Another key factor in being an efficient marketer involves building the right templates, especially for email and landing pages. Customization is important, but if you’re always building from scratch for each new campaign, you’re wasting valuable time. You can still create a tailored piece to different groups on your list with the proper templates.

A complete marketing automation platform will have email templates that you can customize and easily visualize how the end product will look in real time. Once you’ve uploaded your content and written your all-important subject line (or several, to test which is most effective), you can then use if-then formulas to segment your email as wide or as nuanced as you want.

Once you’ve established your guidelines for email, the program takes over. You can even take advantage of its advanced A/B testing features to see how well your message is performing. That’s the beauty of knowing what you’re doing ahead of time—the system is designed to do the heavy lifting. Just make sure it’s lifting the right target audience.