How is Email Campaign Management Different from Email Marketing?

Both email campaign management and email marketing serve your marketing needs and help your business grow. Though they have points of convergence, you cannot deny the stark differences between the two.

To make things simpler for you, here are 4 key differences between email marketing and ECM:

·         Email Behaviour Tracking v/s Web Behaviour Tracking: Email marketing tools track a prospect’s or customer’s behaviour within an email campaign – what number of people did what with your email and what percentage did nothing. With email campaign management, you get much more than just that data – you basically get the complete picture of a lead’s journey (by tracking how they interact with your organization on the web) through the sales funnel which further allows you to plan targeted campaigns based upon their behaviour.

·         Single Path v/s Adaptive, Customer-centric Messaging: Email marketing requires a considerable investment of time – right from creating the emails to segmenting the lists and doing post-delivery analytics. ECM, too, requires a lot of work at the front end. The major difference is that you get more in return. You still have to go through the whole cycle – create emails, plan campaigns, segment lists, but you have the option of building automated programs with more choices. You can create dynamic campaigns which are more customer-centric with the help of these automation tools. Customer-centric messaging has been found to yield much better results than an ordinary campaign.

·         Static Information v/s Dynamic Lead Scoring: Unlike email marketing tools which typically only have the contact information of the leads, ECM tools allow you to do lead scoring. Besides collecting all the data, ECM tools can score your leads’ intent based upon their behavioural cues.

·         Revenue Assumption v/s Revenue Attribution: When a lead is sent an email through an email service provider, you can make out if he/she clicked on the link with a call-to-action to purchase. You can also use your CRM to check if that lead became a customer. However, you cannot conclude that the lead became a customer because of the email alone. Statistics have shown that about 78% of marketers struggle to estimate their content ROI. With ECM, you can track the entire journey of your lead which includes actions taken by the lead outside of email. This gives you a better idea about the revenue generated.

Conclusion

Both email marketing and email campaign management can be useful tools for any marketer. You need to choose between the two depending upon your requirements and business goals. Contact iDreamBiz to answer all your email marketing and email campaign management needs.