Why email marketing is one of the most effective ways to promote your business

Posted Sep 8th, 2019

Why email marketing is one of the most effective ways to promote your business

Email is one of the widely used methods of digital communication, which is why it makes sense for entrepreneurs, government, and NGOs to consider leveraging email marketing to help promote their business. 

1. Almost everyone uses email

Email is one of the first digital channels created to help business owners communicate with their customers and their internal team. While there are many other digital communication channels available, email is still considered one of the most widely accepted methods of digital platforms to reach almost any audience.  

For both business and personal reasons, there is a wide range of age groups using email to communicate with each other. Some seniors may not be comfortable using social media, but most of them have an email address where they receive notices from financial institutions, service providers, and family members. At the other end of the age gap, there are a high percentage of teenagers (78%) [1] logging into their inbox regularly for schoolwork or get information from online programs (such as video games) to whom they gave their email address to create an account.

With mobile technology available, people can check their emails 24/7. For the busy professional, where email is the widely accepted form of digital communication, business professionals spend a high percentage of their day checking or sending emails.  There is a trend for forward thinking organizations to adopt new forms of digital communication, but people are often averse to change or don’t have time to adopt new tools, making emails still the 'go-to' form of communication.

Why Email marketing? 

It provides a single platform for organizations to reach a wide range of target audiences.

2. People want to receive emails

People want to know about things are of interest to them, and email continues to increase in popularity as a method of choice to receive information.

60% prefer to get promotional emails from companies they do business with.

180% increase in email opens from 2013-2016 [2]

Why Email marketing?

Email marketing proves to be a successful way to share information with target audiences. However, getting permission before sending an email to someone is not only the right thing to do, but must be done to adhere to certain regulations. Before adding email marketing into your communications mix, be sure to review and comply to relevant regulations. E.g. CASL – Canadian Anti-Spam Law  

3. Personalization is important

People want personalized information to help them make decisions in their job, topics of interest for their personal life (e.g. travel tips), promotions, technical support, and security updates. The list is endless of what people might choose to receive. Emails are one of the most popular ways people choose to receive information. 

However, with the popularity of email communication, peoples’ inboxes can get full quickly and can be an overload of information. Personalized messages with only the information that your audience wants to see will help increase email opens and positive responses.

Why Email marketing?

Email marketing 3rd party tools, such as Mailchimp™ or Constant Contact™, offer an easy-to use way to send customized campaigns. Based on the interest of the audience, marketers can create segmented lists and send personalized messages through customized campaigns.

Marketers have noted a 760% increase in revenue from segmented campaigns [3]

Other features available through 3rd party email marketing software can assist with the customization of campaigns. Detailed campaign reports provide metrics such as, who is clicking on the links, when emails are opened, where they are opened, and what are the most popular links. Using provided simple, user-friendly, mobile-friendly templates, marketers can easily customize and keep the brand consistent across all email marketing campaigns. 



[1] optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show 

[2] smallbiztrends.com/2016/11/2016-email-marketing-statistics-small-businesses

[2] www.business2community/email-marketing/email-marketing-trends-and-strategies 


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