Guerrilla marketing is all about taking risks. As it stands, the definition of Guerrilla marketing is “innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.” Based on this definition, email marketing should be considered a form of guerrilla marketing.
First off, email marketing is a channel with some of the highest return on investment (ROI) simply because the cost of sending emails is extremely low, as compared to other forms of marketing. Sending emails requires only the subscription to an email service provider (ESP) which can sometimes be free (depending on the platform) to about $400 per month. With that being the sole expense, there is a lot of potential to grow ROI with email marketing. In fact, email marketing is so low in cost that “for every $1 spent, email marketing generates $38 in ROI.”
To put it bluntly, email marketing is a very low cost technique for getting brand exposure. As stated above, the other aspect of Guerrilla marketing is making sure that what you are marketing, whether a product, brand, service or event, sees a lot of exposure.
With email marketing, the exposure that an email gets relies solely upon the company’s email list size. Large brands will have up to 20,000 people on their email list, while a smaller brand could have a couple of thousand people on their list. While marketing to a smaller list size may not seem like “maximum exposure,” it is “maximum exposure” because each of the people on the list opted in to receive marketing emails at some point.
That is, when marketing through ads (offline or online), you are showing impressions to people who did not explicitly opt-in to seeing the ads. There is value in the fact that regardless of list size, sending emails to one’s list is gaining “maximum exposure” for a brand or product simply because those people want to hear from that company whether it be a regular newsletter, sales, or product announcement.