email vs marketing automation platforms for az martech meetup
TRANSCRIPT
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Email vs. Marketing Automation Platforms
Email vs Automation Marketing Platforms for Small Businesses
by Mike Jones
for Marketing Technology Arizona | January 7, 2016
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Email vs. Marketing Automation Platforms
Who is Mike Jones?
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Email vs. Marketing Automation Platforms
Branding & Experience Design Team
Who is Mike Jones?
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Email vs. Marketing Automation Platforms
Solution ArchitectManaging Partner
Who is Mike Jones?
Brand Strategist
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Email vs. Marketing Automation Platforms
Our Current Email Marketing / Automation Stack
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Email vs. Marketing Automation Platforms
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Email vs. Marketing Automation Platforms
EMAIL MARKETING PLATFORMS
MARKETING AUTOMATION PLATFORMS
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Email vs. Marketing Automation Platforms
MARKETING AUTOMATIONPLATFORMS
EMAIL MARKETING PLATFORMS
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Email vs. Marketing Automation Platforms
PLUS / MINUS
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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
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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)
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Email vs. Marketing Automation Platforms
Marketing Automation Platform Pluses (+)
+ Automation-first philosophy
+ Journey mapping
+ 3rd-party integrations out-of-the-box
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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
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Email vs. Marketing Automation Platforms
So, what can you have?
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Email vs. Marketing Automation Platforms
LIMITED OPTIONS:
1. All-in on marketing automation platform
2. Hope email marketing platform catches up
3. Frankenstack it
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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
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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
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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
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Email vs. Marketing Automation Platforms
What you really need.
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Email vs. Marketing Automation Platforms
Journey mapping and triggers independent of email delivery and templates.
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Email vs. Marketing Automation Platforms
A word to Marketing Automation Platforms:
Please get templates and delivery right.
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Email vs. Marketing Automation Platforms
joins