Email Marketing and Marketing Automation
Corporations have long used Email Marketing to reach people, educate them, and to remain connected. Conventionally, you would buy an email databank and have an email server send out mailers to people in that database. Over time, these platforms/tools started building better abilities, such as:
- The capability to capture leads from other sources
- The administration of these leads
- Featuring copy readers to generate emails using prototypes
- Tracking and analytics
And this is where the intersection where Marketing Automation enters. Marketing automation goes a step further and offers added capabilities, such as:
- Automating email operations
- The capability to not just achieve leads, but also score, highlight, and nurture them
- Moving outside email operations to also include social and mobile operations.
Of course, email marketing merchants assert that their products contain the same features, and that’s where the misperception starts. Hence, the key is to look deeply into what the tool or platform does rather than disquieting about what it is called.
How Do These Work?
All of these tools help you build, enrich, and endorse leads for your marketing database. In Business to business circumstances, these tools serve to cultivate leads and fill the prospect buckets of your sales team who is working with Sales Force Automation or CRM boards. In a case of business-to-consumer, these stages may generate highly focused offers in an effort to drive dealings or further engagement.
These help you segment your database into specific subdivisions that can be ranked and interacted with based on behavior or characteristics. These operations can take numerous different forms. Today, they still revolve mainly around email. All these tools help you build, improve, and endorse leads.
What Do These Platforms Do?
The technology can be fragmented down into a set of different well-designed services. Let’s explore what each provision means and talk about some key issues for you to consider.
Your email advertising is focused on your leads or prospects, so the first step in your marketing inventiveness is to figure out how to convert them. You should look at the following high-level capabilities:
- Lead procurement-Getting leads into the system via bulk imports, incorporation with other sites, online seminars, retail POS, QR codes, and so forth
- Data administration-The capability to clean and de-duplicate data, generate malleable databases and reduce spam.
- Lead ranking and routing
- Lead nurturing and arrangement
Today, campaign administration still focuses on the main trick in dealers’ bags: messaging, particularly email messaging, although social operations are becoming important too. The goal of many social widgets is to improve the capture of email addresses so you can continue to proactively advertise to that individual. The key capabilities here include the following:
- Operation design and administration-Design your segments, template, and design services to construct content for your operations, as well as basic content managing facilities to manage operation artifacts.
- Campaign establishment-interface to generate campaign flow, message authoring, and countersignature, and the capability to insert dynamic content in emails.
- Campaign accomplishment-“Deliverability” issues, such as certifying messages don’t get routed into recipients’ spam folders.
- Campaign tracking and analysis-Analytics and observing the link to your operations.
This is one area that clearly discriminates advertising mechanization from email marketing. While you could think of constructing and managing landing pages as an extension of campaign supervision, they are important enough that we respect landing pages as a distinct challenge. The key capabilities to look for here are as shown:
- Page form and conception-Capabilities to craft pages via wizards, forms, and rich text publishers.
- Testing and optimization-The capability to carry out A/B and multi-variant testing
- Web content and experience administration integration-Incorporation with external web content and involvement administration tools
Email marketing and marketing automation are both valuable mechanisms in a digital marketer’s toolkit. Both are connected marketplaces with significant overlaps. Nominally, email advertising merchants tend to target B2C use cases, while marketing automation dealers usually address B2B use cases. So while evaluating new tools, think deeply about what you want to accomplish and look for the platform with matching functionality.
To Your Best Online!
Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®
The Essential Guide to Email Marketing Automation