Marketing automation is the use of software and technology to manage marketing processes and campaigns automatically across multiple channels, aiming to streamline, automate, and measure marketing tasks and workflows. Marketing automation software automates repeatable and data-driven marketing tasks, including email distribution, social media posting, campaign performance measurement, lead generation, lead nurturing, account-based marketing, customer segmentation, retention efforts, and more. By analyzing data from various digital touchpoints, marketing automation tools help create targeted and effective experiences that are more likely to lead to sales. Email marketing automation is a key use of marketing automation, allowing brands to send the right email, to the right person, with the right message, at the right time, and measure results against performance metrics such as open rates, click through rate, and A/B testing.