What is marketing automation? - Klaviyo UK
2026-03-10 16:38 Diff
https://www.klaviyo.com/uk/solutions/marketing-automation/what-is-marketing-automation

Marketing automation is technology that automatically manages marketing across email, SMS, WhatsApp, push notifications, and more. Instead of manually sending messages or updating lists, marketing automation uses real-time customer data to trigger timely, more deeply personalised communications, so marketers can engage each customer at the right moment, at scale.

For example, when a customer abandons their cart, they receive an automated SMS reminder, a follow up email, or a push notification with a special incentive to complete the purchase, without any manual work.

That’s marketing automation in action. The result: seamless journeys that nurture relationships and drive revenue while saving your team time.

Marketing automation vs. traditional marketing

While traditional marketing allows you to schedule and send bulk campaigns, marketing automation goes much further. Marketing automation is about orchestrating deeper personalised experiences at scale.

Marketing automation

Traditional marketing

Automated, behaviour-based journeys

One-off campaigns

Dynamic segmentation and real-time updates

Manual list management

Highly tailored messages across channels

Limited personalisation

Integrated cross-channel communication

Focused on individual channels

Unified data with AI-driven insights

Siloed tools and fragmented data

Why marketing automation matters now

A few recent trends have made marketing automation essential for B2C brands:

  • Customer expectations are changing. Today’s shoppers are increasingly drawn to brands that offer timely, relevant experiences, whether it’s a helpful product suggestion or a quick thank-you after a purchase.
  • Acquiring new customers is getting harder. As advertising becomes more competitive, many brands are placing more emphasis on retention and customer loyalty. Automated, personalised messages can help nurture those relationships over time.
  • AI is shaping what’s possible. AI can now help determine when and how to engage your audience, making it easier to create meaningful experiences with less manual work.

What defines a successful marketing automation strategy?

A successful strategy isn’t just about automating tasks. It’s about creating connected experiences that feel personal and relevant. Here’s what sets it apart:

1. A built-in customer data platform

Your marketing can only be as smart as your data. When your marketing automation platform has a built-in customer data platform (CDP), it unifies real-time data from your website and support channels, giving you a single view of every customer and enabling richer segmentation.

2. Cross-channel orchestration

A great marketing automation strategy coordinates messages across email, SMS, WhatsApp, mobile, and more. Every interaction builds on the last, no matter where it happens. And with features like Klaviyo’s AI-powered channel affinity, every customer receives messages on the channels they prefer.

3. AI-powered personalisation

Automation and AI work hand in hand to improve timing, channel, and content. For example, predictive analytics can help forecast a customer’s next order date or recommend products they’re likely to buy.

4. Ease of use and scalability

Effective marketing automation should be intuitive for your team. It shouldn’t require input from developers. From pre-built templates to drag-and-drop workflows, the right platform empowers marketers to launch sophisticated campaigns faster.

What does marketing automation look like in action?

Here are 6 examples of how brands use marketing automation to engage customers and drive growth:

1. Welcome flows that build loyalty from the start

When someone signs up for your email or SMS list—whether from your website, a pop-up form, or an in-store visit—you can create a flow that instantly triggers a series of welcome messages.

These emails or texts might include a warm thank you for subscribing, an introduction to your brand’s story and values, and curated highlights of your bestselling products. Many brands also include a time-limited discount or free shipping offer to encourage that first purchase quickly.

Why it works: You make a strong first impression while your brand is still top of mind, and you never miss the chance to engage a new subscriber. Welcome flows help set expectations and create a sense of connection before someone has even bought.

2. Abandoned cart reminders that convert

Shoppers often add items to their cart but leave your site without completing the purchase. When you’ve set up marketing automation, an email automatically goes out reminding them of the items they left behind.

If there’s no action after a day, an automated SMS follow-up might offer assistance, highlight product benefits, or include a small incentive like a discount code. Some brands also trigger push notifications or display targeted ads to bring customers back.

Why it works: Timely, well-sequenced reminders tap into customers’ original intent and make it easy for them to pick up where they left off. They can help you recover otherwise lost revenue while showing that you’re paying attention to their interests.

3. Product recommendations powered by AI

With marketing automation set up, after a customer completes a purchase, you can deliver follow-up emails or SMS messages featuring complementary products or items that are frequently bought together.

For example, someone who bought a camera may receive recommendations for lenses, bags, or memory cards. Predictive analytics can also personalise recommendations based on browsing history, past purchases, and likely next purchases, so every suggestion feels relevant and helpful.

Why it works: Thoughtful recommendations can help drive more repeat purchases and increase average order value without feeling pushy. When customers see that your brand understands what they might need next, it builds trust and loyalty.

4. Channel prioritisation for smarter messaging

Imagine a customer who frequently clicks through your promotional emails but rarely opens texts. Another customer prefers SMS for time‑sensitive updates and often engages there. With channel affinity, your marketing automation can predict which channel is most likely to drive engagement for each person—email, SMS, WhatsApp, or push—and route messages accordingly.

For example, a brand running a price‑drop campaign can start with an email for customers whose profiles show high email engagement. If those customers don’t open the email but have also engaged via SMS in the past, the system automatically follows up with a text. This dynamic, AI‑powered routing ensures each message reaches people in the way they prefer, boosting conversion rates and protecting your list health.

Why it works: By prioritising the channels where customers are most active, you avoid over‑messaging, reduce unsubscribes, and make every touchpoint feel more relevant, which leads to higher engagement and more sales.

5. Birthday and milestone messages

Some brands also create VIP milestones, such as sending a reward when a customer reaches their 10th order or refers their 5th friend.

Marketing automation platforms store key dates, like customer birthdays or the anniversary of a customer’s first purchase. When these dates arrive, your system will be ready to send personalised messages that celebrate the milestone with a special offer, early access to new products, or a heartfelt thank you.

Why it works: Personal recognition goes a long way toward making customers feel valued. These small gestures of appreciation help turn casual buyers into loyal advocates who are excited to engage again.

6. Post-purchase education flows

After a sale, marketing automation keeps the conversation going with educational and service-focused messages. For example, a customer who bought skincare might get a series of emails explaining how to use the products, what results to expect, and tips for best outcomes.

These flows can also include shipping updates, instructions on returns or exchanges, and requests for reviews once the product has arrived and the customer has had a chance to use it.

Why it works: Post-purchase flows can help improve the customer experience and reduce buyer’s remorse by making sure customers feel supported. They also create more opportunities to build trust and gather valuable feedback.

7. Re-engagement campaigns for at-risk customers

When a customer stops opening emails or buying from you over a period of time—say, 60 or 90 days—you can automatically identify them as at risk of churning. You can automatically trigger a re-engagement campaign with a friendly message, a personalised product recommendation, or an exclusive offer to win them back.

Some brands also include surveys to understand why the customer drifted away, or invitations to update communication preferences.

Why it works: Proactive outreach shows customers you care and helps prevent silent churn. Even if only a portion of your lapsed audience re-engages, these automations can deliver significant incremental revenue and preserve lifetime value.

Let marketing automation power stronger results

Marketing automation isn’t just about working faster. It’s about creating meaningful connections across the entire customer journey.

The brands winning today aren’t the ones sending the most messages. They’re the ones delivering the most relevant, timely, and consistent experiences.

Build smarter marketing automation with Klaviyo, the B2C CRM.

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