Email marketing technology is central to an organization’s content marketing effort, but there’s more to an effective campaign than just an email solution.

With automation tools gaining traction and artificial intelligence (AI) improving existing technology, companies’ content marketing tool belts are becoming more diversified, according to data from the Content Marketing Institute (CMI).

The study indicated more than three-quarters of content marketers in North America, including B2B, B2C and nonprofit marketers, rely on email marketing technology. But they’re also implementing other tools to help them manage and distribute content.

Marketing automation software, for example, has been gaining traction among marketers, and according to the CMI survey, 42% of respondents use it for their campaigns.