DIGITAL MARKETING ASSIGNMENT

NAME- RUSHEEL NAIR

PRN- 19020841071
SEMESTER – IV
MBA BATCH 2019-21
SUBMITTED TO- PROF. ARVIND SRINIVASAN

SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, BENGALURU

SYMBIOSIS INTERNATIONAL UNIVERSITY
INTRODUCTION

Electronic mail has been in existence even before Internet was invented. Even after the Internet was
commercially available, early adopters of email accounts had to pay to create their accounts until the
year 1996 when Hotmail launched free web-based email service.

Even though E-mail usage has been growing at a rapid rate only around half of the world’s population
actually own and use e-mail accounts. This presents a great opportunity as well as a problem to the
Marketers to reach out to the audience. We will be taking a look at the pros and cons of this situation.

PROS

1. Affordability- Becomes a very cheap option for businesses to reach a wide audience. The costs
will vary on how large an audience one wants to reach so this channel becomes a viable option
for smaller businesses.
2. Easy to Track- There are various tools available that have tracking and reporting functions,
and insights about the customer can also be known through this. They can be scheduled to
whoever wants to receive it and organized specifically catering to the mailer list.
3. Speed- Companies can spread the word about their product/service in no time, and so it
becomes one of the fastest forms of communication. Also provides an easy channel where
clients can reach out to the businesses for feedback and queries.
4. Flexibility- Emails can be easily designed in any which way, long or short, add images, videos,
audio clips and much more. It can be scaled and changed to fit in a larger audience group or
smaller group and it is a form of real time marketing.
5. Personalization- Emails can also be highly personalized, based on what device the user is on
and their previous shopping behavior and hence it improves the chance of getting more
interactive and improves the response rate.
6. Time Saver- Sending emails can save time, guide the receivers to automate the further action,
thereby saving time at both the business and client’s end.

CONS
1. Reach- Since only 50% of the population uses emails, it will be a big chunk of the potential
market that the businesses will be missing in. Also, this eliminates a channel through which
these 50% audience would never find you.
2. Deliverability- This is a key issue that marketers face is that emails could be undelivered at
times when the inbox is full or the mail is inactive, and with people changing their mails
frequently it becomes hard to keep track by reaching out to them.
3. Spam Issues- Emails must be well up to date with the privacy, data protection laws as business
emails have a high chance of getting spammed by mail providers, if they seem to violate the
rules.
4. Risky- If too many recipients of the mails find the email as a spam or misleading, and when
enough people mark it as spam it could affect the hosting company website and even the
mailing company.
5. Size- If the email contains many images, animated moving images it can take a lot of time to
load and it may end up frustrating the recipient. It should also be designed in such a way that
it becomes equally compatible to other devices as well.
6. Mailing List- It takes time accumulating a proper set of mailing list or a database for potential
customers, so the marketers could lose out on taking advantage of this form of marketing
initially. So a successful e-mail marketing campaign takes time and requires patience from
businesses.