Are high quality leads starting to flow into your business and your follow up is ineffective? If so, you’re not alone.
People have opted in your email list, downloaded your eBook (or other gated content) and they need to hear from you. Now it’s time to put the right tools to use to make sure your interaction with your leads is more timely, more effective, and moves people down your sales funnel.
For better interaction with your people, marketing automation needs to your mind.
But before going too far, you may be wondering what is the different betweeb marketing automation and email marketing?
Both marketing automation and email marketing use email as the main tool for engagement.
Email marketing software tracks actions taken by your audience relative to an email blast you send out. On the other hand, Marketing automation tools monitor online interaction your lead has with your small business website in addition to what actions they take from your email’s.
One of the key difference between email marketing and marketing automation is behavior tracking of your prospects/leads/customers as discussed below.
Many of the differences between email marketing and marketing automation is based on their analytical approach (what data is collected and how it’s displayed).
Email marketing as a strategy tracks your customer’s behavior within your email campaign.
- You are able to know if your prospects/leads opened your email
- You are able to know if they clicked on a link
- You are able to know if they forwarded the email to someone else
- If they clicked on a link, you are able to know how many times they clicked the link
Email marketing analytics is generally limited to what actions were or were not taken from the email.
Marketing automation helps you get much more detailed information about your leads behavior.
Marketing automation helps you to know the following.
- After clicking a link, what did they do next?
- Did your prospects/leads/customers downloaded an ebook?
- Did they make a purchase? And if they did, how many times.
Marketing automation gives you the big picture of how your leads interacts not only with the email, but with your website overall.
Additionally marketing automation contains if-then branches so the next email someone receives depends on what they did (or didn’t do) with the last one.
Learn more here about generating leads online…