What are the Pros and Cons of Email Marketing for Small Businesses?

Email marketing involves sending direct messages to potential leads and existing customers. Emails are sent to segmented lists, promoting products and services that a small business sells.

It’s one of the most effective and inexpensive marketing methods, especially for small businesses with a small budget. However, like any other marketing methods, it has its advantages and disadvantages.

Advantages of email marketing for small businesses

Small businesses should consider implementing email marketing for many reasons. Through email marketing, they can showcase their products and services to their customers. It will not only help in selling products and services at a minimal cost but also help in nurturing other relationships.

Here are some of the benefits of email marketing.

1. Speed

One of the benefits of electronic mail marketing is that it takes a short time to deliver compared to other traditional methods of marketing. You can make good use of ready-made email templates to speed up the process even more.

2. Cost-effective

Sending out email newsletters is still very cheap, only a few cents are spent to send out every mail. There are multiple email marketing tools that you can use. You can start by using free basic setups like Enginemailer, and upgrade as your businesses grow.

3. Easy to use

Unlike other marketing methods, email marketing doesn’t require an intense learning curve. Most of the email marketing apps are very easy to use, and all you need to learn is how to write compelling messages.

4. Customization

 It allows you to engage with your potential customers by segmenting your mail list to connect with your subscribers. This could be a birthday message or a celebration of a milestone you share with your subscribers. Or even a thank you note for buying your products.

5. Immediate response

With email marketing, you get a high click-through rate. This means a high ROI within a short time of marketing effort.

6. Tracking

With email marketing, it’s possible to track to know who opens your email, click the links you send, and take action. This allows you to know how much you’ll be putting in email marketing and be able to put any tweaks that you might need to get more results.

7. Opt-in

The people who receive your emails must sign-up with you. This means they are interested in reading your content, meaning they are likely to open your emails.

8. A/B testing for smbs

You might not know which directions to take your marketing campaigns if you’re just getting started. Email marketing gives you a chance to test different marketing strategies and see which one is getting the most responses. You can then double your efforts on what’s working.

9. Integration

Small businesses can incorporate CRMs with email marketing. This helps you in ensuring that you store data efficiently and process utilize the automation process more easily.

What are the disadvantages of using email marketing for smbs?

Despite the many advantages of using email marketing, there are a few setbacks. However, all of them can be avoided. Some of them include:

1. Being branded as a spammer

If you send content that doesn’t resonate to your subscribers, and some of them might be too lazy to unsubscribe and keep trashing your emails. To avoid these incidences, always aim at providing value to your subscribers.

2. Losing subscribers

Sometimes you can experience too many opt-outs. To avoid this, ask those leaving to give a reason why they are doing it. This can help you prevent this from happening in the future.

3. Delivery issues

Sometimes your subscribers change their emails, and you keep on sending them texts. This can affect your email derivability rate. To avoid these incidences, make a habit of cleaning your email list once in a while. Get rid of the individuals who haven’t been responsive.

4. Design problems

One of the challenges that come with email marketing is that people receive emails on different gadgets. Make sure you use a responsive design so that the readers can view the email comfortably, regardless of the device they are using.

5. Keep your audience interested

I’m sure you’ve had an experience of receiving annoying emails from a brand you once loved. This can be a turn off to your subscribers, work on making sure that you keep your content interesting, and something related to their needs.

Take Away

Email marketing is among the best options for small businesses. It’s efficient and pocket-friendly. The methods have both their advantages and disadvantages. However, it’s fair to see that the pros are more than the cons.