email vs marketing automation platforms for az martech meetup

Email vs. Marketing Automation Platforms

Email vs Automation Marketing Platforms for Small Businesses

by Mike Jones

for Marketing Technology Arizona | January 7, 2016

Email vs. Marketing Automation Platforms

Who is Mike Jones?

Email vs. Marketing Automation Platforms

Branding & Experience Design Team

Who is Mike Jones?

Email vs. Marketing Automation Platforms

Solution ArchitectManaging Partner

Who is Mike Jones?

Brand Strategist

Email vs. Marketing Automation Platforms

Our Current Email Marketing / Automation Stack

Email vs. Marketing Automation Platforms

Email vs. Marketing Automation Platforms

EMAIL MARKETING PLATFORMS

MARKETING AUTOMATION PLATFORMS

Email vs. Marketing Automation Platforms

MARKETING AUTOMATIONPLATFORMS

EMAIL MARKETING PLATFORMS

Email vs. Marketing Automation Platforms

PLUS / MINUS

Email vs. Marketing Automation Platforms

Email Marketing Platform Pluses (+)

+ Mature platforms

+ Email deliverability

+ Template creation & management

+ List management

+ Decent UX/UI - easy to use

+ Nice-to-have, email-specific features

+ Low entry cost

Email vs. Marketing Automation Platforms

Email Marketing Platform Minuses (-)

- Lacking action-based automation

- Journey mapping usually non-existent

- Difficult to integrate services

- Usually requires a lot more dev to build outwhole system with CRM and more robust automation (though do-able)

Email vs. Marketing Automation Platforms

Marketing Automation Platform Pluses (+)

+ Automation-first philosophy

+ Journey mapping

+ 3rd-party integrations out-of-the-box

Email vs. Marketing Automation Platforms

Marketing Automation Platforms Minuses (-)

- Email-specific features can suck (e.g. templates)

- Complex feature set complicates UX/UI

- Significant up-front investment

- Have to buy into the whole ecosystem and drink their Kool-aid...ahem, Hubspot

Email vs. Marketing Automation Platforms

So, what can you have?

Email vs. Marketing Automation Platforms

LIMITED OPTIONS:

1. All-in on marketing automation platform

2. Hope email marketing platform catches up

3. Frankenstack it

Email vs. Marketing Automation Platforms

1. All-in on marketing automation platform

a. Good for businesses ready to fully automate

b. Drink the Kool-aid

c. Minuses? Suck it up.

d. Hire a strategist and integrator

e. Be ready to shell out up-front

Email vs. Marketing Automation Platforms

2. Hope email marketing platform catches up

a. Good for early-stage automation businesses

b. Easier roll-out

c. Hold your breath for deeper features

d. Have a plan to jump to a marketing automation platform in the future

Email vs. Marketing Automation Platforms

2. Frankenstack it

a. Best of both worlds

b. Management is not easy

c. Have very, very clear processes

d. Need strategy & implementation expertise to be effective

Email vs. Marketing Automation Platforms

What you really need.

Email vs. Marketing Automation Platforms

Journey mapping and triggers independent of email delivery and templates.

Email vs. Marketing Automation Platforms

A word to Marketing Automation Platforms:

Please get templates and delivery right.

Email vs. Marketing Automation Platforms

joins

Email vs. Marketing Automation Platforms

Thanks!

mike@resoundcreative.com@resoundcreative