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Marketing Automation terms

5 marketing automation terms, defined plainly and cross-referenced.

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Email Automation / Drip CampaignMarketing AutomationEmail automation (drip campaigns) is the practice of sending pre-written emails triggered by specific user actions or time intervals. It enables personalized, behavior-based communication at scale, nurturing leads, onboarding users, and driving conversions without manual effort.Email MarketingMarketing AutomationEmail marketing is the use of email to send promotional, educational, or transactional messages to a targeted audience. It is one of the highest-ROI marketing channels, delivering an average return of $36 for every $1 spent, with particular strength in lead nurturing, customer retention, and lifecycle communication.

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Marketing Automation (HubSpot / Marketo)Marketing AutomationMarketing automation is software that automates repetitive marketing tasks: email campaigns, social media posting, lead scoring, CRM updates, and multi-channel customer journeys. HubSpot and Marketo are the dominant platforms for B2B marketing automation, each serving different segments of the market.

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Open Rate / DeliverabilityMarketing AutomationOpen rate is the percentage of delivered emails that recipients open. Deliverability is the measure of whether your emails actually reach inboxes instead of spam folders. Open rate tells you how engaging your email is. Deliverability tells you whether anyone gets the chance to engage at all.

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SPF / DKIM / DMARCMarketing AutomationSPF, DKIM, and DMARC are email authentication protocols that prove your emails are legitimate and not forged or spoofed. They are required by Gmail and Yahoo as of 2024, and essential for email deliverability and brand protection.

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# Marketing Automation glossary terms

5 marketing automation terms from the Atomic Glue web glossary.

[Email Automation / Drip Campaign](atomicglue.co/glossary/email-automation-drip-campaign) — Email automation (drip campaigns) is the practice of sending pre-written emails triggered by specific user actions or time intervals. It enables personalized, behavior-based communication at scale, nurturing leads, onboarding users, and driving conversions without manual effort.
[Email Marketing](atomicglue.co/glossary/email-marketing) — Email marketing is the use of email to send promotional, educational, or transactional messages to a targeted audience. It is one of the highest-ROI marketing channels, delivering an average return of $36 for every $1 spent, with particular strength in lead nurturing, customer retention, and lifecycle communication.
[Marketing Automation (HubSpot / Marketo)](atomicglue.co/glossary/marketing-automation) — Marketing automation is software that automates repetitive marketing tasks: email campaigns, social media posting, lead scoring, CRM updates, and multi-channel customer journeys. HubSpot and Marketo are the dominant platforms for B2B marketing automation, each serving different segments of the market.
[Open Rate / Deliverability](atomicglue.co/glossary/open-rate-deliverability) — Open rate is the percentage of delivered emails that recipients open. Deliverability is the measure of whether your emails actually reach inboxes instead of spam folders. Open rate tells you how engaging your email is. Deliverability tells you whether anyone gets the chance to engage at all.
[SPF / DKIM / DMARC](atomicglue.co/glossary/spf-dkim-dmarc) — SPF, DKIM, and DMARC are email authentication protocols that prove your emails are legitimate and not forged or spoofed. They are required by Gmail and Yahoo as of 2024, and essential for email deliverability and brand protection.