Pros and cons of Email Marketing in 2021
At the very beginning of the journey, our goal is to understand whether it is worth spending time and budget on marketing strategies. Before starting using email marketing tools, try to predict their behavior and compare them with the goals of the company.
Let’s start with the benefits.
Viral effect
The more interesting your content is, the more helpful your subscribers will be. Newsletters with good text or useful advice are usually forwarded to friends and acquaintances or links on social networks are shared. Often, mailings are resent by clients. This is good and bad at the same time. This way you won’t know how many times your letter is sent to friends. Place a special link in your email with a call to share the newsletter. And most importantly, do not forget to add UTM tags.
Instant contact with the audience
Newsletter allows you to deliver information to thousands of customers at the same time in a few seconds. Add interesting content, accompany it with links to the site so that users go to the site. This way you can get a significant increase in website traffic.
Personalizing messages
Collecting additional user data and segmentation will allow you to deliver relevant messages and make customized offers. You will gain the subscriber’s trust if he or she sees not only a personal appeal in the mailing list but also the information that is of interest to him. There are two ways to segment the subscriber base – demographic (age, gender, region of residence, average income, etc.) and behavioral (user behavior on the site, purchase history). Better to combine both methods.
There are downsides as well. What difficulties to expect?
Confusion
A lot of responsibility comes with large subscriber bases. First, databases become obsolete over time if they are not used. If you collected addresses, and the first letter went to users after 3 months, then there is a high probability that it will be sent to spam, because they simply forgot about you. Secondly, when replenishing the database with new addresses, there is a risk of typos and errors. This will add non-existent addresses to the database, and after sending them, they will be sanctioned by postal services. Third, the subscriber base is personal information.
Masha Rostovskayal / Unsplash
Kyle Johnson / Unsplash
Complexity
Although the sending of the mailing takes place in a few seconds, you need to spend a lot of time, effort, and money to establish the whole process. You need to choose a strategy, plan the frequency, choose a mailing service, prepare a design and appoint responsible persons who will constantly work on the mailing and improve it. This is rather a marathon than a short-distance run.
To sum up
Note that all the disadvantages of mailing are offset by its advantages. And the effect can reward you for your efforts. Be consistent, generous, skillfully use the functionality of mailing services, do it efficiently and efficiently, constantly improve. And then your letters will help you communicate with your target audience.
