Email Marketing is a permission-based marketing type involving a company or a brand sending e-mails to its target audience, accompanied by an e-mail channel, to promote its work.
Using emails as a marketing channel is highly effective and also a widely used method for businesses and organizations to communicate with their target audience, build relationships, and promote their products or services.
Email marketing campaigns involve sending emails to a list of subscribers who have voluntarily provided their email addresses or have shown interest in the business before. These subscribers can be existing customers, potential customers, or individuals who have expressed interest in receiving updates, promotions, campaigns, and offers from the business.
Effective marketing campaigns using emails as a channel involve thoughtful planning, segmentation of the target audience, creating compelling and relevant content, designing visually appealing emails, tracking metrics (e.g., open rates, click-through rates), and optimizing campaigns based on the insights gained. Additionally, it is crucial to adhere to email marketing regulations and obtain necessary permissions to send commercial emails.
According to Statista (2023), share of marketers using automated e-mail marketing worldwide is 63%.
Open rates for e-mail marketing is more than 20% worldwide (Statista, 2020), while click-through rates are more than 2.6%.
E-mail Marketing software market size worldwide is 1.25bn USD (Statista, 2023).
Benefits of Using E-mail Marketing
- Targeted and personalized communication
- Increased engagement and conversion
- Relationship building and customer loyalty
- Measurable results and analytics
- Automation and workflow efficiency
- Easy sharing and forwarding
- Integration with other marketing channels
Disadvantages of Using E-mail Marketing
While email marketing has numerous benefits, it also has a few disadvantages. Some users may consider emails as “spam”, which leads to low open and click-through rates. That is why it can be challenging to maintain a healthy email list and ensure deliverability. Additionally, email marketing requires careful planning and crafting compelling content to avoid being overlooked or marked as spam.