Let’s get this statement clear that “email marketing is not dead”.  Still, today email marketing is one of the favorite tool of the marketers to reach millions of customers.

87% of B2B marketers are using email marketing to generate new leads, while 31% of B2B marketers’ cite email marketing as the channel that makes the biggest impact on revenue.

However, before employing this technique to the business. You need to be aware of the pros and cons of email marketing because if it is not done correctly, your company will lose money.

The goal of this article is to make you aware of the pros and cons of free email marketing. So, that your business earns maximum ROI without losing any money.

Pros of Free Email Marketing

1. You can segment your email based on your lead status.

You are placing an ad on television, creating special offers, promotions, and reminders for your customers, in the form of printed material and still, you don’t know who will see it. Then, you need to stop it and start doing Email Marketing.

With email marketing, you have the power in your hand to segment your email based on your contact lead status, demographics, and location.

Segmenting email ensures that your targeted audience receives information based on his/her needs.

Through email marketing, it is easy to customize messages for each customer based on the customer information, which will directly increase your conversion rate.

In 2011, the Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested.

2. You have full control over your Marketing.

Yeah, you heard that right, You will have full control over your marketing if you are using email marketing for your business because email marketing assures you that every email you send to your targeted leads is going to be read within a few hours or a day.

Typically 50% of opens occur in the first 6 hours after the email is sent, and about 80% within 48 hours, which is definitely high as compared to other marketing medium and the best part is that you don’t need to wait for your visitors.

3. It’s a free marketing.

One of the good things about email marketing is that it’s free, you don’t need to pay. Whereas, other medium of marketing like pay per click ads, affiliate marketing, and display ads cost thousands of dollars in placing an ad.

4. You are free to add as much content you like.

If you are using the display or the Google search campaign for promoting your business then it is clear that your ads should have limited content according to their guideline. If your ad test exceeds a certain limit, then your ads will not be shown

Crafting information, with limited words, can be a quite difficult task.

Content limit of Google search campaign.


On the other hand, if you are using email marketing, then you don’t need to worry about your content length, you can add as much content you like. You can also send your customer not only text but also pictures, gifs or even videos if that suits your marketing strategy.

5. Easy to send personalize emails.

If you are targeting a small number of customers, then sending a personalize emails, best suit for your business. A study from The Aberdeen Group reveals that 96% of organizations believe that email personalization can improve email marketing performance.

By using this feature, you can address every customer in your email by their names and nicknames, if you like too. So, having this feature by your side is like a magnet, which convert your customer into leads as quickly as possible.

6. Easy to send updates of new discount and offers.

In today’s competitive world, marketers are using different types of medium and website to showcase their new discount and offer to lure more customers to their business.

Due to these, consumers are always bombarded with hundreds of offers, which confuse them and there are chances that a few of them might forget to bookmark their deals.

So what does it mean? It means that you have to wait till your turns come. But, if you are using email marketing then, you don’t need to wait. Because, by using email marketing, you can send your customer new update and news of the latest discount offers and coupon.

For a customer, it is easy to sign up discount offers whenever they required and the best part is they don’t need to bookmark their deals.

7. Easy to experiment marketing strategy.

If you are using other marketing strategies, then you have to pay for experimenting your marketing methods. For example, if you want to design another banner ad for your product, then you have to pay the designing firm for the new banner ad.

On the other hand, if you are using email marketing. You can experiment your marketing strategy like, you can change the color of buttons, headings of your emails, font of the text or anything else you want to check, to see which combination your customers are responding to, without paying anything.

Also Read: 5 Examples of Great Email Marketing Strategy

8. You can easily measure your email campaign.

It is true, with email marketing you can easily track everything like delivery rates, open rates, click-to delivery rate and subscriber retention rate.

By tracking this data, you will know more about your consumer behavior. But, always keep in mind that these data are more than the number, they are the insight of your customer behavior and interest.

So, use this information for building a successful campaign for your business.

Cons of Free Email Marketing

1. Limited numbers of templates and forms.

If you think everything is free in email marketing, then you are definitely living in the world of misconception. In email marketing, users are typically accessed to the limited number of templates and forms.

If you want to access numbers of templates and form such as in-line, two-step opt-in, slide-in, scroll mat, ribbon, and others, you have to pay.

2. Limited Functionality and Feature.

The free email marketing tool is like a hamburger without a meat. Free tools will do what you expect them to do, but not much else.

You’ll get enough to make things work, but less than what is required to supercharge your activities.

For Example, if you want to conduct A/B tests to understand which formats and text attract the highest conversions, which you won’t be able to do.

3. Restrictions and Limitations

As you know that you will need money to keep running your business, without money you cannot move your business a single step further.

Do you think giving free product and service can earn you the money? NO, and this every individual know who is running their business.

For Example, Mail chimp promotes their “Free Forever” plan to death, but as everyone knows, they stripped down the plan limit to 2,000 subscribers and 12,000 emails per month without any bells and whistles.

In all fairness, the Free Forever service is aimed at beginners, but you’ll have to pay to access essential features to expand your email prowess.

4. Free tools provide basic analytics report.

If you are using free email marketing tool, then you definitely have encountered that free tools only provide basic conversion and click statistics, which is only useful when your business is on starting stage.

But if you want to have information regarding which countries your subscriber is coming from or which product in your newsletter receive maximum click by the user then you’ll need to subscribe premium plan of your email marketing which produces this insight.

5. Email marketing does not provide integration and connectivity feature.

Yeah, it’s true. Free email marketing does not provide integration and connectivity feature for free; you have to pay if you want to enjoy this feature of connectivity and flow of information between two or more providers.

For example, let’s say that we have two different service providers for opt-in forms and newsletter and you want to connect the two services so that new subscribers automatically flow into your newsletter list.

But if you are using a free tool, you will face problem in connecting the service rather you have to work manually, which involve downloading and uploading of CSV files from one provider to the next.

If you don’t want to this then you have to buy this paid feature of API integration that yields connectivity and information flow between two or more providers.

6. No Automation and Autoresponse feature is available.

Do you think it is cool to send welcome emails to a subscriber after two weeks? No.

In email marketing, if you are not responding your subscriber after the specific action then no doubt you will definitely lose a customer.

In email marketing automation and autoresponse are the bread and butter of email marketing success. An autoresponse or drip sequence is a series of emails that get sent to a subscriber in the order and frequency that you decide.

To avail in this feature in free email marketing you have to pay a certain amount of money which will keep your business on the right track by delivering the right message at the right time.


After reading this article, you must be aware of all the pros and cons of free email marketing. So, now it’s time that you must consider email marketing strategy in your business and grow your business without wasting money.

We are sure that your business will benefit from free email marketing if it is approach with correct strategy and proper message.