Many claim that email marketing is the be-all and end-all of digital marketing strategies. While there are statistics to prove this fact, it’s still important to recognize that email marketing is just one option of many for building brand awareness and initiating audience engagement.
Just like any other marketing strategy, it is important to understand the advantages and disadvantages of email marketing and determine whether this technique is right for your business. By evaluating both sides of email marketing, you can make an educated decision about whether it is worth investing in this method 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.
We have compiled a list of the main pros and cons of email marketing to help you decide if it can bring success to your company.
The Advantages of Email Marketing
It Builds Brand Awareness
If you are consistent with your email marketing in terms of tone, design and content, it can become a great way for people to start recognizing your brand and differentiating it from others. Showcasing your business’ personality with a unique, eye-catching design that is pleasing to the eye will build up your brand awareness and allow you to reach your target market.
When buyers recognize your business simply by a logo, a voice tone or a design scheme, they are also more likely to feel a connection with your brand and be reminded of it when they arrive at the consideration stage of their buyer journey.
“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.
It Establishes Industry Expertise
Email marketing is one of the easiest ways that your business can share key industry information with many people at once. This can be a great way to establish yourself as a thought leader in your specific industry and use that status to promote your products or services with confidence. When a business is able to establish themselves as an industry expert, they build up their brand credibility and may become recognized by buyers as a reputable, reliable source to find solutions.
“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.
It is Quick and Cost-Effective
While many marketing techniques can be extremely costly, email marketing can be done for a relatively low price and doesn’t take up too much time. Especially if you are savvy to the industry, you can achieve great email marketing with a little effort. Even hiring an outside company to perform email marketing services can provide the highest returns on investment of any marketing strategy.
The Disadvantages of Email Marketing
It Can Be Tough To Stand Out
One of the biggest challenges to email marketing is standing out from the competition. These days, you can expect your audience members are receiving dozens of emails per day, most of which are likely to be considered spam, junk or irrelevant to the person’s interests.
It’s important to make sure you are creating simple, digestible blog content that is interesting to read and aesthetically pleasing with a unique, differentiating quality. Conduct market research by taking a look at your competitors’ email marketing efforts to see what they may be doing to stand out amongst the noise.
“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.
It Can Frustrate Potential Clients
The waves of spam emails that plague inboxes have given email marketing a bad name amongst buyers. Many complain of receiving emails they didn’t sign up for, receiving many more emails than they expected or even trying unsubscribe and still receiving emails.
Make sure to honor your subscriber list, don’t go overboard on the length or consistency of your emails and don’t make it a pain to unsubscribe from your content. Buyers will appreciate that you’ve taken their happiness into consideration and created an enjoyable, nonintrusive way for them to learn about your business.
“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.
It Takes Effort and Practice
The reality is that not all email marketing works. Just because you send an email, it doesn’t necessarily mean that people will read it or that it will have an impact on your audience. Try to remain patient when starting to incorporate emailing into your marketing strategy and understand that it is a learning process.
“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.