The Importance of Email Marketing to Your Business

Email marketing - cfamedia

Forbes, in a 2016 article, reported that the average person checks the email about 15 times per day.

Statista has, also reported that, while about 281 billion emails got sent and received each day in 2018, the figure is expected to increase to over 347 billion daily emails in 2023.

While you certainly, will find a plethora of articles, teaching people how to spend less time on their emails and how to, ultimately, make the most of their day, the point is that your business could benefit from this.

Using email marketing, coupled with how much attention, people pay to their emails, it could be what you need, to reach more people, turn leads to customers and increase your ROI.

Email Marketing Explained

Email marketing is targeting consumers with a commercial message, through email, with the aim of increasing sales, ensuring customer loyalty, or communicating important information about one’s business.

Email marketing delivers, highly relevant content to a subscriber’s inbox, in a non-invasive way.

It is one of the top ways to engage a customer or potential customer and it is capable of generating, up to 30 times your initial investment.

Digital marketing experts refer to it as a key pillar of any digital marketing strategy.

Also read, Automatic Email Marketing Messages, Yoy Should Be Using As A Business Owner

While in the past, email marketing was commonly used to target mass groups of people, modern time usage has this form of marketing, based on the principles of consent, segmentation and personalization.

Benefits of Email Marketing to Businesses

The benefits that email marketing poses for businesses are numerous and below are a few of them:

Personalized Content 

Email marketing entails, segmenting your customers, or leads, into different lists, based on their preferences.

This helps ensure that the content sent to them, is highly personalized.

Gone are the times, when emails got sent in bulk, to ‘whatever’ audience.

With segmenting, you can now send messages that resonate and will, most likely, produce trust for your brand, engagements and sales.

Also read, How To Get Your Emails Open And Read [Infographic]

Stronger Customer Relationship 

Customers are not oblivious of messages, especially, those that are personalised.

Constant emails, informing them about the happenings in your business and how it involves them, helps them build good customer relationships and positive brand awareness.

While it is nearly impossible to reach out to all your customers in person, or by phone, email marketing campaigns can help your business bridge that gap.


Email marketing is easy, effective and inexpensive. It allows business owners to reach a large number of consumers, at a rate that costs little to nothing.

Small business owners on a budget, can now reach a lot of people, using this.

This is one of the factors that makes it a better choice than traditional marketing channels, like TV, radio, or direct mail.

With, even, the myriad of new technology and social networks, marketers always refer to an email.

Sales Boost 

Part of boosting sales is the opportunity that email marketing creates for impulse buying.

This is in addition to the fact that, marketing through emails is action-oriented.

People are trained to do something with an email. They can, either reply, forward, click on links, sign-up, or proceed straight to buying.

Getting Started 

Of course, email marketing has its own technicalities, but the benefits for businesses surpass whatever ‘stress’ is involved in both learning and practicing.

To get started, there are a plethora of free and paid courses online. This is in addition, to the myriad of articles you can read.

Featured Image: learningskillz

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About the author

Sylvia Eguzoro

A graduate of Philosophy looking to delve into the world of business and technology.

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