One benefit that email marketing has over other initiatives is that it is relatively cost-efficient. Once a small business owner has established a mailing list, the campaign can last indefinitely, provided the company invests time in creating interesting content.
Marketing expert Jo Han Mok highlighted this benefit in a recent article for MailService.com. “Similar to the way many magazines have been in publication for years, it is possible for an e-newsletter to remain active as long as there is a need and an interest in the information being provided,” wrote Mok.
Mok also noted the importance, though, of knowing when to end a campaign. Once an initiative has achieved its goal, it may not be viable to keep it running. For example, if the goal of a campaign is to spread awareness of a new product, a business owner may want to consider ending the initiative after the launch of the item.
A recent study conducted by e-Dialog emphasized the importance of email marketing campaigns when trying to promote new products or services. AdWeek relays that 58 percent of respondents were prompted to make a purchase after receiving a marketing email.