Tray.io is a robust workflow automation platform designed to streamline business operations by integrating apps, data, and APIs into automated workflows, which can be easily constructed through its visual builder and library of connectors.
One of the key benefits of using Tray.io is in sales operations, where it can automate time-consuming tasks such as lead qualification, routing, and follow-ups, as well as approval processes for contracts and discounts.
This automation not only eliminates manual work, leading to a more efficient sales process, but also ensures compliance with discount policies and allows sales teams to concentrate on customer relationships.
How Tray.io Falls Short as a Workflow Automation Tool
Tray.io is a powerful integration tool with highly sophisticated capabilities for large organizations that need to tie together multiple pieces of software.
For many companies though, Tray.io isn’t the perfect workflow automation tool for their needs. Its key limitations are:
The high price. While the pricing plans can be adjusted depending on what you need, there’s no free or cheap version. You’ll be paying hundreds of dollars per month—minimum.
The time taken to craft workflows, especially complex ones. Creating even a simple workflow may take some time in Tray.io—and if you want to automate a complex workflow, you’ll likely spend a long time putting it together and testing it.
Limited documentation. In online reviews, some users noted that more thorough documentation or training videos were needed, as it was difficult to implement some of the integrations.
Best Tray.io Alternatives for AI-Generated Workflow Automation
Copy.ai is a hugely popular AI platform for sales and marketing teams, and it offers a wide range of workflow automation possibilities, along with tools to generate, edit, and repurpose content.
It’s popular with businesses of all sizes for its intuitive interface, time-saving tools, and huge range of content templates, as well as its ability to match the company’s brand voice.
Copy.ai Pros and Cons
Includes many different features, not just workflow automation
Designed to be user-friendly and easy to get started with
Copy.ai doesn’t have the same range of advanced, highly technical workflow automations as Tray.io
Top Features of Copy.ai
AI Workflow automation: Copy.ai’s AI workflow automation empowers sales and marketing teams by tackling all sorts of tasks, including creating personalized leads, recording actions in your company’s CRM, finding related keywords to target for SEO, writing product descriptions in bulk, and much more. It goes beyond moving data back-and-forth between tools. There’s a free Workflows webinar to help you learn more
AI writing tool: With Copy.ai, you get an advanced AI writer for a huge range of use cases. It can tackle emails, full blog posts, ads, customer support messages, and much more—all in your chosen brand voice
Sales and marketing campaign creation: Need to put together a sales or marketing campaign? Copy.ai has everything you need for end-to-end content and copy, including high-converting sales copy templates, content for specific channels, and more
By partnering with Copy.ai, we're able to leverage Generative AI to offer personalized outreach emails at scale. This results in increased engagement and conversions for our customers, at a fraction of the effort - Ran Oelgiesser, CEO and Co-founder at RightBound
Zapier is a workflow automation tool that connects with a staggering array of apps. Its user-friendly interface lets you easily visualize and build advanced workflows that include custom logic, conditions, and filters … without ever touching a line of code. For instance, with Zapier, you can easily connect Copy.ai with thousands of popular apps.
Zapier Pros and Cons
Has a “free forever” version for core features
Works with thousands of different apps
Includes templates so you can get started quickly
Can save the end user lots of time on manual tasks
Can take a while to get your workflows working correctly
Need higher tier plan for certain features (e.g. custom logic)
Can’t create content for you, only move it to/from other apps
Top Features of Zapier
“Zaps” (workflows) with triggers and actions: Build your own Zaps, which can have multiple steps, or use pre-build Zaps as templates for your own
Scheduling of Zaps: Set your Zaps to run whenever is convenient for you (e.g. every Monday at 10 a.m.)
Formatting of data: You can choose to format dates, currency, text, and more during the Zap
Paths with If/Then logic: Create Zaps that perform different actions depending on specific conditions
Segment from Twilio is a customer data platform that gathers, cleans, and activates data from your web and mobile apps. It’s designed to give you a full 360° view of each customer, capturing touch points across all your platforms and channels.
Segment Pros and Cons
Detailed insight into customer journey
Breaks down data for better customer engagement
Integrates with other apps and tools
Easy to track specific customer events
Allows use of SQL Traits to query data in your data warehouse
Free plan available (up to 1,000 visitors per/month and 2 sources)
Steep learning curve for beginners
User interface can be awkward to work with
Top Features of Segment
Customer data, connected: Segment lets you bring together all your website and app data into a single platform
Unified view of your customer: See real-time customer data and build personalized experiences at scale
Confidence in your data: Segment automatically cleans up and validates data. In-app reporting and daily email digests help you detect any issues with your data
4. Make (Integromat)
Make, which was formerly called Integromat, connects apps and services together, in a similar way to Zapier.
It’s cheaper, but doesn’t offer as many different integrations as Zapier—however, it does offer more complex functionality if you need it.
Make Pros and Cons
Visual interface is intuitive and flexible for process automation
Workflow automation templates make it easy to get started
Range of price plans, including advanced enterprise plan
Includes advanced options like HTTP calls and JSON parsing
Has advanced data manipulation features
More complex options require technical expertise
Can’t truly create content, only manipulate data
Top Features of Make (Integromat)
Drag-and-drop builder: Connect apps together in workflows called Scenarios
Infinite workflows: Add as many steps or apps to your Scenarios as you want—there’s no limit
Thousands of apps to choose from: Make integrates with thousands of different apps, seamlessly
HTTP app: Connect to any public API with the Make HTTP app.
Granular permissions: Set highly specific permissions for your scenarios, letting you easily collaborate with other team members and even customers
SnapLogic offers workflow automation using simple natural language prompts, through its SnapGPT feature. This makes it easy to connect apps, databases, and more, using SnapLogic’s pre-built connectors, which are called Snaps.
