A well-informed association communications strategy requires a comprehensive understanding of the differences between old-school email marketing and modern marketing automation. If you need help wrapping your head around the nuances of these technologies, you’re not alone–and you’ve come to the right place for clarity.
Did you know that 87 percent of associations consider marketing automation an important component of their current strategy?
Yet, according to Naylor’s 2019 Association Communications Benchmarking Study, associations are increasingly struggling to effectively leverage technology like email marketing and marketing automation to deliver the customized experience members (especially younger generations) have come to expect, noting that:
- Less than 20% feel they are effectively leveraging their career center, content management system, learning management system or marketing automation system to deliver a customized member experience
- 3 out of 5 respondents feel they could improve their member engagement with their communications by improving their ability to customize for different subgroups
- Nearly half (44%) of respondents agreed with the statement: “We could do a better job of promoting our communications as a member benefit”—up from 41% who felt this way in 2018
These stats reveal opportunities, and the need for some additional knowledge.
Visual learner? For maximum understanding of the differences between email marketing and marketing automation, be sure to read on and watch our featured video below (which breaks this all down in a super simplistic way).