Bulk email advertising is a marketing technique that revolves around sending hundreds to thousands of emails to potential customers or clients with an ISP and internet access. Like any other form of marketing, bulk email advertising has its pros and cons. Let’s now go over some of these to get a better understanding of the value of this marketing technique.
One of the biggest advantages is the cost effectiveness. While sending advertisements traditionally through the mail costs a considerable amount of money for both the cards and postage, emails are drastically cheaper. This is especially true when trying to reach thousands of people and can save businesses a considerable amount of money.
Another pro is the speed with which potential customers or clients can be reached. Rather than dealing with the arduous process of sending out traditional mail and waiting for consumers to receive it, businesses can greatly expedite the process by sending emails. In fact, hundreds or thousands of people can be reached within a matter of minutes with bulk email advertising.
Lastly, this is a much more environmentally friendly way to reach consumers. Since we’re living a world where being eco-conscious is becoming more important, this form of marketing is perfect for cutting back on wasted paper. If a person isn’t interested in a promotion, they can simply delete an email. Otherwise, sending traditional postcards can lead to more trash.
On the other hand, bulk email advertising does have some cons as well. One of which is that it requires consumers to opt-in before they will ever receive any promotions. Basically, a person must have enough interest to take the time to subscribe to an email list. Due to the fact that not everyone likes giving out this type of information, it can limit the number of people who sign up.
Another problem is that people can opt-out at anytime. Even if a business establishes a solid list of subscribers, a certain percentage will often unsubscribe over time. When this happens, it can result in reduced customers and lost sales. This means that a business may have to replace a considerable amount of its email list.
In addition, not everyone has an ISP and internet access. Even though the majority of people use the internet, not everyone does and those who do may not check their email on a regular basis. However, almost everyone can be reached by sending traditional postage through the mail. This means that a business will miss out on reaching a percentage of its demographic.
Thanks for getting us thinking about this as we get closer to holiday. The cost-effectiveness in particular seems to argue for the use of bulk email. I’m wondering where mobile phones come in here? That direct response mechanism – email a promo and click into your smartphone message – seems like it could be increasingly important as well?