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HighRoad & C-Systems Webinar: Email Marketing v Marketing Automation

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If your organization is accumulating a growing list of leads with email addresses, it's probably time to take a look at marketing tools that will ensure effective digital interactions with those leads.   Before you start looking at vendors and software platforms, you might want to begin with a basic question.  What is the difference between email marketing and marketing automation?  Join this webinar and find out  

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HighRoad & C-Systems Webinar: Email Marketing v Marketing Automation

  1. 1. Email Marketing v. Marketing Automation Tuesday, March 21st, 2017 12:00 PM ET Presented By Suzanne Carawan, HighRoad Solution
  2. 2. Email Marketing Email marketing is the ability to send one general message to a list of individuals for receipt into an email inbox. Email marketing platforms provide features for the creation, sending & reporting on emails.
  3. 3. Email Automation Email automation is a feature within email marketing platforms to allow you to set up a series of emails to send based on an event trigger. Examples: 1) Anniversary date 2) First Monday of every month of year 1 3) Three times after target email was not opened
  4. 4. Marketing Automation Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  5. 5. Marketing Automation Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
  6. 6. Email Marketing vs. Marketing Automation Email Marketing: •Blast Email •Open & Click Thru Rates •Distinct, Discrete metrics •Push Marketing •Retention-Driven approach Marketing Automation: •Drip Marketing •Conversion •Cumulative look at an individual’s digital footprint •Pull Marketing •Revenue-Driven
  7. 7. Marketing Automation Is: -omni-channel -ties together web and email -is web-centric -focuses on conversions -is user-centric -is part of a digital ecosystem or martech stack
  8. 8. MarTech Stack Marketing automation
  9. 9. How They Compare Email Marketing Email Automation Marketing Automation Monetization Model Revenue Driven Audience Reach Broad Targeted Personalized Main Purpose Member Retention Member Retention Member Acquisition Metrics Open Rates / CTRs – at the individual send Behavior & Interaction – per campaign Behavior & Interaction – at aggregate level
  10. 10. Channel Perspective
  11. 11. Marketing Automation Purpose is to generate leads and understand: -buying cycle of users -cost per lead -ROI on campaign -omni-channel -buyer behaviors -greenfield opportunities
  12. 12. Top Reasons to Get Marketing Automation • Your customer buying process lasts longer than a week • Sending emails alone does not seem to drive sales • Your marketing department does not have enough time to do everything they need to do with their current resources • You sell different products or services to different demographics • You want to send different messages to different titles and industries • You can’t tell if you should be spending more or less money on marketing • Your sales people are complaining about the quality of leads your marketing team is delivering • You want to know which of your marketing campaigns are the most effective http://venturebeat.com/2014/11/11/email-marketing-vs-marketing- automation-whats-the-big-diff/
  13. 13. Key Considerations • What do you want to measure? –Money? Revenue? Return? Marketing Automation • What are you trying to do? –Communicate? See if people are engaged?Email Marketing
  14. 14. Questions My Contact Information: Suzanne Carawan scarawan@highroadsolution.com 703.297.8480 www.highroadsolution.com

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