{"id":114041,"date":"2024-10-09T08:45:10","date_gmt":"2024-10-09T14:45:10","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=114041"},"modified":"2026-01-12T04:10:39","modified_gmt":"2026-01-12T04:10:39","slug":"marketing-automation-examples","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/marketing-automation-examples\/","title":{"rendered":"15 Powerful Marketing Automation Examples to Boost Conversions"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Marketing automation gives <\/span><a href=\"\/blog\/ai-marketing-agency\/\"><span style=\"font-weight: 400;\">AI marketing agencies<\/span><\/a> <span style=\"font-weight: 400;\">capabilities that would have felt like superpowers just a few short years ago. Thanks to powerful new tools and solutions, you can level up your conversions on autopilot.\u00a0<\/span><\/p>\n<p>By automating repetitive tasks, businesses can now deliver highly personalized, timely content at scale. Whether it&#8217;s nurturing leads, recovering lost sales, or re-engaging customers, marketing automation lets you focus on strategy while the tools do the heavy lifting for you behind the scenes.<\/p>\n<p><span style=\"font-weight: 400;\">In this blog, we dive into 15 impactful <\/span><strong>marketing automation examples<\/strong><span style=\"font-weight: 400;\"> that you can start using today to crank up your return on investment (ROI).<\/span><\/p>\n[et_pb_section global_module=\"113105 \"][\/et_pb_section]\n<h2><span style=\"font-weight: 400;\">Importance of Using Marketing Automation<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before getting into the examples of marketing automation, why exactly should you care?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing automation\u2014a broad term referring to the use of tools and solutions to automate recurring marketing tasks\u2014is by far the most powerful way for <\/span><a href=\"\/blog\/ai-startup-ideas\/\"><span style=\"font-weight: 400;\">AI startups<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"\/blog\/ai-consulting-services\/\"><span style=\"font-weight: 400;\">consultancies<\/span><\/a><span style=\"font-weight: 400;\">, and businesses to regain time and control in their operations. The benefits of marketing automation include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Saving time<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> By automating repetitive tasks, your team\u2019s capabilities are freed up for strategic initiatives.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Increasing marketing automation ROI<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Personalized and timely marketing campaigns can be delivered at scale, leading to higher conversion rates.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Improving customer engagement<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Tailored communications enhance the customer experience and foster brand loyalty\u2014an important component of long-term success.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thinking about starting an AI automation agency? Stop and check out this video:<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"How to build an AI automation agency for beginners in 2025\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/80BwZzZuvYk?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Below, we outline 15 specific<\/span><span style=\"font-weight: 400;\"> marketing automation examples<\/span><span style=\"font-weight: 400;\"> to help you get started.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">1. Welcome Email Series<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A welcome email series is industry-standard for new customers or subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This campaign sets the tone for your relationship, establishes expectations, and provides key information about your offering. Given the affordability of <\/span><a href=\"\/blog\/ai-email-marketing\/\"><span style=\"font-weight: 400;\">AI email marketing<\/span><\/a><span style=\"font-weight: 400;\"> compared to some other strategies, it\u2019s also among the best marketing automations for small businesses with limited resources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To set up a welcome email automation flow, follow these steps in your email marketing platform:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><strong>Create a trigger<\/strong><span style=\"font-weight: 400;\"> for when a new user subscribes or makes their first purchase.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Design a series<\/strong><span style=\"font-weight: 400;\"> of 3-5 emails that gradually introduce your agency or brand and highlight your unique value proposition. These should be attractively designed and reflect your agency\u2019s branding.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Personalize content<\/strong> <span style=\"font-weight: 400;\">with user names and tailored, dynamic content.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Include clear calls-to-action (CTAs)<\/strong><span style=\"font-weight: 400;\"> in each email to guide recipients toward a desired action, like following your social media channels or booking a call.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Once your <a href=\"\/blog\/email-marketing-automation\/\">email marketing automation<\/a> workflow is live, the bulk of the work is done. Just keep an eye on metrics like open rates and click-through rates, and continually refine your emails to maximize your ROI.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2. Onboarding Email Campaigns<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Onboarding emails help reduce churn and encourage product adoption by guiding new users through your agency\u2019s services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An effective onboarding campaign includes product tutorials, use cases, and easily accessible support resources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While providing value is important, it\u2019s also imperative that you respect the customer\u2019s time by making the information easy to digest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a successful onboarding email series might include one concise, easy-to-implement tutorial with links per email. By contrast, a bad onboarding email might try to include most of your support documentation in one message, overwhelming new users with information without clear guidance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Much like welcome emails, these can be automated in response to triggers. For example, when a client signs up for your <\/span><a href=\"\/blog\/ai-lead-generation\/\"><span style=\"font-weight: 400;\">AI lead generation services<\/span><\/a><span style=\"font-weight: 400;\">, you might send them a quick guide to lead automation best practices.