Although the marketing industry is increasingly become more mobile, some traditional forms of marketing still and will probably always exist. One such form of marketing is a branch of direct marketing known as email marketing. This includes any emailing sent between business and consumer in hopes of solidifying relationships, acquiring new customers, and sending updates about sales and events to simply advertise to consumers.
Email marketing will continue to cost considerably less than other forms of marketing, such as mobile marketing, television advertisements, and other forms of Internet marketing.
Another advantage of email marketing, which the mobile marketing industry has mimicked, is opt-in email marketing. This form of marketing occurs when companies post an option for consumers to select if they give permission for updated emails, regarding sales, events, coupons, new products, etc. from the business. This provides a way that companies can market to individuals at no additional cost and market to individuals who want to be marketed to. This is a huge advantage.
There will always be a need for email marketing, just an evolved form. To explain, text messages are simply mobile emails. Social networks have email tools within them to allow individuals to directly communicate. Additionally, comments have been enabled as another means of offering direct communication and act as email for some of these websites / networks. Not all forms of email marketing will evolve into something more technical. For example, when a consumer purchases a product or service via e-commerce, most companies follow-up with an electronic receipt via email. Furthermore, mailing companies like Fed Ex and UPS send emails to consumers in order to provide means of tracking packages. Sometimes consumers do not wish to call businesses, but need to request information or ask questions about products and services; often times, an email is used to do this. There will always be a need for email marketing.
Some of the disadvantages included in this form of marketing are that many people fail to check email from unknown sources. Many consumers consider this “spamming” and immediately delete such emails. On top of that, many of these emails are not even seen because “SPAM” filters are enabled in personal email boxes. These emails go to the “trash” immediately, before consumers even see them. Unfortunately, sometimes opted-in email advertisements go immediately to the “SPAM” box as well, because their computer codes are very similar. As a result, companies must often request a security code to opt-in or send an email to the recipient, and have them confirm they really want to be on the list. Many potential consumers can be lost with this extra step. Another disadvantage occurs with the latest trends. The Nielsen Company has reported that more than 57 percent of the population uses mobile devices to text message now. This demonstrates the change in focus by consumers across the nation.
Again, most companies continue to move mobile in the marketing industry; however, email marketing will always have a place. There are advantages to employing this marketing form. However, we live in a faster-paced society today, and companies must utilize the latest forms of marketing in order to keep up with the times. They would be wise to incorporate the advantages of email marketing into their marketing campaigns, while using other forms at the same time.
