Marketing Automation is the use of software to run repetitive marketing tasks — emails, follow-ups, lead routing, segmentation — automatically, often triggered by a customer’s own behaviour.
Marketing automation replaces manual, repetitive work with rules and triggers: a sign-up kicks off a welcome sequence, an abandoned cart sends a reminder, a lead hitting a score threshold routes to sales. It lets you run personalised journeys at scale without doing each one by hand.
Done well, automation lifts conversion and retention while freeing the team for strategy. Done badly, it feels robotic and spammy — so good deliverability, relevant triggers and genuine personalization matter more than sheer volume.
The use of software to run repetitive marketing tasks and customer journeys automatically — such as triggered emails, lead nurturing, segmentation and routing — often based on a customer's own behaviour.
Common examples include welcome and onboarding sequences, abandoned-cart and re-engagement emails, lead nurturing and scoring, segmentation, personalization, and routing qualified leads to sales.
No. Email is the most common use, but automation also covers lead scoring and routing, segmentation, on-site personalization and cross-channel journeys. The common thread is replacing manual, repetitive work with triggered rules.
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