Marketing Automation vs Email Marketing

Learn about marketing automation and email marketing, and the key difference between the two.

Many businesses that we talk to think Email Marketing and Marketing Automation are the same thing. Thus, buyers of these softwares and services are comparing systems that are designed to deliver different results.

One of the main reasons why buyers get confused between these two is because marketing automation is rooted in email, but there are clear differences and, if you build your business on the system that is incorrect for you, it creates problems they grow and scale their business.

So let’s settle this – once and for all. By the end of this quick read, you will walk away with the confidence in knowing the exact difference between the two.

First, let’s check out email marketing…

What is Email Marketing?

Email marketing is a way to build trust with prospects, keep engaged with customers and send users updates about your business, etc.

Some benefits of the above actions are:

  • Builds loyalty with customers
  • Deepens relationships
  • Keeps your brand at the top of your customers mind.

But out compared to other digital marketing services, email marketing allows you to engage with your customers in the most personal level – their inbox

Email marketing also costs significantly less than other traditional forms of marketing, such as:

  • Direct Mail
  • Print
  • Advertising
  • Tradeshows

For that reason, it can provide a hefty return on investment dollars and efforts.

So where is the point of difference? I’m glad you asked. Email marketing presents challenges, and these can include:

  • Segmentation of customers by attributes and behaviours.
  • Difficulty in sending personalised communications
  • All customers are different but traditional email marketing platforms treats them all the same.
  • Database and CRM data match ups so sales get notified when marketing leads show sales ready signals.

What is Marketing Automation?

This is where Marketing Automation comes into the picture. Marketing automation goes well beyond the box and allows businesses to nurture leads and measure the exact success factors that contribute to your winning campaigns so you know how to predictably scale.

A good marketing automation system includes A LOT more than just email marketing. It also includes:

  • Lead scoring and grading
  • Website visitors tracking
  • Centralised marketing database
  • Native CRM integration
  • Closed loop analytics
  • Landing pages builder
  • Marketing technology integrations

Marketing automation software enables you identify which stages your customers are at, and allows your marketing team to capitalise on your qualified leads, which streamlines your initial sales (qualification process). If the lead needs more nurturing, marketing automation softwares enable you to continue nurturing and guiding your customer through the buying process.

Instead of traditional marketing campaigns, you can design drip campaigns that allow you to provide the right level of interactions with your customers at the right time.

Such as:

  • Awareness
  • Consideration
  • Research
  • Decision

This means you can send out an initial email, and your customer can:

  • Download a white paper
  • Read a blog post
  • View a pricing page

Then you can trigger an email.

AND if they don’t take an action, it can trigger a completely different email.

More advanced set-ups can trigger SMS marketing or signal a sales rep to reach out to a potential opportunity.

You are also able to track campaigns simultaneously, which allows you to see exactly exactly the impact of each marketing campaign on your bottom line. Having this level of granularity allows you to make well informed decisions on where to focus your marketing efforts.

Marketing Automation vs Email Marketing – Which is Right for my Business?

There is definitely a difference in the pricing model of both these systems. The factors on pricing for both types of systems is as follows:

Email marketing systems are based on:

  • Mailing list size
  • Number of sent emails

Marketing automation systems are based on:

  • Number of contacts
  • Feature set required

If you would like a detailed breakdown of pricing lists for the top marketing automations systems and a detailed breakdown on their feature sets, go ahead and check out our Marketing Automation Evaluation page.

Summing up, the main difference between the two is that marketing automation allows you more flexibility and allows you to build on a marketing strategy. If you would like to discuss how marketing automation can be useful for your business, feel free to click to claim a 1-1 strategy call with one of our solution architects.

In this obligation free strategy call, you will speak to one of our leading solution architects that build out a plan that you will receive as a deliverable. So even if you decide not to work with iWise, you can still benefit with an action plan to help achieve your digital goals.