✔️ The analytics are detailed and easy to access. Platforms like Selzy let you monitor analytics for your email campaign in real time. You can see if the email was received and opened, if the reader followed certain links in it etc.
✔️ You can run split tests on emails. Imagine having to print two versions of a letter, send them to random groups of recipients, and assume that one was more effective than the other using questionable metrics. Now, imagine that you’re doing this with every letter you send — it’s going to cost you a fortune and make the process a lot more complex. Meanwhile, setting A/B tests for emails is a lot cheaper, and analyzing results is easier. For example, in Selzy you can even run quick tests with a defined winner that will be sent to the rest of your contact list. That’s great for making data-driven marketing decisions for your future campaigns.
✔️ You only pay for the email marketing platform. And you do it when your contact base or sending volume have exceeded the limit or when you want more cool features to go with your bulk email service. Sometimes you don’t even have to pay for one! For example, Selzy is free if there are less than 100 addresses in your contact list.
Looks great on paper but what are the drawbacks of email marketing? Let’s check them out:
❌ Email marketing takes time and focus. All the marketing tools do, but email marketing demands ultimate attention and constant analytics monitoring, otherwise it just will not work. Although it’s easy to learn the basics, emails are more complex than they seem. Setting up and maintaining automated sequences that work takes time and effort, which is why there’s a separate position for email marketers in big companies. The point is, if you’re thinking that emails will do the job for you while you treat them by the leftover principle, you’re wrong.
❌ The competition is high. In 2022, 333 billion emails were sent and received daily around the world, and the growth tendency doesn’t seem to change any time soon. One in three marketers reports using email and 87% plan to maintain or increase their investment in 2024. So, are you ready to compete with thousands of businesses for your subscribers’ attention?
❌ Email fatigue is real. Unfortunately, many marketers around the globe use the “easy”, not sophisticated email marketing, where they don’t take time to study and segment the audience to let each recipient receive the email that fits best for him. And that abuses the channel’s power. People get a lot of junk email and generally don’t feel like reading newsletters from strangers. Crafting an email that will be received, opened, and read becomes a challenge for email marketers and business owners.