Email Marketing | Pros and Cons of Email Marketing

What Email Marketing is

Email Marketing is the most asked questions on the internet when talking about digital marketing.

Email marketing is an essential tool for every type of businesses ever since the introduction of the internet to the world.

It mostly knows as the way to promote your product or services through mail. But the better definition might be the way to develop a relationship with the potential customers, clients, or serving better to the existing clients.

this is an example of email marketing
Email Marketing Example

Basically, Email marketing is one of the forms known as direct marketing that uses electronic mail as the means of communicating promotion or new products to potential customers. In a broader sense, Email Marketing could be considered as every mail sent to the current customer or the potential customer.

But email marketing term could be used as:

•             Sending emails to the current customers, with the purpose of enhancing the relationship and customer loyalty, of course, to repeat the business.

•             Sending emails to the potential customers to convince them for your product or services.

•             Sending emails to immediate customers in order to gain their faith in your product or services.

What are Pros of Email Marketing

The two most important advantages of email marketing are the cost and the ease of doing. Emailing is one of the most inexpensive ways of marketing your product or services as compared to other marketing strategies. And also, it is very easy to set up the campaign, and track an email marketing campaign, making it available for small businesses also.

The key advantages of email marketing are as follows:

•             Exact ROI can be tracked and is proven quite high as compared to other marketing tactics if done properly.

•             You can reach your potential customers who have subscribed you as their subject of interest.

•             More than half of the people using the internet check their emails daily.

•             Emails allow you to reach your potential customers or existing customers with personalized and relevant messages.

•             Moreover, email autoresponders help businesses to get in contact with the customers immediately after a purchase or any such event.

So, the questions arise here is, there might be some disadvantages too. And the answer is yes.

Cons of Email Marketing

The main disadvantage of email campaigning is rejection/spam rate by the customer’s email program that negatively affects the delivery rate of the email campaign. This could be eliminated by the ‘opt-in’ facility, where your customer can select your mail in the receiver list, to receive your emails in the inbox in future.

Now, here comes the final thing, ‘Why’ email campaigning and ‘how’ to do it. Let’s put a light on this.

The first thing comes first is ‘Why’?

Besides many things, let take just 3 key points:


Email marketing is really cheap as compared with other marketing techniques. Either you do it with yourself or get it done from some marketing agency, it’ll be far less than other marketing/ advertising channels.


Email marketing is done targeting the potential customer. And obviously, if you are targeting a customer that has an interest in your product/ service, ROI will be much higher than other direct marketing strategies.

Flexibility and accountability:

with the availability of tracking and other analytical tools to track the proper working of campaigns, and if found something then you can react instantly.

Now the question is ‘how’ to get a successful email campaign.

This can be achieved with a simple mnemonic “CRITICAL” yet too complex to understand.

So, let start here:

C: here C refers to Creative

So the email campaign should be creative enough to attract the customers in its overall design that includes text, images, colour, and layout.

R: R refers to Relevance

Your email campaign should be more relevant to the receivers which can be achieved by filtering your customer’s data for their interests if you want to increase the response rate of your email campaign.

I: I stand for Incentive

The recipients of your mail always look forward to what you’re offering them. Always include something for the potential customers, if you want them to respond.

T: T refers to Timing

Never do an email campaign that will pop up to the client in the midnight. Always try to make it received in the working hours only. Or you can analyze it by yourself, it can be certain days, or in a certain month or once in a year also that you are likely to get responded more, as compared to others.

I: This I refer to Integration

The business should not rely on only one marketing tactic, even not on many others. All the marketing strategies should be synchronized with each other and should be integrated. As all the images or offers should be the same on all platforms and if possible, timing also.

Others are ‘CAL’ i: e

C: Copy

refers to copywriting

A: Attribute

refers to the email headers

L: L refers Landing Page

the page where you want your customers to land when clicking a hyperlink in your mail.

So, yes email marketing is worth doing if done correctly for higher sales and less investment.

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