Is email marketing effective? What are its specific applications? How does it fit in the overall digital marketing strategy of a company? Does it produce results? This article lists down and describes the pros and cons or advantages and disadvantages of email marketing, as well as its specific applications and benefits, and notable limitations.
The Pros of Email Marketing: Benefits
1. Inexpensive than Traditional Mail
One of the pros of email marketing is that it is cheaper than conventional marketing communications sent through traditional courier services. There is an existing target audience because a lot of people have email accounts. Smaller companies can dwell on using free emailing services. Note that personalized addresses are considerably inexpensive.
2. Promotes Conversations with Customers
Using email can help build and maintain relationships with the customers by responding to their inquiries about products or providing after-sales support, as well as for providing promotional offers or sending out exclusive sales deal to support and encourage repeat sales.
3. A Tool for Outbound Marketing
One of the primary purposes of using email as a medium for marketing communication is to support sales activities. Organizations can use emails to regularly offer sales promotions such as discounts and freebies, as well as provide announcements.
4. Suitable for In-Depth Conversations
Compared to app messaging, another advantage is that it allows longer messages, thus allowing detailed explanations or discussions about issues or concerns. The overall content is also more visually appealing because it can be designed similar to a landing page or a poster.
5. Integrates with Information Systems
Note that email applications can be integrated with information systems such as CRM or email management software for automation, tracking of incoming and outgoing messages, and maintenance of a recipient database. This creates a more convenient and straightforward workflow while also providing additional advantages or benefits.
The Cons of Email Marketing: Limitations
1. Requires a Solid Mailing List
One of the disadvantages of email marketing is that it depends on the existence and quality of the mailing list. There is a need to accumulate a list of email address to reach potential customers or maintain a relationship with existing ones.
2. Need to Observe Best Practices
Some of the best practices in email marketing include awareness of applicable anti-spam laws, skills in content writing and graphics design, and capabilities in writing effective sales pitch or marketing messages. Of course, these capabilities require acquisition. Most companies would hire dedicated personnel who have the relevant skills set.
3. Can Incur Additional Costs
Integrating marketing activities through email with a CRM system or email management software means additional costs associated with software purchases, IT resources, and the hiring of specialized personnel. This might not be ideal and practical for small businesses or brands with limited budget,