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Cart Abandonment Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cart abandonment is a common problem in ecommerce, but it also represents an opportunity: automating cart recovery emails is a great way to recapture lost revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cart abandonment emails remind customers of their incomplete purchases and encourage them to complete the checkout process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key to ace this <a href=\"\/blog\/ai-marketing-automation\/\">AI marketing automation<\/a>\u00a0is to create a sense of urgency, encouraging a sale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can be achieved by offering limited-time incentives and providing social proof. For example, a clothing brand might indicate that the items in the user\u2019s cart won\u2019t be restocked after they sell out and offer a discount code for completing the purchase. User-generated content of people wearing the items could be used to tap into the power of social proof.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">4. Post-Purchase Follow-Ups<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Continuing the customer journey after purchase helps foster loyalty and encourages repeat business. While <\/span><a href=\"\/blog\/ai-powered-funnels\/\"><span style=\"font-weight: 400;\">AI-powered funnels<\/span><\/a><span style=\"font-weight: 400;\"> can deliver a steady source of leads, striving to maintain existing customers is among the most important marketing automation best practices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Automated post-purchase follow-ups can include emails with product tips, cross-sell suggestions, and review requests.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, after a customer purchases a skincare product, you might send a follow-up email with tips on how to use the product effectively and suggest complementary products.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">5. Customer Re-Engagement Campaigns<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Re-engagement campaigns aim to reconnect with inactive customers and reignite their interest in your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, you could start with a light-hearted email that acknowledges the customer\u2019s absence and offers a special discount to welcome them back. Follow up with additional emails that provide valuable content, such as new product announcements or helpful tips, and ask for feedback to show you value their opinion.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using <\/span><a href=\"\/blog\/ai-integration-services\/\"><span style=\"font-weight: 400;\">integrations<\/span><\/a><span style=\"font-weight: 400;\"> with an <\/span><a href=\"\/blog\/ai-wordpress-website-builder\/\"><span style=\"font-weight: 400;\">AI website builder<\/span><\/a><span style=\"font-weight: 400;\">, you can also set email triggers if inactive customers revisit your site.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">6. Customer Win-Back Campaigns<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Winback campaigns are similar but not identical to re-engagement campaigns. These target customers haven\u2019t purchased in a while <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> appear to have disengaged from emails\u2014that is, they haven\u2019t opened any of your marketing messages.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These campaigns require a more personalized, humble tone and a strong offer to entice customers back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For an effective win-back marketing automation campaign example, your north star should be <\/span><i><span style=\"font-weight: 400;\">sincerity<\/span><\/i><span style=\"font-weight: 400;\">. Acknowledge the customer\u2019s past relationship with your brand and express a genuine desire to have them back. Let them know that you respect their decision if they choose to unsubscribe, but offer a compelling incentive to stay, such as a discount that isn\u2019t available anywhere else.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">7. Birthday &amp; Anniversary Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everyone appreciates a little extra attention on their birthday, and one of the best marketing automation benefits is that you can deliver personalized messages at scale, no matter how long your subscriber list is.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider offering a free gift or discount along with a personalized message wishing the customer a happy birthday and stating your appreciation for them. You could apply a similar principle to anniversary emails that celebrate a year passing from the customer\u2019s first purchase date.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using <\/span><a href=\"\/blog\/ai-content-marketing\/\"><span style=\"font-weight: 400;\">AI content marketing<\/span><\/a><span style=\"font-weight: 400;\"> solutions, you could also serve dynamic content in each birthday email, showcasing a piece of content that is of special interest to that recipient.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">8. Feedback &amp; Survey Requests<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Collecting customer feedback is non-negotiable for continuous improvement. Marketing automation integrations between email clients and survey or questionnaire platforms make this easy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To improve survey response rates, keep them short and focused. A small incentive for participation can also boost your rates.