2017 Key Performance Benchmarks: Email vs. Automation [Webinar Recording]

Vivian Swertinski

Earlier this week, hundreds of association professionals tuned into 2017 Key Performance Benchmarks: Email vs. Automation.

The webinar focused on the key differences in metrics between traditional email and email sent using marketing automation.

Everyone wants to know: does marketing automation really make a difference in driving audience engagement? Are associations seeing a return on their investment when they’re using marketing automation?

The answer to both questions is a resounding YES! And we have the data prove it.

2017 Benchmark Data

For the first time in its history, the 2017 Association Email Marketing Benchmark Report includes performance metrics for emails sent as part of a marketing automation campaign.

Marketing automation has been a buzzword in the industry for the past few years, yet many marketers are still unsure about what it does and how it could help them. Perhaps we’ve made it more complicated than it needs to be.

The bottom line is marketing automation outperforms traditional one-off emails because of three things.

To effectively communicate, we need to:

  • Talk
  • Listen
  • Respond

Traditional email does one out of three. Marketing automation can do all three. That’s it!

Marketing automation allows you to digitally listen to what your audience wants and needs. Digital listening enables you to see what a subscriber does after an email is opened and clicked.

The web tracking component of marketing automation allows marketers to track and target behavior such as page visits, downloads, form submissions, abandoned transactions, etc.

Being able to respond to your audience with timely and relevant content in conjunction with how they engage with you is the game-changer for driving engagement and conversion.

For firsthand examples of how associations are using marketing automaton to get a significant return on their investment, view the slides from the webinar here.

About the Author
Vivian Swertinski

As the Strategic Services Manager at Informz, Vivian partners with clients to maximize their digital marketing efforts with customized strategies leveraging the Informz marketing automation platform. Outside of work Vivian enjoys shopping, boating and volunteering her time to help disabled individuals in the community.