Advantages of Email Marketing and issues

Email is the hot new marketing medium. Email has exploded onto the scene as an important e-marketing tool. A large number of companies nowadays use e-mail marketing to reach consumers. Studies have found that most of the consumers with internet access see ads in e-mails at least once a day.

Marketers design enriched email messages – animated, interactive and personalized messages full of streaming audio and video to compete effectively in this email environment. As a result, in ever-larger numbers, email ads are popping onto our computer screens and filling up our email boxes. And they are no longer just the quiet, plain text messages of old. The new breed of e-mail ad is designed to command our attention and so they are loaded, as said earlier, with glitzy features such as animation, interactive links, colour photos, streaming video and personalized audio messages.

But there is a dark side to the exploding use of email marketing. The biggest problem is SPAM. The spam is explained as unsolicited, unwanted commercial email messages that clog up the email boxes. Spam has produced consumer frustration and anger. Email marketers walk a fine line between adding value for consumers and being intrusive. Therefore companies must beware of irritating consumers by sending unwanted email to promote their products. Marketers should ask customers for permission to email marketing and they should tell recipients how to opt in or opt out of email promotions at any time.

Various studies show that spam now accounts for an inbox clogging more than 85% of e-mails sent daily throughout the world. America online blocks more than 2 billion spam messages sent to its subscribers each day.

Despite these dismal statistics, when used properly, email can be the ultimate direct marketing medium. Email facilitates blue-chip marketers such as, Dell and others to send highly targeted, tightly personalized, relationship-building messages to consumers who actually want to receive them, at a cost of a few cents per contact. Email ads can command attention and get customer to act.

However, while carefully designed emails may be effective, and may be welcomed by selected customers, critics argue that most commercial email messages amount to little more than annoying junk mail to the rest of us. They have no customization and no relationship building. Moreover, spam comes from questionable products and investments. Have you seen - most of them are about Viagra and body enhancement products and pornography? So, the impact of spam on consumers and business is alarming. All internet service providers are being inundated with complaints from subscribers. And spam is ruining the rich potential of e-mail for companies that want to use it as a legitimate marketing tool.

So, what can a marketer do? Permission-based email is one solution. Companies can send e-mails only to customers who opt in or grant permission in advance. They can let consumers specially what type of messages they would like to receive. Every message should give customers an easy way to opt out of future messages.

Permission-based email marketing ensures that emails are sent only to customers who want them. Still, marketers must be careful not to abuse the privilege. There is fine line between legitimate emal marketing and spam. Companies that crosses the line will quickly learn that opting out is only a click away for disgruntled customers.

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Comments 15 comments

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LasanthaW 6 years ago from Sri Lanka Author

Susansisk, thanks for your visit and for making a valuable comment. Email is so important to our lives as you said. This fact is very well known to email marketers as well. That's why the email marketer sends his email to promote his product or service to all the people known to him without knowing whether they are interested in his product or service. And that's how something called junk-mail or spam has come into existence.

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susansisk 6 years ago from Georgia, USA

Email is something we just can't seem to live without anymore. If we don't want to read it, at least it is easily deleted. Because of virus scares, most of us are afraid of email from unknowns. Thanks for the info.

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LasanthaW 6 years ago from Sri Lanka Author

Thanks CMHypno for stopping by and making a useful comment. As you said, the opt out option is a must according to the laws in many countries. But still we get unsolicited emails where there is no such facility.

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CMHypno 6 years ago from Other Side of the Sun

Interesting Hub LasanthaW. People who use email marketing also need to be aware of Data Protection Laws in the country they are mailing. In the UK it is illegal to send unsolicited marketing/sales emails to an individual and all communications must have an opt out facility.

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LasanthaW 6 years ago from Sri Lanka Author

Thanks Prasetio for your comments.

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prasetio30 6 years ago from malang-indonesia

Nice information. Email marketing still good to follow. Thank you very much. I learn much from this hub.


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LasanthaW 6 years ago from Sri Lanka Author

Thanks Lorlie and Anju for stopping by and making encouraging comments.

As written above, more than 85% of emails sent daily throughout the world is spam. Therefore, we all become victims of them. Phishing is a process of attempting to acquire sensitive information from computers or networks like usernames, passwords, and credit card details. You must have anti-phishing software installed and most of internet security systems include anti-phishing also.

Yeah. Definitely, you have a lot to learn about computer. I bought my first computer 13 years ago and from the price I paid 13 years ago, today I can buy 3 computers that are several hundred times faster than my first computer. Still I learn everyday about computer and the stuff that I have to learn may be about thousand times of what I have already learnt.

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anuj saini 6 years ago from saharanpur

That is a wonderful story and very inspiring. Thank you, Lynda. It is so kind of you trying to help other.

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lorlie6 6 years ago from Bishop, Ca

Wonderful ideas, Lasantha. I was a victim of 'phishing' not long ago and find my email to be a sort of frightening place.

But then again, I bought my first computer only a year ago-I have a lot to learn!

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LasanthaW 6 years ago from Sri Lanka Author

Thanks for your comments and appreciations.

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LasanthaW 6 years ago from Sri Lanka Author

Thanks for your comments and appreciations.

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Peggy W 6 years ago from Houston, Texas

Good advice. Wish everyone did this. Would be a much more friendly environment.

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LasanthaW 6 years ago from Sri Lanka Author

Thanks Glenn for your comments. You are correct. Giving them the option to opt out of e-mail promotions whenever they want, is a must.

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Glenn Stok 6 years ago from Long Island, NY

Great review Lasantha. I keep a database of all my customers. I use that to send emails to keep them up to date with important events. But I always give them the option to opt out. You're right, that is important.

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