Mike Jones, managing partner at Resound—a branding and experience design agency—dissects the pros and cons of email marketing and marketing automation platforms and some possible options for how to pick the right stack for your marketing needs. This was originally presented at the Arizona MarTech Meetup on January 7th, 2016, hosted by Shutterfly, Inc.

1. Email vs. Marketing Automation Platforms
Email vs Automation Marketing Platforms
for Small Businesses
by Mike Jones
for Marketing Technology Arizona | January 7, 2016

2. Email vs. Marketing Automation Platforms
Who is Mike Jones?

3. Email vs. Marketing Automation Platforms
Branding & Experience Design Team
Who is Mike Jones?

4. Email vs. Marketing Automation Platforms
Solution ArchitectManaging Partner
Who is Mike Jones?
Brand Strategist

5. Email vs. Marketing Automation Platforms
Our Current Email Marketing / Automation Stack

6. Email vs. Marketing Automation Platforms

7. Email vs. Marketing Automation Platforms
EMAIL MARKETING PLATFORMS
MARKETING AUTOMATION PLATFORMS

8. Email vs. Marketing Automation Platforms
MARKETING AUTOMATION
PLATFORMS
EMAIL MARKETING
PLATFORMS

9. Email vs. Marketing Automation Platforms
PLUS / MINUS

10. Email vs. Marketing Automation Platforms
Email Marketing Platform Pluses (+)
+ Mature platforms
+ Email deliverability
+ Template creation & management
+ List management
+ Decent UX/UI - easy to use
+ Nice-to-have, email-specific features
+ Low entry cost

11. Email vs. Marketing Automation Platforms
Email Marketing Platform Minuses (-)
- Lacking action-based automation
- Journey mapping usually non-existent
- Difficult to integrate services
- Usually requires a lot more dev to build out
whole system with CRM and more robust
automation (though do-able)

12. Email vs. Marketing Automation Platforms
Marketing Automation Platform Pluses (+)
+ Automation-first philosophy
+ Journey mapping
+ 3rd-party integrations out-of-the-box

13. Email vs. Marketing Automation Platforms
Marketing Automation Platforms Minuses (-)
- Email-specific features can suck (e.g. templates)
- Complex feature set complicates UX/UI
- Significant up-front investment
- Have to buy into the whole ecosystem and drink
their Kool-aid...ahem, Hubspot

14. Email vs. Marketing Automation Platforms
So, what can you have?

15. Email vs. Marketing Automation Platforms
LIMITED OPTIONS:
1. All-in on marketing automation platform
2. Hope email marketing platform catches up
3. Frankenstack it

16. Email vs. Marketing Automation Platforms
1. All-in on marketing automation platform
a. Good for businesses ready to fully automate
b. Drink the Kool-aid
c. Minuses? Suck it up.
d. Hire a strategist and integrator
e. Be ready to shell out up-front

17. Email vs. Marketing Automation Platforms
2. Hope email marketing platform catches up
a. Good for early-stage automation businesses
b. Easier roll-out
c. Hold your breath for deeper features
d. Have a plan to jump to a marketing
automation platform in the future

18. Email vs. Marketing Automation Platforms
2. Frankenstack it
a. Best of both worlds
b. Management is not easy
c. Have very, very clear processes
d. Need strategy & implementation expertise to
be effective

19. Email vs. Marketing Automation Platforms
What you really need.

20. Email vs. Marketing Automation Platforms
Journey mapping and triggers independent
of email delivery and templates.

21. Email vs. Marketing Automation Platforms
A word to Marketing Automation Platforms:
Please get templates and delivery right.

22. Email vs. Marketing Automation Platforms
joins

23. Email vs. Marketing Automation Platforms
Thanks!
mike@resoundcreative.com
@resoundcreative