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In today’s digital age, email marketing has emerged as a powerful tool for businesses to reach their target audience, build customer relationships, and drive growth. This article will delve into what email marketing is and how it helps businesses expand their horizons.

What Is Email Marketing?

Email marketing is a digital marketing strategy that involves sending targeted, personalized emails to a list of subscribers, potential customers, or current clients. These emails can serve various purposes, such as promoting products, sharing valuable content, nurturing leads, and maintaining customer engagement. Email marketing is a cost-effective and highly measurable way to communicate with your audience directly.

How Email Marketing Works

  1. Building a Subscriber List: The first step in email marketing is creating a list of subscribers who have willingly provided their email addresses. These individuals are often interested in your products or services, making them valuable prospects.
  2. Segmentation: To ensure relevancy, email lists can be segmented based on various factors like demographics, purchase history, or engagement level. This allows businesses to send targeted messages to different groups.
  3. Content Creation: Businesses craft compelling email content, which could include promotional offers, newsletters, informative articles, or announcements. The content is designed to resonate with the specific audience segment.
  4. Personalization: Personalization is a key aspect of email marketing. By using the recipient’s name and tailoring the content to their preferences, businesses can create a more personalized and engaging experience.
  5. Sending and Monitoring: After crafting the email, it’s sent out to the selected segment. Advanced email marketing platforms provide the ability to track open rates, click-through rates, and conversion rates. This data is invaluable for refining future email campaigns.

Why Does Email Marketing Matter?

  1. Direct Communication: Email marketing provides a direct and personal channel of communication with your audience. It allows businesses to reach customers and prospects in their inboxes, where they are more likely to engage with your message.
  2. Cost-Effective: Email marketing is highly cost-effective compared to traditional advertising methods. The return on investment (ROI) for email marketing is often significantly higher, making it an attractive option for businesses of all sizes.
  3. Targeted Reach: With email marketing, you’re reaching people who have expressed interest in your brand, products, or services. This targeted approach results in higher conversion rates and a more efficient use of resources.
  4. Customer Engagement and Retention: Regularly sending engaging content or exclusive offers keeps your brand top-of-mind and encourages customer loyalty. It’s also an effective way to re-engage inactive customers.
  5. Increased Sales: Well-crafted email campaigns can drive immediate sales. Promotions, discounts, and product recommendations entice subscribers to make purchases.
  6. Data-Driven Decision-Making: The ability to track and analyze email campaign performance provides valuable insights. Businesses can refine their strategies based on what works best for their audience.

The Role of Email Marketing Automation

Email marketing automation plays a pivotal role in the success of email marketing campaigns by:

  1. Streamlining Processes: Automation reduces manual effort, allowing businesses to reach a larger audience more efficiently.
  2. Personalizing Content: Automation enables the delivery of highly personalized and relevant content to subscribers, improving engagement and conversion rates.
  3. Nurturing Leads: Drip campaigns and triggered emails can nurture leads over time, guiding them through the customer journey and improving conversion.
  4. Maintaining Customer Engagement: Automation ensures timely responses to customer actions, which is vital for customer retention.
  5. Optimizing Timing: Emails are automatically sent at optimal times for maximum engagement.
  6. Data-Driven Decisions: Automation platforms provide data and analytics to refine strategies, resulting in continuous improvement and better results.


With the bunch of available digital marketing channels nowadays, it’s reasonable to ask, is email marketing still a valuable part of your revenue boosting strategy?

The answer is most certainly, yes! 👍

It doesn’t matter how many new digital marketing tactics and platforms arise, email marketing remains one of the best ways to reach and engage your target audience.

Email marketing’s power lies in its capability to provide eCommerce and other online businesses an appealing return on investment.

According to several studies and surveys, the average ROI of email marketing is around 38:1 – 40:1!! (Litmus, Constant Contact) 📈

That’s higher than any other digital marketing channel can show up!

I know what you think right now, it sounds too good to be true.

So I will break down the different aspects of Email Marketing and where its high return on investment comes from.

➡️ 1. Increase Business Revenue
However there are many different tools in your online marketing armory, email marketing continues to be the greatest driver of revenue for many businesses.

There are a few different reasons for that.

First, that the number of email users in the U.S. is continuously growing every year. By 2020, the number of email users is estimated to grow to about 259 million (the estimated number for U.S. Facebook users, for the same year, are 221 million – Statista). 📧

The second big one is the general affordability of sending emails. That, connected with the potential for immerse revenue growth, makes email marketing one of the best option for small businesses with limited marketing budgets.

➡️ 2. Improved Conversion Rates
Email marketing is also an effective way for helping webshops and online businesses improve the number of their sales and conversions.

The reason is that emailing helps nurture leads and move them closer to your brand to make a purchase. 🤱

For example, a consumer visits your website a few times but he/she is not ready to go for the buy.

There can be many reasons for that.

Maybe the visitor needs more info or some time to consider other options. Maybe they just need a little motivation to finally make the decision.

With email marketing, you can keep connected with these interested consumers and providing them with the info and incentives, they need, to finally make a purchasing decision.

➡️ 3. Increased Website Traffic
According to HubSpot, one of the greatest challenges that businesses face is generating website traffic.

In fact, 63% of those marketers surveyed said that it’s their biggest hardship. There are a number of tactics that can help you to increase website traffic, like SEO and social media.

Email Marketing not only can help increase traffic back to your website, but it makes sure that the traffic which going back to your site is relevant. 🤔

When subscribers are regularly engaging with your email content then they have already shown an interest in your brand. This shows not only that they are qualified leads but that they are more likely to make a purchase.

➡️ 4. More Intense Brand Awareness
Building strong relationship with your subscribers is essential to move them to the next step of your funnel. And effective email marketing campaigns can play an important role in helping your business build brand awareness.

The main reason why email marketing is so effective is that it allows you to engage with your leads directly and consistently.

It allows you to reach out to them and engage them several times over a longer period of time. This helps you establish a relationship, build trust, generate more conversions over time and increase your Customer Lifetime Value (CLV). 🤝

With all that in mind, it’s easy to see why so many eComm stores and online businesses continue to develop and implement effective email marketing strategies.