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Marketing Automation
Marketing automation is the use of software to send messages and run marketing workflows automatically, triggered by customer behaviour or data, across channels such as email, SMS, WhatsApp and push notifications.
Common examples
- Welcome series for new subscribers
- Abandoned cart and browse abandonment reminders
- Onboarding sequences for new customers
- Re-engagement messages when activity drops
- Renewal reminders and win-back offers
Rules that apply
Gmail and Yahoo require bulk senders to authenticate with SPF, DKIM and DMARC, provide one-click unsubscribe and keep complaints under 0.3% (Resend on Gmail and Yahoo sender rules). Consent rules apply in most markets, and the UK’s Data (Use and Access) Act 2025 raises maximum fines for direct marketing breaches (Macfarlanes on the Data (Use and Access) Act 2025).
Why it matters
Retention compounds. Bain’s research found a 5% increase in retention can raise profits by 25% to 95% (Harvard Business Review, 2014). See marketing automation and common mistakes.