What you need to know to decide if email advertising is right for your business? Email advertising isn’t a new technique anymore, but it is still a method that is continuing to grow from its most fundamental levels. Defined at its basics, email advertising or email marketing simply refers to spreading a certain message by way of electronic mail. It is the ability of a business to send emails to its current or prospective customers in order to encourage a certain behavior such as registering, shopping, or simply building stronger loyalty.
Businesses of all sizes – from multinational corporations to small home-based businesses – can easily take advantage of the possibilities offered by email advertising and marketing, and many of them do. Among the reasons for this is that several of the advantages of email marketing are very easy to identify.
That said, in order to properly use this or any other marketing technique, it is vital to understand both the advantages and the drawbacks so that its potential can be maximized. With a comprehension of the precise potential of email marketing, it can become a powerful vehicle for business promotion, brand recognition, and sales generation.
There are several important advantages to including email advertising as a part of a campaign. Among the benefits that stand out the most brightly is its cost efficiency. No other direct marketing technique is as inexpensive to implement as email marketing. In fact, a recent study performed by Winterberry Group showed that the return on every dollar invested into email marketing was an average of $15.50. When compared to other techniques such as traditional direct mailers, telemarketing, and advertising on billboards, the RIO of this method is notably superior.
Another major benefit to email marketing is in its ability to send a message exceptionally rapidly so that customers and potential customers can be reached as soon as the message is ready to be delivered. Moreover, they will receive it at the time and place that they are most comfortable and ready for the communication. As soon as an idea develops, the email campaign can be built and delivered. Equally, if a last minute promotion is created, it can be advertised right away, in time to advise a massive number of people. When using other forms of advertising, such as print, traditional direct mailers, or radio or television commercials, a week to several months are required to put them into place.
Many businesses find that email marketing is exceptional in the way it can provide measurable results. When properly designed, every time a link in the email message is clicked, it can be recorded into the marketing results so that accurate and useful statistics will be automatically produced to show how many people read the message, how frequently it was read, and whether or not action was taken, such as a registration or purchase. Other forms of marketing, such as those sent out by mail, or ads over the television or radio, do not have the ability to produce results statistics with such accuracy and range.
Finally, email advertising and marketing helps businesses to maintain a communication with established and prospective customers over time. This encourages people to think about the products on a regular basis, leading to a more urgent and frequent inclination to shop. Furthermore, this communication will solidify the relationship between the company and the customer, by building trust and keeping a regular contact.
Conversely, the most notable disadvantage of email marketing is related to the frequency of its misuse and abuse. Many people are highly familiar with spam and scam emails and have had enough of the form of marketing as a whole. People are becoming experienced with unsolicited messages and can be leery of this type of advertising. Frequently, there is hesitation to open some or all emails from business that appear in their inboxes. The key to overcoming this issue is in transparency with the intended recipients through the use of permission lists and opt-in/opt-out opportunities. Equally, the business can make it clear that address lists are never bought, sold, or stolen.
Many businesses also discover that a disadvantage to email marketing is in understanding how to properly use the technology in their favor instead of falling into gimmicky traps and becoming lost in the bells and whistles. Overcoming this problem means remaining focused on the message and identity of the business and working with those unique strengths instead of trying to copy what someone else has done or add too many flashy elements.
Making email marketing work for a business is not difficult as long as the advantages and drawbacks are both considered, and efforts are made to overcome those disadvantages. Drawing the greatest results from the potential of advertising in the inboxes of customers is primarily a matter of knowing how to focus the campaign, measuring results and learning from trial and error. This technique should be considered an integral part of any campaign of an efficient and profitable business.
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