Email marketing is a type of digital marketing and a key element of a marketing strategy overall. It informs customers about your latest items or offers, establishes a closer relationship with them, and helps build brand awareness.
This article will list three advantages and disadvantages of email marketing to help you familiarise yourself with it.
Advantages #
⚡️1. Wide reach #
Billions of people use email daily; it’s a readily accessible tool. One email campaign can reach and connect with a large global audience, providing a large customer pool for you to dive into.
⚡️2. Cost-effective #
Unlike other, more traditional marketing methods, email marketing requires minimal costs to reach a large audience. You mainly pay for the email marketing platform subscription, which helps you maximise your marketing return on investment (also called ROI) with a relatively small budget.
⚡️3. Measurable results #
The key performance indicators (KPIs) for email marketing, such as open, click-through, and conversion rates, are easily tracked and evaluated.
Most email marketing platforms, including Klaviyo, allow you to check the analytics of your email campaign performance in real-time. This will help you to adjust your email marketing strategy accordingly and optimise your ROI.
Disadvantages #
⚡️1. Spam filters #
One of the main disadvantages of email marketing is that legitimate emails can sometimes be flagged as spam. Something as simple as using spam trigger words — which can be an honest mistake — can activate spam filters.
Emails that land in spam create missed sales opportunities. If a significant number of your emails get flagged as spam, this will also negatively impact your sender’s reputation, causing your future emails to land in spam more frequently.
⚡️2. Unsubscribe rates #
Sometimes, email marketing campaigns — especially if sent at the wrong time or too often — can cause people to unsubscribe, resulting in the loss of potential customers.
As with spam, a high unsubscribe rate can cause a negative sender’s reputation, leading to deliverability problems.
Write engaging and personalised emails to keep your customers subscribed. Our advice on how to make your emails more engaging is available here.
⚡️3. Potential for miscommunication #
Crafting a fantastic email is an art.
When creating an email campaign, there’s the possibility of miscommunication regarding tone of voice, overly complex language, jargon, and cultural nuances.
Take time to write your email, and pay close attention to how you tailor and personalise it to your subscribers in different segments. For example, if you have a geographic segment, be careful with how you treat their culture in your writing.
If you’d like to learn more about email marketing, you’ve come to the right place. We’re email experts here at Zap, and we’re eager to help you out. Contact us today, and let’s Zap right into it!
