The traditional email as a means of digital marketing is not longer clicking. Instead marketing automation is what is giving good results these days. This entails personal engagement and content customization as per needs of present day customers. Automation also enables the entire communications by the firm to be integrated using tools such as Hootsuite or Salesforce. Though the number of leads generated is fewer, they are superior in quality than that thrown up using the older method of mass emailing. Automation even allows marketers to track revenue using data enabled business analytics.