5 Ways Marketing Automation Differs from an Email Service Provider

email service provider

As a marketer, if you are facing trouble with your email service provider(ESP), it’s only natural to think of alternatives. One such alternative is marketing automation. But how does it differ from an ESP? For starters, it is versatile, robust and has more functions than your regular ESP. However, marketing automation is not a glorified email service provider, it is much more than that. But let’s keep that aside for the moment.

So, how does it differ from your traditional email service provider? Here’s 5 ways that marketing automation differs from an email service provider:

1.Go beyond Email When you are using an ESP, you can send emails to your target audience based on lists, setup different email campaigns and track their performance. You can do all these and much more when you are using a marketing automation platform. You can track performance of campaigns as well as prospect activity beyond the email. Marketing automation lets you nurture your prospects through email. This is known as lead nurturing.

Lead nurturing allows you to send targeted emails to specific prospects based on their likes/dislikes and actions. With a marketing automation platform you can completely transform your email campaigns.

2.Qualifying Leads If you’re using an ESP, you probably guesswork your way through the lead qualification process. But that does not ensure that every lead is qualified. Sometimes you end up handing over under qualified leads to sales. That does not make your work any easier. With marketing automation you get a lead scoring module. You can use that to assign scores to every lead based on their actions. For example if your prospect opens the mail that you sent, they immediately receive a score. If they click on the CTA and go to your website, their score increases accordingly. Tradition ESPs are incapable of anything like this.

3.To Infinity and Beyond Keep lead nurturing aside for a moment. Does your ESP allow you to automatically target your audience based on what product they looked up on your website? Is there a way to setup triggers that will automatically send emails if a prospect’s lead score remained stagnant for six months? With marketing automation you can do all that, unlike traditional ESPs. Marketing automation also comes with a feature called dynamic content that lets you generate content dynamically based on the viewer. You can leverage this to create better email campaigns.

4.Landing Pages, Forms and Much More When you send out an email with a CTA to your prospect, the least that you require is a landing page. Standard ESPs do let you to craft, design and customize email templates. But when it comes to building landing pages and creating forms, ESPs have very little functionality.

In most ESPs such features are typically non-existent. But when you are sending out an email as part of an email campaign, you will need landing pages and forms to guide your prospect through your website, letting them see what they want to see. This becomes easier when you are using a marketing automation platforms. Create landing pages and forms in a jiffy, and before you know it, prospects will be flocking in, generating more traffic for your website. Coupled with dynamic content, you can actually create customized landing pages for every email recipient.

5.One-Stop Shop The last but not the least marketing automation is a one-stop shop for marketers. In case of ESPs, you only get to create email campaigns and monitor aspects of your campaign. But when it comes to marketing automation you can control your email campaigns, social media channels, manage leads, and so much more. Marketing automation is a complete tool while an ESP is just a small part of an automation platform.

What you need to figure out is whether you require marketing automation or not. It’s pretty simple and you can get a preliminary assessment here. In case you do, you need to prepare your company thoroughly so that you are ready for it.

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