Advantages and Disadvantages of Email Marketing

Advantages and Disadvantages of Email Marketing

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Email marketing is a cost-efficient and frequently effective marketing technique for businesses. But, before using this strategy, you should be aware of the advantages and disadvantages of email marketing that exist. Every truth has two sides; we should consider both before committing to one of them.

Unlike many other forms of brand marketing, email marketing programs are simple to manage. As a result, its advantages outnumber its drawbacks. Are you seeking the benefits of email marketing? If so, you've come to the correct place to learn about its many advantages.

Main Advantages and Disadvantages of Email Marketing

Here are some benefits and disadvantages of using email marketing to promote your products or services.

Advantages

1. It is Economical

According to the newest data from Litmus, email marketing has a 3600 percent return on investment (ROI).

If you're not sure if it's a good indicator, consider that Google estimates their sponsored advertising ROI to be 200 percent, which means you get $2 for $1. And these are Google's projections. In actuality, the figures are frequently lower because paid advertising is far more complicated.

Remember that these expense estimates apply only to initiatives already in operation; you may not get similar results if you are just getting started. However, it is very dependent on the quality of your segmentation and approach (more on the point a bit later in this article).

2. It's simple to create, launch, and test.

Email marketing is a relatively inexpensive and quick process, and it may be a lifesaver for small businesses. No special education or skills are required. For newcomers, email services provide the required assistance; nevertheless, you can do it all independently. 

Although it must be automated, recorded, and reviewed, you'll most certainly expand in the future.

Every central email marketing platform offers a library of free templates organized by company divisions and categories like special events and holidays. Using templates, you can build a stunning responsive newsletter with a modern look in minutes. 

With a few modifications in the drag-and-drop block editor, you'll have a ready-to-use HTML template that you can use or further personalize if you want to take it to the next level.

Unlike SEO, where you must wait months for results, you may see the initial results of your campaign in the following day's report with email marketing. It's also simple to A/B test your campaign to find which version works best for you.

3. It is customizable.

According to one study, personalization increases email open and click-through rates by up to 26% in most circumstances.


But it's not just about getting the names right. The more relevant information your message delivers to a specific person, the less likely they will become frustrated by reading yet another notification.

You can personalize your emails by:

  • Complimenting
  • Working with the geolocation of recipients
  • Considering their electronic devices and other technical aspects
  • Taking action based on previous product and service purchases and interactions

You do it via segmentation, splitting your clients into subgroups (segments) based on shared features. You use this information to create customized messages and enhance the message's impact by studying them and knowing their joys and frustrations. 

According to studies, segmentation can boost email income by up to 760 percent.

4. It streamlines the sales process and improves customer service.

Email marketing offers more opportunities for lead nurturing automation than any other digital medium. It is a highly effective sales strategy. With the help of triggered emails, you can build up and schedule email campaigns and automate the sales funnel by leading a person through the purchase stages. 

According to one recent study, the click-through rate of triggered emails is four times higher than that of newsletters.


What's the best part about an email marketing sales cycle? You may turn your followers into clients without actively participating in the process! 

You can kill a lot of birds with one stone by pre-planning a series of automated follow-up emails:

  • Reduce or eliminate the necessity for more advertising. 
  • Save a lot of time by eliminating the need for an entire staff of experts.
  • Better customer service is required. A series of triggered emails about the condition of an ordered item can do wonders for a company's client confidence.

Increase the number of customers who stay with you. Set up a series of post-purchase reminders or send out a welcome email series. It's simple to follow. It's all about numbers and strategy in marketing. Plus, it's pretty easy to see if what you're doing is mainly correct or if you've taken a wrong turn at some point.

You can commonly measure the following fundamental KPIs:

  • Rate of delivery.
  • Rates are open.
  • Rate of click-through.
  • Rate of unsubscribes.

There are advanced features like data on subscribers' devices, location, and opens and clicks.You can use it with Google Analytics to gain even more valuable data.

5. It raises brand awareness.

Following branding requirements can slow down the email creation process, but it will pay off long term. A significant benefit is that you have complete control over how your brand is presented. You are at the mercy of third parties on Facebook and Twitter. You may design your emails down to the tiniest detail to complement your positioning and visual identity with emails.

People are so accustomed to seeing emails daily that they don't even realize how they communicate with this or that company. You establish impressions in people's thoughts by exposing them to frequent "flashes" of your business. 

Companies do this by designing emails (or modifying templates) that use their brand colors, typefaces, logos, and tone-of-voice. What were the outcomes? 

According to a study, presenting a brand consistently improves income by 33%.


