email marketing

Email Marketing: Advantages And Disadvantages

In 1971, a computer engineer named Ray Tomlinson for the first time sent an Internet message, or e-mail, which was a combination of numbers and letters, and perhaps a few thought that he was the initiator of a full-scale revolution in the age of communication. Mr. Tomlinson’s evolution continued until the integration of the @ symbol into email addresses.

  In the continuation of this story and entering the 1990s, and the expansion of the possibility of using the Internet, as a result, communication between people changed and caused marketers and industry activists to strive to use the potential of this new way of communication between people and e-mail as a They recognized it as a powerful advertising tool and used it on a large scale. The fact cannot be denied that any new technology or tool that enters the world has rules and regulations, solutions, advantages and disadvantages that we have to deal with.

In this blog you will read about:

  • Email Marketing Simplified
  • The History Of Email Marketing
  • The Benefits Of Email Marketing
  • Disadvantages Of Email Marketing
  • What Businesses Use Email Marketing?
  • Uses Of Email Marketing
  • Steps Of Email Marketing
  • Email Marketing Strategies
  • The Best Email Marketing Services
  • Don’t Forget Your Advertising & Customer Communication Tools!
email marketing

Email Marketing Simplified

A powerful direct and digital marketing tool that allows businesses to promote their products or services directly to customers via email. Email marketing also allows you to inform customers about new products, discounts and other services. Besides, you can convey your brand value to the audience and keep them engaged between different options. In addition, email marketing is essential to generate leads, build brand awareness, strengthen relationships, and retain customers throughout the purchase process through a variety of marketing emails.

The History Of Email Marketing

Four decades ago, Gary Thuerk made history by sending a mass email to 400 customers of Digital Equipment Company (DEC), which resulted in $13 million in sales. This action earned him the title of the pioneer of spam. However, Thuerk himself argued that his targeted approach to email marketing should have secured him the title of father of universal email marketing. Between 1990 and 2000, the emergence of widespread use of the Internet created significant changes in lifestyles and work. Hotmail emerged as the first web-based email service during this period and offered its services for free to enable marketers to take advantage of digital marketing capabilities and reduce costs associated with traditional face-to-face or telephone marketing methods.

The fundamental change was perhaps in 2010 and in the following, the control cases that were introduced in the process of sending many emails, such as the detailed review of the content, thematic connection of the email, non-intrusive advertisements and optimal timing in avoiding spam filters were very important issues that in They came one after the other, but the biggest achievement of the said year can be considered strict regulations on email marketing and their mass sending. The growing trend of improving this style of communication with the customer did not stop and many practical points have been added to it until it has reached its current form, among which automation for the campaign and the division of the customer database can be mentioned.

the benefits of email marketing

The Benefits Of Email Marketing

With a brief overview of the history of email marketing, it is time to address the issue of why this amount of efforts to improve and improve it has happened over the years and why despite the introduction of smart phones and the expansion of social networks, it still managed to Not only maintain but also take yourself to higher levels.

1. Personalized Content:

Customizing a content can be as simple as putting the recipient’s name in the email. In other words, emails that contain the target customer’s name will have a higher click-through rate. Alternatively, you can create personalized content based on your audience segmentation to send the right emails to the right customers.

2. Return Of Investment Rate:

In the modern age, as businesses don’t want to overspend, but still need to allocate resources to advertising, focusing on ROI becomes crucial. As a result, email marketing stands out as a very effective and efficient strategy when it is planned in a professional and careful manner. Also, the strong conversion rate and cost-effectiveness of the approach should not be forgotten.

3. Collecting information And Surveys:

A surefire way to increase engagement rates and ensure repeat customers is to consider sending surveys and messages that occur during and after the purchase process. In fact, this is one of the best ways to calculate Net Promoter Score (NPS). This score helps you find the percentage of customers who are brand ambassadors and those who are not.

4. Customer Behavior Analysis:

One of the best tools for investigating and analyzing the behavior of your customers and consumers, you can find out what emails the audience opened, which messages were interesting to them, which links they clicked on, and which CTA they reacted to.

5. Transfer At The Speed Of The Message:

The use of this approach enables effective and quick communication with the intended recipients, and as a result, it has a positive effect on the email opening rate and the conversion rate. Email list segmentation is especially effective for businesses that have a lot of customer data.

