What is email marketing and why is it important for your business?

Email marketing is one of the most common – and oldest – types of digital marketing campaigns used by businesses. It consists of sending e-mails to a list of subscribers who have expressed an interest in your company’s products or services.

While the concept is proven, its execution has been adapted more recently to provide subscribers with a more personalized experience.

Various studies have been conducted to determine if email marketing is still as useful as it once was, with results suggesting an ROI of around $30-40 for every dollar spent on email marketing.

Below are the three main types of email marketing:

It is not uncommon for an individual’s inbox to be filled with emails offering discounts and coupons to save them money. These are called promotional emails, which aim to raise awareness of a company’s products or services and further incentivize buyers financially. Expect the intensity of your promotional email marketing to increase during busy shopping times like Christmas.

One of the fundamental aspects to include in a promotional email is a call to action, which provides a clear and direct route to what you are promoting. More on this in our guide to designing a newsletter template.


Our beginner’s guide to marketing covers some sample topics that could help your business attract customers, including offering valuable insights that otherwise wouldn’t be available. Consider sharing things like insider knowledge, tips, and tricks.

These news-type articles are better sent with frequency, although less often than promotional content. Consider weekly, fortnightly or monthly intervals.

Informational marketing is also a great way to keep customers informed of any company announcements, such as changes to your services, new product introductions, and shipping delays.


Re-engagement emails can be a combination of promotional and informational content, but they have a more specific audience of people who once expressed an interest in your business but are no longer actively interacting.

It could be people who haven’t purchased from you in a while, or people who left something in their online cart without completing the purchase. This is a great opportunity to send great discounts to those who need them, without running a company-wide promotion.

Why do you need an email marketing campaign in your business

1. Conversion into sales

Promotional and re-engagement emails are a great way to offer price reductions for your products or services, enticing people to spend more with your business. Ultimately, this leads to conversions through calls to action throughout your email.

Make it personal by offering unique birthday discounts for each individual subscriber.

2. Brand awareness

Email marketing is easily scalable, which means you can send to a large number of recipients without having to invest huge sums of money. Unlike other platforms – for example social media – it is easy to collect email addresses from a whole range of entries, from mailing list subscription boxes to shopping carts e-commerce and to third parties.

Additionally, email inboxes are carefully curated spaces filled with content from only the companies people care about. Continuing to provide valuable information will help your brand stay fresh in the minds of followers.

Varying your emails will help you retain customers, generating leads and conversions and keeping them coming back.

3. Accessibility

It’s easy to turn to social media when designing a marketing campaign, after all, that’s where the action is. However, it does not provide the most accessible route for customers, with many people too young or too tired to have an account. Virtually anyone with a digital device will need to set up an email address to use their device.

Email, while imperfect, is a more universal approach that helps reduce the waste that would be generated by conventional paper mail.

4. Affordability

Choosing the right marketing service can be tricky, so we’ve produced a guide to the top seven must-have features. That said, many providers offer multiple levels of membership, often starting with a basic free plan.

Marketing service providers recognize the importance of offering services that grow with your business needs, which helps make email marketing a scalable option with results based on the effort you put into it.

6. Stay in touch

Unlike social media, where it’s easy for algorithms to change the type of content consumers see without notice, email is a surefire way to reach an audience. Readers can choose when to interact with emails, which are then stored chronologically in their inbox.

5. Real-time communication

Email was once the preserve of high-end computers, but now many of us turn to our smartphones on the go to check incoming email, along with tablets and even smartwatches. This makes it easier for businesses to target consumers in real time with live information. Imagine that a sports team wins a game; it’s a perfect opportunity to organize a sale on items related to this team, for example.

Prominent calls to action will give consumers direction, whether it’s a link to a product, your website, or a review page. After all, there is no better time than now.

7. Easy Targeted Messaging

An email service provider will be your first step in sending promotional emails and other marketing content, but it can be time consuming and complex. Investing in a more advanced email marketing service opens the door to many new opportunities, like automation.

With each shopper at a different stage – browsing, buying, following, to name a few – you can generate content that is automatically sent to meet the individual’s needs.

7. Easy to get analytics

Remember your purpose when creating email marketing content and take the time to set up analytics when designing your template, whether through a purpose-built email service provider or an API that connects to other parts of your business like your website.

Understanding how you get your leads, click-through rates, and an array of other data can help you formulate better plans of attack going forward.

Check out our list of the best secure email providers.

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