Marketing Automation in Email Marketing?
Marketing Automation is software which seeks to achieve the goal of automation of marketing activities in email marketing. Many marketers have to do repetitive tasks with respect to emails, social media and some other website-related activities. Marketing automation comes in handy in such situations and makes these tasks easier to handle.
Generally, the marketing automation solutions are intelligently designed to nurture the leads until they have scored enough to be handed over to the sales team. Typically, the marketing automation solutions are intelligently designed to nurture the leads until they have scored enough to be handed over to the sales team. The scoring here is referred to lead scoring which is based on the implicit buying signals such as whitepaper downloads, page views, and participating in webinars etc. when the lead score reaches to a set limit; it is forwarded to the sales team for the closure.
What is the difference between Email Marketing & Marketing Automation?
Email Marketing & Marketing Automation are two different processes even if they follow similar paths. For example: an email service provider will allow you the access to functionalities such as mass mailing or unlimited emails to ‘x’ no. of contacts etc. with the accessibility to deliverability rate, no. of open, no. of clicks, no of downloads, no of bounce( hard & soft bounce). But with marketing automation, you will get access to stronger features like multi-step campaigns, lead scoring, and analytics. These features will help you to improve your email tactics giving you a clear strategy. We have enlisted a comparison chart between the features offered by Email Service Providers and Marketing Automation Tools.
| Features | Email Service Providers | Marketing Automation Tools |
| Send Mass Mails | Yes | Yes |
| Track Open & Click Rates | Yes | Yes |
| Easy to Build Landing Pages | No | Yes |
| Easy to create Multi-Step Campaigns | No | Yes |
| Integrates with all Direct Mail, Social Media, More | No | Yes |
| Data De-duplication and Normalization | No | Yes |
| Score leads | No | Yes |
| Recycles and Nurture Leads | No | Yes |
| Ensures only Qualified Leads go to Sales | No | Yes |
| Measures the impact marketing inactivity on revenue | No | Yes |
| Monitors Website Actions | No | Yes |
| Provides the IP Addresses and Company names associated with Anonymous Website Traffic | No | Yes |
| Integrates with Data Directories to Fill in Missing Contact Info | No | Yes |
Source: Marketo
How is Marketing Automation transforming Email Marketing?
- Emphasis on Personalisation:
When it comes to emails marketing, personalization is a key factor. And it is getting more and more attention.
According to a study conducted by Aberdeen, highly personalized emails Click-Through Rate (CTR) improved by 14% and boosted the conversion ratio by a whopping 10%.
But a marketer knows how time-consuming and detail-oriented personalization of emails can be with analysis of thousands of data points; even for the most systematic people, it can be an overwhelming task.
This is where marketing automation comes into effect. The customer engagement across your content is tracked down by these tools. The Campaign is built on the basis of observed preferences, and based on these observations the related content is sent to them. This practice reduces the number of unsubscribes and improves the number of conversions.
- Time
Automated email marketing platforms save a lot of time for marketers which can be utilized to find out innovative ways to reach out to customers in a more strategized way; which can help in improving the conversion rates.
And this does not end there; as Marketing Automation platforms allow you the facility to integrate your existing CRM PMO software leading to data aggregation in real time across a disparate system into one location. It helps you to send the emails based on triggering of events.
When you integrate your email automation tool with other business platforms; it keeps a proper track of things, and your team remains updated. And with this you can plan, design, execute, and analyse an entire campaign through one system.
- Scalability
With the Marketing Automation Tools, the businesses of all sizes and shapes can scale up to their desired levels without hiring additional marketing staff.
Marketing Automation gives an organization an immense processing power which is under-utilized because of the lack of need; but when that need increases the marketing automation tools can accommodate the organization’s need and grow accordingly.
Marketing Automation Tools in the Market:
There are many marketing tools in the market at this moment. We have enlisted a few for you reference if your organization has decided to implement Marketing Automation.
- Marketo- one of the best marketing automation tools available in the market.
- Eloqua- one of the best marketing automation tools; but costlier than Marketo
These tools are useful if you are planning to integrate Marketing automation for full-fledged enterprise-level marketing automation.
- Constant Contact
- Customer.io
- Hubspot etc.
These tools are useful if your organization is entering in the Marketing Automation and wants to use it for basic tasks like basic emails without any advanced additional facilities.
The Bottom Line:
Automation is playing more and more influential part in doing business in this modern world. And in the case of email marketing, the opportunities to grow are in abundance. With an emphasis on personalization in campaigns, freeing up time to focus on innovative research, and scalability to the next can be achieved with these marketing automation tools. Automation is transforming the way email marketing is done in a never-before way.
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