6. Creating Traffic for the Website:

A combination of quality and suitable content for your audience along with sharing it through email campaigns can be the important point to create better conditions for your website’s SEO. In fact, the recipient of your email will be involved with your company and of course your web page. In a real example, maybe the reason you are reading this is because you received an email from the Puzzle team!

7. increasing Leads:

Having a lead or the same clue is one of the essential points in following the marketing process, as a result, any method that can lead to the collection of leads in a suitable way is the attention of digital marketers, in fact, with the Inbound method, from email marketing to cultivate leads and improve conversion It is used or, in simpler words, leads your sales team to work on the right prospects and leads.

8. Being Economical And Affordable:

While traditional campaigns such as direct or print can be costly, email marketing campaigns are more cost-effective. For example, you won’t have to pay for photography, location fees, printers, postage, or placement. Only a skilled copywriter and copywriter, along with a graphic designer who can design what is needed in the best way, is enough for your advertisement to be done. However, we must say that advertising is a connected chain of various tools and platforms that must be paid attention to.

Disadvantages Of Email Marketing

Despite its numerous capacities to connect with the audience, attract new potential customers and create important business relationships, it should not be forgotten that each system has its own negative points that must be considered in order to find a suitable alternative solution for it or another path. replaced Here we will review some of them.

1. SPAM:

Failure to correctly identify the group to whom the email is to be sent, or the overly promotional nature of your email can lead to the deletion of your message by the target audience, or they will recognize it as useless content and spam, for example, promotional emails with the themes of fast weight loss promises or tempting discounts are in the same category. Most of these messages are directed to our spam or junk folders, therefore, you should have measures and solutions to prevent this from happening.

2. Unsent emails box:

When using bulk email services, there is a risk that your message will not successfully reach its intended recipient. Additionally, using terms like free or click-through increases the likelihood of your emails being classified as spam or not engaging with your target audience.

3. Design problem:

 In the modern age, emails can be opened on many devices such as smartphones, tablets and laptops. Failure to adapt your email layout for each platform may result in recipients seeing a different version of your message. A visually stunning email can lose its appeal when viewed on different devices and look weird with formatting issues. Such emails tend to frustrate recipients and are quickly discarded, especially if they are suspected of spam or fraud.

4. Participation rate:

Oftentimes, customers will come across an ad asking them to join your email list, which will add them to your customer database, but remember that doesn’t guarantee they’ll engage with your emails or visit your website. you visit It is very important to constantly look for ways to engage and motivate your target audience, because otherwise, many recipients may ignore or unsubscribe from your emails.

Which Businesses Use Email Marketing?

Many businesses use email marketing as a powerful tool to engage with their audience and achieve high open rates and click-through rates. This approach is especially effective for companies that prioritize customer engagement over heavy advertising spend, enabling them to effectively reach their target market. Additionally, businesses with well-thought-out customer retention strategies can greatly benefit from using email campaigns. If you are looking to understand the importance of customer retention or want to re-engage previous customers, we recommend checking out articles on return marketing or retention strategies.

uses of email marketing

Uses Of Email Marketing

As it has been emphasized so far, email marketing is a common strategy with a variety of applications that is even more universal than commonly thought, with flexibility in specific areas, which we will continue to examine, but before that, pay attention to It’s important to note that email marketing doesn’t just involve directly promoting products via email. Some of its uses are:

1. Welcome email:

One of the most basic functions of email is to welcome and express gratitude to a new user for joining the site or newsletter. In addition, you can provide them with login details, how to access certain sections or alternative means of communication.

2. Email newsletter:

Many people are eager to share their email address with you to receive freebies or exclusive content. Take this opportunity to strengthen your bond with them and keep it strong. Additionally, you can engage your newsletter subscribers by sending periodic emails containing various elements such as text, graphics, images, and videos.

3. Introducing a new product or service:

When you are approaching the release of a product or a new feature in your service, one of the most effective ways of informing you is to send an email, and you will definitely receive positive feedback in coordination with informing your contacts from other advertising platforms.

4. Send purchase information:

Using email to send receipts, invoices, and customer purchase information after a transaction is a very important practice. Additionally, providing downloadable file links when necessary enhances the customer experience. For some businesses, including different shopping opportunities or items related to their current purchase in the email can also attract more customers.

