As you all know, automatization is a process in which machines replace human labor, typically those repetitive tasks that computers can perform faster than humans. This was one of the founding principles of ActiveCollab - automatization should take care of as much boring busywork as possible so that we can focus our time and efforts on doing Real Work.

It’s the same way with marketing. In previous blog posts we’ve gone over user tracking, user behavior, lead scoring, user identification, and now that we have enough data, we can automate actions that guide the user to conversion.

All the marketing channels are at play here. The way we contact the users depends on their behavior and interactions - some prefer email, some social networks, and there are some we want to always pay special attention to. The tools for automatizing communication with users can easily be set up to send messages through defined channels to segmented leads. The most common use for this is in email marketing, where it’s used in different onboarding processes. Unlike mass email and newsletters, here it’s about transactional emails.