Email’s place in a marketing strategy is well established. Yet there are many different ways to use it. From the classic newsletter to a more elaborate nurturing scenario, including thank-you emails or product recommendation emails, it is a strategy in its own right. For this, the solution that will allow you to create and send your emails is essential.
It must meet your expectations:
- Personalization
- Easy-to-use editor
- Contact management
- Deliverability
This gives rise to two broad categories: email marketing solutions and marketing automation software. To fully understand the differences and make your choice, Norman Pracht answers frequently asked questions.
Read also: The best tips for improving the deliverability of your emails!
What is marketing automation?
Marketing automation is a technique associated with the use of a tool (software) that automates the management of prospect and customer relationships through different communication channels. The goal is to generate sales opportunities, communicate, or improve customer relationships in a targeted and effective way.
What is an email marketing solution?
Email marketing is what is commonly understood as sending marketing messages to an established list of contacts. It is a communication channel.
What are the differences?
Email marketing is one of the tools used within a marketing automation platform. Marketing automation can also be seen as the more advanced stage of simple “email marketing” communication since, instead of sending an email message to a group of contacts, you can automate this kind of sending based on the contact’s profile or behavior, without any manual action once it has been set up. It is dynamic and more targeted.
Marketing automation also includes many additional features. Indeed, at Webmecanik Automation we offer the creation of forms and landing pages to capture leads, many communication channels in addition to email, such as SMS, web or mobile notifications, etc. And of course the campaign builder that automates all scenarios.
What are the advantages of marketing automation?
Better targeting with behavioral data and dynamic targeting. Emails sent automatically over time according to automated scenarios. And consequently much higher conversion rates for two reasons:
- Messages are sent at the right time, with the right content, and to the right people.
- Since these are drip and targeted campaigns, deliverability is much better because receiving email servers do not consider the sender to be a spammer.
Read also: Spam email?
When is email marketing recommended?
To get started or to send newsletters. It is a good way to get to grips with and discover this communication channel.
However, once you want to personalize the content of your messages and especially set up dynamic and automatic communication chains, you need to shift up a gear and move to marketing automation!
Tips for improving deliverability
Deliverability is an endless topic, but what you need to remember is that it is a virtuous or vicious circle depending on your actions. Consequently, you need to:
- Send relevant and targeted content. If you send high value-added content to your audience, you get more opens, more clicks and therefore a positive impact on your deliverability.
- Send your messages to quality email addresses. Avoid buying databases, which are very often of poor quality. More spam, more bounces, and this negatively impacts your deliverability.
- Use a trusted partner that sends quality emails. For example, at Webmecanik we will ask you to configure your sending domain in order to improve your reputation and deliverability. In addition, all our clients use Automation. Consequently, no mass mailing and the reputation of our sending servers is already far superior to that of pure email marketing solutions.
read also : How to interpret marketing email statistics in light of robot (bot) behavior?
There are plenty of other little tips; we cover them with our clients during our training sessions.
