If you need to manage an inbox as part of your professional duties, then there are some days when it feels like that’s all you do. We all have emails that get deleted without ever being read. Because this is so common, email marketing efforts are often set aside. Our prospects are doing the same thing we are with emails, right?
Sometimes the risk of including email marketing into an integrated campaign is very much worth the reward that may be received. Both the advantages and the disadvantages must be considered.
The Advantages of Email Marketing
It expands the brand awareness. Even if the only thing a prospect sees in the business name and the email subject line, an organization has just enhanced your brand saturation rates. This helps them to remember the initial value proposition you offered them.
It offers an organization the chance to prove their expertise. Eventually a value proposition must become real value. Email marketing helps to provide evidence of that real value.
Good content shares itself. When a prospect discovers something profound from an email, there’s a good chance they will share it. Why? Because they get to offer others value because of their contact with an integrated marketing effort.
The Disadvantages of Email Marketing
There is a chance it may never been seen. Spam filters are very powerful today. Even if an email is on a prospect’s safe list, it could still get filtered out if they don’t open up an email every now and then.
It can be difficult to provide a personal experience. Email marketing must approach an entire list of prospects. This often means the email feels like it was created by an automated messaging machine. Avoid this and the results can create compelling action.
Only one subject material can be offered at a time. There is a temptation to include everything being offered within an email on the chance it gets opened. Content that is subject specific and 250 words or less tends to create the best results.
Email marketing is an easy way to approach prospects with an enhanced level of expertise. It creates real value, but only if there is an effort to create compelling action. Implement these key points and the quality of leads that get generated will improve.