Many people claim that email marketing is the end-all and be-all of digital marketing strategies. While there is literally hundreds of statistics to prove this, it is still important to recognize that it is just one option of many for building brand awareness and initiating audience engagement.
Just like any other marketing strategy, you need to consider if it is the right method for your business. In order to do this, it is necessary to understand the advantages and disadvantages of the technique.
By evaluating both sides of email marketing, you can come to a decision if it is worth investing in or if you need to come up with another game plan.
“Like any marketing campaign, understanding the pros and cons of email marketing can mean the difference between successful and failed campaigns,” says Maya Devassy, contributor to Business2Community.
Here is a list of the main pros and cons of email marketing to help you decide if email marketing can bring success to your company.
The Advantages of Email Marketing
Builds Brand Awareness – If you are consistent with your email marketing, it is a great method for helping people recognize and recall your brand.
“This can result in consumers sharing your material if they think it’s good, which further promotes your brand, and it helps them recall your brand when they are ready to make a buying decision,” recommends Devassy.
Establishes Industry Expertise – Email marketing is one of the easiest ways to share information with many people at once. This can be a great way to establish yourself as an expert and use that status to promote your products or services with confidence.
“Email marketing allows you to share content that demonstrates your knowledge and expertise in your specific industry or field, but it also gives you the opportunity to promote or announce a new product, service or limited-time special offer,” says Devassy.
Starts Conversations – Email marketing is a fantastic way to initiate a conversation with a prospect.
“Email marketing creates the opportunity to build conversations around topics consumers are interested in. Because opt in/out services are available in email campaigns, people who are genuinely interested in your products can receive your emails, and you’re able to build targeted campaigns around this group,” says Devassy.
Quick and Cost-Effective – Email marketing can be done for a relatively low price and it doesn’t take long to create. If you are savvy to the industry, you can achieve great email marketing with a little effort. Even hiring an outside company can provide the highest returns on investment of any marketing strategy.
The Disadvantages of Email Marketing
Hard To Stand Out – One of the biggest challenges to email marketing is standing out from the competition.
“It’s very much possible that your marketing email may never be opened by consumers. Bulk email programs are unpredictable because a marketing emails can be seen as unimportant and deleted or caught in the spam folder and never seen by consumers,” advises Davassy.
Poor Reputation – The waves of spam emails that plague inboxes have given email marketing a bad name. However, this can be avoided by honoring your subscriber list.
“Unsolicited emails can leave a bad taste in a consumer’s mouth and make a person consider your company less than reputable. If anyone on your list hasn’t opted in or if an unsubscribe request isn’t taken care of immediately, your company’s image can be tarnished,” says Devassy.
Takes Effort and Practice – Not all email marketing works. Just because you send it, does not mean people will read it or that it will have an impact on your audience.
“From the body content and call to action to the subject line that gets people to click on the email, creating quality email content consumers are interested in can be time consuming,” says Devassy.