Why Email Marketing Is Essential For Your Business’s Digital Marketing Strategy

by | Jun 8, 2023 | Uncategorized

  1. High ROI: Email marketing generates an average of $38 for every $1 spent, according to a study by Campaign Monitor.
  2. Customer acquisition: Email marketing is the third most influential source of information for B2B audiences, after colleague recommendations and industry thought leaders, according to a study by HubSpot.
  3. Customer retention: Email campaigns that are targeted and personalized can reduce customer churn rates by up to 50%, according to a study by MarketingSherpa.
  4. Increased website traffic: Email marketing can drive traffic to your website. According to a study by Constant Contact, businesses that send regular newsletters can increase website traffic by up to 40%.
  5. Better conversion rates: Email marketing has a conversion rate that is 40 times higher than social media, according to a study by McKinsey & Company.
  6. Cost-effective: Email marketing is a cost-effective marketing strategy for small businesses. According to a study by the Direct Marketing Association, email marketing has an average ROI of 122%.

Overall, email marketing provides a high ROI and can help small businesses acquire and retain customers, increase website traffic, and improve conversion rates, making it a crucial component of their marketing strategy.

There are numerous benefits to focusing on email marketing and building your email list as a small business owner. Some of the key benefits include:

  1. Increased Engagement: Email marketing provides a direct line of communication between you and your audience. This direct connection enables you to engage with your subscribers, build relationships, and nurture leads.
  2. Cost-Effective: Compared to other marketing channels, email marketing is an incredibly cost-effective way to reach your target audience. With low overhead costs, email marketing can generate a high ROI for small businesses.
  3. Improved Customer Loyalty: When you consistently provide value to your email subscribers, they are more likely to remain loyal to your brand and become repeat customers.
  4. Increased Website Traffic: By including links to your website within your email campaigns, you can drive traffic to your website and improve your website’s search engine rankings.
  5. Increased Sales: Email marketing is a highly effective way to promote your products or services to your audience. By crafting effective email campaigns, you can increase sales and revenue for your business.
  6. Data-Driven Insights: Email marketing provides valuable data and insights into the behavior of your subscribers. You can use this data to refine your marketing strategy, improve your campaigns, and generate more leads and sales.

Overall, building your email list and focusing on email marketing can provide numerous benefits for small businesses looking to grow their brand, improve customer loyalty, and drive sales.

DOES THIS MEAN IT’S TIME TO MOVE AWAY FROM MORE TRADITIONAL COMMUNICATIONS LIKE DIRECT MAIL?

That depends on whether that is working for you or not. Don’t move away from things that are still working for you, but do consider the people who may prefer to be contacted by email, and who you might not be able to reach with traditional methods. 

HOW DOES EMAIL MARKETING INTERLINK WITH OTHER ELEMENTS OF THE DIGITAL MARKETING STRATEGY?

Email marketing is the cornerstone of a good digital marketing strategy. 

Social media accounts, blogs, websites, podcasts, google ad grants and other paid advertising efforts should help to feed people into your email list. Anything you are doing online and digitally can and should encourage people to join your email marketing list

The content you are creating for social purposes can also be repurposed for email content, saving you time and resources.

Remember the art of repurposing content is a great hack for saving time whilst sharing quality content.

When thinking about your digital marketing efforts, consider how often each of those individual audiences is likely to re-engage.

WHAT ARE THE RISKS OF NOT INCLUDING EMAIL MARKETING IN YOUR STRATEGY?

There are several risks associated with not including email marketing in your business strategy:

  1. Missed Opportunities: By neglecting email marketing, you’re missing out on the opportunity to reach out to potential customers and nurture existing relationships. Your competitors may already be using email marketing to their advantage, giving them an edge over your business.
  2. Decreased Engagement: Without a solid email marketing strategy, you may see decreased engagement with your brand. By not communicating regularly with your audience through email, you risk becoming irrelevant or forgotten.
  3. Inconsistent Communication: Email marketing helps to keep your brand top of mind with your audience. Without it, your communication with customers and prospects can become sporadic and uncoordinated.
  4. Reduced Sales: Email marketing is a highly effective way to drive sales and revenue for your business. Without a strong email marketing strategy, you may miss out on potential sales and revenue growth.

Overall, the risk of not including email marketing in your business strategy is that you will be left behind in today’s highly competitive business landscape. By building a strong email list and focusing on email marketing, you can stay top of mind with your audience and drive long-term growth for your business.

