Email vs Marketing Automation Platforms for AZ MarTech Meetup
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Transcript of 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