Many businesses seem to lump email marketing and marketing automation into the same boat, without actually differentiating the two. Both systems allow you to market your product/services via email, both allow you to capture leads and onboard new customers, and both include the word ‘marketing’.
So what is the difference between Email Marketing and Marketing Automation – and is there one at all?
The answer is a resounding yes.
Email marketing is designed to track your email marketing interactions only. In contrast, marketing automation tracks and influences buyer interactions/behaviors to guide them through the sales funnel.
Whilst email marketing is not a comparative alternative to marketing automation, it’s still a tool in the marketing automation process.
Often, smaller companies will start off using email marketing and then start to employ marketing automation once the company grows in size. With an impressive ROI of 4,300%, email marketing is a proven method of building relationships with new customers and increasing loyalty within your current customer base.
Using email marketing, you can:
Email Marketing might be for you if:
But you may have issues such as:
Marketing Automation is the perfect solution for medium to larger sized businesses with a diverse customer base. The more varied your audience is, the more beneficial it will be to take a highly targeted approach to your marketing.
A solid marketing automation platform will provide you with basic capabilities such as lead capturing, lead nurturing, landing page development, site visitor tracking, a centralized marketing database, CRM integration, and data analysis/reporting.
Your marketing automation tool should help you to determine what stage of the buyer process your customer is at, and then get them to the next stage, and the next – until they convert into a sale. This comprehensive tracking process allows you to see exactly what’s working and not working in your marketing campaign.
Marketing Automation might be for you if:
Any potential issues you’ll have with marketing automation will all boil down to whether or not your business is ready for it in the first place. We recently outlined why some businesses aren’t ready for marketing automation in this post.
Have you recently moved from email marketing over to a full marketing automation approach?
If so, we’d love to hear more about what marketing automation software you’re using and how well it’s working for you. Why not leave us a comment below and fill us in on your own experience?