A question we get asked by clients who aren't seeing returns from their email marketing program is "Is email marketing a scam?"
Such doubts can understandably cause confusion, and it's critical to investigate the validity of these claims before investing your time, energy, and resources into this marketing strategy.
In this article, we will unpack the truth about email marketing, its relevance to ecommerce, and how it can be used ethically and effectively to grow your business.
Email marketing has earned its share of skeptics, primarily due to misuse and overuse. Like any marketing strategy, when applied poorly or unethically, email marketing can result in less-than-desirable outcomes and even harm your brand reputation.
For instance, businesses that resort to spamming their audiences with unsolicited, irrelevant, or too-frequent emails can quickly become a nuisance. This, coupled with a lack of personalization or value, often leads to high unsubscribe rates and a negative impression, which might be why some people view email marketing as a "scam".
However, it's essential to understand that these practices do not define email marketing; instead, they are examples of what to avoid.
Done correctly, email marketing can be an incredibly effective tool for ecommerce businesses. A well-planned email marketing strategy can enable you to:
To ensure that your email marketing is effective and not viewed as a scam by your customers, follow these best practices:
So, is email marketing legit? Absolutely. While it can be misused, a well-executed email marketing campaign can play a pivotal role in your ecommerce shop's success. It offers a direct, personal, and value-driven way to communicate with your customers, which, when used ethically and strategically, can foster strong relationships, enhance customer retention, and boost sales.