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Marketing automation in email campaigns primarily involves the use of software or web-based services to execute, manage, and automate marketing tasks and processes. Automation methods are extensively used to replace manual and repetitive tasks where possible and to implement more personalized approaches for interactions. [1] [2] [3] [4]
Marketing automation tracks top-of-funnel activities to drive prospects to sales. This is contrasted with CRM, which manages information about the prospect and their position in the sales cycle. [3] The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible.
Marketing is a complex field of decision making which involves a large degree of both judgment and intuition on behalf of the marketer. [10] The enormous increase in complexity that the individual decision-maker faces renders the decision-making process almost an impossible task. The marketing decision engine can help distill the noise.
Marketing automation focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers or posting marketing information on social media.
Artificial Intelligence Marketing provides a set of tools and techniques that enable behavioral targeting. Machine learning is used to improve the efficiency of behavioral targeting. Additionally, to prevent human bias in behavioral targeting at scale, artificial intelligence technologies are used.
Opt-in email advertising, or permission marketing, is advertising via email whereby the recipient of the advertisement has consented to receive it. [15] A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. [16]
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