Email marketing and marketing automation: what's the difference?

Email marketing consists of sending messages, but does not make it possible to learn about the preferences and purchasing behavior of the targeted customer. Marketing automation, on the other hand, integrates the collection and monitoring of all digital interactions between the Internet user and your company as well as the analysis of this data, to derive communication activities that can be used both by email and on a site. internet, app or social media.


Is email marketing important?

The advent of social networks does not mean the end of canvassing by email. It is estimated that the will reach a value of $17.9 billion by 2027, compared to $7.5 billion in 2020.

In other words, email marketing is still relevant. And it deserves to devote a substantial part of your communication efforts to it, both within your overall strategy and in the text and images you send.

Some statistics remind us of the importance of e-marketing:

  • 89% of communication managers consider it to promote lead generation.
  • 72% of , particularly in the context of B2B campaigns.
  • 52% of participants chose .
  • 86% of professionals give priority to contacts by email.

Is it possible to simplify an email marketing campaign?

Have you ever found yourself calculating how much time you spend sending emails? An American study found that 53% of its participants estimated that it would take more than two weeks to create an email marketing campaign.

As the head of a small or medium-sized business, it is likely that you do not have two extra weeks to devote to an email campaign... To make the most of this tool, you should hire a team dedicated solely to to communication, and for the majority of SMEs, this is simply not possible.

This is where marketing automation comes in.


Marketing automation is canvassing by email to the power of ten

Organized by a marketing automation system, e-mailing makes it possible to convey an appropriate message, to promote appropriate products, and to communicate at the appropriate time with a targeted audience.

Marketing automation helps to attract more customers then to accompany them throughout their buying journey and finally, to make a brand known and gain market share by nurturing its leads.


What happens when an email campaign is poorly executed?

Customers click the “unsubscribe” button. You stop interesting them, they get tired of too many promotions that don't concern them... And if your database contains countless outdated contacts or too many errors (incorrect email addresses, misspelled names), the emails won't even arrive at their destination.

Marketing automation can help you remove all of these mistakes.


How does marketing automation simplify e-mailings?

For a company, it is essential to make contact, then to engage, interest, influence the buyer by guiding them through touchpoints such as emails, social networks, the use of mobile apps , etc.

Of all these communication channels, e-mailing is the most time-consuming. By automating this marketing tool, you can not only simplify, but also optimize your campaigns:

Save time: Marketing automation is the use of software to streamline the most repetitive and time-consuming, error-prone tasks related to content publishing, online and social media advertising, and email campaigns. -mailing. It then becomes much easier to launch, manage, improve and update your campaigns through all communication channels. It is also estimated that using a marketing automation tool can generate a .

Understand your customers better: Marketing automation software allows communications teams to gain important insights into customer interaction with landing pages, web forms, social media, mobile apps, online ads, and more. offline, telephone and SMS campaigns and of course, personalized emails. Armed with this, they can work to shorten the sales funnel and simplify the buying journey in order to convert leads into satisfied customers more quickly.

Automate emails: Email providers do not have the functionality to segment the target audience. They do not make it possible to follow the preferences and purchasing behavior of Internet users, nor to take into account their purchase history or their interactions with your brand, nor to measure their commitment to your web pages and your networks. to socials. In the best case, they will give you opening and click rates: too limited an analysis.

Marketing automation software, on the other hand, allows you to prepare highly targeted emails and generate segmented lists according to precisely defined granular criteria. This is what drives more and more companies to use marketing automation tools in order to.


More and more companies are using marketing automation to:

  • automate their emails (64%)
  • segment and target their audience (26%)
  • personalize the content of their emails (23%).

Capture and convert pre-screened leads With a marketing automation system, it becomes easy to create a highly personalized experience for every prospective or regular customer, every time they interact with a portal to your business. Not only does this make it possible to prepare emails, with perfectly targeted email templates and workflows, but your emails will deliver relevant and interesting content to recipients, even as part of a mass campaign.

According to one study, the result of automated marketing in this way is


Email marketing compared to marketing automation

A quick comparison of features demonstrates the immense reach that marketing automation can have, compared to the limited capabilities of e-marketing.


How to determine your marketing automation needs?

The majority of businesses, regardless of size, will find benefits in using marketing automation. Some extremely specialized products or operating in very small markets may be able to content themselves with sending prospecting emails, but this is the exception that proves the rule.

Many SMEs are already aware of the advantages of marketing automation, but are slowed down in their efforts by the excessively high prices charged by certain platforms, the difficulties of getting to grips with software and superfluous functionalities.

Like most business owners, you probably use productivity tools like Zoom, DocuSign, QuickBooks, Calendy, or office suites like Microsoft Office 365 or Google Workspace. When choosing your marketing automation platform, consider the possibilities of integration with your other software.

Small businesses also appreciate having access to technical support to limit downtime. Especially since sales and marketing teams rely on the software to send their communications and respond to customers on the scheduled date, whether by phone or by triggering a series of emails.


Your first steps on Act!

Market leader in end-to-end CRM and marketing automation solutions for small and medium-sized businesses, Act! offers tools designed to improve communication and prospecting activities, increase sales and retain customers for life.

Our mission is to provide small and medium-sized businesses with the tools that will help them foster contacts, attract new customers, strengthen existing relationships and transform the way they work. Act! Offers a great experience and offers effective tools for managing customer relations, from the first impression to their loyalty and service recommendation.

To support your individual business methodologies, we offer flexible plans and products tailored to your needs, whether you are looking for simple, out-of-the-box features and integrations or an end-to-end, feature-rich, fully customizable platform. .

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