What does Marketing automation mean?

Marketing automation refers to using software and predefined rules to automatically carry out repetitive marketing tasks. It can include sending emails, segmenting contacts, personalizing content, abandoned cart reminders, lead scoring or launching campaigns based on user behavior. The goal is to make work more efficient, respond to customers at the right time and tailor communication to their needs.

In e-commerce, automation is often used throughout the customer journey, from capturing a contact through supporting the purchase to post-order care and re-engaging customers.