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Email Marketing is About Connecting

As social media grew in popularity, many marketers started to question the future value of email marketing. Those thoughts, however, quickly waned as marketers saw the return on investment (ROI) of email continue to be the best among all marketing channels.

So far I’ve received more than two emails — from products and services I signed up for. They didn’t annoy me, but they certainly didn’t serve any purpose, if there was one. Especially for B2B companies, email marketing can be very powerful if done right, but many companies don’t get the basics.

I’d like to take this opportunity to share some thoughts on email marketing in general 

What Is Email Marketing and the Benefits of Using It?

Email marketing is a type of direct marketing that involves businesses sending promotional messages via electronic mail to a group of prospects and customers. It’s widely used as an efficient and cost-effective method for new customer acquisition, building brand awareness, and increasing product sales, as well as fostering trust and loyalty with a company’s customer base.

  • Compared to other digital marketing channels, email is top-rated by marketers, with 53.6% of respondents rating it as excellent or good. Social media marketing and search engine optimization are rated second and third by marketers, respectively, with excellent or good ratings of 50.9% and 45%.
  • More than half (58%) of the companies surveyed said that they are planning to increase their email marketing budget, whereas only 7.5% are planning to decrease their budgets.
  • 23% said generating more leads
  • 19% said improved sales
  • 17% said improved conversion rates
  • 13% said reduced marketing costs
  • 12% said identifying better-quality leads
  • 9% said integrating with other media to boost response
  • 3% said shorter sales cycles.

Advantages of Email Marketing

Email marketing allows you to reach millions of customers with a click of a button. Like any marketing medium, it has its advantages and disadvantages. Use it correctly, and you’ll make more money, but use it incorrectly and you could lose your business. Weigh these pros and cons before you start an email campaign


Compared to other forms of marketing, the cost of an email marketing campaign is quite low. You do not have to pay printing or mailing costs. Most likely, you’ll have to pay for a company to send your mailings, which protects your business against spam complaints, but this is a small, monthly charge. You may also have to pay for a copywriter to write compelling sales copy for the email message


“Spam” is an unsolicited email. If you want to email your customer base, you need to receive permission from them. Even though you may have this permission, some people still consider any commercial email spam. If you send too many emails — and “too many” varies by person — you can give the customer a negative view of your company.

Increased Sales

Because you can contact so many former customers via email, you’ll be able to increase interest in your product, which often results in increased sales. While there’s no way to tell exactly how much you’ll be able to increase profits, it’s safe to say that your mailing will generate at least some more sales


Email marketing allows you to easily track the effectiveness of your campaigns. When you send out a direct mailing through the post office, for example, you have no way to know how many recipients opened your mail. An email message, though, shows you how many people received it, how many opened it and how many clicked through to your links and made a purchase.

Deliverability Issues

Your email may not reach its intended audience. For one thing, certain terms, such as “free” or “money” could trigger the spam filter, where your recipient may never see it. Other times, your email headline may not be enticing enough for the customer to open the email

Shutting Down Your Site

When several customers report your emails as spam, the email provider may report you and your company to your Web host. If the host agrees that you may be spamming people, it could shut down your website.

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