5. Discounts and special offers:

Use an ongoing method to inform customers or target groups of discounts, special offers or upcoming advertising campaigns you may have. This method ensures that most of your audience stays up to date with the latest information. In addition, it allows you to notify customers about the impending deadline to take advantage of these exclusive deals.

6. Invitations to various events:

The opportunity to formally and informally invite your audience to attend events, exhibitions, and events that you are an organizer or participant in. It is possible to effortlessly invite your audience to business-related events or participate in them through email.

Steps Of Email Marketing

Start by realizing that your email marketing efforts are a direct reflection of your brand identity and require the same level of care and attention as any other form of communication.

1. Identify The Target Audience:

 Gaining a reliable data-based overview of your current or future customers influenced by factors such as age, location, gender, occupation and interests plays an effective role in tailoring your content. The connection between your deep understanding of your target community and their likely interest in your offerings is quite direct.

2. Goal Setting:

 Having a clear purpose for each email helps maintain focus and avoid sending it too frequently. Measurable goals and a roadmap for evaluating overall results, which we will cover in the next step, define your goals based on your business requirements.

3. Choosing The Right Platform:

An effective email marketing tool can help you achieve your goals in the most appropriate way by simplifying the process of sending emails and evaluating campaign performance. This integration simplifies operations and centralizes all necessary components for easy access.

4. Email design:

It is very relevant to create a form and design that fits the topic you are addressing in the email and trying to impress the group. Apart from the inserted content, the visual design and the general form of the email are completely effective on what you have to do.

5. automation:

Functional email settings and its automatic configuration that will allow you to send informative and useful content to the contacts who are sent to them after registering on the site and providing the customer’s email address.

6. It is important to regularly track and evaluate the results of your campaign. To do this, you need certain key performance indicators (KPIs). Make sure to check these indicators carefully and address any issues that may arise during your campaign.

  • Delivery Report: Shows the percentage of subscribers who have successfully received your email.
  • Email Open Rate: Shows the number of subscribers who received your email.
  • Click-through rate: shows the percentage of subscribers who clicked on the call-to-action button after reading the email.
email marketing strategies

Email Marketing Strategies

Now that we are familiar with the general process of how to create and send emails, it is necessary to have a brief overview of the most important points of its marketing strategy.

1. Retargeting:

Another important strategy is retargeting. Its purpose is to retarget buyers who we haven’t heard from for a long time or people who have left their previous cart incomplete for any reason. As a result, be sure to remind them to return to your site to complete their purchase.

2. Retention Marketing:

An essential aspect of running a business, especially for those who offer products or services, is the ability to retain customers and motivate them to make repeat purchases. Using email as a powerful customer retention tool can help cultivate a loyal audience and maintain existing customer bases.

3. Newsletters:

Many people still find monthly newsletters and magazines interesting and a good way to keep up with valuable and up-to-date information, so you can expect them to receive your content. By including engaging and relevant content such as excerpts from blog posts, new product updates, social media highlights, etc., into your strategy on an ongoing basis, you have the ability to attract and retain subscribers.

4. Email Marketing Campaign:

Creating a successful campaign involves setting goals, understanding the target audience, creating engaging content, determining the optimal time to post, allocating budget, and setting key performance indicators (KPIs). First, you need to determine the purpose of your campaign: its goal is to attract new leads, retain existing customers, increase sales, offer discounts or promotions. Following this important step is to segment your email list based on audience personas. This process ensures that tailored messages reach each group effectively.

The Best Email Marketing Services

 There is a range of globally recognized email marketing services, including Mailchimp, Mailerlite, Sender, Uber, Aweber, Sendplus, Sendinblue, Constant Contact and more. However, access to these services may be challenging due to restrictions or expensive fees. To overcome these barriers, use the Iranian email marketing services listed below.

Some of these services offer free plans designed for small businesses. Designed specifically for Iranian users, these platforms offer great services and features at affordable prices: Najva, Avang Email, Pakat, Inbox and much more.

Don’t Forget Your Advertising & Customer Communication Tools!

Using email marketing is a very effective and economical communication and advertising tool that is growing along with the emergence of new platforms in today’s digital landscape. Through this approach, you can maintain constant engagement with your audience and customers, providing them with timely updates, engaging content, and compelling offers. Additionally, email marketing has a strong ROI, especially when the right segments are targeted. It targets the audience to achieve a high click-through rate. When this cost-effective strategy is executed skillfully, it can have significant benefits for your business.

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