Don't Ignore Email Marketing: Proven Benefits for Every Business

This post is for you if:

1. 1You have a business but aren't using email marketing to acquire new clients or nurture existing ones
2. 2You use email marketing but aren't sure you're doing it right
3. 3You're curious about what email marketing is and how to use it

You can use email marketing whether you sell products or services, directly to consumers or to other businesses.

Why you should use email marketing

1. 1It's a channel you own. Every contact (email address) you have from your clients or potential clients belongs to you, unlike social media platforms that can block your account, change their algorithm, or delete your content.
2. 2It's significantly cheaper than other forms of marketing, such as paid ads, media placements, billboards, or influencer partnerships. The main costs are your time and an email software subscription, which is usually priced based on the size of your list.
3. 3Personalization options are far greater. You know exactly who you're writing to and can include their name, company name, or other relevant details you have on file.

According to Statista research, 30% of marketers globally say email marketing delivers the best ROI.

When is email marketing most useful?

1. 1For acquisition, generating new leads and potential clients
2. 2For nurturing existing clients and driving repeat purchases

Acquiring new clients through email marketing

Cold email

This is the approach I see most often, and the one I recommend least. Sending sales emails to a list of people who don't know you and haven't given you permission to contact them will have little effect. Response rates are low, and you risk being blocked or reported.

Sign-up form

Place a sign-up form on your website for anyone who wants to receive updates from you. You can also run a social media campaign specifically aimed at growing your email list.

Lead magnet

A lead magnet should be something that attracts your target audience. A simple digital resource connected to what you sell, which you give away in exchange for an email address. Common lead magnets include e-books, guides, checklists, or useful templates.

What to send new subscribers

Send what you promised. If you sell services or a software product, focus on being useful first. Build trust and a relationship before you try to sell anything. Share helpful blog posts, case studies, and industry insights.

Nurturing existing clients and repeat sales

Most businesses are so focused on acquiring new clients that they neglect existing ones. But selling again to an existing client is far cheaper and easier than finding a new one.

Email marketing formats

1. 1Newsletter: Broadcast emails you send on a regular schedule. We recommend dividing them into sections, with one educational or useful part and one section covering company news or offers.
2. 2Triggered emails: More complex to set up but more effective because they respond to user behavior. Examples include abandoned cart emails or personalized product recommendations.
3. 3Campaign: A short-term activity with a clear goal. Campaigns run for a few days with a strong CTA.
4. 4Welcome sequence: The first few emails sent automatically to anyone who signs up. The goal is to build a relationship before you start selling.

Best practices

1. 1Segment your list: Don't send everything to everyone. You'll get better results by tailoring messages to specific segments.
2. 2One CTA per campaign: Offering too many things at once confuses the reader.
3. 3Personalize: Emails should feel like they come from a person, not a system. Use personalization wherever you can.

How to measure email marketing performance

The key metrics to track are open rate, click rate, unsubscribe rate, and bounce rate. The most important element is the subject line. That's what determines whether someone opens the email at all.

If you need help building an email marketing strategy or managing campaigns, reach out to us.