Software that runs repetitive marketing tasks automatically, such as sending emails, segmenting contacts, and following up on leads.
Marketing automation platforms let businesses set up workflows triggered by customer actions or dates. When someone signs up for a newsletter, downloads a guide, abandons a shopping cart, or reaches a birthday, the system can send a relevant message, update their profile, or alert a salesperson. Most platforms also include email design, landing pages, lead scoring, and reports.
For example, a garden centre could create a sequence that welcomes new subscribers, sends planting tips a week later, and offers a discount on spring bulbs to people who previously bought seeds. Automation saves time and helps messages arrive when they are relevant. It still needs care: poorly targeted or too-frequent messages drive unsubscribes, and email marketing must follow consent and anti-spam rules in each country.
Software, known as a CDP, that combines customer data from many sources into unified profiles that marketing and other tools can use.
Customer Relationship ManagementSoftware and practices, known as CRM, for managing a business's interactions with customers and prospects in one shared system.
Landing PageA focused web page designed for one goal, such as collecting sign-ups or selling a product, usually reached from an ad, email, or search result.
UTM ParametersShort tags added to the end of a web link that tell analytics tools where a visitor came from, such as which campaign, source, or ad.
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