Why You Should Start Using Email Marketing

Written by Kevin Liew on 29 Oct 2021
3,601 Views • Miscellaneous

While the digital marketing industry is clearly booming, the question is becoming increasingly difficult to avoid: is email still a valid way of marketing your goods and services? This article explores the pros and cons of this time-tested approach against the rapidly changing landscape. Let’s discuss whether the price of a quality email campaign is really worth the benefits it promises and which circumstances favor this technique.

A Personal Approach

Your emails can target as many people as you want, but to the receiver, they will always be personal ⁠— that’s just the way most of us perceive emails. To think that commercial mails all deliver the same message, in the same manner, would be a huge mistake.

In fact, what you do when designing a campaign for success is classify your existing and/or prospective customers, or just a group of those, into categories based on the predefined criteria. Each category has its own needs and expectations that you are willing to meet, and you have to take them into account when creating the emails. As a result, your recipients will get customized messages hopefully appealing to them personally.

Custom timing

You can use your knowledge of the people you are targeting to time your emails appropriately. For instance, getting a promo email on your birthday will likely increase your chance of actually buying something, and that’s just the most basic of customer data!

A Great Reach

This might be somewhat counterintuitive given the popularity of social media these days, but emails are no less effective in reaching potential customers than Facebook or Instagram. Indeed, it might be tempting to say that an average person is most likely to stumble across an ad while browsing their newsfeed.

However, we tend to check our emails fairly often, too, and we provide them nearly every time we do one of the following things:

  • sign up for a service,

  • register an account,

  • subscribe to a newsletter,

  • submit our personal data to get a discount, and more.

As you can see, email marketing is a very cost-effective way of reaching a sweeping number of people for most businesses.

What to Expect

When choosing to embark on a commercial email campaign, it’s important to be aware of the important considerations. Despite its many advantages, the instrument is not free of risks. Both aspects can be summarized in the following table:

Pros

Cons

  1. Highly affordable.

  1. 1. Might cause annoyance.

  1. Easy to personalize.

2. Potential subpar performance in cross-platform settings.

  1. Can cover a really big audience.

 

No matter what your business domain is, you’ll most probably find yourself in many situations where email marketing is a viable and promising solution. The trick is to always weigh the potential benefit against the risks.

Now that we’ve discussed email marketing as prospective senders, while not recalling the last time we were on the receiving end, think of a commercial email that really worked for you. What was it that caused you to respond? Please share your experience in the comments so that we could infer some patterns!

 
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