A lot of people are wondering what email marketing is and how it differs from marketing automation.
Are they the same?
They also want to recognize if their company is ready to switch. These are the issues that business owners are facing. And this blog post will try to resolve all of these issues.
Most of us understand how useful and vital email marketing is to your advertising toolkit. However, carrying out marketing automation could significantly enhance the performance of the email marketing technique you currently have in place. There are several distinctions between an email marketing and a marketing automation application.
An email provider will give you the capability to send out mass emails and track open rates. However, it’s not scalable. With marketing automation, however, you can access effective functions like multiple campaigns, lead analytics, and scoring. These features are useful in making your email strategies far more calculated.
In that case, if you solely depend on email marketing without marketing automation, you’ll never meet your expectations. You’re mostly likely confronting a couple of obstacles, especially as you expand.
What difficulties could you be confronting with email marketing alone?
It Takes Time
That’s an email provider is incapable of doing automation or adjusting your campaigns. You need to do a great deal of manual work to make certain that your target market received the email blasts at the correct time.
Within marketing automation, you can focus on producing multi-stage, digital campaigns to support your leads while you obtain various other work done.
In fact, three-quarters of online marketers agree that the most significant advantage of having marketing automation is to save time. It’s especially true when marketing a rental property. Not just in marketing a property. You can also use it to boost your tenant retention while reducing your workload. With marketing automation, you can set up automated and perfectly timed messages to build better connections with your tenants.
No Idea of What Leads to Follow-Up
That’s because email marketing on its own cannot provide win-ready leads to your sales teams. The point you are tracking after sending a mass email is click through and open rate, and when your sales groups start doing phone call after the blasts, they could not be obtaining excellent outcomes because the leads you’re getting are not all set to acquire.
And for a sales representative, there’s no larger wild-goose chase compared to ferreting out a lead that is not prepared to buy or who isn’t qualified. That’s because only 25 percent of the leads are legitimate. And 50 percent of your leads are not ready to purchase.
If you opt for marketing automation, you can see to it that sales are subsequent with leads that are sure to purchase. Besides, marketing automation systems could score your leads based on how they involve with campaigns or content.
According to this study, four out of five users improved their leads through marketing automation software. And 77 percent of those users saw a boost in conversions.
Can’t Maintain Leads That Are Engaged with Your Communications
You can have a massive data source of leads that you are unable to utilize, and you seem like you’re having difficulty to ensure that they are involved.
You send a number of blasts a month. However, you have no idea where your target audience is in the purchasing cycle or if your material is resonating.
It takes a lot of time to develop an email blast, how can you be sure that your strategy works?
With marketing automation, you can utilize lead nurturing, which enables you to sector out your data source and lead them via your channel by developing automatic campaigns that will maintain your leads involved.
Relying on standard email marketing isn’t scalable if you’re an expanding company. The more leads you have in your data source or campaigns you intend to run, the more time consuming it ends up being to develop mass blasts.
However, if you integrate marketing automation into your marketing campaign, this issue will be significantly remedied. You could run numerous campaigns, produce lead nurturing programs, score your leads and attribute profits straight to every marketing program.
Unable to Associate Revenue with Email Marketing Initiatives
You intend to know how marketing adds to the bottom line. Likewise, you wish to know how you could boost your method and strategies each time you produce a campaign.
If you are counting on email marketing alone, you are most likely to have a tough time linking your programs to your profits. Marketing automation offers you the functionality that can monitor your initiatives and supplies you with detailed analytics for every campaign.
You can also sync up your advertising automation system to your CRM to give a more comprehensive metrics.
With all these issues, should your company use marketing automation, too?
If you are still unclear whether it is time to use marketing automation system, have a look at your organization and marketing methods.
You should consider it if your consumer purchasing process lasts longer compared to a week. If sending out emails alone does not appear to drive sales, then marketing automation must be implemented.
Your company might also benefit it if your marketing group requires a less complicated means to develop and send out targeted campaigns with a personal touch.
If your marketing division does not have adequate time to do whatever they should do to make it with its existing resources, then marketing automation is needed.
Marketing automation is also vital if you market various products to different demographic or if you wish to send out multiple messages to various titles and sectors.
You also need marketing automation if your sales individuals are whining about the quality of leads that your marketing group is supplying. Another thing to consider is if you wish to know which campaign is the most reliable. And if you cannot tell if you need to be investing more money in marketing, you have to use marketing automation.
Benefits of Marketing Automation
This system allows online marketing professionals to prepare expanded consumer communications without calling for manual intervention.
Marketing automation firms, like Benchmark, allow you to construct pre-programmed email series by using reasoning. If your consumer opens and reads an email message, then he/she is put right into a series tailored for email opens.
Alternatively, if the client overlooks or removes the message, he/she is sent out one more personalized series. Along with email open, consumer activities, like clicking on a link, most likely to a webpage and completing a lead-generation type, immediately sort consumers into series designed to generate multi-step communications.
Although email marketing tools can develop that first communication, they’re commonly created to funnel people into the consumer database, as opposed to channel them in and continue engaging with them throughout the sales channel.
Takes Interaction Further
Another distinction between the two remains how communications are developed. In email marketing, you can use layouts to assist your style and word your interactions
Marketing automation tools, on the other hand, offer development tools. But these tools take communications a step further. The series of discussions or workflows can be custom-made.
In that case, you can determine who gets what email and when based on client activities. The could be developed employing pre-designed layouts. You may pre-install workflow layouts that map a consumer’s actions from their email open to their initial acquisition to a second deal sent out.
Workflow design templates consist of event invites and follow-ups, abandoned cart follow-ups and yearly birthday wishes, or consumer education series that magnify the depth of details supplied to consumers about business, specifically beneficial for B2B sales. Keep in mind that more than 50 percent of companies that use marketing automation outpaced their competition.
Mumsnet, which is one of the largest parenting sites in the UK, utilizes marketing automation to personalize its message to the subscriber. Subscribers who registered for the site’s newsletter will receive messages throughout their pregnancy. It uses the subscriber’s due date as its trigger in sending emails. This method takes the interaction with the subscriber even further, from the moment she signed up.
Marketing automation tools can track and recognize how customers connect with your message. They perform certain functions that email marketing tools can’t provide or don’t do.
Marketing automation, for example, designates to your contacts to allow you to recognize how responsive they are to your communications. With these scores, you can segment customers into groups. The highest possible lead rating can be organized into lists that are likely to see more offers regularly.
This could seem like an additional advantage. However, as your email list expands, you’ll count significantly on automation to sort and send your messages to your contacts. The smarter your lead score, the more timely your emails will come to be.
The capacity to send a targeted message based on what you understand about an individual is excellent for consumers and prospects and business. If a person has a reduced chance of buying your product as a result of the budget, the more you can stay clear of pressing him/her to the sales discussion.
Kissmetrics provided examples of marketing automation through lead segmentation.
Opportunities to Improve
As your automation system provides you with more data about how clients engage with your messaging, you will have the ability to take that knowledge and adjust when you need to send out communications.
If a person has the habit of opening up messages at midnight on Wednesday, then your data will advise you to send them an email message at that time.
Here’s a guide on understanding your reports to how to find out whether or not your audience is engaging with your messaging.
Marketing automation encourages multiple channel communications.
These channel communications are increasing each day. One of them is your website, where you can release content for different visitors based on context. On-site conversations is another way to communicate with your audience. If you wish an omnichannel that lets you view those things, then marketing automation is your better bet.
What do you think of marketing automation and email marketing? Which of the two would you use for your campaign?