Despite the rise of project management and productivity tools, emails remain a staple for business communication. Companies use them to send and respond to messages, letters, and formal communication with clients and employees.
But what about marketing? Are emails still relevant in an era dominated by social media? The answer is a resounding yes. Despite new business communication platforms, email remains a powerhouse in digital marketing.
With over 4 billion users globally, email continues to be a preferred method of communication for both personal and business interactions.
But why does email still hold such a significant place, even when newer, seemingly more convenient options are available? Let’s find out.
3 reasons why email is more crucial now than ever before
Here are three compelling reasons why email marketing is important for your business:
1. Direct and personalized communication
Personalization is one of the most powerful aspects of email marketing in business communication. Unlike posting on social media, where your message is just another post in an endless feed, an email lands directly in your recipient’s inbox.
Why is this so effective? Because your message doesn’t have to fight for your target audience’s attention—at least not as much as it would have to on a public platform.
With email, you can address your recipients by their names, reference their past interactions with your brand, and tailor your content to their specific interests. This direct approach creates a sense of personal connection that social media, your company blog, and other channels simply can’t match.
Moreover, emails significantly boost engagement, with those featuring personalized subject lines being 22.2% more likely to be opened. Demonstrating that you know and care about your email recipients helps build trust and loyalty in your business.
Plus, the ability to automate email campaigns further amplifies their effectiveness. Integrations between CRM systems and marketing automation platforms like GetResponse allow you to build sophisticated workflows that send the right message at the right time based on user behavior. This means you can nurture leads, celebrate customer milestones, or re-engage inactive customers with minimal effort.
Take a look at this:
The image above is a perfect example of how email marketing can create a personalized experience for the recipient.
Notice how it addresses the recipient by name and acknowledges their customer journey stage. This approach makes the communication feel direct and relevant, enhancing engagement and fostering a stronger connection with the target audience.
2. High ROI and cost-effectiveness
Imagine getting $38 for every dollar you spend. Sounds too good to be true, right? Yet, that’s exactly what email marketing can offer, making it one of the most cost-effective marketing strategies, especially for small businesses.
But why is email marketing so cost-efficient?
For starters, the costs are relatively low. You only need to pay for email service providers and some creative development.
Let’s use GetResponse as an example. Our platform is one of the most affordable and comprehensive email marketing service providers. With plans starting at just $13.20 per month, you get a dedicated email server to create custom business emails and send unlimited newsletters from a professional business email address.
The email software also provides access to mobile-friendly email templates, allowing you to customize business email signatures and personalize sender details. You can also connect your inbox to receive and respond to emails directly within the platform.
In addition, GetResponse offers a professional dashboard for recording new and existing customers, an analytics tool, and more.
Such insights help you discover what’s working best for your company and optimize your email marketing strategy.
In contrast, running paid ads requires constantly refreshed high-quality images and compelling copy, and, of course, you need to pay to run the ads on various channels. Plus, every click warrants a fee; let’s be honest, not every click converts into a customer.
But with email marketing, you have a direct line to your audience without the constant worry of per-click costs. Once you’ve set up your email campaigns, the ongoing costs are minimal, and you can reach a large audience repeatedly with very little additional expense. This direct reach translates into higher conversion rates, lower CAC, and ultimately more revenue.
What’s even better is how easy it is to track and measure your email campaigns. With metrics like open rates, click-through rates, and conversions, you get a clear picture of what’s working and what needs tweaking.
And as your business grows, email marketing scales with you. This combination of affordability, scalability, and measurable results makes email marketing a cornerstone of any successful digital strategy.
3. Integration with other marketing channels
One of the best things about using email for business communication is how effortlessly it works with your other marketing efforts. You can use it to attract potential customers through promotions, drive traffic to your social media pages, or spotlight special offers on your website.
According to the Content Marketing Institute, 93% of B2B marketers use email to distribute content such as blog posts, company updates, product features, and new services.
Over the years, email software has evolved to allow the incorporation of rich media such as video content, GIFs, and interactive elements like polls and surveys. This enhances the overall communication experience, allowing businesses to showcase their products and services in a more engaging and dynamic way.
Email marketing also integrates with CRM systems and marketing automation platforms, making managing campaigns and nurturing customer relationships easier.
Imagine setting up automated workflows that send a welcome email to new clients or a special offer to customers who haven’t engaged in a while.
The image above shows how automated workflows can be set up. For instance, you can configure a workflow to send messages to website subscribers as soon as they take a specific action.
Marketing automation ensures your communication is always timely and relevant, enhancing the customer experience and maximizing the impact of your marketing efforts.
In closing
Emails have long been considered one of the most effective ways to communicate in professional settings.
However, they are no longer limited to sending important internal communication to clients and employees.
With a large user base, they have evolved from a basic office tool into a powerful asset for marketers looking to communicate their offerings effectively.
The fact that emails land straight in the inbox presents remarkable marketing opportunities. You can also personalize these communications, reap high ROI, and integrate email with other marketing campaigns.
The best thing about email marketing is that it is easily accessible to users on both mobile apps and desktop platforms.
So there you have it—three compelling reasons why email is important in business! Check out GetResponse if you’re looking for a reliable email marketing platform. It’s free!