Disadvantages

It's time to figure out what email marketing's flaws are and how to address them.

1. Spam Filters and a Negative Online Reputation

One email service provider like Gmail provides an excellent service with rigorous and practical regulations for its clients. Even if they have previously permitted you to send them emails, people have differing views on what constitutes spam.

Any commercial email is regarded as spam by some. Some people do it if they believe you're sending them too many emails.

Others do not bother to unsubscribe "properly" by clicking the unsubscribe button. As a result, even if your email campaign is entirely legitimate, you may have difficulty reaching your clients and partners.

In addition, depending on where your recipients live, you must follow privacy and data protection laws such as the General Data Protection Regulations and the California Consumer Privacy Act (CCPA). Violations incur substantial fines, with even less severe penalties ranging from thousands to millions.

The solution: Use best practices and optimize the content of your emails to reduce the likelihood of them being sent to the "wrong" Gmail folder:

  • Clean up your listings regularly.
  • Make the option to "unsubscribe" prominently displayed.
  • Use email marketing platforms with anti-spam rules and tools to tell you what to do in your campaign to avoid even the most sensitive filters.

2. The Importance of Having a Good Mailing List

Unlike with social media ads, you can't immediately start your campaign from the beginning. With email marketing, you must first build an official customer list. Gone are the days when buying a list was acceptable. 

You can still do that, but it's now against the law. Plus, if you can do everything correctly, what's the point of becoming a spammer? 

It isn't easy to see a strong conversion rate when you send to people who don't want to hear from you. The average conversion rate for "respectable" emails is 15%; spam conversion rates will be significantly lower.

The solution: Create a list of customers interested in and inclined to engage with your offerings. You can expand your mailing list in several ways:

  • You should have the following signup forms on your website: Whether pop-ups or embedded documents, they're both effective. These are typically found in sidebars, footers, and blog pages.
  • Use of social media: Facebook registration forms, giveaways, YouTube cards, Facebook Lead Ads, and a slew of other options are available.
  • Offering something beneficial: lead magnets, discounts, loyalty programs, and access to helpful material are all examples of excellent offers.
  • Challenges, quizzes, surveys, and many other options are available.

3. Having a Hard Time Getting People's Attention

The second most common digital marketing channel is email. With all its advantages, you'll need to be ready to compete with other players for a piece of your customers' attention. To get the most out of your subscribers, create a strategy that describes how your messages should appear and feel.

The solution: Make your emails readable. Accuracy, Brevity, and Clarity. These are the ABCs of email readability.

It's never been more critical to send high-quality emails and content. Inboxes are jam-packed, and the number of competing emails is staggering. How will you ensure that your content gets read and achieves your objectives?

Information overload is a pitfall I've tripped into in the past. I was so concerned with getting my message across that I over-communicated. It overloaded my customers with data.

Not ideal when there's already a lot of competition.

“Your emails aren't here to put your target audience's reading comprehension skills to the test. Reading is made easier by short phrases and popular terms. It is easier to convey your message when it is easy to read. You don’t need convoluted grammar and SAT words to show you know your business,” Elisa Silverman.

Customers get 21 promotional emails each week on average. If your mailbox is anything like mine, that amount might feel like a daily total at times. As my marketing confidence developed, I minimized the noise I was making. I started using simple language and creating easy-to-read content. 

"What is readability, and how can it assist me?" I'm sure you're wondering.

Readability is all about conveying your message as clearly as possible. It is the foundation of all marketing, regardless of channel.

It is all about focusing your message on the key aspects that will propel your tale. Every word in an email must justify its location. Use it to maximum effect.

Why should you care?

People receive an average of 121 emails every day. Competing for your reader's attention is a nasty free-for-all. The battle isn't getting any easier. The average attention span has shrunk to eight seconds.

More than ever, it's critical to make your emails stand out in a sea of content and rapidly capture your reader's attention. Email readability optimization is your key to beating the ticking attention clock.

Even when readers open one of those 121 emails, they aren't giving it their full attention; they're scanning the content. Almost 79% of readers admit to skimming Web content.

Other Benefits

There are several other advantages to doing so:

  • The message is unmistakable
  • People can tell what your email is about and what you're selling
  • The number of people who open your mail increases
  • Conversion rates on landing pages skyrocket
  • Increased sales
  • The company earns more money
  • Your pay rises (which is usually a terrific motivation)

What are some ways to make your writing more readable?

