By Kevin George
The number of email users globally has reached a count of 3.8 billion. In fact, by the year 2023, it will reach a whopping 4.4 billion users. These figures are enough to show how email as a marketing channel can work wonders for you as a marketer if you leverage it well. However, what can add up to an email marketing strategy is email automation. This is the reason 27% of email marketers are already leveraging email automation. In fact 49% of marketers are already looking for ways to improve their automated email campaigns.
So, it wouldn’t be wrong to say that email marketing and email automation go hand in hand. To put it in other words, you must incorporate both these strategies simultaneously to have the edge over competitors and be successful in the long run of business. While email marketing can help you reach a large customer base, email automation can enhance the relevancy of that reach.
However, before you go ahead with these two, you must have a deep insight into them. Are these strategies similar or is there any difference? The answer lies in the fact that email marketing can track only those actions that have happened through emails. On the other hand, email automation keeps track of every action that your customer or lead has with your business. So, yes, both these strategies are quite different in their work approach. Here’s a detailed look at the critical differences between the two.
1. Scoring of leads
With email marketing, the information about your leads is limited. The tools of email marketing can only extract the information that you provide to it. To put it in other words, email marketing cannot give you deep insights about your leads. However, the case is different when it comes to email automation. It collects extensive data based on the customer’s behavioral patterns. It doesn’t only help you easily identify the leads with the highest probability to convert but, also assists you in customizing your campaign following the needs and preferences of the customers. All in all, if you have an expanded sales cycle, leading scoring along with marketing automation is worth the efforts you put in.
2. Behavioral and analytical tracking
While the platform for data collection in email marketing is limited just to the email campaign, email automation has a wide variety of data collection. For instance, an email marketing campaign can let you know about the open rate of your email. Also, you can get an insight into the links a customer opened along with the frequency of opening it. In short, it can help you get hold of the percentage of customers that got involved/not involved with your email campaign. On the other hand, email automation goes a step further and help you track a customer’s data through every platform that they interact with. It lets you have a clear insight into a prospect’s journey throughout the sales funnel. This, in turn, plays a …read more
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