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Marketing Automation has played a key role in shaping the success of modern-day marketers. We are on a mission to improve marketing automation, one workflow at a time.” – Quote by Sourabh Mathur, Esanosys.

“Every email is a customer survey of your target market, by testing they vote on what resonates best with them.” - Kath Pay, CEO & Founder - Holistic Email Marketing.

Differences in the two terms -Marketing automation and Email marketing can lead many confused. The jargon used in both sound similar when the distinction is quite simple. Let’s begin to separate the two by starting with their definitions.

Email marketing is defined as a tool that enables the sending of mass email, track their replies and report on them.

Marketing automation, on the other hand, is a solution that allows businesses to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. 

How are they different 

So what this means effectively is that email marketing is actually a part of marketing automation. Email marketing is a tool, while marketing automation is a comprehensive strategy. With email marketing, you only manage email sending. With marketing automation, you can automate the entire process of interacting with prospects and customers through all channels, including email.

It is always better to go for a comprehensive strategy than to adopt a piecemeal system. It is like trying to complete a jigsaw puzzle with only a few pieces available with you.  This is what distinguishes email marketing and marketing automation.

Different Ways to engage with your audience using marketing automation

Lead segmentation

With a variety of products and audiences, businesses and their marketing teams need to distinguish between these target groups to determine first who they’re engaging with to help make decisions around how to engage with them. 

Personalised Content

Personalised content campaigns aimed at clients and prospects can be set up using marketing automation tools. This is called target focusing when campaigns are delivered to various customer segments who are interested in a particular subject, product etc. For example, an Ayurvedic cosmetic company can send emails or other messaging promoting their latest anti-wrinkle cream to consumers & prospects above a certain age bracket, which is the appropriate audience for this product. 

Lead Scoring

Lead scoring systems assign points to a contact based on how they’ve engaged with your business. As these prospects continue to open emails and visit your web pages you can monitor their decision-making process and know when it is time to strike when they reach a particular threshold. 

List Creation & Workflow Management

The data you receive on your clients & prospects enables businesses to create a list around these people and indulge in targeted marketing. These lists can be used for all sorts of targeted activities, ranging from identifying which customers have engaged in a past campaign on a particular topic, to targeting users by geographic area for local events. Once in a list, Pardot will allow you to create workflows, sequences, and drips to hyper-specific sections of your audience.

In the end, It is best to go with a marketing automation strategy to enhance your visibility and productivity.  It will pay dividends in the long run and set you up for success.

About the Author

RS Maan

Maan joined Salesforce Ecosystem in 2008 with entry of Salesforce in APAC region. He worked on many of the underlying Salesforce Products & it’s functionality, including Heroku, Chatbots, and Einstein before leading Codleo Consulting - Leading Partner of & In his spare time, he immerses himself in travel, books and spirituality.

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