In whatever activity we are indulged in, there are some pros and cons of it. And so, E-Mail Marketing too has some pros and cons which everybody should know to have good e-mail marketing. >
Low Cost: Collection of email addresses and maintaining a mailing list generally is very inexpensive.
Segmentation: Most marketing professionals would happily pay to ensure they were only spending money targeting those who were interested in their brand.
Email Marketing Is Measurable: Email marketing and sales campaigns can be measured in detail through open-up, click-through and conversion rates to evaluate the success of campaigns. The data allows marketers to adjust strategies to improve future results.
Easy to Create: Email marketing doesn’t necessarily require a huge team or reams of technical nous in order to be successful. It’s certainly possible to jazz up an email campaign with fancy templates, videos, images and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing.
Easy to track: Another key benefit of email marketing is that it’s easy to see where you’re going wrong. Most email marketing software allows tracking open, click-through conversion rates which makes it simple to spot how a campaign can be improved. These changes can be made almost immediately too, whereas print or broadcast advertising requires quite a bit of effort to alter.
Global: Social Media helps to spread the word across the global audience. Well, this is surely a platform which allows sending message instantly to thousands of people all around the world.
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Email Overload: There’s a chance that the consumer may receive tons of messages from different sites that he may overlook the mails sent by the firm. It’s difficult for the individual to distinguish between solicited and unsolicited email.
Renderability: It refers to the difficulty of displaying the creative as intended within the in-box of different email reading systems.
Email response decay: Email recipients are most responsive when they first subscribe to an email. It is difficult to keep them engaged. Soon, the opted in for newsletter may be seen as an irritant.
Communication Preferences: Recipients will have different preferences for email offers, content and frequency which affect engagement and response. These have to be managed through communications preferences.
Resources: Additional people and technology resources are required to deliver a sophisticated email newsletter that engages the consumer. Every organization has some or the other pros and cons, but a good organization is one which considers these drawbacks and works on them to achieve success.
Author : Heta Desai (Managing Director)