To set up a few marketing automation campaigns, you’ll need to decide how often to send emails and define the trigger. Preset automations often have triggers already defined, so you’ll only worry about creating the content for the email. However, custom automations require you to indicate the trigger. Make sure your automated marketing campaigns sound human and go to the right people. Emails that are too focused on landing the sale or sound robotic can scare off prospects. Instead, focus on crafting automated emails that naturally communicate your message while moving consumers onto the next step in the sales journey.