Pros & Cons of EMail Marketing

email marketingEmail marketing is becoming an increasingly popular way for businesses to up their marketing ante  and is often met with great success. If you are considering using email marketing for your business’s promotional needs, you should learn as much as you can about this form of marketing in order to decide whether or not it’s the best fit for you and your business. A good place to start is here, with this break-down of the advantages and disadvantages associated with using email marketing.

 

Advantages:

Low cost. Launching an email marketing campaign could cost you considerably less than a direct mail campaign, as it allows you to forgo printing, postage and handling expenses.

Faster turnaround times. Email marketing tends to incite much faster response rates – up to ten times faster than that of a typical direct mail campaign.

Ease of creation and implementation. You can literally have your email marketing campaign designed and launched in less than one day.

Flexibility in tailoring your campaign to customer specifics. Email marketing allows for you to customize your email messages in order to create the most personalized marketing experience possible.

Adjustability. Being able to track receipt of email, number of emails opened and read, and the amount of recipients who clicked on your business’s link from your email allows you to make timely changes to your email marketing campaigns in order to improve their efficacy.

Disadvantages:

Difficulty sending emails through blocks. These blocking devices may be in the form of internet service provider protocol, firewall programs and webmail systems that label and filter out unrecognized senders as spam or junk mail.

Unreliable graphics delivery. Because different email programs view graphics differently, you have little control over how the creative aspects of your email advertisement is displayed once it is delivered.

Response decay. Email recipients tend to be most interested when they first opt-in to receive your messages, and get less engaged over time. This equates to a dwindling effect when it comes to response rates.

As you can see, there are many things to consider when it comes to the not-so-old question, “To email, or not to email?” Regardless of the advantages and disadvantages and how they may or may not be stacked in your favor, an email marketing campaign is only as successful as the quality of its design and execution. If you would like to discuss email marketing and whether  it would be beneficial to your business please contact us


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