Comparison to traditional mail - Advantages and Disadvantages of Email Marketing

There are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail.

Sep 13, 2021 - 11:05

Sep 13, 2021 - 22:36

Advantages

Email marketing is popular with companies for several reasons. Email marketing is significantly cheaper and faster than traditional mail, mainly because with email, most of the cost falls on the recipient.

Businesses and organizations that send a high volume of emails can use an ESP (email service provider) to gather information about the behaviour of the recipients. The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behaviour.

Almost half of American Internet users check or send an email on a typical day, with emails delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.

[Will Add a List of Bulk Email marketing Suppliers or Service providers - soon ]

Disadvantages

As of mid-2016, email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 73% in the U.S.; six per cent were filtered as spam, and 22% were missing. This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80% and Brazil at 79%.

Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider's acceptable use policy.

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