Advantages and disadvantages of email marketing. Marketing your products or services by email can be a fast, flexible and cost-effective way of reaching new customers and retaining existing customers. Email marketing can allow you to create targeted and personalized messages.
Advantages of email marketing
Permission-based - your marketing list will be made up of people who have actively chosen to receive emails from you. Customers who are genuinely interested in your products and/or services are more likely to engage with your business.
Flexible design - you can send plain text, graphics or attach files - whichever suits your message best. A choice of design options gives you scope to convey your business branding.
Scalable - email marketing can be used to reach large audiences or smaller targeted lists.
Personalisation and segmentation - with email marketing you can personalise messages. You can also segment your marketing list, so that your customers receive messages from you that they are interested in – this will help boost their engagement with you.
Shareable - it’s easy for people to forward and share your email content, building your reputation by word-of-mouth or viral marketing. This may help influence new customers to become followers of your brand.
Conversions and increased sales - if you have a new promotion people can click on links and follow your call-to-action immediately. Email marketing is also effective at every stage of the buying process. For example, you can influence someone to choose your product, nurture the customer relationship post-transaction and also encourage future purchases.
Measurable - you can evaluate the success of a campaign by using web analytics software. You can easily test different copy, subject lines and designs to see which is most effective. This allows you to optimise future campaigns.
Benchmark - you can compare your results against others in your industry. There are many free email marketing benchmarking reports available - you will find these by searching online. Benchmarking data can help you to evaluate and prioritise improvement opportunities.
Test before you send – A/B testing of subject lines, calls-to-action, personalisation, email copy, images or messages ensure your email content is as effective as it can be before you send it.
Less intrusive - unlike telephone marketing, recipients can read your message at a time that suits them.
Cost- effective - the costs of email marketing can be much lower than many other forms of marketing. There are no advertising fees, printing or media space costs.
Environmentally-friendly - email marketing is better for the environment than direct marketing by postal mail because nothing is printed.
Time-saving - through automation you can trigger emails to be sent to customers based on an action they have performed on your website - eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.
Real-time marketing – through email marketing you can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can reach the right audience, at the right time, in the right place and with the right offer.