E-mail marketing quickly becomes one of the most popular forms of Internet advertizing. It occurs thanks to variety of conclusive advantages of the concept of e-mail marketing. Nevertheless, e-mail marketing has also some lacks. In this article we will analyse merits and demerits of e-mail marketing and we will present some reasons how to plan and conduct effective e-mail marketing campaigns.

Undoubtedly, e-mail marketing has a set of unique advantages before other kinds of marketing, so on-line and offline. Probably, one of the most significant advantages of e-mail marketing is possibility to reach wide audience worldwide with the minimum efforts. Certainly, it is possible to reach wide audience also by means of other kinds of marketing but traditional kinds of advertizing, such as television, radio and printing mass-media won’t be so effective in attempts to reach all potential clients worldwide simultaneously.

Other important advantage of e-mail marketing is its availability. It is important, as many other kinds of marketing including Internet marketing manage much more expensively than e-mail marketing. Expenses for e-mail marketing are minimum. In an ideal you already have a list of electronic addresses of the consumers interested in your products and services so, you shouldn’t be spent for acquisition of such list. Additional expenses for mailing of electronic letters are minimum and can be written off into the account of your regular operational expenses. All it has already made e-mail marketing extremely favourable economically.

Nevertheless, e-mail marketing all the same will demand some means. Basically it is means for working out of advertizing texts and a drawing which will join in electronic mailing. It will demand hiring of the expert for a writing of the text of the announcement and the designer for working out of a drawing and its introduction in the message. Cost of such services widely varies but usually you pay more for services of the author and the designer with a work wide experience. So happens because such authors and designers are considered capable of higher quality of work than who hasn’t enough experience.

The most obvious lack of e-mail marketing is the probability that your marketing letter will be regarded as spam. It is very important problem as can pour out in considerable losses of profit for your business. Every day Internet users throw uninvited electronic letters as advertizing. This problem has already reached epic proportions and the wave of spam which has overflowed mail boxes of innocent Internet users can serve as the reason of their suspiciousness concerning any received electronic letters which they didn’t ask also which can advance a certain product or service.

Electronic letters in which the field “Theme” or the text of the letter seems similar to spam, “Spam” can be automatically moved system to a folder. Letters which aren’t removed automatically leave users manually at all without being opened, simple because addressees don’t know the sender of this letter. Both these problems mean the time spent for nothing as addressees at all haven’t opened the letter propagandizing products or services for the owner of business. Moreover, it can end with the complaint to the company for spam distribution.

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