Marketing automation is key to reducing workloads, Zapier says

From calendar events to email management, automation plays a major role in workflows across industries. A little more than half of marketers used automation in team communication, according to a recent poll by Zapier.

About 42% of marketers reported using automation to identify and target customers. More than a quarter of them used it to schedule emails, and about a third used marketing automation to send tailored messages, manage a subscriber database, or notify their team members of events. Automation saves marketers about 25 hours per week, according to Zapier.

Zapier took a look at how various professionals use automation in their roles. It polled 1,500 workers in marketing, IT, accounting, human resources, and sales or customer service in small to medium businesses across the U.S.  Zapier released its report on Monday.