Email marketing is still in use but marketing automation is also on rising. With the increase in the use of marketing automation software, there is confusion about which one is the right one i.e. email marketing or marketing automation. Some people get the wrong impression of both terms, it is, therefore, important to understand the difference between them.
The main purpose of email marketing and marketing automation is the same that is to get in touch with potential customers in the hope of converting them into sales. But both systems do this in a different way. Email marketing sends the same message or communication in form of newsletters that have limited effect on people while in marketing automation, relevant email messages are sent to customers with some WebPages. This helps to attract customers and pass them through the buying process. This also provides better insight about the position of the customer in the process.
Talking about features of both, there are many differences between them. Email marketing offers you the authority to send emails to a large number of people and track open rates but it will not provide the scalability. Marketing automation gives your power to access multi-step campaigns, analytics; lead scoring that helps you make your emails more strategic .
Many differences stem from the analytical behavior of the both. Email marketing tools help to track the behavior of your recipient with your email campaign. You can know about whether the customer opens your email or click the link etc. Marketing automation provides you more than that. You can track the lead behavior everywhere on the web. You can check whether they visited the landing page on your site after clicking the link. What will be their next step etc? Getting a complete picture of the journey of the customer through funnels will help your plan your targeted campaigns in a better way that is based on the customer’s behavior.
The use of Email Marketing
Most of the people use email marketing system for
- Blog post distribution
- Special promotions
- Series of timed emails after subscribers opt-in to your list
- Webinar invitations
In order to communicate with your subscribers, email marketing works fine. In case, you want to customize your emails based on customer’s actions, then you need to think about marketing automation.
The Use of Marketing Automation
Marketing automation system offers a process to communicate well with your targeted consumers on multiple channels in order to build long-term relationships. With it, you can measure, optimize and manage your marketing funnel. To get higher quality leads, most of the businesses are adopting marketing automation technique to convert leads into customers. You can customize your communication that is based on the action taken by customers such as download an e-book, take a quiz, sign up for your list etc.
Marketing automation lets you engage with your customers. You will get better data of customers that help you to understand the needs of them so that you can deliver them what they need the most.
Marketing automation helps to track the visitors on your website. You can build a campaign about specific forms and landing pages. It is easy to capture, nurture and score your leads. You can analyze and report your results.
Marketing Automation or Email Marketing: Which is Right For You?
When it comes to choosing the right method for you then the main difference between email marketing and marketing automation will depend on how the sales happen. People use both techniques for marketing purpose. With dedicated sales team, a company can get the benefit of marketing automation system as it is designed to nurture leads and hand over to sales teams. This will help you in lead scoring and you will push your leads automatically over to sales reps.
Neither email marketing or marketing automation is inherently better. To decide the right one for you will depend on the needs of your business. You have to identify the best one that helps you to achieve your business goals. It is sure that you don’t want to stick with the technique that does not suit your marketing strategy. If used in better and right way, both marketing automation and email marketing provide a great communication line with your audience.