Marketing automation
Using software to run repetitive marketing actions (emails, messages, segmentation, lead nurturing) automatically, triggered by each contact's behavior.
Marketing automation means replacing manual campaign sends with flows that react to audience behavior. Instead of emailing everyone the same message, you define rules: "if the person downloaded the e-book, wait 2 days and send the demo invitation"; "if they abandoned the cart, send a reminder in 1 hour", and the platform executes them, contact by contact, without intervention.
The typical building blocks of an automation platform are:
- Triggers: events that start a flow (form signup, click, purchase, date).
- Segmentation: splitting the audience by profile and behavior to send the right message to each group.
- Nurture flows: message sequences that educate a lead toward a purchase decision.
- Lead scoring: assigning points per action to prioritize who is most ready for the sales team.
AI entered this layer by generating email copy, picking the best send times, and predicting which leads are most likely to convert. Concrete example: an online store connects its website form to Mailchimp; new signups get a 3-email welcome sequence, and visitors who click a product but do not buy enter a recovery flow with a coupon. Configured once, running for every new contact.