Pros an cons of e-mail marketing
“E-mail newsletters have been around since most people got an access to the internet. We live in a world where people get most of the information from news through websites, forums and blogs. E-mail newsletters are still around though.
Next we will explore, what are the pros and cons of e-mail newsletters and if they are a advisable way to promote your business. Let´s start with the pros:”
Easy to read statistics
Most present-day newsletter platforms like Constant Contact and MailChimp give very detailed statistics of people that are interested in these letters. There you can see who opens the e-mail, where they are located(city/country etc) and what link they clicked. That is priceless information, which helps you understand if your e-mail content makes it to your target group. By analyzing the information, you can understand, who you should involve in your future marketing activities.
Guides the readers on your website
Sending e-mail newsletters is an easy way to guide the readership to your website or blog. You can reflect your new blog posts in the newsletter, which is a great way to grow your readership. That shows the visitors that the blog or Facebook page is active. Since you mentioned a blog post in your new newsletter, it is likely that people will read it. That way you can ensure yourself constant readership.
Shows your personality
By sending e-mail newsletters regularly you as a business owner can show off your personality. If you wish you can forward news about your brand or share your thoughts, opinions and personal stories once a week or once a month. That way people get a rare possibility to see the behind the scenes of your business and understand, why your company is more than just business. That in turn helps increase trust between you and the readership.
Newsletters are adjustable
“You can control the way your newsletter looks, but you can also adjust it so that it reaches only certain type of people, either in a demographic way or just to some people in your e-mail list. For example people that are interested in new advertisements, get special discount offers. People that haven´t joined that kind of a newsletter, don´t get those discount offers. You can choose to send the newsletters out either to a certain age group or location also. In that case it would be good to already have statistics on what kind of people visit your website.
Everything has its cons too. And so we bring out those following:
Too many letters through e-mail
Peoples e-mails are literally flooded. Your client may get newsletters from other companies too, which is very normal. In this case your e-mail might not get seen. Present-day, most companies use e-mail marketing to communicate to their clients. It is very hard to get noticed this way, but possible.
Junk mail filters
If your newsletter has not already gone lost in hundreds of other e-mails, then it might also be sent into the junk mail folder. It mostly happens when you add hundreds of e-mails to the address list. Even though junk mail filters are good for a everyday user, in e-mail marketing it is a very negative aspect.
Too many online marketing tools
In order to be relevant and reach different people, you have to use different platforms. E-mail newsletter quality may get lost if you market your business through many media channels or sites. Let´s assume you have already started marketing your business through Facebook, LinkedIn and Twitter using your blog. Managing so many accounts may lead to some failing. E-mails are a great way to guide visitors to your website, but if you don´t do it thoroughly, you can lose peoples interest in reading it.
Too much information
Since there are many different ways to forward information to your audience, it is important to have high quality e-mail newsletter content. It is very easy to step over the line and give too much information. Most people go trough their e-mails very quickly, collecting only the important information. Not everyone reads every e-mail top to bottom. If your newsletter if full of excess information, you may risk with the reader never reaching the important content in it and just deleting the letter. Try to keep your newsletters clear and understandable.
“By now you have gotten yourself people that have joined your newsletter and they get monthly offers. One little thing can change everything. It may happen that your newsletter fails and doesn´t forward enough high quality content. That is the moment where people may start looking at your e-mail as junk mail or annoying spam. A person who previously joined your newsletter, might want to now back out of it. To do that, you usually just have to press one button.
Generally e-mail newsletters are a great tool to use for your online marketing campaigns. They have their cons and limitations, but mostly the pros exceed those negative aspects.”