The digital transformation of companies in the 21st century is becoming an increasingly important factor in creating a company's market advantage over its competitors. Under the term "digital transformation" we can consider any improvement within the company that switches from manual to digital solutions as the primary way of working. Most companies go through the process of digital automation of at least one of their parts in order to speed up business processes, reduce various costs and to eliminate the factor of human error. By using computers and computer processes, sensors and machine learning, it is possible to optimize business processes in order to achieve better business results. The motivation of this paper is to show how, with the help of automation of the business process of advertising with the help of newsletters, communication between companies and their users can be improved, content adjusted and personalized to be more relevant to customers, and finally how it can influence the development of the company and its brand. In order to demonstrate and describe the process of automation, the Marketing Cloud will be used as a tool for creating the automation process of sending newsletters. With the help of Marketing Cloud, various functionalities of the tool and ways in which the automation can be adjusted will be shown in order to simulate a situation in reality in which a company uses this optimized way of sending automated e-mails. This model shows how some of the problems of common automation are solved, and how relevant company information can be displayed and transmitted to users with personalized content. Ultimately, through a newsletter sent in this way, users are more likely to decide to buy or use the company's services, which is the ultimate goal of the company.