What is the difference between email marketing and marketing automation? – WAU
What is the difference between email marketing and marketing automation? And how do I know if my company is ready to switch? These questions always arise when we ask ourselves about the changes that we need or should make regarding marketing strategies in order to scale our results. We all know how powerful the […]
What is the difference between email marketing and marketing automation? And how do I know if my company is ready to switch? These questions always arise when we ask ourselves about the changes that we need or should make regarding marketing strategies in order to scale our results. We all know how powerful email marketing is in composing a marketing action plan, but implementing its automation can bring a very high effectiveness to the strategy you already have.
There are many differences between an email marketing and a marketing automation platform. A mail server will only allow you to send a large volume and be able to control their open rate, but this is not scalable in the medium and long term. With marketing automation, you will have access to resources such as multi-step campaigns, lead scoring, analytics, tools that will allow you to design tactics that are increasingly accurate and effective.
Email Marketing alone is not enough!
If you believe that you are able to use only email marketing you are not aware of the barriers that you may face and as you increase your results. Here are some challenges that you may end up facing if you only stay in email marketing for a long time:
Email marketing is time consuming
As there is no functionality inside the email server to perform any type of automation or refine your campaigns, you will have to perform various activities manually so that your emails can reach the maximum potential customers at the right time. With marketing automation you can decrease the time spent on manual work for individual emails. Instead, you can focus on creating multi-stage campaigns, automated campaigns to nurture your Leads while ensuring the effectiveness of your results.
Your sales team will not know which Leads will need to be followed up
Email marketing alone does not have the functionality to generate Leads ready for your sales team. The only thing you’ll be able to keep up with after a mass action is the open rate, and when your sales team starts going after those Leads, they may have very low results (in addition to the time spent) because those Leads are not yet ready for consume your product or service. And for a member of your sales team, focusing on a Lead who is not ready to make a purchase is the biggest waste of time possible. With marketing automation, you can assign scores to the different levels of education of your Leads.
You will not be able to keep your Leads engaged with your communication
You have a large base of Leads and you can’t reach it in full because you have a hard time keeping them engaged. You send a few emails a month, but you have no idea at what point in the customer journey they are or whether your content has been really interesting to them. As it takes a long time to create a mass emailing, how can you be strategic about your database? With marketing automation you can generate a flow of nutrition, which will allow you to segment your database and take them through your funnel with the creation of automated campaigns that will keep your Leads engaged.
You will have trouble scaling your results
Relying on basic email marketing is not a good strategy if you are focused on scaling results in your company. The more Leads you have in your base or campaigns that you want to run, the longer it will take to generate massive results. Marketing automation is a solution that can grow as your business grows. You can run multiple campaigns, create nutrition flows, score your Leads, and assign an ROI directly to each marketing program designed to measure the effectiveness of your efforts and strategies.
Marketing Automation is right for my company?
If you’re still not sure if it’s time to evolve your Email Marketing strategies, take a look at your organization and marketing practices. You should consider marketing automation if:
- If your customer’s purchase process lasts more than a week
- Sending only emails does not seem to bring direct results to your sales
- Your marketing team does not have enough time to deliver all the strategies they would need due to manual activity for a large Lead base
- You want to send different messages to different audience segments
- Your sales team has complained about the quality of the Leads you have received from your Marketing team
- You want to know which of your marketing campaigns are performing best
- You don’t know if you should spend more or less money on marketing
And now, where is your company at? Share with us your experiences with email marketing and automation! And if you have any, send them to us in the comments or in our Forum: forum.marketingdeconteudo.com