The Strategist

Choose Wisely Between ‘E-mail Marketing’ & ‘Marketing Automation’

04/21/2015 - 16:09

VentureBeat provides enlisted guidelines that can help various companies to decide whether and when to shift over to “marketing automation”. – 21 April 2015 – VentureBeat News reports about the difference between “email marketing” and “marketing automation”. For many, the process of e-mail marketing has been established a steady communication with customers enabling the company to maintain a healthy relationship with the clients.
However, the difference between e-mail marketing and “marketing automation” is less known, therefore most are oblivious to recognise if their respective companies, whether large or small, should switch over to marketing automation or not. In fact, it is important to identify the ‘graduation’ sign when a company is ready to shift over to “marketing automation”.
According to VentureBeat, “a marketing automation platform” is quite different than “an email marketing program”. The latter will give an important feature of scalability wherein the users will be able to “track open rates” along with communicate in “mass blasts”. If your company is in its growing phase, then switching over to “marketing automation” will provide:
“...access to powerful features like multi-step campaigns, lead scoring, and analytics, all of which can make your email tactics much more strategic.”
Moreover, the “Email Service Provider” constrains the functionality to itself making difficult to conduct any fine touch up to any operations. Consequently, it requires “a lot of manual work” to ensure that the right customers are being targeted “at the right time”.  Whereas, “marketing automation” gives you the liberty from such “manual work of crafting individual emails”, so that the focus can be turned on nurturing the lead with “automated campaigns” that would be channelled through multi-stages.
E-mail marketing doesn’t have the ability to independently pick the right lead on behalf of a sales team. As a result, the team needs to track “click through(s)” along with “open rate(s)”. Moreover, when the call down begins, there is no guarantee to hit upon “desired results” as the leads in question may not to suitable for purchase. Chasing behind leads which aren’t qualified to obtain proves a sheer “waste of time”.  
Contrarily, marketing automation can eliminate the need of useless tracking of leads as the platform will follow the only the ones that are ready to be bought. In fact, it can track the lead depending on the customised fields such as contents, campaigns, lead characteristics and also demography.
The difficulties in creating time consuming e-mail blasts along with its painful database tracking in an e-mail “Service Provider” is absent in automation marketing. In the former system it is close to impossible to view one’s position “in the buying cycle” while the latter segments out the respective database and channels the information through to create automated campaigns.
Marketing automation, unlike e-mail marketing, has the option of growing along with the company as one can simultaneously use “multiple campaigns”, nurture lead programmes and score the leads. However, here is a list of signs mentioned by VentureBeat that one needs to look out for before taking a decisive change to marketing automation:
“Your customer buying process lasts longer than a week
“Sending emails alone does not seem to drive sales
“Your marketing team needs an easier way to create and send targeted, multi-touch email campaigns
“Your marketing department does not have enough time to do everything they need to do with their current resources
“You sell different products or services to different demographics
“You want to send different messages to different titles and industries
“Your sales people are complaining about the quality of leads your marketing team is delivering
“You want to know which of your marketing campaigns are the most effective
“You can’t tell if you should be spending more or less money on marketing”

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