Email marketing allows you to reach millions of customers with a click. Like any other marketing medium, it has its own advantages and disadvantages. Here they are:
Advantages of email marketing
Low cost – There are a lot of free email marketing tools where they provide free/low-cost email campaign with analytics options.
High ROI – It is considered to be the most effective way of marketing among other digital marketing platforms for generating high ROI with less cost.
Multiple emails – Allows you to send multiple emails with different segment at a time
Automated – Emails can be automated by Location, Time, Language, Gender, etc (Depends on the email marketing tool)
Live Tracking – Easy to live track the recipient’s open rate, page visit, etc. This option is available in most email marketing tools.
Analytics – Email marketing tools provides real-time reports like A/B Testing, Multivariate Testing and Comparative reports to understand more about the recipient’s persona.
Multiple device reports – Email marketing tools provide options to view and receive reports in various devices like Mobile, Tablet and Desktops.
Personalisation – Email marketing tools provide options to customise your emails so that receivers see it as a personalised message.
Easy Sharable – It is easy to share the information to multiple recipients from end users
Decision Making – Emails are directly or indirectly influences in decision making to buy a product or services.
Traffic – Helps to generate traffic to the website.
More Information – Easy to attach documents like Links, Images, Audios, Documents and other format files.
Learnings – Easy to educate on specific Subject/Topic using attachments and links.
Relationship building – Helps in building relationships (Anniversary greetings/ Festival wishes)
Promotion – Used for Branding activities (Pre-launch/ offers/ Event notifications/ Seasonal discounts)
Transaction updates – Automated emails are used in Bank transaction and Virtual Money Account transaction details, Mobile bills, Electricity bills details which help us to track your transactions.
Responsive – It can be optimised to Mobile/Desktop/Tablet view so it reaches on any devices.
Generate calls – They are used for generating enquiry calls on the product/services.
Immediate results – Easy to analyse the open rate, bounce rate and conversions.
Readymade Templates – Most email marketing tools provide readymade templates to create a body of the mail which supports various options like image tabs, table tabs, social sharing, links to create an attractive email.
Disadvantages of Email Marketing
Spam emails – Unsubscribed emails are considered to be as spam and there are high possibilities to go the junk folder and chances of shutting down the server & website.
Bounce rate – High chance of delivery failure and the bounce rate will be higher because of its invalid email address.
Privacy Breaching – People feel that there is a breach of privacy when it comes to cold emails.
Lack of Trust – People feel that the email might be a phishing scam or Virus attachments.
Reputation Damage – It might damage the reputation of the company for spamming.
Low response rate – Response rate will be low if it is a cold mail and high chances of getting unsubscribed.
Email Data – On average, 22.5% of email ids gets decayed every year (Varies on Industries). You can learn more about database decay here.
Late response – Late responses due to various factors.
Learn how to send an effective email campaign here: How to achieve an effective email campaign