign generated which revenue.
How many social media platforms can I connect?
Odoo's Social Marketing app supports LinkedIn, Facebook, Twitter (X), and Instagram. You can connect multiple accounts per platform and publish to all of them from a single post creation screen.
Why Braincuber for Marketing Automation?
Setting up Odoo's marketing apps is one thing. Building workflows that convert is another. Braincuber helps with:
Workflow Design
Technical Setup
Conclusion: Context is King
The power of Odoo isn't just that it sends emails; it's that it knows your customers.
It knows they bought a laptop 3 years ago, so it knows to send a "Time to Upgrade" email today. No other standalone marketing tool has that level of data access.
Ready to turn your ERP into a Marketing Machine? Stop wasting time on manual exports. Let our experts set up your first automated workflow.
Schedule a Marketing Automation Demo
See how Odoo can unify your email, SMS, and social media marketing—and tie every campaign directly to revenue.
Automate your growth.