In the past few years, the email concept had undergone several changes, innovations, and developments. The email marketing field received the most developments and changes as it has emerged as one of the most cost-effective methods of directing marketing. In addition to this, the influx of data from social media has led to collecting and managing data, which further increased
the automated and behavioral-led programs to focus more on the customers & needs.
The question that may now occur to you is what the need is for email marketing when marketing automation automates the marketing tasks. Both the methods end up having the same goal of targeting an audience, though email marketing revolves around tracking the actions taken by the receivers. The businessman must figure which method will benefit the brand sale, and when should he switch between the two. It would be beneficial first to lay down the differences between email marketing and marketing automation.
Email marketing, in simple terms, is all about sending emails to subscribers, prospects, and customers and develop effective relationships. It comes with several advantages of converting prospects to customers, and the newcomers into recurring buyers. For most marketers, email marketing is the chosen pathway to build a loyal base, strengthen the relationships with the present customers, educate the prospects about the value of the brands, and increase engagement.
Marketing automation is a process of automating marketing activities by using software. It involves automating repetitive tasks such as social media posting, ad campaigns, and mail marketing to provide the customers with a personalized experience. In simple words, marketing automation is a fusion of automated technology and a strategy that would increase conversion rates.
Email marketing and marketing automation collect data in two distinct ways, and that is where the first difference between the two lies. In email marketing, the data is collected by regulating the prospect’s behavior- the number of times they open the email, whether they clicked on any link, and so on. The marketers can track the click rates, unsubscribe rates, and bounce rates. The prospect’s
interaction with the email helps to conclude by taking the necessary decisions.
Marketing automation is all about tracking prospects on the web. It allows the marketers to track how the prospects interact with the website and the links or categories they have opened. It collects data by covering your behaviors outside the website, as well, such as social media and other digital platforms. Thus, with all the collected information, marketing automation works to ensure a personalized campaign and messaging.
It takes some effort and investment to create an email, list segmentation, and post-delivery analytics for carrying out effective email marketing. The next step involves sending a single fixed email to everybody. Automating email marketing further allows the marketers to send different emails to every prospect, or send a separate email to different list segments.
Marketing Automation offers you more options other than the usual tasks of creating an email, list segmentation, and so on. It allows you to set up a pre-written series of emails to be sent to the prospects over time and help you allow the prospects to interact with your website.
Marketers who work through email marketing can drive the customers’s necessary information through third-party systems like CRM. They need to incorporate the help of some more tools to collect and organize data. After this process of gathering insights from the customers, they can work to derive the results.
For products that need meager thinking on the part of the customers are apt for email marketing since it is the quickest form of informing a potential buyer about the product. However, for the longer sales cycles, marketing automation suits the best, since it will study customers over several checkpoints. Thus, the difference is simple – email marketing revolves around increasing the sale rate, giving you better sales, but marketing automation works to provide you better leads.
Email marketing, as noted earlier, involves few uncomplicated and fast steps to sharing relevant information with the customers. This leads to its working better in the B2C segment. The marketers take recourse to email marketing to purchase products from the store or website directly. You can set up different emails like reviews, sales/discounts, cart abandonment, and loyalty.
The marketing automation is more fitted for working with B2B companies, where there is a sales team who will establish communication with the potential buyers throughout the sales cycle.
What can be the ideal platform for you depends mostly on what your goals are. If you have a short sales cycle and revolves around the B2C segment, you should go for bulk email server. Marketing automation may become an expensive choice for you. In the other case, if you are confined to B2B services, marketing automation will take you ahead. It can deliver extra insights, working to ensure better leads based on customer’s interaction with the website, social media, and other digital platforms. Both methods are ideal for starting conversations and establishing connections with people in the lead base. Still, on a deeper note, the scope of the service you provide, the quality of your leads, and the extension of marketing efforts determine the platform that you should choose.