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If you treat your email marketing the same way you treat your direct-mail marketing— that is, if you blast out an email message to all your members and hope for the best—you’re missing out on the true potential of the medium. While basic email marketing software is fine for this “spray and pray” approach, marketing automation software takes your digital marketing to the next level.

The key to effective marketing automation is tracking. Both email marketing (EM) software and marketing automation (MA) software can track who received your email, who opened it, and who clicked on any given link, but that’s typically where EM tracking ends. MA software lets you build landing pages or microsites within the MA environment so that you can track the member’s behavior as they navigate around those pages.

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