Challenges of using email newsletters to get more Web Traffic

Challenges of using email newsletters to get more Web Traffic

Since it started to make inroads into the world of business, email has not looked back. And email newsletters have ridden on and built upon the advantages of traditional email messages. There is no doubt that email newsletters have numerous benefits for businesses today. However, there are challenges that face email newsletters that may make it difficult for organizations to realize their marketing objectives. Some of the problems with email newsletters include:

Wrong email addresses This is one of the biggest challenges that faces email newsletters. When a person is completing the web form as they subscribe for the email newsletter, it is possible for them to make a typing error as they key in the address. Unless the site has a means of verifying the address during this subscription process (e.g. immediately sending an email to the address asking the website subscriber to confirm their address), the subscriber may leave the site thinking they have successfully registered. This could lead to not being able to communicate with your prospects and visitors and might lead to a loss in web traffic. They would then end up having a negative view of the site when they do not receive the newsletter. The online business on the other hand would be at a loss when the delivery of the email fails or when the newsletter is sent to an existing email address but that does not belong to the person who registered.

Unread email Email newsletters are more likely to be deleted without reading than print newsletters. Many people who subscribe for an email newsletter end up deleting the mail without reading it. The email newsletter never has a 100% reading rate the online business can only work toward having more recipients opening and reading the newsletter and getting more subscribers.

Spam blockers and email filters are another major challenge faced by businesses that use email newsletters as part of their internet marketing campaign. If customers from a common email domain (e.g. gmail.com, yahoo.com, live.com etc) start to flag your newsletters as spam, the email server for that domain may eventually start to block your emails. This can happen despite the fact that the recipients had subscribed to your newsletter. And once the emails are automatically marked as spam, it means they will never land in the recipients' inbox and thus never be read.

The cost of the email newsletter can outweigh any sales and revenue benefits the business may have expected to realize. This would be more so if the online business opts to outsource part or all of the process. For instance, it would be expensive to engage a graphic designer, purchase an auto responder or hire a ghost writer to create the content of the newsletter.

With the growing popularity of social networking sites such as FaceBook and Twitter, the position of email as a form of electronic business communication to the masses is no longer unchallenged. Consumers are increasingly relying on communication through social networking sites as this allows for faster and more controlled interaction and more targeted web traffic.

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