highroad & c-systems webinar: email marketing v marketing automation
TRANSCRIPT
Email Marketing v. Marketing Automation
Tuesday, March 21st, 201712:00 PM ETPresented By
Suzanne Carawan, HighRoad Solution
Email MarketingEmail marketing is the ability to send one general message to a list of individuals for receipt into an email inbox.
Email marketing platforms provide features for the creation, sending & reporting on emails.
Email AutomationEmail automation is a feature within email marketing platforms to allow you to set up a series of emails to send based on an event trigger.
Examples: 1) Anniversary date2) First Monday of every month of year 13) Three times after target email was not
opened
Marketing AutomationMarketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
Marketing AutomationMarketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
Email Marketing vs. Marketing Automation
Email Marketing:•Blast Email•Open & Click Thru Rates
•Distinct, Discrete metrics
•Push Marketing•Retention-Driven approach
Marketing Automation:
•Drip Marketing•Conversion•Cumulative look at an individual’s digital footprint
•Pull Marketing•Revenue-Driven
Marketing AutomationIs:-omni-channel-ties together web and email-is web-centric-focuses on conversions-is user-centric-is part of a digital ecosystem or martech stack
MarTech Stack
Marketing automation
How They CompareEmail Marketing Email Automation Marketing
Automation
Monetization Model Revenue DrivenAudience Reach Broad Targeted Personalized
Main Purpose Member Retention Member Retention Member AcquisitionMetrics Open Rates / CTRs –
at the individual send Behavior & Interaction – per campaign
Behavior & Interaction – at aggregate level
Channel Perspective
Marketing AutomationPurpose is to generate leads and understand:
-buying cycle of users-cost per lead-ROI on campaign-omni-channel-buyer behaviors-greenfield opportunities
Top Reasons to Get Marketing Automation
• Your customer buying process lasts longer than a week• Sending emails alone does not seem to drive sales• Your marketing department does not have enough time to do everything
they need to do with their current resources• You sell different products or services to different demographics• You want to send different messages to different titles and industries• You can’t tell if you should be spending more or less money on marketing• Your sales people are complaining about the quality of leads your
marketing team is delivering• You want to know which of your marketing campaigns are the most
effective
http://venturebeat.com/2014/11/11/email-marketing-vs-marketing-automation-whats-the-big-diff/
Key Considerations• What do you want to measure?
–Money? Revenue? Return? Marketing Automation
• What are you trying to do?–Communicate? See if people are engaged?Email Marketing
