Differences between email marketing automation and campaign email marketing
Posted: Tue Dec 03, 2024 9:15 am
Marketing automation is booming. Platforms such as Hubspot, Eloqua or Marketo, and agencies specialising in lead nurturing strategies and conversion funnel management, are occupying a key space in the field of interactive marketing. In this context, it is pertinent to consider under what circumstances the complementary actions of mass email marketing and marketing automation are appropriate.
As a starting point, we propose to establish the difference between demand marketing and response marketing . The former, as its name indicates, aims to generate a demand for products or services in the consumer. It is therefore about communicating content (the product, its attributes and benefits) that the user is not actively looking for, either because they are unaware of its existence, or because they have not gmx email list become aware of the benefits it can bring. When we talk about response marketing, the model is different. In this case, the user is already aware of the product and its benefits. Marketing must be oriented, not to generate a previously non-existent demand, since it already exists, but to respond in the most appropriate and timely way to the signs of interest (purchase intention) shown by the consumer with the aim of converting (closing) the sale. The demand already exists but has not yet crystallized into a transaction, and marketing automation is ideal for achieving this.
A paradigmatic industry in the application of demand marketing is the retail industry. Major fashion brands are experts in generating demand (impulse buying), articulating a series of tactics and disciplines both offline (window dressing, PLV, TV advertising, etc.) and online (Display, Email Marketing, Social Media, etc.).
An example of responsive marketing would be found in those industries where the purchasing cycle is more rational and prolonged, where there is deliberation and analysis of the pros and cons of the product to be purchased. For example, if someone is considering investing time and money in studying an MBA, the first thing they will do is find out about the different alternatives on the market, compare them, find out more in detail, etc. In this case, the business school will have to manage (respond to) the prospect's expressions of interest, sending them information, contacting them by phone or inviting them to meet with them.
We have described two areas that are conceptually reasonable to differentiate because they respond to different realities. However, in most cases they coexist and feed off each other. Thus, it is intuited that the use of email marketing in each case must be different and complementary (not exclusive). A good way to generate demand is through the application of mass email marketing strategies (massive does not mean undifferentiated. It has been proven that mass email marketing gives better results the more relevant, segmented and personalized it is). Once the demand has been generated, we can carry out automated actions (triggers) triggered by the user's responses: they have visited the e-commerce (abandoned cart), they have downloaded content, etc.
As a starting point, we propose to establish the difference between demand marketing and response marketing . The former, as its name indicates, aims to generate a demand for products or services in the consumer. It is therefore about communicating content (the product, its attributes and benefits) that the user is not actively looking for, either because they are unaware of its existence, or because they have not gmx email list become aware of the benefits it can bring. When we talk about response marketing, the model is different. In this case, the user is already aware of the product and its benefits. Marketing must be oriented, not to generate a previously non-existent demand, since it already exists, but to respond in the most appropriate and timely way to the signs of interest (purchase intention) shown by the consumer with the aim of converting (closing) the sale. The demand already exists but has not yet crystallized into a transaction, and marketing automation is ideal for achieving this.
A paradigmatic industry in the application of demand marketing is the retail industry. Major fashion brands are experts in generating demand (impulse buying), articulating a series of tactics and disciplines both offline (window dressing, PLV, TV advertising, etc.) and online (Display, Email Marketing, Social Media, etc.).
An example of responsive marketing would be found in those industries where the purchasing cycle is more rational and prolonged, where there is deliberation and analysis of the pros and cons of the product to be purchased. For example, if someone is considering investing time and money in studying an MBA, the first thing they will do is find out about the different alternatives on the market, compare them, find out more in detail, etc. In this case, the business school will have to manage (respond to) the prospect's expressions of interest, sending them information, contacting them by phone or inviting them to meet with them.
We have described two areas that are conceptually reasonable to differentiate because they respond to different realities. However, in most cases they coexist and feed off each other. Thus, it is intuited that the use of email marketing in each case must be different and complementary (not exclusive). A good way to generate demand is through the application of mass email marketing strategies (massive does not mean undifferentiated. It has been proven that mass email marketing gives better results the more relevant, segmented and personalized it is). Once the demand has been generated, we can carry out automated actions (triggers) triggered by the user's responses: they have visited the e-commerce (abandoned cart), they have downloaded content, etc.