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Exploring the Downsides of Location-Based Email Marketing: Is It Really Worth It?

Email marketing has always been an important aspect of digital marketing for businesses. Reaching out to the potential customers in their inboxes is a great way to gain their attention and showcase what you have to offer. However, with emails, location-based marketing has become a new trend, which has its pros and cons. In this article, we’ll be exploring the downsides of location-based email marketing and whether it’s truly worth it.

What is Location-Based Email Marketing?

Location-based email marketing is a strategy that hinges on email subscribers’ geolocation data to affect or automate targeted messaging. It aims to personalize the content of the email by adding the local information of the user’s whereabouts. For example, if a company is hosting a sale in a specific city, an email marketing campaign could send an email to the subscribers living in that particular city about the sale.

Cons of Location-Based Email Marketing

While location-based email marketing may seem like a perfect way to send targeted content to potential customers, there are downsides to this approach as well.

Privacy Concerns

One of the significant issues with location-based email marketing is privacy. People are becoming increasingly concerned about the safety of their personal information, and sharing their location data with a business can be a big worry for many. People who feel that their privacy has been breached, and their personal details are being used without their permission, will be less likely to interact with businesses using this sort of marketing.

Incorrect Data

When it comes to location-based marketing, it’s crucial to ensure that the data is accurate. However, location data services and devices often make errors in their data. This means that businesses could end up sending incorrect information to their subscribers, which could lead to a loss of trust and relationship with the customers.

Unsubscribes and Spam Complaints

Sending irrelevant emails to subscribers can lead to frustration, and they may choose to unsubscribe from your emails. Moreover, subscribers who feel like they’ve not given their location information can be upset by receiving location-based emails. These actions can lead to lost revenue for the business and can damage its brand reputation.

Is Location-Based Email Marketing Worth It?

Based on the cons of location-based email marketing, one might think that it’s not worth it. However, it’s essential to consider the advantages as well.

Highly Targeted Campaigns

Location-based email marketing can create highly targeted campaigns. It can help businesses to reach out to customers who are more likely to convert and purchase products.

Increased Engagement

Personalized content can increase engagement with customers. Using customers’ locations can add a unique touch to the emails that the customers receive. This can help businesses increase customer engagement and build brand loyalty.

Increase in Revenue

Location-based emails can lead to increased revenue for a business. Targeting customers through these emails can result in a higher conversion rate and, in turn, generate more profit for the business.


While location-based email marketing may have its downsides, when done correctly, it can be an incredibly efficient way to reach out to potential customers and improve engagement. Like everything in digital marketing, it’s important to consider the pros and cons of location-based email marketing before implementing it into any marketing campaign.


How do I start with location-based email marketing?

To start with location-based email marketing, you need to start by collecting data from your subscribers about their location. With the help of a third-party location data provider, you can add this location information to your database and send targeted emails to customers.

How can I ensure the accuracy of location-based email marketing?

It’s essential to use a reliable location data provider to ensure that the data you’re using is accurate. Moreover, it’s crucial to test your campaigns repeatedly to ensure they’re providing accurate information.

What’s the best way to use Location-based Email marketing to avoid privacy concerns?

You can use location-based email marketing without breaching the privacy of your subscribers. Always ensure that you have obtained user permission to collect their data. Additionally, make sure that you have a privacy policy in place, which explains to your customers how their information will be used.

Should I include location-based emails in every email campaign?

No, not every email campaign requires location-based targeting. Targeting emails based on location should be used sparingly, and it should be reserved for more important announcements or offers.

Can location-based email marketing work for all businesses?

Location-based email marketing can work for almost all businesses that want to reach out to a local audience. However, it’s essential to consider the nature of the business, its target audience, and their personas before implementing location-based email marketing into any marketing campaign.

Teresa Wells
Teresa Wells
Teresa is a digital marketing content writer with over 5 years of experience. She has a passion for helping businesses create engaging and informative content that drives results. In her previous role, she worked as a content writer for a large digital marketing agency, where she was responsible for creating blog posts, articles, and white papers. She also has experience working as a freelance content writer, and has written for a variety of businesses in a variety of industries.


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