User:CrystalC/sandbox

Advantages

 * As a direct response medium, email marketing encourages target audiences immediate action. Target audiences click the link of email marketing to access a website where the offer can be redeemed instantly, in this way, the probability of an immediate, impulsive response will increase. As a result, email marketing is considered that it is one of the best methods for attracting target audiences to back to a site.


 * Email marketing will be able to produce faster campaign development, because the times for producing creative and the whole campaign lifecycle of email marketing is shorter than traditional media.


 * Rather than physical media and website, email marketing is easy and cheap to personalize email


 * Integration of email marketing and other customizable direct media, like mobile messaging, direct mail or web personalization, campaign response will increase with strengthen message by the different medium.


 * Email marketing is considered that email provided marketers a communication channel for building permitted relationship and real-time interaction with customers.

Disadvantages

 * In order to increase email database, marketers often purchase lists. However, it will lead to add invalid email addresses to lists. Even if the addresses are valid, the new recipients will have no interest in email content, and either unsubscribe or not interactive with marketers.


 * Email marketing can not provide strong guarantee to achieve measurable ROI (return on investment), because it is difficult for marketers to connect the points between the messages they send out to potential customers and the moment when these subscribers get further participated and come into customers.


 * Customers response have a best effect when they first subscribe to an email. Email response trends to reduce, this makes it difficult for marketers to keep them engaged.


 * Email marketing may be short of renderability. It is hard to display various advertising materials within the inbox of diverse email reading systems.


 * Email provides a great opportunity for individuation, targeting and better communication, however, it means that more personnel and technological resources are required to intensify for processing.


 * For email offers, content and frequency, recipients will have different preferences which influence the rate of engagement and response. If without sufficient preference communication with recipients, marketers will not be able to well manage email marketing.

Opt-in email advertising
The key to opt-in email marketing is to understand customer interests and information needs. Permission marketing is especially relevant to internet marketing since the low marginal cost of messages lead to potential problems to customers and marketers. Permission marketing improve response and conversion rate through improving the targeting and relevance of promotional messages. Additionally, the interaction of the internet contributes to communicate with customer permission and preferences.

A survey by IMT Strategies (1999) discovered that response rate of non-permission was lower than permission email; over half respondents felt positive when they receive permission email. Once the initial permission has been permitted, marketers can build long-term relationship with customers, it is can be called a successful permission marketing. The trust, approval and mutual exchange of information promote the relationship between the consumers and businesses. Krishnamurthy (2001) indicated that five factors will influence consumer interest in a permission marketing program: monetary benefit; message correlation; message processing costs; privacy costs and personal information entry cost. Moreover, he presents the concept of permission intensity, which was defined as the degree of consumers permit marketers in case of a communicative relationship.

Additionally, the permission may be approximately definite. For gain as much permission email address as possible, marketers often provide unclear options with a default ‘opt-in’ for consumers. A research by Cyber Dialogue found that 69% of US Internet users are unaware of that they permit to inclusion on the mailing list.