E-Mail Marketing

&

Marketing Automation

Systems

About Me

• Marcie K. Weaver

• 15 years working for a small software

company

• Managed marketing communications,

multi-media and business development

• Founded Composite Marketing

• Passionate about technology

E-Mail Marketing

vs.

Marketing Automation?

What is the Same?

• Both communicate

with your audience

• Both send e-mail

• Both report on

interactions

• Both integrate social

platforms

They are Similar

✓Lead Capture

✓Basic Segmentation

✓Email Templates

✓Create and Send email

✓Mass email delivery

✓Automation and triggers

✓Reporting and analytics

There Are Important Differences

Process Differences

Marketing Automation

integrates all online activities

and allows you to specifically

target your audience based

on their behaviors.

Email Tools send the same

or very similar e-mail to the

entire list you select and

offers analysis.

Data Retrieval

Marketing Automation

systems allow to have detailed

insight into your audience

behaviors.

E-Mail tools are generally

limited to click tracking and

social shares.

Integration

Marketing Automation

Systems integrate tightly with

your CRM

Email tools give weak or no

integration to your CRM.

Action

Marketing Automation

allows you to take different

actions based on prospect

behavior.

Email tools are limited to

auto-responders and manual

follow-up.

Marketing Automation is not for

Everyone!

Marketing Automation is Complex

• Is it a good fit for your

audience?

• Do you have the

resources to

implement and

manage?

Marketing Automation can be

Expensive

• Email marketing can

start at $20.00/month.

• Marketing Automation

systems pricing vary’s

widely from

$400/month to

$10,000/month.

Marketing Automation Requires

More Content

• Marketing Automation

systems rely on

content to drive your

campaigns.

• E-Mail marketing can

be a periodic

newsletter or a single

message that is

“freshened up”

periodically.

What is Right for

You?

Evaluating Email Marketing Tools

• Email Creation tools

• List building tools

• Segmenting tools

• Reporting tools

• Vendor Deliverability Rate

E-Mail Marketing Vendors

• iContact

• Benchmark Email

• ExactTarget

• Constant Contact

• Campaigner

• Vertical Response

• StreamSend

• MailChimp

• GetResponse

• Mailgen

• Mad Mimi

• GraphicMail

• Pinpointe

• Orbtr* (for WordPress only)

*Hybrid

• Watch for specialized tools that are somewhere in-

between!

• Sometimes much more cost effective, while giving

you enough tools to increase efficiency

• Great example is Orbitr for WordPress

• Uses MailChimp for e-mail

• Tracks leads through your WordPress website

Evaluating Marketing

Automation Tools

• Create your own checklist

• Dive into deep details

• Watch demos

• Check references that have the same or

similar needs.

Lead Capture

• Form creation

• Custom fields

• Progressive profiling

• Landing pages

Lead Nurturing

• Campaign Designer

• Data segmentation

• Campaign Decision points?

• Are there automatic triggers?

Lead Scoring

• Behavioral Scoring

• Time-based scoring

• Can you manually change scores?

• Can a prospect have different scores

for different products?

Email

• E-Mail designer

• Template designer

• Personalized content

• Deliverability!

Data Management

• De-duplication

• Custom fields

• List updates

CRM Integration

• Standard integration to your CRM

• Cost

• System synch frequency

• Manual synch

• Field Mapping

• Record assignments

Segmentation

• Available on any fields?

• Available mid-campaign?

Reporting and Analytics

• 80% Standard reports

• Ease of creating custom reports

• Web analytics

• Drill down reporting

• Report scheduling and delivery

Marketing Automation Tools and their

Standard CRM interfaces

• Eloqua - Salesforce, Microsoft Dynamics,

Oracle/Siebel

• Marketo - Salesforce, Microsoft Dynamics

• SilverPop - Salesforce, Microsoft Dynamics

• ExactTarget - Salesforce, Microsoft

Dynamics

• HubSpot - Salesforce, (Apps available to

others)

• Genius - Salesforce

• eTrigue - Salesforce, Microsoft CRM

• InfusionSoft

• blackbaud

• Luminate

• eTapestry

• The Raiser’s Edge

Thank You!