WHAT MAKES A GOOD EMAIL MARKETING STRATEGY?

Clear goals: Define what you want to achieve through email marketing, such as increasing sales, building brand awareness, or driving website traffic.

  1. Target audience: Identify your target audience and tailor your messaging to their interests and preferences.
  2. Quality email list: Build a high-quality email list with opt-in subscribers who are interested in your content.
  3. Consistent brand messaging: Maintain a consistent brand voice and messaging across all emails and communications.
  4. Compelling content: Create engaging and relevant content that provides value to your subscribers.
  5. Eye-catching design: Use visually appealing designs and formatting to enhance the user experience and improve engagement.
  6. Personalization: Utilize personalization techniques such as segmentation, dynamic content, and triggered emails to deliver more relevant and personalized messages to your subscribers.
  7. Mobile optimization: Ensure that your emails are optimized for mobile devices, as an increasing number of people read emails on their smartphones and tablets.
  8. Testing and optimization: Regularly test and optimize your email campaigns to improve open rates, click-through rates, and conversions.

WHAT ARE SOME GOOD TIPS TO GET STARTED?

Define your goals: Before you start sending emails, you need to define your goals. Are you looking to increase website traffic, generate more leads, or increase sales? Knowing your goals will help you tailor your email marketing strategy accordingly.

  1. Build a quality email list: Your email list is the foundation of your email marketing strategy. Make sure to build a high-quality list of subscribers who are interested in your products or services. Avoid buying email lists, as this can harm your email deliverability and result in low engagement rates.
  2. Segment your list: Not all subscribers have the same interests or needs. By segmenting your list, you can send targeted and personalized emails that are more likely to convert. Segment your list based on subscriber behavior, demographics, and other relevant factors.
  3. Craft compelling subject lines: Your subject line is the first thing your subscribers will see in their inbox. Make sure to craft compelling subject lines that grab their attention and entice them to open your email.
  4. Provide value in your emails: Your emails should provide value to your subscribers, whether that’s through educational content, special offers, or exclusive access to new products or services. Provide content that your subscribers find useful and relevant.
  5. Optimize for mobile: More than half of all emails are opened on mobile devices, so make sure your emails are optimized for mobile. Use a responsive email design and keep your content concise and scannable.
  6. Test and optimize: The key to a successful email marketing strategy is testing and optimization. Test different elements of your emails, such as subject lines, content, and calls to action, and analyze your results to continually improve your strategy.

SOME CAMPAIGNS TO CONSIDER:

Welcome Emails: Send a welcome email to new subscribers to introduce your business, products or services and offer a special promotion or discount.

  1. Abandoned Cart Emails: Send a reminder email to customers who have left items in their cart without completing the purchase. Offer an incentive, such as free shipping or a discount code, to encourage them to complete their purchase.
  2. Seasonal/Holiday Emails: Use holidays and seasons to promote sales or offer special deals. For example, create a Valentine’s Day promotion for your product or service.
  3. Newsletters: Keep your subscribers informed about your business, industry news, and upcoming events through a regular newsletter.
  4. Re-engagement Emails: Send emails to subscribers who haven’t opened or clicked your emails in a while. Offer a special promotion or ask for feedback to try and re-engage them.
  5. Product Launch Emails: Build excitement around a new product or service launch by sending a series of emails that provide sneak peeks, teasers, and early access to subscribers.
  6. Upsell/Cross-sell Emails: Use customer data and purchase history to suggest complementary products or services to customers who have already made a purchase.

Remember to always provide value to your subscribers, segment your lists for better targeting, and test and track your campaigns to optimize your results.

HOW MUCH TIME AND MONEY DO YOU NEED TO SET ASIDE FOR THIS?

This really depends on your budget and your human resources. 

If you run your email marketing effectively, and plan it properly you can manage a full email marketing strategy in less than 10 hours a month.

The cost will vary depending on the platform you use and the size of your email list, which is another reason to focus on quality over quantity.


In conclusion, email marketing is a powerful tool for small businesses to engage with their audience, build relationships, and increase sales. By creating a targeted email list, developing a strong content strategy, and implementing effective campaigns, small businesses can see significant growth in their business. It’s important to prioritize email marketing as a part of your overall marketing strategy, and to continually evaluate and refine your approach for maximum effectiveness. With the right tools and a solid plan, email marketing can be a game-changer for small businesses looking to reach their goals and succeed in today’s competitive marketplace.