SnapLogic Pros and Cons
Fast creation of integrations using SnapGPT (chatbot interface)
Easy data querying and transformation using natural language prompts
Fast data pipelines with the help of AutoSuggest feature
Suitable for a range of industries and functions (not just sales/marketing but also HR and Finance)
Includes SnapLogic Data Science (self-service solution for developing machine learning with minimal coding)
SnapLogic sometimes runs slowly when navigating from one area to another
The user interface can be hard to get to grips with
Top Features of SnapLogic
Easy application integration: Connect applications at scale, with just a few clicks—no code required and 700+ pre-built connectors
ETL and ELT options: Use ETL (Extract, Transform, and Load) or ELT (Extract, Load, and Transform) when bringing data into your cloud data warehouse
API management and development: Design secure APIs and test them easily, applying custom or ready-made security policies (across the whole organization or for individual APIs)
Low code/No code options: Built-in tools make it easy for non-developers to automate applications and data integrations, with SnapLogic AutoSync to synchronize data and AutoPrep to apply data transformations
6. Apache Camel
Apache Camel is an Open Source integration framework that lets you easily integrate different systems that produce or use data. It’s perfect for developers who want to use programming languages and create routing roles.
Apache Camel uses URIs to work directly with transport/messaging models including HTTP, JMS, SCA, and more.
Apache Camel Pros and Cons
Open source (free/low cost) tool with supportive community
Wide range of features and components
Based on enterprise integration patterns
Range of books available on Camel
Integrates with well-known frameworks like Spring
You’ll need to know Java to use Apache Camel
Very much designed for developers, not suitable for sales/marketing teams to use on their own
Takes some trial and error as the documentation is a bit sparse
Top Features of Apache Camel
Apache Camel offers:
Support for multiple protocols and data sources: you can receive data in multiple formats from different apps
Open source framework: Can be customized by developers, if that suits your company’s needs better
Designed for developers: Apache Camel is designed for developers who are creating solutions to complex integration problems
Jitterbit is a powerful cloud integration platform that lets you not only connect systems and automate workflows but also create new applications as needed.
It includes a range of different tools, such as Harmony (for building data integrations and automating workflows) and Vinyl (for low-code application development).
Jitterbit Pros and Cons
Versatile data integration, without any need for coding
Straightforward interface—you don’t need to be a developer to use Jitterbit
Dramatically speed up creation of apps and bring new offerings to market faster
Complex integrations require a lot of scripting
No indication of job progress (just “running” or “finished”)
Top Features of Jitterbit
Pre-built integrations for common workflows: Connect your data, applications, and business processes with Jitterbit’s iPaaS, Harmony. It’s designed to be suitable for both IT developers and non-techy users
EDI (electronic data interchange) integration: Easily process orders, freeing up team members to focus on providing a better customer experience
Creation and publishing of APIs: Jitterbit can be used for API lifecycle management tasks
Celigo is another iPaaS option that lets you connect together different apps to integrate and automate your business processes—ultimately helping your team to make better business decisions.
It supports a range of integration patterns, with a drag-and-drop interface as well as advanced scripting and coding capabilities.
Celigo Pros and Cons
Powerful and flexible platform to avoid data silos
Clear and helpful error handling
Allows custom integrations for any API
Slow loading times, particularly when handling large amounts of data
EDI capabilities are a little lacking
Top Features of Celigo
AI-driven error handling: Celigo’s pioneering error management system uses AI to automatically resolve 95% of errors
AI assistance: The AI chat makes it easy to get help, plus Celigo will auto-suggest templates/flows where appropriate
API management: Create your own APIs and securely share data through this, accelerating your API deployment with Celigo’s prebuilt configurations
Other Tray.io Alternatives and iPaaS Providers to Consider
Workato is an intelligent automation platform that uses “recipes” to integrate apps. It includes advanced features like publishing APIs and creating custom apps and bots.
Anypoint Platform (MuleSoft)
Anypoint Platform from Salesforce is designed to speed up IT project delivery through its tools for integrations, APIs, and automation.
IFTTT (If This, Then That) is a straightforward automation platform that can be used for both work and personal tasks. It has a wide range of built-in integrations, plus you can create your own.
Boomi is an integration and automation platform that uses AI to be self-managing, self-learning, and self-scaling, automating workflows and processes and instantly connecting apps.
Alternatives to Tray.io for Accelerated Integrations
The best alternatives to Tray.io for accelerated integrations include:
Zapier: Fast and easy to get started with, Zapier connects with thousands of apps and has lots of pre-built “Zaps” you can use for fast integrations.Pro tip:Use Zapier along with Copy.ai for the very best results.
Segment: Segment automatically cleans up customer data, making it a fast and effective tool for data management, especially if you have data from multiple apps. You can use it to build personal experiences at scale—fast.
Copy.ai: Use Copy.ai’s Workflows platform (available to Pro users) to quickly and easily build your own workflows, e.g. for automated LinkedIn messaging. With Copy.ai’s powerful generative AI tools, you can massively accelerate the process of creating customized, personalized content.
Alternatives to Tray.io for Improved Customer Experience
The best alternative to Tray.io for improved customer experience include:
Make (Integromat): If Zapier is a little pricey, Make is a cheaper alternative that has powerful capabilities—letting you bring together data from different sources and ensure a stellar customer experience.
Jitterbit: Ecommerce companies can use Jitterbit to improve their EDI, meaning orders will be fulfilled faster and without the prospect of human error introducing mistakes. It’s a win for the retailer, the customer, and the supplier too.
Copy.ai: With its natural language processing capabilities, Copy.ai lets you instantly script custom responses to customers. You can automatically personalize content while making sure your brand tone is consistent and instantly recognizable.