Why Email Marketing is Important

Nov 4, 2022 11:30:49 AM | Email Marketing Why Email Marketing is Important


Email marketing is a powerful tool that can benefit any business. By understanding the basics of email marketing and how it can help your business, you can maximize its potential and use it to your advantage.

In fact, 81% of B2B marketers say their most used form of content marketing is email newsletters.

Email marketing can be used for a variety of purposes, such as staying in touch with current customers, acquiring new customers, or even just sending out informative newsletters. No matter what your inbound marketing goal is, email marketing can help you achieve it.

One of the main benefits of email marketing is that it is highly targeted. You can segment your email list based on a variety of factors, such as location, age, gender, interests, and more. This allows you to send highly personalized emails that are more likely to be opened and read

In this blog post, we'll discuss the importance of email marketing and how you can successfully use this marketing channel to reach your target audience.


Email Marketing

Email marketing is the process of targeting your audience and customers through email. 


Benefits of Email Marketing Your Marketing Team Must Know

Email marketing is still a powerful tool for reaching customers and driving sales, despite concerns from some colleagues that it may be dying out. If you're thinking about incorporating email marketing into your strategy, don't hesitate - it could be a key driver of success for your business.

In fact, 40% of B2B marketers report that email newsletters are the most important for their success with content marketing, while 73% of Millennials prefer that business communications be delivered through email.  

As marketers, we cannot afford to ignore the power of email marketing. We can take advantage of its many benefits by developing a sound email marketing strategy.

Email marketing is one of the most powerful marketing tactics because it is, Below, we will go over the main benefits of email marketing, showing why it is one of the most powerful marketing tactics. 


1. Creating personalized content

Email marketing allows you to personalize your campaigns and target your audience with specific content. You can use personalization to increase click-through rates by adding the recipient's first name to your subject line.

On the other hand, email marketing allows you to send targeted content to specific customer groups. For example, you can send a campaign to returning customers and another to first-time customers. This allows you to tailor your messages to each group, ensuring that the right people receive the right information.

Your email campaign could feature different images or subject lines to increase engagement. Segmented lists by geography or engagement level could also be beneficial.

It is essential to get the right emails to the right people at the correct time to have a successful email marketing strategy.


2. Collecting feedback and surveys

Email marketing can help you segment and personalize your customer base, keeping an eye on the customer experience. This is valuable if you want customers to keep engaging with your brand. By segmenting your email list, you can send personalized messages that speak to each customer's needs, interests, and pain points. This helps to create a more engaged, and therefore, more loyal customer base.

One way to collect feedback from customers and calculate your Net Promoter Score (NPS) is to send out a customer satisfaction survey via email. NPS measures the proportion of customers who are brand advocates compared to those who are not, and can be a helpful metric in assessing customer sentiment.


3. Improving sales

Email marketing is an excellent marketing tool that can also increase sales. In fact, according to 59% of marketers, email is the primary driver of their return on investment. Marketers who used segmented campaigns see up to 760% more revenue.

Email marketing can be highly effective in promoting products or services, encouraging customers to purchase after they have abandoned their shopping cart, or sending a special offer to your customers. Additionally, the majority of respondents to this study (59%) said that marketing emails influenced their purchasing decisions.

Email marketing can help you boost sales by allowing you to target audiences who are more likely to purchase from you. You can use email marketing to automate parts of the sales process, making it easier and more efficient.


4. Communicating with your audience

As a marketer, it is always about finding ways to improve communication with your audience. When your audience feels that they can speak with you, they are more likely to be loyal to your brand. People value good communication.

Email marketing enables you to connect with a wider audience and cultivate relationships with brand ambassadors. These relationships can help you engage with your audience during slow seasons and high-traffic periods.


5. Generating traffic to your site

When you create awesome content, you need to make sure you're distributing it to your audience in a way that will drive traffic back to your website. The most common way to do this is by sending an email. With an email marketing campaign, you can improve your website's SEO while also keeping your audience engaged.

Email is a great way to provide value to your audience and drive traffic. When creating emails linking to your content, be sure to include a Call-to-Action (CTA) to encourage readers to click through.


7. Email is scalable

Scalability is key to ensuring your business can grow effectively. In the case of emails, scaling up is a simple matter of increasing the number of subscribers.

Email is a great way to grow your list without having to invest in expensive software or tools. Most email marketing platforms offer plans that scale with your list, so you only pay for what you need. Additionally, email is easy to scale, so you can increase your reach as your list grows.

