SEO glossary · M

Marketing Automation

What is Marketing Automation?

Marketing automation is using software to run repetitive marketing tasks automatically, such as sending emails, scoring leads and updating contact records, based on rules and customer behavior. It lets a small team send the right message to each person at the right time.

Common uses

  • Welcome emails and onboarding sequences for new subscribers or customers
  • Lead nurturing emails triggered by downloads or website visits
  • Abandoned cart and browsing reminders in online shops
  • Lead scoring, and passing sales-ready leads to the sales team
  • Birthday, renewal and win-back messages
  • Keeping contact data in sync between the website, the CRM and ad platforms

HubSpot, ActiveCampaign, Klaviyo, Mailchimp, Brevo and Salesforce Marketing Cloud are widely used. Most connect to CRMs, shop platforms and website forms.

Getting it right

  • Start with a few high-value flows, such as welcome and abandoned cart emails, before building complex ones.
  • Keep the content genuinely useful: automation spreads bad messages as efficiently as good ones.
  • Keep your data clean and your consent records in order.
  • Measure each flow’s results and improve it over time.

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