eMarketer: Automation will be the next step in the evolution of email marketing

199IT original compilation automation is the next step in the development of email marketing

Email is one of the most widespread applications, with email systems built into all platforms and the foundation of many B2B programs. According to a new eMarketer report, "B2B Email Marketing: Standards and Best Practices in 2014," the medium has matured, and although its efficiency did bring benefits to some B2Bs during the recession, email advertising spending has remained essentially flat in recent years.

While new digital marketing and advertising platforms, formats and channels are vying for attention and budget, email remains incredibly important and arguably more valued than ever by B2B marketers. Its core functionality remains largely the same, but there are new developments and challenges that marketers must address: mobile, content marketing and automation.

For B2B marketers using email, personalizing messages and integrating channels are important, and automation is essential to executing these strategies.

With email and mobile supporting content marketing, it is important for B2B to reach the right people with the right message at the right time. Personalized email marketing is impossible without automation.

B2B marketers know the value of marketing automation solutions, but many have been slow to integrate the technology into their sales and marketing efforts. Data released by BtoB Magazine in November 2013 showed that only 26% of US B2B marketers had completed sales and marketing campaign automation integration by the end of 2013. However, more than half of marketers (52%) hope to fully implement marketing automation this year.

Automation solutions are often broad and can be applied across multiple channels and formats, but for most marketers, email automation is critical. A March 2014 survey of B2B marketers by Regalix found that email automation was the most important marketing automation function. Regalix's data provides an important point: marketers said they need email technology that is not a simple mechanism to automate and manage emails, but a sophisticated system to manage cross-channel marketing activities and deliver personalized experiences to consumers.

Compiled from: eMarketer Translator: Sun Ying