Mass mailings that are one size fits all are no longer used in modern email marketing; instead, categorization, personalization, and engagement are the key components. Even though it could seem time-consuming, email marketing automation software like Dottely takes care of the bulk of the work for you. In the long run, a successful email marketing approach increases sales and fosters brand community. However, before moving on, it is essential to know the meaning of email marketing and marketing automation.

What Is Email Marketing?

Email marketing is a type of direct sales as well as digital marketing. Email marketing is a powerful marketing channel that uses email to promote the goods or services your company provides. Incorporating it into your campaign management initiatives can assist in informing your customers about your most recent products or offers. Various forms of marketing emails can improve your overall strategy for generating leads, brand recognition, relationship development, and customer engagement in between sales.

Explaining Marketing Automation

By automating the process of developing potential leads into sales-ready leads, marketing automation aids in recognizing potential customers. It automates processes that move prospective consumers closer to the point where the sales team may approach them directly to complete a transaction and establish a long-term relationship. The data it collects can also guide your selection of marketing strategies.

Marketing automation accomplishes this by significantly enhancing your marketing funnel’s effectiveness, employing various techniques to quickly convert a large pool of leads into satisfied clients.

Sales Teams Are Unaware of Which Leads to Follow

Delivering win-ready leads to your sales teams is impossible with email marketing alone.

When your sales teams start making call downs after email campaigns, they might not see the successful performance because those leads aren’t yet prepared to purchase. The main metrics you need to monitor after a marketing blast are click-through and open rate. Furthermore, following up on a lead who isn’t qualified or even ready to purchase is the most detrimental time waste for a sales representative.

You can ensure that sales teams are only contacting prospects prepared to make a transaction with marketing automation. Platforms for marketing automation can also grade your leads according to how they interact with initiatives or content.

Trouble Maintaining Lead Engagement

You may have issues retaining your extensive database of leads due to your inability to use it properly. You might send out a few mailings each month but have yet to learn how far into the purchase cycle clients are or whether their response to your content is authentic.

How do you plan your database releases effectively when it takes so long to build an email blast? Utilizing marketing automation, you can use lead nurturing to categorize your database and guide leads through your funnels by building automated messages that keep them engaged.

You may also invest in Taradel’s direct mail advertising services to complement your email marketing efforts and reach a wider audience. This not only saves time but also ensures that your sales and marketing teams are on the same page regarding lead engagement and follow-up strategies.

Scaling Issues

If your company is expanding, more than simply relying on email marketing is needed. Mass blast generation requires more time as the prospects you have in your system increase or as campaigns you wish to conduct become more numerous. A solution like marketing automation can expand as your business grows. You can run several campaigns, create lead nurturing strategies, evaluate your leads, and directly link revenue to each marketing program.

Email Marketing Efforts Can’t Be Tied to Financial Success

Showing your managers how marketing impacts your target goals is something you should be able to do. Additionally, you want to understand how you can enhance your approach and strategies each time you develop a campaign. Your marketing strategy may become challenging to link to revenue if you rely solely on email marketing. You can track your efforts and get detailed information for each campaign with the help of marketing automation capabilities. You can also link your marketing automation system with your Salesforce system to provide more specific information.

Bottom Line

While email marketing and marketing automation are not the same, they work well together. As mentioned in this article, your email marketing can become more effective and targeted by using a variety of automated processes. You can investigate and try other automation tactics to create stronger customer bonds as you track your outcomes (another area where automation is incredibly beneficial).