Email marketing is used heavily in many industries. If you aren’t familiar with this marketing strategy, it is the practice of sending out marketing materials to your target markets through email. Retail, technology and hospitality companies are just a sampling of the type of businesses that use email marketing frequently.
Whether your company already uses email marketing or you are trying to decide if it’s a good strategy for you, there are some pros and cons you should consider.
Pro: An Affordable Option
Compared to a lot of other online marketing options, email marketing is relatively affordable. Paid advertisements and even some SEO strategies can be very expensive when they are used long term. Email marketing is also much more affordable then direct mail campaigns. With email marketing, you’ll have the initial costs of building a mailing list and investing in software, but after that your costs will be minimal.
Con: Your Emails Could Get Marked as Spam
If the people in your target audience are already overwhelmed with commercial emails, they may mark yours as spam or delete it without opening it. Also, if you send emails too frequently, people will unsubscribe from your emails altogether.
Pro: Reach Millions of People Quickly
It’s incredible how quickly you can reach so many people in your target market with email marketing. With many other online and digital marketing strategies, it takes time to reach large amounts of people. With an email, you can quickly get your message in front of thousands or even millions of people.If you overwhelm your subscribers, your mail will be marked as spam. Image source
Con: You May Not be Reaching the Right Audience
Even if you have millions of email addresses on your mailing list, if they don’t belong to the people most likely to become customers, your email marketing campaign won’t be very successful. Make sure the people on your list are potential leads before you spend time and resources on your email marketing campaign.
Pro: You Can Easily Track Your Efforts
Email marketing is very conducive to tracking and measurement. With the right tools, you can find out how many people open your emails and click on the embedded links. If you segment your lists you can compare data to find out which of your markets are more likely to respond to your calls to action.
Con: Your Creativity May be Limited
Your digital marketing strategy likely consists of all kinds of tactics that were created with a wide range of creative ideas. Email marketing can restrict the creativeness of an ad or even a campaign if it relies on your email ads. There are definitely creative ways to reach your audience through email, and if email marketing is only one part of your digital marketing campaign, you can be more creative in other, complimenting tactics.
Email marketing is popular for good reason. It can be a very effective way of reaching your audience in an affordable and timely way. Like other marketing strategies, email marketing does have some drawbacks. If you have considered these cons and have decided that email marketing is a good fit for your business, there are ways you can overcome the disadvantages of the media to meet your goals.