The Tool Shed Blog

Advantages and Disadvantages of Email Marketing: What You Need To Know

Email marketing is one of the oldest and most effective strategies for businesses looking to reach new customers and retain existing ones. By sending targeted, personalized messages to potential clients, you can build relationships and encourage repeat website visits. Check out our guide on 17 marketing emails you should definitely be sending.

For every dollar spent on email marketing, an impressive $36 is returned on investment. This makes email marketing a highly effective and cost-efficient way to reach potential customers and promote your business.

However, it is important to use email marketing responsibly. If you send too many emails, or the content is irrelevant, you may end up annoying your potential customers. This can lead to a decline in response rates and even damage your reputation.

HubSpot Logo
Align Marketing and Sales with HubSpot
Break down silos and align your teams on one integrated platform. HubSpot's software solutions seamlessly connect your departmental data to help you create an exceptional customer experience. Click here to learn more about HubSpot.


The Importance Of Email Marketing

Email marketing revenue is estimated to reach almost 11 billion by the end of 2023.

With 86% of consumers wanting to receive promotional emails from companies they do business with, it's important for businesses to utilize this channel.

Emails allow businesses to quickly announce sales, share company news, and even remarket to previous customers. According to HubSpot data, 30.7% of marketers said emails featuring emails with special offers or promotions have the highest CTR.

Plus, with email marketing being popular across generations, it's an effective way to reach a broad audience.

But, it's not just about sending out any old email. In order to truly benefit from this form of communication, businesses need to put effort into creating effective email campaigns. This means crafting engaging subject lines, utilizing eye-catching visuals, and including compelling call-to-actions.

In this blog, we will explore the pros and cons of email marketing as a marketing strategy. We will also provide some tips for maximizing the benefits of email marketing for your business.

The Advantages Of Email Marketing

Email marketing has many advantages that make it a popular choice for businesses of all sizes.

Cost Effective

With no advertising fees, printing costs, or media space expenses, the costs of email marketing can be much lower than many other forms of marketing. While costs vary, mid-sized businesses typically spend up to $1000 per month for self-managed email marketing and $300-$1500 if working with an agency.


Ultimately, your marketing list will be made up of individuals who have actively chosen to receive communications from you. This means that the people on your list are genuinely interested in your products or services and are more likely to engage with your business.

Flexibility In Design

You can send plain text, graphics, or even attach files, depending on what best suits your message. This gives you the opportunity to convey your business’ branding in a way that is effective and engaging.

Wider Audience Reach

One of the key advantages of email marketing is its flexibility. You can send messages to a large number of people quickly and easily, allowing you to reach a wider audience than you might be able to through other marketing channels.


The scalability of email marketing is a major advantage for businesses of all sizes. By allowing you to reach large audiences or smaller, targeted lists, email marketing gives you the flexibility to create and execute campaigns that are tailored to your business needs and goals.


You can tailor your email communications to individual customers or groups of customers based on their interests, preferences, and behaviors. By sending personalized and relevant messages, you can increase engagement with your business and improve the effectiveness of your email marketing efforts.

Personalization allows you to use customer data, such as name, location, or purchase history, to create email messages that are tailored to individual customers.


Segmentation allows you to create groups of customers based on common characteristics or behaviors. For example, you can segment your marketing list by location, purchase history, or customer preferences in order to send more relevant and personalized messages to each group.


When someone shares your email, it exposes your business to a new audience and gives you the opportunity to engage with potential customers who may not have heard of your brand before.

Boost revenue, productivity, and growth.
Explore The Gallery now.
Download Free Resources

Increase Conversions and Sales

By including links and call-to-action buttons in your emails, you make it easy for customers to take action immediately.

In addition to its potential for increased conversions and sales, email marketing is also effective at every stage of the buying process. For example, you can use email marketing to influence a customer to choose your product over a competitor's, nurture the customer relationship post-transaction, and encourage future purchases.

Test Before You Send

One of the key advantages of email marketing is the ability to test before you send. By using A/B testing, you can compare different versions of your email content and determine which is the most effective before you send it to your audience. This allows you to optimize future campaigns.

A/B testing involves creating two or more versions of your email content and sending each version to a small sample of your audience. You can then compare the results of the different versions and determine which performed the best. For example, you can test different subject lines, calls-to-action, personalization, email copy, images, or messages to see which is the most effective at driving engagement and conversions.

Benchmark Your Results Against Others In Your Industry

By comparing your results to industry benchmarks, you can gain valuable insights into the performance of your email marketing campaigns and identify areas for improvement.

Benchmarking involves comparing your email marketing metrics, such as open rates, click-through rates, and conversion rates, to industry averages. This allows you to see how your results compare to others in your industry and identify areas where you are outperforming or underperforming.

In addition to comparing your results to industry benchmarks, you can also use benchmarking data to evaluate and prioritize improvement opportunities.

Less Intrusive Than Traditional Marketing Tactics

With email, recipients can choose when they want to read your message, allowing them to fit it into their schedule. This is in contrast to telephone marketing, where the recipient is forced to engage with the message in real time, potentially disrupting their day.

