Email Marketing v Marketing Automation

Posted by Marketing on 7 Sep 2017

Email Marketing v Marketing Automation

Over the years, we’ve come across many customers that have lead tracking software such as Lead Forensics to track website visitors, an Email service provider such as MailChimp to power their email marketing campaigns and then use a CRM (to import and export the data respectively).  That’s multiple systems - all capable of doing their own job, but they’re not joined up! 

Automation Statistic

It’s great news, of course, that so many businesses have woken up to the fact that today’s internet savvy buyer wants and expects their potential suppliers to digitally connect with their needs and expectations, using technology and the latest software. Marketing Automation will increase your sales to a level that email marketing alone is simply unable to achieve.

Unfortunately, email marketing can involve masses of work to constantly build campaigns, filtering data depending on interest levels, to report successes and failures so that ROI can be analysed, etc.

Is this the case with your business?  If so, why not consider Marketing Automation powered by SharpSpring – a cheaper, easier and an automated alternative that can do the job of your CRM, email marketing and lead tracking software, but in a much more cohesive and efficient way. 

We often hear – “we use email marketing and are really happy with it”

That’s great.  But have you ever seriously compared the two?

Download our email vs automation comparison guide so that you completely understand the differences.

Marketing Automation can dramatically improve the efficiency and cost effectiveness of your email marketing strategy

With email marketing you can send mass blasts and track who is opening them, what pages they clicked through to but that’s not really a scalable solution, or helpful when trying to quantify the quality of a lead and a campaigns actual ROI. For sure, some email marketing providers can provide more features, but it’s still not capable of performing the same job as a MAP.

A Marketing Automation Platform (MAP) can do so much more than email marketing

ESPs send emails and offer modest analytics, whereas a Marketing Automation platform can track exactly where contacts have travelled through a website, score these behaviours, and automatically (in real-time) provide relevant, targeted content, based on those behaviours, and even notify your sales team when it’s the right time to make contact with a lead. 

Marketing Automation Platforms can do the job of your CRM, email marketing and lead tracking software, but in a much more cohesive and efficient way. 

In short, a Marketing Automation Platform provides an end-to-end picture of the customer journey, from first interaction with you online, to conversion - and beyond!  That is what businesses need if they are to nurture, close and build on their sales and marketing performance over time, leading to more success and greater sales growth.

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A MAP (Marketing Automated Platform) can make your email tactics much sharper and focused on what customers want and now expect

Another key benefit is that Marketing Automation takes on repetitive tasks that can be time-consuming and costly.  Once a workflow is setup and triggered by a visitor the MAP automates content delivery, sending it at the right time, with more potential for conversion.  Yes you have to set it up, but only once.  Removing the need for creating some many adhoc, blanket email campaigns.   

Businesses can also benefit by alerting sales team to hot opportunities, analysing ROI, and generally keeping customers engaged.

Perfect is a SharpSpring Platinum Partner and experienced Customer Acquisition Agency specialising in Sales Lead Generation, through Marketing Automation.  If you find our blog interesting then please take 2 minutes to make contact, so you can start benefiting from our experience and ideas.

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