Email marketing is one of the best working and most beneficial online marketing tactics for any business due to a number of reasons. However, with the excessive number of the benefits of email marketing, they also have quite a few down sides to them. Find out the advantages and disadvantages of email marketing.
What are the Benefits of Email Marketing?
Probably the biggest advantage of an email marketing strategy is being able to communicate with your subscribers all at once with a single click of a “send” button. This method of online marketing is not only cost effective, but it has a high ROI due to its low cost and the ability to convert your customers into additional revenue, when done correctly.
One of the benefits of email marketing strategy for small business is that the time it takes to create an e-mail newsletter is a lot shorter than creating campaigns for traditional media. You can take advantage of already made e-mail templates to speed up the process or make your own and reuse it.
2. Low Cost
Sending out e-mail newsletters is very cost effective. There are a lot of free options such as Mailchimp that a lot of startups take advantage of. There are tons of them, you just have to look and find the best email marketing tool for yourself.
Learning how to send and create an email marketing campaign is fairly straight forward and there isn't a huge learning curve for your email marketing strategy for small business.
One of the benefits of email marketing platforms is that you can start segmenting your customers and creating different lists. This allows you to send different messages to different customers, e.g. gift ideas for him to your female customers and gift ideas for her to your male customers.
The two biggest advantages of email marketing are that it’s scalable and mobile-friendly, two advantages that many other marketing channels don’t offer. Through email, you can target an audience of any size, ranging from one to one million, and do so productively. As email marketing tools get smarter and more efficient, targeting via email will become more precise and effective. Plus, email gets you access to people through mobile notifications on mobile devices, giving you room to really catch their attention where it matters.
Disha Dinesh, Content & Digital Marketing Associate at DrumUp
5. Immediate response
Emails have traditionally received a high click through rate than other mediums and also a higher conversion rate. This allows marketers to receive a high ROI from their email marketing strategy for small business and their efforts.
Using email marketing platforms makes the whole campaign very trackable from how many emails were opened, through to each individual link click, through to who opened your email and who didn't. So, email marketing tracking is very easy and insightful.
Emails make it easy for people to press forward and send it to their friends on their contact list. This allows your message to spread virally, which means that one of the benefits of email marketing strategy for small business is also its great coverage opportunities.
The fact that the people on your database have opted in according to the spam act to receive your emails makes them more open to your messages.
Just like many other online marketing methods the speed to deployment and the flexibility of email marketing strategy for small business allows you to constantly test strategies and content with your customers. By splitting your database into 2 different lists and sending each a different message you can study the open and click through rates to gauge which message resonated with your customers more. This is also called A/B testing.
You can integrate email marketing strategy for small business very easily with your other marketing efforts by sending a similar message to your other marketing material with a slightly different call to action or benefit. Great ways to do this is to put on your website an offer where, by subscribing to you, they can receive a discount off the product. This message can then be run via banner ads as well.
What are the Disadvantages of Email Marketing?
With all of these amazing benefits there are also a number of disadvantages of email marketing. However, they can be avoided with some planning and learning.
1. Branded a spammer
This can occur if you send emails too often with content that doesn't add value to your audience. In addition, some people are too lazy to unsubscribe so they will continue throwing your emails into the trash and will avoid buying from your company passively. Make sure you always aim to get clear feedback and activity from your subscriber base to ensure this does not build up.
You’ll only experience the downside of email marketing if you are doing it wrong. Some major disadvantages include spam and undelivered emails, both of which can be dealt with easily. If you don’t want to end up in spam, choose a trustworthy email service provider, ensure that you don’t send unnecessary emails and create compelling content. If you don’t want to waste your budget on undelivered emails, verify all the email addresses in your database regularly, and remove the ones that are outdated and unresponsive.
Disha Dinesh, Content & Digital Marketing Associate at DrumUp
2. Burning out your list
People will regularly unsubscribe, but you can learn from this by keeping an eye on the % of unsubscribers and also ask them to give you a reason before they finalise their subscription cancellation. This can give you a valuable feedback that will help you improve your emails and reduce the unsubscribe rate avoiding one of the most frequently occurring disadvantages of email marketing.
3. Breaking the law
Be aware that due to spammers there are very strict laws around the world and it is easy to break them. Know the regulations around spam in the countries you are dealing with and make sure you don't break them. In Australia you can have a read of the Spam Act and prevent these disadvantages of email marketing from happening to you.
4. Alienating readers
Don't try and sell to your customers all the time. This can get frustrating for your audience and cause them to unsubscribe or be disengaged. A lot of businesses found better success at sending helpful emails such as "10 quick recipes for you to try at home" vs. "Buy our product XYZ now it's on special."
5. Delivery issues
People often change email addresses and spam filters are getting increasingly selective on what emails get let through to the inbox. This is one of the disadvantages of email marketing and can create issues for your email since it may be undeliverable or may never make it to the eyes of your customer. To combat this remember to ask your customers to keep their emails updated and also learn how spam filters work so you don't do anything that violates their rules.
6. Design issues
One of the disadvantages of email marketing is also that different screen sizes and other factors can affect the way your email is displayed on the screen. Be sure to test it on various resolutions to check that all the content is visible.
7. Keeping them engaged
I'm sure we've all experienced annoyance after receiving emails from a company or brand. This is usually because the content is no longer relevant to us. Make sure this does not happen to your database by sending emails in an appropriate time space (not too often) and with really important messages. The better you segment your database, the better you will be at tailoring relevant messages to individuals.
8. Resource intensive
There will be some skills that you will need to spend time on to learn and also time taken to create a design content and planning your email marketing strategy. This all requires additional resources and shouldn't just be tacked on.
Are you using email marketing for your business? If yes, how effective is it for you?
This article was first published on www.savvysme.com.au
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