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">9. Replenishment Reminders<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If your clients sell consumable products, replenishment emails can be a very effective way of encouraging repeat purchases.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To set up replenishment automation effectively, first analyze purchase cycles to understand the average time it takes for customers to use a product. For example, if you sell shampoo that typically lasts 30 days, schedule a replenishment reminder to be sent 25 days after the initial purchase. Getting the date right is key: if the replenishment reminder is too early or too late, it\u2019s less likely to lead to a sale.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">10. VIP &amp; Loyalty Programs<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">People tend to do things for which they\u2019re rewarded, so why not reward loyalty to your business?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This <\/span><span style=\"font-weight: 400;\">marketing automation example<\/span><span style=\"font-weight: 400;\"> is all about encouraging long-term relationships by offering something that feels exclusive. Customers usually have to spend a certain amount to qualify, and achieving VIP status provides access to special discounts or other unique offers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re <\/span><a href=\"\/blog\/How-to-start-AI-Agency-without-experience\/\"><span style=\"font-weight: 400;\">starting an AI agency<\/span><\/a><span style=\"font-weight: 400;\"> and plan to create marketing campaigns for clients, setting up custom loyalty programs can be a powerful way to help them increase their average customer lifetime value.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">11. Lead Nurturing Drips<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re using traditional marketing techniques or <\/span><a href=\"\/how-to-make-money-ai\/\"><span style=\"font-weight: 400;\">making money with AI<\/span><\/a><span style=\"font-weight: 400;\">, one thing remains unchanged: success requires patience. Leads don\u2019t convert right away, so you need a strategy to take them from the top to the bottom of your funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lead nurturing campaigns do just that by moving leads from awareness through the evaluation stage and finally to the purchase decision, providing relevant content at each stage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A multi-email lead <\/span><span style=\"font-weight: 400;\">marketing automation example<\/span><span style=\"font-weight: 400;\"> flow might start with an educational email introducing your product\u2019s benefits, followed by case studies and testimonials in the evaluation stage, and finally, a promotional offer to encourage a purchase.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">12. Webinar &amp; Event Promotions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Webinars and events are underappreciated tools for lead generation and nurturing. Automated pre- and post-webinar email sequences can be used to keep audiences informed and engaged and to help identify the hottest leads from the pool of attendees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, pre-webinar emails might promote the event, highlight key speakers, and provide registration details. Then, post-webinar emails can include thank-you messages and additional resources. Recipients with the highest open and click-through rates would be good candidates for a personalized, account-based marketing approach.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">13. New Product or Feature Launches<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">New products or features offer a unique opportunity to get audiences engaged and excited to make a purchase. Since new launches may be few and far between for some types of businesses, it\u2019s important to capitalize on the opportunity and extract as much ROI out of it as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means creating email flows that begin well in advance of a launch to start building up excitement and employing a strategy that spreads information across multiple emails in a flow rather than a single big release announcement.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">14. Upsell &amp; Cross-Sell Campaigns<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are lots of exciting <\/span><a href=\"\/blog\/ai-business-ideas\/\"><span style=\"font-weight: 400;\">AI business ideas<\/span><\/a><span style=\"font-weight: 400;\"> out there, but applying AI to tried and true marketing strategies is one of the best ways to ensure success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We already know upselling and cross-selling works because the target audience is people who already like your product or service enough to buy it. Using AI-powered flows can amplify the impact of this strategy by analyzing vast amounts of customer data to make the best possible recommendations. Automating these campaigns ensures timely and relevant product recommendations, ensuring a boost in sales.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">15. Gated Content Promotions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gating content like ebooks or webinars is a great way to capture leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But to get even more impact out of gated content promotions, pair them with lead nurturing flows that provide additional value and guide leads through the sales funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, after a lead downloads an ebook, it can trigger a series of follow-up emails with related content and case studies related to the book. This engages the lead more deeply, moving them along the funnel faster.<\/span><\/p>\n<h2>How Vendasta Helps You Achieve These Marketing Automation Examples<\/h2>\n<p>Vendasta offers a comprehensive suite of tools that make executing these marketing automation strategies simple and effective. With its all-in-one platform, you can:<\/p>\n<ul>\n<li><strong>Automate Email Campaigns:<\/strong> From welcome emails to complex lead nurturing drips, Vendasta\u2019s <a href=\"\/platform\/marketing-automation\/\">marketing automation tools<\/a> allow you to set up automated workflows with ease. The platform helps you design, personalize, and schedule email sequences tailored to specific customer behaviors, maximizing your ROI.