Marketing Automation enables effective communication with your customers at all stages of their lifecycle. In this way you can build and maintain relations with current and prospective contacts. It is essential that you manage the entire customer lifecycle as it brings you an optimum return on every sourced contact. Customer lifecycle begins when a contact is sourced, it then continues through the stage of education which leads to purchase, this being followed by retention and loyalty building. Marketing Automation closes the loop as it measures customer engagement at every stage of the process and ensures proper communication with them.