If your organization is accumulating a growing list of leads with email addresses, it's probably time to take a look at marketing tools that will ensure effective digital interactions with those leads.   Before you start looking at vendors and software platforms, you might want to begin with a basic question.  What is the difference between email marketing and marketing automation?  Join this webinar and find out  

1. Email Marketing v. Marketing
Automation
Tuesday, March 21st, 2017
12:00 PM ET
Presented By
Suzanne Carawan, HighRoad Solution

2. Email Marketing
Email marketing is the ability to send one
general message to a list of individuals for
receipt into an email inbox.
Email marketing platforms provide
features for the creation, sending & reporting
on emails.

3. Email Automation
Email automation is a feature within email
marketing platforms to allow you to set up a
series of emails to send based on an event
trigger.
Examples:
1) Anniversary date
2) First Monday of every month of year 1
3) Three times after target email was not
opened

4. Marketing Automation
Marketing automation is a category of
technology that allows companies to
streamline, automate, and
measure marketing tasks and workflows, so
they can increase operational efficiency and
grow revenue faster.

5. Marketing Automation
Marketing automation is a category of
technology that allows companies to
streamline, automate, and
measure marketing tasks and workflows, so
they can increase operational efficiency and
grow revenue faster.

6. Email Marketing vs.
Marketing Automation
Email Marketing:
•Blast Email
•Open & Click Thru
Rates
•Distinct, Discrete
metrics
•Push Marketing
•Retention-Driven
approach
Marketing
Automation:
•Drip Marketing
•Conversion
•Cumulative look at an
individual’s digital
footprint
•Pull Marketing
•Revenue-Driven

7. Marketing Automation
Is:
-omni-channel
-ties together web and email
-is web-centric
-focuses on conversions
-is user-centric
-is part of a digital ecosystem or martech
stack

9. MarTech Stack
Marketing
automation

10. How They Compare
Email Marketing Email Automation Marketing
Automation
Monetization Model Revenue Driven
Audience Reach Broad Targeted Personalized
Main Purpose Member Retention Member Retention Member Acquisition
Metrics Open Rates / CTRs –
at the individual send
Behavior &
Interaction – per
campaign
Behavior &
Interaction – at
aggregate level

11. Channel Perspective

12. Marketing Automation
Purpose is to generate leads and
understand:
-buying cycle of users
-cost per lead
-ROI on campaign
-omni-channel
-buyer behaviors
-greenfield opportunities

13. Top Reasons to Get
Marketing Automation
• Your customer buying process lasts longer than a week
• Sending emails alone does not seem to drive sales
• Your marketing department does not have enough time to do
everything they need to do with their current resources
• You sell different products or services to different demographics
• You want to send different messages to different titles and industries
• You can’t tell if you should be spending more or less money on
marketing
• Your sales people are complaining about the quality of leads your
marketing team is delivering
• You want to know which of your marketing campaigns are the most
effective
http://venturebeat.com/2014/11/11/email-marketing-vs-marketing-
automation-whats-the-big-diff/

14. Key Considerations
• What do you want to measure?
–Money? Revenue? Return? Marketing Automation
• What are you trying to do?
–Communicate? See if people are engaged?Email Marketing

15. Questions
My Contact Information:
Suzanne Carawan
scarawan@highroadsolution.com
703.297.8480
www.highroadsolution.com