Marketing Automation refers to softwares, marketing platforms and technologies that enable automation of marketing tasks.
The automation tasks may be pre-programmed. For example scheduling of posts on Twitter or Facebook to be posted at scheduled dates/times.
Alternatively, the automation may be conditional (if > then format), i.e. based on user activity, specific events, or purchase behavior.
For example, if a user visits a specific product page 3 times in the last 5 days, then send an email with a coupon code.
Marketing Automation technologies may also integrate multiple marketing channels. This allows reaching the user at multiple touch points via different marketing channels thus creating an integrated user experience.
Marketing automation helps simplify marketing workflows and automate repetitive tasks.
Ultimately, the goal of marketing automation is to reach the user at the right time with the right offer or engagement opportunity.
It may result in greater brand awareness, loyalty, and ROI for the business.
Please note that different Email Service Providers (ESP) have different automation capabilities.