<\/li>\n<li><strong>Seamless Integration:<\/strong> Vendasta integrates with essential CRM, ecommerce, and customer support tools, ensuring your marketing automation flows are triggered at the right time\u2014whether it\u2019s a cart abandonment email, a post-purchase follow-up, or a feedback request.<\/li>\n<li><strong>AI-Powered Personalization:<\/strong> With <a href=\"\/ai-workforce\/\">AI capabilities<\/a> built into the platform, you can effortlessly personalize content for different customer segments. Dynamic content, personalized messages, and individualized offers help you stay relevant and engaging in every interaction.<\/li>\n<li><strong>Advanced Analytics and Insights:<\/strong> Optimize your campaigns based on Vendasta\u2019s detailed analytics. Track key metrics such as open rates, click-through rates, and conversions to continually refine your marketing automation for better results.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-114395 size-full\" src=\"\/wp-content\/uploads\/sites\/6\/2025\/07\/Advanced-Analytics-and-Insights.webp\" alt=\"Advanced Analytics and Insights\" width=\"1176\" height=\"994\" \/><\/p>\n<p>Whether you\u2019re nurturing leads, re-engaging customers, or boosting sales through upselling, Vendasta provides the tools to automate these processes efficiently, freeing you up to focus on growing your business.<\/p>\n<p>Leverage all of the marketing automation examples above today with the help of Vendasta. <strong><a href=\"\/request-demo\/\">Request a demo here!<\/a><\/strong><\/p>\n<h2 data-start=\"0\" data-end=\"9\">FAQs<\/h2>\n<h3 data-start=\"11\" data-end=\"59\">1. What are marketing automation examples?<\/h3>\n<p data-start=\"60\" data-end=\"373\">Marketing automation examples are real-world use cases of tools that automate repetitive marketing tasks. These include welcome email sequences, lead nurturing drips, cart abandonment reminders, and loyalty programs. They save time, improve personalization, and increase ROI by streamlining customer engagement.<\/p>\n<h3 data-start=\"375\" data-end=\"422\">2. How do welcome email automations work?<\/h3>\n<p data-start=\"423\" data-end=\"687\">A welcome email automation is triggered when a new subscriber signs up or makes a purchase. It sends a series of personalized messages to introduce the brand, set expectations, and guide users toward their next step, such as booking a call or exploring services.<\/p>\n<h3 data-start=\"689\" data-end=\"765\">3. Why are cart abandonment emails a key marketing automation example?<\/h3>\n<p data-start=\"766\" data-end=\"1037\">Cart abandonment emails help recover lost revenue by reminding customers of incomplete purchases. Automated flows can include urgency messaging, limited-time discounts, or social proof, nudging customers to finalize their orders and boosting eCommerce conversion rates.<\/p>\n<h3 data-start=\"1039\" data-end=\"1087\">4. What is a lead nurturing drip campaign?<\/h3>\n<p data-start=\"1088\" data-end=\"1339\">A lead nurturing drip campaign automatically delivers targeted content to prospects over time. Starting with educational resources and moving to case studies and offers, it builds trust and guides leads through the funnel until they\u2019re ready to buy.<\/p>\n<h3 data-start=\"1341\" data-end=\"1406\">5. How does Vendasta support marketing automation examples?<\/h3>\n<p data-start=\"1407\" data-end=\"1690\">Vendasta\u2019s platform simplifies automations like welcome emails, re-engagement campaigns, and post-purchase follow-ups. With AI-powered personalization, CRM integration, and analytics, agencies can deliver tailored, automated campaigns at scale while demonstrating value to clients.<\/p>\n<h3 data-start=\"1692\" data-end=\"1754\">6. Are post-purchase follow-ups an effective automation?<\/h3>\n<p data-start=\"1755\" data-end=\"2007\">Yes. Automated post-purchase emails strengthen customer loyalty by offering product tips, cross-sell recommendations, and review requests. They keep the brand top-of-mind, encourage repeat purchases, and turn one-time buyers into long-term customers.<\/p>\n<h3 data-start=\"2009\" data-end=\"2078\">7. What are some loyalty-focused marketing automation examples?<\/h3>\n<p data-start=\"2079\" data-end=\"2302\">Examples include birthday emails, anniversary messages, and VIP program invitations. These automations make customers feel valued while incentivizing repeat business with personalized offers, rewards, and exclusive perks.<\/p>\n<h3 data-start=\"2304\" data-end=\"2369\">8. Do I need advanced tools to set up marketing automation?<\/h3>\n<p data-start=\"2370\" data-end=\"2640\">Not necessarily. Many email and CRM platforms support simple automations like welcome flows or feedback requests. For more advanced campaigns, platforms like Vendasta offer all-in-one solutions that integrate email, reporting, and customer data for seamless execution.<\/p>\n<h3 data-start=\"2642\" data-end=\"2702\">9. How do webinar or event promotion automations work?<\/h3>\n<p data-start=\"2703\" data-end=\"2979\">These campaigns automatically send reminders before the event and follow-ups afterward. Pre-event emails highlight speakers and benefits, while post-event flows provide thank-you notes and resources, helping agencies nurture engaged leads and identify high-intent prospects.<\/p>\n<h3 data-start=\"2981\" data-end=\"3058\">10. Why should agencies use Vendasta for marketing automation examples?<\/h3>\n<p data-start=\"3059\" data-end=\"3326\">Vendasta allows agencies to deliver white-label, automated marketing campaigns that drive measurable results. From onboarding flows to upsell campaigns, its AI-driven tools make it easy to personalize, automate, and optimize strategies under the agency\u2019s own brand.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation gives AI marketing agencies capabilities that would have felt like superpowers just a few short years ago. Thanks to powerful new tools and solutions, you can level up your conversions on autopilot.\u00a0 By automating repetitive tasks, businesses can now deliver highly personalized, timely content at scale. 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