Marketing automation opens up a lot of possibilities to offer your readers a tailored reading experience. But these opportunities also come with several challenges. For instance, one main challenge is blending in your manual email marketing campaigns - newsletters, newsflashes, promos, surveys, pr, ... - with automated messages. A possible strategy to get you going is using 2 tiers.
Even a basic automation program needs some smart thinking to integrate it into your other marketing activities. But if you get your planning right, you will see conversion grow significantly.