In addition, recipients can easily update their preferences or unsubscribe if they no longer want to receive your communications. This gives them control over the type of messages they receive, ensuring that they only receive content that is relevant and interesting to them.

Save Time With Automation

Automation is a great way to save time when it comes to email marketing. With the right tools, you can set up automatic emails to be sent to customers based on their actions on your website. For example, you can send a welcome email to a new user who has signed up for your website, or send an email offering a discount to a user who has abandoned their shopping cart.

The best part is that once you have developed a template for these emails, you can easily reuse it for multiple campaigns.

Real-Time Marketing

Real-time marketing is a powerful tool for businesses looking to connect with their customers at the right moment.

By using email marketing and automated triggers, such as website activity or recent purchases, businesses can reach their audience at the perfect time with the perfect offer. This allows for a more personalized and effective marketing experience.

Key takeaways about real-time marketing include:

  • The ability to engage with customers when they are most receptive.
  • The potential to convert abandoned carts into actual sales.
  • The ability to gather valuable data and insights about your customers.
  • The potential to increase customer loyalty and improve the overall customer experience.

While email marketing can be a highly effective tool, there are also some disadvantages to consider. Those disadvantages will be discussed below.

Sponsored by HubSpot

The Disadvantages Of Email Marketing

Some of the disadvantages of email marketing include:

Time-Consuming To Set Up And Manage

It can take a lot of time to create the content for the emails, including the design, layout, and messaging. This is especially true if the emails are being designed from scratch, rather than using a pre-existing template.

Fortunately, most email marketing platforms offer a range of templates, design tools, and features which can automate many of the steps involved in creating and sending emails. In addition, they usually include features such as email list segmentation and analytics tools to help you track the success of your campaigns.

Emails Can Get Lost In The Noise If Not Personalized And Relevant

Spam emails are annoying and can be a major inconvenience. By making sure that your email marketing efforts are compliant with privacy and data protection laws, properly targeted, and personalized, you can avoid annoying your recipients and improve your click-through rate.

Non Targeted email campaigns have a 20% open rate, a click-through rate of 9.5%, and a conversion rate of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%.

Email Deliverability

Email deliverability is a major challenge for marketers. Spam filters, email blocking, and other factors can prevent your messages from reaching your intended audience, which can impact the success of your email marketing efforts.

Outdated Email Lists

Another common reason for undelivered emails is outdated marketing lists. If you don't keep your lists up to date, you may find that your emails are being sent to incorrect or outdated email addresses. To prevent this, be sure to regularly clean and update your marketing lists to ensure that they are accurate and current.

Maximizing The Benefits Of Email Marketing For Your Business

To get the most out of email marketing, it is important to follow these email marketing best practices:

  1. Start by building a strong email list. This means collecting the email addresses of people who have expressed an interest in your business or products, and who have given you permission to contact them via email. You can build your email list by offering incentives for signing up, such as discounts or exclusive content, and by promoting your email list on your website and social media channels.
  2. Create engaging and relevant content. The key to successful email marketing is to provide value to your recipients. This means sending emails that are interesting, informative, and relevant to their needs and interests.
  3. Segment your email list. Not all of your email subscribers are the same, and what works for one group of people may not work for another. To ensure that your emails are as effective as possible, segment your email list into smaller groups based on factors such as demographics, interests, and purchase history. This will allow you to tailor your messages to each group, making them more relevant and effective.
  4. Use A/B testing. This is a great way to optimize your email marketing strategy, as it allows you to test different subject lines, calls to action, and other elements of your emails to see which ones are most effective at driving engagement and conversions.
  5. Monitor and analyze your results. To truly maximize the benefits of email marketing for your business, you need to track and analyze your results. This means monitoring metrics such as open rates, click-through rates, and conversion rates, and using this information to continuously improve your email marketing strategy.

By regularly reviewing and analyzing your results, you can identify what is working well and what needs to be changed, and make adjustments to improve your email marketing efforts over time.

  1. Be Careful Not To Overdo It. As mentioned earlier, it is important not to overuse email marketing. Sending too many emails can be annoying and can lead to a decline in response rates. It is best to stick to a regular schedule and only send emails when you have something interesting or valuable to share.


Like any marketing channel, email marketing has its strengths and weaknesses. What’s undisputable is that mail marketing is an essential tool for businesses of all sizes, from small startups to large enterprises.

Email marketing remains an essential component of a comprehensive digital marketing strategy. By using email marketing effectively, you can improve your chances of achieving your business goals and increase your overall online presence at a fraction of the cost of other marketing tactics.

Let Us Do The Heavy Lifting

Customers prefer email, and it’s the top ranked channel for consumer communications with brands. Plus, by using email marketing, you can collect first-party data, target your messages more effectively, and improve the overall customer experience.

Don't miss out on the power of email marketing! At gardenpatch, our growth specialists are here to help you create effective campaigns that will drive results. Reach out today and see how email marketing can help your business grow. Let’s talk!


Popular Insights:

Tiago Headshot CTA Updated

Need Help with Your Email Marketing Strategy?


Subscribe by email