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Business Process Improvement Authors: Prince Kumar, Dana Gardner, Continuum Blog, Automic Blog, Liz McMillan

Blog Post

Email Marketing or Marketing Automation

As social media rises in popularity, email still delivers significantly greater ROI

Never have your contacts, contact databases and the ability to email this audience played such an important role in your overall marketing strategy and marketing efforts. And, never have buyers/users been so confounded by the solutions and options available to them.

The source of this confusion may lie in the terms themselves: email marketing and marketing automation. Although many may think so, these terms are not synonymous and stand for two distinct approaches. The only thing email marketing and marketing automation have in common is they are joined together by "email". Each approach uses email as the vehicle to communicate with their target audiences.

The Research Favors "Email"
Today's sophisticated marketers know they need either email marketing or marketing automation, as "email" plays a significant role in your marketing strategy.

Why? Because the data is overwhelmingly positive in emails favor.

According to one recent study, 77 percent of your audience wants to receive your marketing messages by email. Direct mail is the second choice at 9% and text messaging further back at 5%. This data suggests there's no other option available too you!

It doesn't really matter what you're communicating, email is the preferred channel:

  • Financial alerts: 52 percent prefer to get via e-mail
  • Travel alerts: 43 percent prefer e-mail
  • General customer service communication: 76 percent prefer e-mail
  • Order confirmations/receipts: 77 percent prefer e-mail
  • Online ticket delivery: 60 percent prefer e-mail

Yes, the 15 - 34 year old demographic provides some challenges, as they would prefer to be marketed to via text messaging. But with 66% of the consumers reporting they've made a purchase based upon receiving a promotional email, email drives more purchasing than any other channel.

If you would like to learn more about the difference between email marketing and marketing automation please download our latest guide: "Going From Email Marketing to Marketing Automation".

More Stories By D. Bruce Johnston

D. Bruce Johnston, President | COO, CaptureTrackConvert is regarded as a high-energy, results-driven Financial Services Distribution Executive. His 30+-year career has been distinguished by an impressive record of accomplishments, contributions and winner of the Institutional Investor Fund Marketer of the Year award. CaptureTrackConvert (CTC) provides easy to use, powerful enterprise level marketing automation software to fast growing SMBs. CTC is dedicated to helping SMBs maximize their marketing resources, improve the effectiveness of their marketing campaigns and generating more sales ready prospects thus dramatically improving sales and the bottom-line.