Email Marketing versus Email Automation: The Difference between the Two and How Marketers can Leverage it.
The quantity of email users all around has achieved a count of 3.8 billion. Actually, by the year 2023, it will achieve an incredible 4.4 billion customers. These figures are sufficient to demonstrate how email as a marketing channel can do some incredible things for you as a marketer in the event that you leverage it well. In any case, what can signify an email marketing technique is email automation. This is why 27% of email marketers are now utilizing email automation. Truth be told 49% of marketers are now searching for approaches to improve their automated email campaigns.
In this way, it wouldn't be right to state that email marketing and email automation go connected at the hip. To put it in other words, you should consolidate both these strategies at the same time to have the edge over competitors and be effective over the long haul of business. While email marketing can enable you to achieve a substantial customer base, email automation can improve the relevancy of that reach.
Be that as it may, before you proceed with these two, you should have a better understanding of them. Are these strategies comparable or is there any distinction? The appropriate response lies in the way that email marketing can follow just those activities that have occurred through emails. Then again, email automation monitors each activity that your customer or lead has with your business. In this way, truly, both these strategies are very unique in their work approach. Here's a point by point look at the basic contrasts between the two.
1. Scoring of leads
With email marketing, the information about your leads is restricted. The tools of email marketing can just extract the information that you give to it. To put it as such, email marketing can't give you profound experiences about your leads. Be that as it may, the case is diverse with regards to email automation. It gathers vast information dependent on the customer’s behavioral patterns. It doesn't just help you effectively recognize the leads with the most astounding likelihood to changeover be that as it may, likewise helps you in customizing your campaign following the necessities and preferences of the customers. All things considered, on the off chance that you have an extended sales cycle, leading scoring alongside marketing automation merits the endeavors you put in.
2. Behavioral and analytical tracking
While the stage for information accumulation in email marketing is restricted just to the email campaign, email automation has a wide variety of information gathering. For example, an email marketing campaign can tell you about the open rate of your email. Additionally, you can get an understanding into the links a customer opened alongside the frequency of opening it. In short, it can enable you to get hold of the percentage of customers that got included/not included with your email campaign. On the other hand, email automation goes above and beyond and help you track a customer’s information through every platform that they cooperate with. It gives you a chance to have an unmistakable understanding into a prospect's journey all through the sales funnel. This, thusly, plays an incredible job in planning a more focused on targeted email campaign strategy.
3. Investment of time
Planning a top-notch email campaign requires a great deal of time and effort. Directly from making emails and segmentation to monitoring post analytics, there are many aspects to deal with. Further, after a campaign is built, email is conveyed to each customer on the list. In spite of the fact that segmentation makes the content dynamic and relevant for customers, it lacks the ability to be precisely important like email automation. Not that marketing automation doesn't require time or effort, yet it worth putting all the diligent work and effort. Beyond any doubt, you should do everything that you did amid your email marketing efforts, for example arranging the campaign and segmenting the list. In any case, the distinction lies in the way that automated email programs give you significantly more decisions and alternatives to putting forth a strong effort. From drip campaigns that let you plan emails which are sent automatically to customers to sustain campaigns that send follow up emails dependent on the customer's communication with your messages, an automated email campaign does everything
4. Keep a track to know if you have fallen out of favor
With email marketing, you can't ascertain your incomes. You can just make suppositions about it. For instance – when you send an email to a specific customer, you can follow if the customer opened the email or clicked on the link gave inside the email. Be that as it may, regardless of whether the customer opens an email and makes a buy, email marketing can't tell if the buy was made exclusively as a result of the mail. There are odds of them experiencing other touch points of your site that may have set off their buying points. To place it at the end of the day, it is troublesome figuring ROI through email marketing. However, that is not the situation with email automation. Since it enables you to investigate the full voyage of the customer, it enables you to decide the careful way a customer bought. This, thusly, does something amazing in knowing which technique drove the conversion and which didn't.
The focuses referenced above are the basic contrasts between email marketing and email automation. In any case, both have a lot of points of interest and can fill in as an incredible method for making connections and making conversation. In this way, the decision is exclusively yours. Pick the one that best suits your business' vision and mission. To put it plainly, in the event that you have a constrained sales cycle where the leads don't require much consideration, an email marketing campaign can be well-suited for you. It will enable you to send newsletters and promotional emails once in a while and fill your need without being excessively expensive. In any case, if you are anticipating the growth and are happy to support and score your leads as per the brand engagement, email automation is the one that you need. It worth all the venture you put in it.