This document compares email marketing and marketing automation systems. While both allow communicating with audiences and sending emails, marketing automation integrates all online activities to specifically target audiences based on their behaviors, provides more detailed audience insights, tightly integrates with CRMs, and allows taking different actions based on user behavior. Marketing automation is more complex, expensive, and requires more content than email marketing. The document provides lists of email marketing vendors and factors to consider when evaluating marketing automation tools.

1. E-Mail Marketing
&
Marketing Automation
Systems

2. About Me
• Marcie K. Weaver
• 15 years working for a small software
company
• Managed marketing communications,
multi-media and business development
• Founded Composite Marketing
• Passionate about technology

3. E-Mail Marketing
vs.
Marketing Automation?

4. What is the Same?
• Both communicate
with your audience
• Both send e-mail
• Both report on
interactions
• Both integrate social
platforms

5. They are Similar
✓Lead Capture
✓Basic Segmentation
✓Email Templates
✓Create and Send email
✓Mass email delivery
✓Automation and triggers
✓Reporting and analytics

6. There Are Important Differences

7. Process Differences
Marketing Automation
integrates all online activities
and allows you to specifically
target your audience based
on their behaviors.
Email Tools send the same
or very similar e-mail to the
entire list you select and
offers analysis.

8. Data Retrieval
Marketing Automation
systems allow to have detailed
insight into your audience
behaviors.
E-Mail tools are generally
limited to click tracking and
social shares.

9. Integration
Marketing Automation
Systems integrate tightly with
your CRM
Email tools give weak or no
integration to your CRM.

10. Action
Marketing Automation
allows you to take different
actions based on prospect
behavior.
Email tools are limited to
auto-responders and manual
follow-up.

11. Marketing Automation is not for
Everyone!

12. Marketing Automation is Complex
• Is it a good fit for your
audience?
• Do you have the
resources to
implement and
manage?

13. Marketing Automation can be
Expensive
• Email marketing can
start at $20.00/month.
• Marketing Automation
systems pricing vary’s
widely from
$400/month to
$10,000/month.

14. Marketing Automation Requires
More Content
• Marketing Automation
systems rely on
content to drive your
campaigns.
• E-Mail marketing can
be a periodic
newsletter or a single
message that is
“freshened up”
periodically.

15. What is Right for
You?

16. Evaluating Email Marketing Tools
• Email Creation tools
• List building tools
• Segmenting tools
• Reporting tools
• Vendor Deliverability Rate

17. E-Mail Marketing Vendors
• iContact
• Benchmark Email
• ExactTarget
• Constant Contact
• Campaigner
• Vertical Response
• StreamSend
• MailChimp
• GetResponse
• Mailgen
• Mad Mimi
• GraphicMail
• Pinpointe
• Orbtr* (for WordPress only)

18. *Hybrid
• Watch for specialized tools that are somewhere in-
between!
• Sometimes much more cost effective, while giving
you enough tools to increase efficiency
• Great example is Orbitr for WordPress
• Uses MailChimp for e-mail
• Tracks leads through your WordPress website

19. Evaluating Marketing
Automation Tools
• Create your own checklist
• Dive into deep details
• Watch demos
• Check references that have the same or
similar needs.

20. Lead Capture
• Form creation
• Custom fields
• Progressive profiling
• Landing pages

21. Lead Nurturing
• Campaign Designer
• Data segmentation
• Campaign Decision points?
• Are there automatic triggers?

22. Lead Scoring
• Behavioral Scoring
• Time-based scoring
• Can you manually change scores?
• Can a prospect have different scores
for different products?

23. Email
• E-Mail designer
• Template designer
• Personalized content
• Deliverability!

24. Data Management
• De-duplication
• Custom fields
• List updates

25. CRM Integration
• Standard integration to your CRM
• Cost
• System synch frequency
• Manual synch
• Field Mapping
• Record assignments

26. Segmentation
• Available on any fields?
• Available mid-campaign?

27. Reporting and Analytics
• 80% Standard reports
• Ease of creating custom reports
• Web analytics
• Drill down reporting
• Report scheduling and delivery

28. Marketing Automation Tools and their
Standard CRM interfaces
• Eloqua - Salesforce, Microsoft Dynamics,
Oracle/Siebel
• Marketo - Salesforce, Microsoft Dynamics
• SilverPop - Salesforce, Microsoft Dynamics
• ExactTarget - Salesforce, Microsoft
Dynamics
• HubSpot - Salesforce, (Apps available to
others)
• Genius - Salesforce
• eTrigue - Salesforce, Microsoft CRM
• InfusionSoft
• blackbaud
• Luminate
• eTapestry
• The Raiser’s Edge

29. Thank You!