Let's skip the fluff and get right to the actionable quick solutions you can put into action right away. ​

1. Send a test of your email every time. ​

​Once your emails are out, that’s it. Don't overlook this sometimes overlooked step. Check everything twice. Grammar, spelling, links, and visuals are all important considerations. ​

2. Use the Hemingway app. ​

Clear is preferable to brilliant. You're doing it badly if your readers have to hunt up the meaning of a term or phrase in your email. ​Aim for Grade 6 or below readability.

3. Optimize for mobile​

In 2021, 50-60% of individuals will open their emails on mobile devices. As a result, optimizing for mobile is no longer an option. It's an absolute must. ​


What you can change: 

  • Sizes of text and headings ​
  • Spacing
  • Images​
  • Margins

The age-old 600-pixel rule is still recommended in width, though not a hard and fast rule. That is why Tip #1 is practical. 

4. Make your VIP segments. 

Brands with personalized communications get 3x conversion, higher subscriber quality in this highly engaged segment. ​Personalized emails have a 29% higher unique open rate and a 41% higher click-through rate when compared to non-personalized ones.

It could be a variety of things:

  • Based on the number of orders placed
  • Based on lifetime earnings
  • Based on the number of orders placed OR the amount of revenue
  • Based on both the order and the revenue

5. Make the subject line appealing.

Your subject line informs the reader about the content of your email. If you can't get them past this stage, the rest of your email's content is meaningless.

 47% of emails are opened or trashed based on their subject line. Yours should draw attention and be appealing.

How can you assess your reading age?

The graph below shows where some popular titles rank in popularity. The scale used to check them is the US grade school literacy level. It is comparable to the number of years of schooling.


I propose aiming for a 6th-grade reading level for most web information.This will help you reach a larger audience.

You understand that I am not suggesting that you deconstruct what you say. You want your message to be as straightforward as possible.

Assessing your emails for readability may go a long way with your readership. The most influential text is the one that has the most value for the least amount of real estate. People only read 20% of a page's content. Concise text can differentiate between a client and a pointless cause.

Are you still skeptical about the benefits of email marketing? The following stats will tell you why you need to take advantage of it.

But beware: 78% of recipients claim cancelled email subscriptions because they receive one too many. A successful marketer knows running a campaign is not as easy as clicking on the "send" button. 

Ten Tips on Effective Email Marketing

1. Grow your email list correctly using a signup form that requires subscribers to opt-in to receive your email.

2. Keep your business on their minds. Send your welcome emails right away when they subscribe.

3. Include attention-getting pre-header text to provide more context to your message and encourage your reader to open the mail.

3. Segment the list based on the interest of your audience or the stage of their buying cycle.

5. Get personal. Personalization increases your email chance of being opened by 26%.

6. Use marketing automation to build customer journeys that nurture them and provide them with valuable content along the way.

7. Use dynamic content to tailor subscriber attributes. Focus on your prospects’ gender, preferences, and geolocation.

8. Give your emails the best fighting chance of being noticed and opened. Send emails based on your prospects’ time zones.

9. Check every part of your email to ensure it is tip-top shape before you push send.

10. Use your reporting to optimize your future email campaigns and customer engagement.

RELATED READ - 10 Useful Tips on How to Take Advantage Of Email Marketing

The Do's and the Don'ts of Email Marketing

Do: Build your subscriber list.  Make sure your list constantly grows passively with a signup feature on your website. By giving attention to increasing the size of your subscriber list, you'll be in the position to connect to more "relevant" people and build lasting relationships.

Don't: include a pre-header text that could sabotage your email marketing campaign. Give people a good reason to open them.

Do: Make it personal. Customers have evolved, and they appreciate emails with a unique element. Research reveals that personalization increases emails' chances of being opened by 26%.

Don't: Sending out separate one-off emails can cause you to lose credibility with your customers. Ensure consistency in the way you communicate.

Do: Give your emails the best fighting chance of being opened. When you have subscribers from all over the world, make sure to send emails based on their time zones. To have an optimum chance of being noticed, opened, and read, make sure that the prospect is awake and alert to notifications. 

Don’t: Send emails without double-checking for errors. You will be astonished how many marketers send emails that look like amateur websites from the '90s. 

Do: Use your data reporting to better your future email campaigns and customer engagement. Track your data as some results may have nothing to do with platforms and content but tell you a lot about your email performance.

Final Note

Email marketing has many advantages associated with it. When used wisely, it can leverage sales, generate new customers, and help their retention. 

Great email marketing ultimately boils down to giving your audience something that resonates with them, something that keeps your business on their mind. 

Be it educational material about your industry, operational information about your service, or marketing messages about the products and services you offer. Otherwise, that email might just be going to end up deleted or in the trash.

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