Higher Logic Blog

Email Marketing vs. Marketing Automation

Written by Shayna McGroggan | January 18, 2018 at 1:30 PM

Email is an important component of any modern marketing strategy. But, email is just one piece of the modern marketing puzzle. Marketing automation might sound fancy, but it's really just an extension of the functionality that email marketing already provides – the ability to create, deliver and track messages to an audience.

What good is an email campaign without the ability to send relevant and personalized content, segment your audience, and deliver the content individual subscribers want and need? That's where marketing automation comes in. Beyond email functionality, you can use powerful features like lead scoring, landing pages, and website tracking to attract, engage, and nurture your entire audience with relevant and timely content.

How do you identify the right service provider to fit your needs? The first step is understanding the differences between email marketing and marketing automation tools. 

89% of marketing automation campaigns are focused on email, so the two are closely aligned. But here's where you see improvement: marketing automation-based email campaigns generate a 119% higher click rate than regular broadcast emails, and marketers who have adopted marketing automation generate 200% more leads as those who are using basic email solutions.

In fact, automated emails generate 18x the revenue as traditional broadcast email messages.

Furthermore, 91% of users agree marketing automation is “very important” to the overall success of their marketing efforts, and the number one driver of increased and higher quality leads.

Improving Communication Across the Customer Lifecycle

Lead generation is not the only use case for marketing automation. Relevant communications can increase audience engagement at all points along the customer journey.

For example, welcome emails are a great way to start off relationships with new customers and can increase their lifetime engagement with your company by 33%.

Marketing automation even simplifies the process of cross-selling to your existing customer base by identifying their interests and segmenting buyers by the purchases that they make. Cross-selling is a critical practice for your company's success given that 80% of future revenues will come from 20% of your current customers. 

By upgrading your email tool to a marketing automation platform, you'll be able to deliver more timely, relevant and personalized messages that align to your recipients' needs, no matter where along the customer lifecycle they may be. This is why 63% of companies that implement marketing automation are outgrowing their competitors.