Email marketing and marketing automation are two popular strategies for reaching and engaging with customers.

While they share some similarities, such as using email as a primary channel for communication, they are fundamentally different approaches.

In this post, we’ll explore the differences between email marketing and marketing automation and help you determine which strategy is right for your business.

What is Email Marketing? Email Marketing vs. Marketing Automation

Email marketing is a strategy that involves sending promotional or informative messages to a list of subscribers via email.

Email marketing aims to build relationships with customers, promote products or services, and drive sales.

Email marketing campaigns can be segmented based on subscriber behavior, interests, and other factors, allowing businesses to send targeted messages to specific audiences.

Some common examples of email marketing campaigns include:

• Newsletters
• Promotional emails
• Welcome emails
• Abandoned cart emails
• Product announcements
• Event Invitations

Email marketing campaigns can be created using various tools, including email service providers (ESPs) and marketing automation platforms.

These tools typically provide templates, analytics, and other features to help businesses create and manage effective email marketing campaigns.

What is Marketing Automation?

Marketing automation is a strategy that uses software to automate repetitive marketing tasks, such as email campaigns, social media posts, and lead nurturing.

The goal of marketing automation is to streamline marketing efforts, improve efficiency, and drive revenue growth.

Marketing automation platforms typically integrate with customer relationship management (CRM) systems, allowing businesses to track customer behavior and tailor their marketing efforts accordingly.

Some common examples of marketing automation campaigns include:

• Lead nurturing campaigns
• Welcome series
• Abandoned cart emails
• Drip campaigns
• Automated workflows

Marketing automation platforms typically provide various features, including lead scoring, segmentation, and analytics, to help businesses create and manage effective marketing automation campaigns.

When you’re trying to differentiate between Email Marketing vs. Marketing Automation, think about email automation as getting sales in your sleep, when you’re on vacation, or when you’re working on other tasks in your business.

Now these two areas cross and intersect in multiple ways. For example, the perfect marketing strategy uses email marketing services and marketing automation in tandem to pack a punch and drive results.

Differences between Email Marketing and Marketing Automation

While email marketing and marketing automation share some similarities, there are several key differences between the two strategies.

Let’s dive into them below…

Scope

Email marketing typically focuses on sending promotional or informative messages to a list of subscribers via email.

Marketing automation, on the other hand, involves using software to automate a wide range of marketing tasks, including email campaigns, social media posts, and lead nurturing.

Targeting

Email marketing campaigns can be segmented based on subscriber behavior, interests, and other factors, allowing businesses to send targeted messages to specific audiences. Marketing automation takes targeting a step further by using customer behavior data to trigger personalized messages and campaigns.

Personalization

Email marketing campaigns can be personalized by addressing subscribers by name, using segmentation to send targeted messages, and tailoring content to subscriber interests.

Marketing automation campaigns take personalization a step further by using customer behavior data to trigger personalized messages and campaigns.

Read this blog on personalization and storytelling for more information.

Workflow

Email marketing campaigns typically involve a series of one-off messages, such as newsletters or promotional emails.

Marketing automation involves creating a workflow of automated messages and actions, such as lead nurturing campaigns or abandoned cart emails.

You will probably perform both of these operations in an email service provider, let MailChimp or ConvertKit. Still, they work differently, and automation tends to be a bit more complicated to create and optimize.

Analytics

Email marketing platforms typically provide basic analytics, such as open and click-through rates, to help businesses track the effectiveness of their campaigns.

Marketing automation platforms provide more advanced analytics, such as lead scoring and attribution, to help businesses track customer behavior and measure the impact of their marketing efforts.

Which Strategy is Right for Your Business?

Choosing between email marketing and marketing automation depends on your business goals, resources, and audience. Here are the key factors to consider when making your decision:

Budget

Email marketing can be a cost-effective way to reach and engage with customers, especially for smaller businesses with limited budgets. Marketing automation platforms, however, can be more expensive due to their advanced features and functionality.

Audience

Email marketing campaigns can be effective for businesses with an extensive, engaged subscriber list.

Marketing automation is better suited for businesses with a more complex sales funnel, where nurturing leads and tracking customer behavior is crucial.

Resources

Email marketing campaigns can be created and managed using various tools, including email service providers and marketing automation platforms.

Marketing automation, however, typically requires more resources, including time, staff, and technology.

Hire an Email Strategist here >>

Goals

Email marketing is typically used to promote products or services, build customer relationships, and drive sales. Marketing automation is used to streamline marketing efforts, improve efficiency, and drive revenue growth.

Conclusion

Email marketing and marketing automation are two powerful strategies for reaching and engaging with customers. While they share some similarities, they are fundamentally different approaches with different goals, audiences, and resources.

By understanding the differences between email marketing and marketing automation and considering your business goals and resources, you can determine which strategy is right for your business and drive success in the crowded world of digital marketing.