To the Cloud! – How the lines between email marketing and marketing automation are disappearing

Posted by Daniel Sivan - June 30th, 2015
Category: Email Marketing, marketing automation Tags: automation, email, Marketing

Email remains one the most effective and popular marketing communication paths in 2015. Consistently offering unique methods of delivering communications, and increasing ROI in a wide range of campaign styles, types and promotions; and yet, email is only getting more sophisticated.

Putting your company on the leading edge of technology requires leading edge tools to multiply your email marketing campaign into a fully automated, personalized and contextual marketing automation system. The success rates are undeniable, but many sales and marketers don’t realize that they could increase the power of email substantially with marketing automation.

Marketing automation allows companies to use their gathered intelligence, and existing or newly gathered customer data to create advanced automated workflows to (automate repetitive and difficult tasks that will) generate/promote leads and to compile useful and valuable customer data. This data is then used to provide a personalized, and customer aware campaign immediately relevant and specific to your promotion and communication.

The field of Marketing Automation is growing at an astonishing rate, and rightly so, B2B and B2C companies of all sizes require a comprehensive solution to promote leads, find customers, and nurture their new and ongoing relationships. 63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget [Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)] and 79% of top-performing companies have been using marketing automation for more than 2 years. – [Gleanster “Q3 2013 Marketing Automation Benchmark”]

Numbers don’t lie. The companies with successful marketing automation programs will invest in further success in the coming year. – [Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)]

It just makes sense. Marketing automation tools allow you simultaneously track customers, capture leads; and send communications to them in a single platform. Marketer software, like itracMarketer, assists marketing teams, sales and account managers to automate triggered communications and tasks. Using an all in one platform to employ this gathered data in personalized and contextual email campaigns.

The journey from prospect to loyal customer is vastly streamlined and improved when email marketing and marketing automation are managed within one platform.

Industry leaders are already floating on the cloud. In 2013, StrongMail became StrongView, a platform that goes beyond email marketing. In the same year, Salesforce purchased ExactTarget and recently Netsuite bought the ESP Bronto Software.

There are many pieces that must be put in place to establish a successful marketing automation strategy, starting with using an all in one platform to combine the power of email marketing and marketing automation tools to nurture your clients position in your communications or sales funnel. Using marketing automation to scale your marketing campaigns will help achieve your marketing goals rapidly and effectively.

itracMarketer is a leading all-in-one platform that includes email marketing, triggered communications and notifications, lead scoring, landing pages, personalized content, analytics and more marketing automation features.

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