We often see the terms “email marketing” and “marketing automation” used interchangeably in the marketing technology space, as if they’re one and the same. But they actually meet very different business needs.
Likewise, you may be familiar with how automation impacts the sending of email. But did you know that full marketing automation has the power to transform your business and sales processes, as a whole?
What Is Email Marketing?
“Email marketing is the process of sending electronic mail.”
This can be done both manually and automatically. In email marketing, automation revolves around the sending of emails; so the result of any automation that occurs is the sending of email to your contacts.
Because it all revolves around email, a contact cannot exist without an email address. That’s because from an email marketing standpoint, there’s nothing to be done without an email address. So for those looking for a pure email marketing solution, DigiTech Australia provides solution to a simple contact database that only requires an email address for each contact. Of course you can use the additional fields in our database and custom fields to add as much information about your contacts as you like. But to get started, all you need is an email address.
What Kind Of Business Needs Email Marketing?
If you’re running a small business and you’re new to the world of email marketing, you may not need more than a platform with basic email marketing capabilities—at least for now.
An email marketing platform is a great solution for notification-based businesses mainly relying on email to share announcements and updates. Examples include bloggers who want to share new blog posts, non-profit organizations announcing fundraising events, and eCommerce businesses delivering coupons or sending new product announcements.
Email Marketing Automation
Email marketing automation builds on the basics of email marketing, with more automation capabilities and the ability to add some personalization to your communications. It includes the use of tags, custom fields, and the ability to move contacts between lists—either moving a contact from one list to another or adding a contact to multiple lists.
This intermediate space between email marketing and marketing automation best serves professional bloggers or business owners who have been using email marketing but don’t feel they need the full power of marketing automation. Email marketing automation gives these users more power and advanced capabilities within email marketing.
However, as your business continues to grow, you may realize you need something more than email marketing and email marketing automation provide. You may need a way to manage your contacts more effectively during the sales process, automate more of your internal processes, or simply send extremely targeted communications to all of your prospects.
What Is Marketing Automation?
“Marketing automation is the means of employing technology to continuously execute your marketing strategy.”
While it encompasses email marketing (and email marketing automation), it revolves around the ability to automate all of your marketing processes.
With marketing automation, you can capture leads, nurture leads, close leads, identify contacts who are ready to buy, notify an internal sales representative when a contact is close to conversion, increase event attendance, decrease the rate of shopping cart abandonment, provide product fulfillment, and work from a sales pipeline.
Marketing automation is a facilitator for your business. Much the way employees of a business facilitate its marketing and sales processes, automation does the same thing—but with technology instead of people.
With this kind of scope and control over your marketing strategy, marketing automation allows you to personalize and tailor every part of the customer journey for your contacts; it makes your marketing processes nimbler and smarter while saving you time. That’s a powerful asset to your business!
What Kind Of Business Needs Marketing Automation?
As your marketing matures and your business continues to grow, you may reach a point when you feel it’s time to adopt even more advanced capabilities that allow for very precise targeting and personalization, on a larger scale. This is where marketing automation comes in handy.
Marketing automation allows you to run a business with a small team that operates on an enterprise scale.
What kind of automation capabilities do you currently use for your business? Do you envision using full marketing automation for your business processes in the future? Let us know here.