Can Marketing Automation Replace Traditional Email Marketing Platforms?

There is an ongoing discussion within the B2B marketing space about the differences between automated marketing platforms and email marketing platforms. Which solution is more effective? Can marketing automation replace email marketing altogether?

Many individuals mistakenly use the terms “email marketing” and “marketing automation” interchangeably, which causes confusion for companies when deciding which the solution to use for their business needs.

Below we uncover the differences between these two platforms and provide insight as to whether marketing automation can replace traditional email marketing platforms.

What is Email Marketing?

In order to decide if one solution can replace the other, we must understand the distinct differences between these two platforms and distinguish what business needs they each meet.

Simply put, email marketing is the process of sending emails to a chosen list of recipients in an effort to promote a company’s services or connect with potential clients. This process can be done manually or automatically. Email marketing is a great tool for companies who want to inform their audience about upcoming events, share announcements deliver newsletters and more.

Email marketing is also a great, and frequently used, medium for creating relationships with prospects. Having open communication via email with prospects can help strengthen your relationship and build trust with your company.

Email marketing also comes with its flaws, however. Sending emails to mass groups of people can save a lot of time and manpower but can also come off as spammy or impersonal if recipients are receiving identical emails. Although these emails can be tailored to appear slightly customized, it will require additional work and time.

What is Marketing Automation?

Marketing automation is much broader than email marketing. Marketing automation is the process of automating all marketing processes in an effort to continuously execute your B2B marketing strategies.

Although marketing automation uses email marketing as the basis of its system, it also includes additional features in an effort to be more dynamic than email marketing.

Marketing departments often choose to automate repetitive marketing tasks such as posting on social media, sending out emails, connecting with others on social platforms, and more. With the implementation of automated marketing platforms, companies are also able to capture leads, nurture leads, and potentially turn them into customers. This platform gives you the tools to optimize your marketing funnel and provide a more personalized experience for clients.

 

The Answer?

On paper, it seems that automated marketing platforms are more intuitive and dynamic than any email marketing platform. By using email marketing as a foundation for automated marketing, automated marketing platforms have been able to include more functions and adapt to new marketing challenges. But despite these additional functions and features, no, it is unlikely that automated marketing can completely replace traditional email marketing platforms.

For some companies, the cost of marketing automation software simply may be too high for the return that they’ll receive. If this is the case, then email marketing might be the right choice for the company. Also, if companies only have an email or newsletter that they would like to send to their leads, a simple email marketing platform would do the trick.

Depending on company needs, marketing automation could either be a huge success or it could simply be a waste of time and money.

When it comes down to deciding between automated marketing and email marketing solutions, it is not one platform versus another. These two platforms are built very differently, used differently, and meet different business goals. The solution your company chooses to use is based on your company's needs, marketing needs, and budget. This is why marketing automation cannot simply replace email marketing–different businesses need different things.