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Difference Between Marketing Automation and Email Marketing

Running a business without marketing is like running in the dark, they say. While we can not refute this statement, it is no doubt that using the wrong marketing method can not only be wasteful in terms of resources but is costly in the end. This brings the importance of business owners and marketers in charge to understand the multitude of marketing terms being thrown here and there. Marketing automation and e-mail marketing are not only vital marketing concepts but are also important for businesses looking to gain more leads and conversions. Let’s dive in and see the differences between these two. 

What is Marketing Automation?

This refers to technologies and software platforms designed to market on multiple channels and automate repetitive tasks. This not only saves time but also increases lead generation. It is beneficial to businesses that require complex lead tracking methods as a result of lave longer sales cycles and those that have multiple product lines that provide stand-alone or an integrated solution to prospects. 

The three categories of marketing automation include;

  • Market intelligence- This is the act of monitoring consumers’ online behaviours through the use of tracking codes. This data is then analyzed and used to create behaviour-based market segments. 
  • Business development- This focuses on moving prospects from the awareness to the conversion stage in the sales funnels. Marketers do this by categorizing buyers based on interests expressed, scoring leads as well as behavioural measures. 
  • Workflow automation- This refers to automating internal processes such as digital asset management, marketing calendar and budgeting. 

An effective and efficient marketing automation systems should be able to:

  • Develop and analyze marketing campaigns
  • Integrate multiple touch pints
  • Move prospects to the conversion stage
  • Manage marketing campaigns
  • Store customer data in an organized manner
  • Analyze the performance of campaigns
  • Lead management

Examples of marketing automation software include HubSpot, Pardot, Hootsuite, Mailchimp and Marketo. 

What is Email marketing?

This is a digital marketing strategy that involves the use of emails to build loyalty, trust and brand awareness. It can be done in bulk through an automation process. To make it captivating, the email should have an enticing headline, a helpful description, should be simple, should have attractive visuals and have a compelling call to act or subscribe button. 

To maximize the benefits, businesses looking to incorporate email marketing should:

  • Build their list as opposed to sending these emails to consumers who are not interested in the products or services
  • Following the laws such that they provide a clear way to unsubscribe, including the address and name in the email and using non-deceptive subject lines
  • Build rapport with the consumers by being relatable
  • Follow a strict schedule
  • Respect the subscribers 

Advantages of using email marketing include:

  • It is cheaper and faster compared to traditional mail
  • It can be used to send bulk emails 
  • With effective targeting, it can build business prospects 

On the other hand, the disadvantages include:

  • Some emails may go unread seeing that consumers receive a large number of emails daily
  • Businesses must make sure they engage the customers otherwise they risk being flagged as a scam

Similarities between Marketing automation and Email marketing

  • Both are essential marketing methods that generate leads 
  • Both are online-based

Differences between Marketing automation and Email marketing

Definition

Marketing automation refers to refers to technologies and software platforms designed to market on multiple channels and automate repetitive tasks. On the other hand, email marketing refers to a digital marketing strategy that involves the use of emails to build royalty, trust and brand awareness.

Level of engagement

While marketing automation provides for multi-channel engagement via platforms such as emails, social media channels and websites, email marketing provides for single channel engagement via the email. 

Personalization

Marketing automation provides for a more complex consumer data personalization. On the other hand, email marketing provides for a basic consumer data personalization. 

Simplicity

While marketing automation is complex and ideal for large businesses, email marketing is simple to learn and use. 

Costs

Marketing automation is costly while email marketing is more affordable. 

Marketing automation vs. Email marketing: Comparison Table

Summary of Marketing automation vs. Email marketing

Marketing automation refers to technologies and software platforms designed to market on multiple channels and automate repetitive tasks. On the other hand, email marketing refers to a digital marketing strategy that involves the use of emails to build loyalty, trust and brand awareness.

While both marketing automation and email marketing can work independently, combining both aspects would be ideal for a business looking to increase leads as well as conversion. However, brands can still choose one strategy based on the usability, purpose, budget and skills available. 


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References :


[0]Deepa Sayal. DIGIPEDIA: The Basic Guide to Digital Marketing and Transformation. Notion Press, 2019. https://books.google.co.ke/books?id=q7-0DwAAQBAJ&pg=PT161&dq=Difference+between+marketing+automation+and+email+marketing&hl=en&sa=X&ved=2ahUKEwiOu_r0y9XsAhWfXhUIHVCTDr8Q6AEwAHoECAIQAg#v=onepage&q=Difference%20between%20marketing%20automation%20and%20email%20marketing&f=false

[1]Emiliano Giovannoni. Digital Marketing Planning. Chasefive.com, 2020. https://books.google.co.ke/books?id=n3LLDwAAQBAJ&pg=PT110&dq=Difference+between+marketing+automation+and+email+marketing&hl=en&sa=X&ved=2ahUKEwiOu_r0y9XsAhWfXhUIHVCTDr8Q6AEwB3oECAgQAg#v=onepage&q=Difference%20between%20marketing%20automation%20and%20email%20marketing&f=false

[2]Chris Baggott. Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level. John Wiley & Sons, 2011. https://books.google.co.ke/books?id=1hVk3DhSeOsC&pg=PT204&dq=Difference+between+marketing+automation+and+email+marketing&hl=en&sa=X&ved=2ahUKEwjSuNm4zdXsAhUhShUIHbuZD984ChDoATACegQIAhAC#v=onepage&q=Difference%20between%20marketing%20automation%20and%20email%20marketing&f=false

[3]Image credit: https://commons.wikimedia.org/wiki/File:Bildschirmfoto_2019-01-03_um_11.25.30.png

[4]Image credit: https://pixabay.com/illustrations/email-marketing-business-sms-3543958/

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