The Role of Automation in Email Marketing

What is Marketing Automation?

Marketing Automation is software which seeks to achieve the goal of automation of marketing activities. Many marketers have to do repetitive tasks with respect to emails, social media and some other website-related activities. Marketing automation comes in handy in such situations and makes these tasks easier to handle.
Generally, the marketing automation solutions are intelligently designed to nurture the leads until they have scored enough to be handed over to the sales team. Typically, the marketing automation solutions are intelligently designed to nurture the leads until they have scored enough to be handed over to the sales team. The scoring here is referred to lead scoring which is based on the implicit buying signals such as whitepaper downloads, page views, and participating in webinars etc. when the lead score reaches to a set limit; it is forwarded to the sales team for the closure.

What is the difference between Email Marketing & Marketing Automation?

Email Marketing & Marketing Automation are two different processes even if they follow similar paths. For example: an email service provider will allow you the access to functionalities such as mass mailing or unlimited emails to ‘x’ no. of contacts etc. with the accessibility to deliverability rate, no. of open, no. of clicks, no of downloads, no of bounce( hard & soft bounce). But with marketing automation, you will get access to stronger features like multi-step campaigns, lead scoring, and analytics. These features will help you to improve your email tactics giving you a clear strategy. We have enlisted a comparison chart between the features offered by Email Service Providers and Marketing Automation Tools.

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