Another benefit of email is you can scale actions that you do for 10 people, and have them done for 100,000.


8. Sending timely campaigns

Traditional marketing campaigns can be time-consuming to plan and execute, and there is no guarantee that people will see the campaign assets at the right time. However, with careful planning and execution, traditional marketing campaigns can be successful.

Email marketing is a quick and easy way to reach your target audience. You can segment your audience and send content at the right time to ensure that your message is received.

For instance, you can ensure that content is sent out at the right time by segmenting the audience.


9. Increasing leads

Email marketing can also help you increase leads and conversions. In fact, in an inbound approach, email marketing is used to nurture leads and increase conversions.

For example, if you offer a lead magnet on your website, you can use drip email campaigns to nurture those leads and encourage them to convert.

You have just gone from MQL to SQL, and that has improved your marketing team's number of qualified leads for your sales team. Email marketing campaigns can qualify leads even more so that your sales team does not spend any time with a poor lead.

Plus, if your company uses lead scoring, you can ensure that your sales team is only pursuing the most promising leads.



10. Reaching the right people at the right time

Reach the right people, at the right time. To run a successful marketing campaign, you need to reach the right customers at the right time.

Yes, the point is worth repeating, because it is so important. With email marketing, reaching people is so much easier, because they are checking their emails all the time. They can check it anytime, across a variety of devices, and this could increase the success of any marketing campaign.

It means that you are constantly reaching out to your audience, making sure that you are always top of mind.


11. Email inspires action

Every marketing message should have a clear call to action. 

Every piece of marketing communication has a call to action. You are asking someone to recognize your brand, subscribe, find out about your new hot sauce flavors, go to your website, make a purchase, and so on.

By asking your audience to take a specific action, you increase the chances of them engaging with your brand. And email is a great platform to inspire action, with its easy-to-use call-to-action buttons.

It just so happens that emails are an excellent way to incentivize action.

These call-to-action buttons can do a multitude of things. You can use them to:

  • Ask people to sign-up for your latest course
  • Direct them to your blog/website
  • Nudge them toward a sale
  • Ask to share content on social networks
  • Offer discounts

These are just a few of the things you can do to inspire action using email.


12. Producing cost-effective campaigns

While traditional campaigns such as direct mail or printing may cost you, email marketing campaigns are generally much more affordable.

For instance, you do not need to pay for photo shoots, venue fees, printers, postage, or distribution. All you will need is a copywriter and graphic designer.

Also, it does not take much time to create an email campaign. If needed, an email can be produced within one day, much more affordable than the time required for direct mail or printed campaigns. Because time and budget constraints are always an issue for marketers, an email marketing campaign can be much more effective, as well as generating more income and leads.


13. Email is measurable

There are a lot of numbers involved in marketing and running a business. Email marketing makes it easy to keep track of your spending and measure your progress. Most email marketing services give you access to important data like:


  • Click rates
  • Delivery reports
  • Percentage of clicks
  • Emails opened by geography
  • Emails opened by device/browser


All of that rich information makes it easier for you to justify your marketing activities, as well as gives you access to valuable, actionable data.


14. Providing more value to your audience

One of the primary goals of every company is to provide value for the public and to make them come back.

Email marketing is an excellent place to build a loyal clientele, as you can provide value even if customers do not buy.

Plus, since customers or prospects are opting-in, you can use email marketing to offer additional resources to contacts interested in what you have to say. If you consistently deliver value for your audience, more will pay attention, and you will generate higher ROI.


15. Owning your media and contact lists

If social media platforms were to disappear tomorrow, how many followers and customers would you lose? This is something to consider, as you do not own your contact list or even the information you post on social media. Typically, the content and your follower list are owned by the social media platform.

Marketers need to build an email list because it's a contact list they own. They can interact with subscribers regardless of the email provider, and they'll also own the content they produce and send.

Email marketing is a highly effective way to reach your target audience. It can also improve sales and leads. As people still want to receive information via email, it's clear that email marketing is far from dead.

Tumisang Bogwasi

Written By: Tumisang Bogwasi

Tumisang is a 2X award-winning entrepreneur, CEO of Fine Media, and a catalyst for empowering brands. With expertise in inbound marketing and digital marketing, he guides companies to generate leads and drive revenue. In his free time, he enjoys playing squash.