It is 2017, and most of the top players in the digital marketing area have an army of SaaS (Software as a Service) and other products used to help them keep growing their market share and profit. And, when it comes to profit (read it as conversion rate), one of the services you can rely on to grow your reach is email marketing. So, if you’re going to use a software for your automatic email marketing campaign, you have to carefully weigh the pros and cons of picking the right one. Here are the main pros and cons of email marketing.
Pros and Cons of Automatic Email Marketing
There are many reasons for which companies have opted for as much as a couple of decades for automatic email marketing: a higher conversion rate, a higher profit with less of money spent on marketing strategies or instruments.
Higher conversion rate
First things first. Conversion rate. One of the most important pros of automatic email marketing is the fact that you can engage with your customers via newsletters, drip marketing, giveaways and so much more. Of course, to do this, you need to have a clear idea about the subject of the emails you send, to whom are they addressed, and how they are composed.
Whether we’re talking about response or awareness, as more click-throughs occur, the higher your brand awareness is.
Brand awareness is an important feat that businesses crave to establish. With the help of automatic email marketing, a business can become more recognized by the general public. This results in increased credibility, a higher traffic on their website.
A Better ROI
Of course, when investing money in a means of making profit, you need to get something in return. This is where ROI kicks in. The return on investment (ROI) periodically measures the rates of profitability. The formula is rather simple: dividing net profit by total assets.
And, because the amount of money invested in automatic email marketing strategies or technology is lower than other means of marketing, you’ll generate a better ROI. Which, again, translates to an increased profit rate.
Of course, there are cons as well.
The main one is that of undelivered emails. Sometimes, errors occur. And when this happens it can also mean that your customers might not receive the newsletters s/he signed up for. Another caveat of automatic email marketing is the lack of engagement.
Lack of Engagement
As one study shows:
It’s not easy to keep subscribers actively engaged with your company in the long-term.
And, if your emails are not tailored to be cross-platform compatible (i.e.: desktop, mobile, or tablet), then you’re out of luck. Customers won’t engage with an email they’ve received if it doesn’t open in an aesthetic way.
One final disadvantage is that of virus transmitting. Oftentimes, if you’re automatic email marketing platform is not secure, it might send viruses or other malicious software to an entire email database. And this is one of the worst-case scenarios companies fear.
However, as you can see, by doing automatic email marketing right, you’re bound to achieve a greater profit, an improved brand awareness, and a higher click-through rate. You can, of course, combine email marketing with other marketing strategies to create a powerful and effective multi-channel marketing system. Let us know what you think!