The digital marketing world is evolving, and so is your online store. No longer simply realising a website to showcase your products or services, e-commerce stores are now a crucial part of digital marketing. And as the world turns to online stores for their content, it’s essential you provide them with a seamless user experience.

To this end, the e-commerce market is increasingly embracing marketing automation and multichannel marketing. Marketing automation tools like HubSpot and Marketo provide you with the opportunity to implement marketing strategies across various digital platforms including web, social media, and mobile.

Marketing automation makes it simple to reach and engage audiences across all platforms, promoting both your product and marketing campaign through content such as website copy, social media posts, and email campaigns.

If this excites you and you want to see what a multichannel marketing strategy looks like, continue reading.

How Does Email Marketing Fall Under Marketing Automation?

Email marketing is certainly not a new concept, and with more people receiving their news and communications via email, it’s an opportune channel for marketing messages. In fact, HubSpot estimates that more than 80% of the traffic on its platform comes from email marketing campaigns.

However, simply putting out informative emails is no longer sufficient. To truly engage and delight your audience, you need to understand what they want from your email marketing campaigns.

Fortunately, you can integrate your email marketing with other marketing automation tools to get the full picture of your audience’s interests.

For example, take the case of HubSpot, an all-in-one business platform designed to streamline marketing and sales operations. Through a simple drag and drop interface, you can connect the various elements of your marketing funnel, from lead generation through to customer engagement and loyalty.

As you might expect from a tool designed for marketing and sales, HubSpot makes it simple to capture contact details, set up automated content, and broadcast marketing emails. But what makes HubSpot special is how it ties all of this together. Using a scoring system and artificial intelligence, HubSpot can gather and distribute marketing material based on what it learns about your brand, product, and marketing objectives.

Similarly, Marketo is another famous product in the marketing automation space. What sets Marketo apart from other marketing automation tools is that it was built from the ground up to integrate with your email marketing platform of choice, whether that’s MailChimp or HubSpot.

Both of these products allow you to build robust automated marketing campaigns with a fraction of the effort that would otherwise be required. And, as you might expect from a product specifically designed for marketers, they provide you with all the tools and templates you need to get started.

What Else Can You Do With Marketing Automation?

Marketing automation allows you to do so much more than just send out occasional emails.

For example, you can automate repetitive tasks such as lead generation (e.g. cold emailing, content syndication, and inbound marketing), email marketing, or customer engagement (e.g. customer service, status updates, and loyalty programs).

In addition, you can segment your leads, enabling you to target and measure the results of your marketing campaign with precise analytics. You can also use marketing automation to create an environment where all employees can do their jobs more efficiently.

Marketing automation tools are also great for content creators as they can easily manage and segment their content across different platforms (e.g. web, social media, and mobile).

You can take advantage of all these features by connecting the various platforms and data sources within your organisation. For example, you can use your email marketing to collect leads and then follow up with a content campaign on your website.

What this means is that, instead of sending out a one-off email to promote your product or service, you can create a drip campaign that sends out a series of emails over time.


If you’re worried that being too familiar with the term ‘Marketing Automation’ might cause your employees to misinterpret your marketing strategy, don’t be. Simply explain to them that Marketing Automation is a tool that helps you to connect your marketing efforts across different platforms.

Furthermore, make sure your employees understand how email marketing fits under the umbrella of marketing automation, and how they can use the tool to help them execute your marketing strategy.