Why every business needs to think about business email marketing


With the development of Internet services, electronic communication has become a common form of interaction between people. Business-to-consumer communication is no exception. Email is a simple effective means of addressing customers and advertising goods and services, offers and discounts. Email marketing can be very beneficial for a company, since it helps reduce advertisement expenses and target more potential customers. Let’s have a look on how one can benefit from business email marketing.

1. Email is a popular means of communication

According to some studies, email is rated as the most popular and the most used Internet application. There are more than 450 million email boxes, with the number escalating every day. 96% of Internet users are estimated to be online because of checking email boxes and 34% are said to check them consistently throughout a day. A lot of companies prefer electronic communication to phone or postal mail. 42% of business users are reported to check their email while on holiday while 53% of respondents check their email boxes six or more times within a working day. These data show that business email marketing may be a very efficient means of communication with customers.

2. Email is time-saving and cost-effective

Businesses using electronic messages cut down on mail expenses, since neither printing nor postage fees are needed. A traditional postal mail costs £1-3 per recipient and can take a lot of time to complete while an email costs a few pennies and can be completed with a few hours or less. It is estimated that the return on investment in emails is 40 times bigger than in postal mails.

3. Email generates instant response

Advertising or promoting commercial products or services by means of email marketing produces immediate results. According to research, about 80% of responses are received within 3 days while it takes weeks for postal mails to show results. A few minutes after sending emails to customers one can already see how recipients respond to the information they have received. They may start making purchases or merely ignore offers. Using business email marketing tools, companies can get a better idea of when they should launch a product or start a promotion. By understanding customer behaviour, they can time their email campaign for maximum response. 

4. Effectiveness of a business email marketing tool can be assessed

A company can keep track of responses and evaluate what messages have the most favourable impact on customers. If a message generates fewer responses, it can be replaced by a more effective one within a short while. Effectiveness of postal mails is mainly based on statistics and often takes weeks to test.

5. Email improves business-to-consumer communication

Each email comprises targeted information for a particular customer. Instead of an impersonal form of salutation a sender can address the customer by name and tailor the message to his or her preferences and interests. Personalised targeted information helps deepen business-consumer relationships, promote brand loyalty, as well as generate repeat business. 

6. Business email marketing can increase sales

Research shows that any effective sale requires some repetition. A lot of customers shopping in land-based shops spend time considering whether to add a product advertised on TV to their trolley or come back next time. It takes regular Internet users up to nine visits to a website before they make a buying decision. If a company has a customer’s email address, it is more likely to close the deal successfully by reminding the customer about the product, its features and benefits.

The list of business email marketing benefits can be continued. Thus emails promoting a commercial product or service send people to offline shops and events, build awareness, contribute to branding, strengthen relationships as well as encourage trust and loyalty. Email offers and promotions help generate immediate sales, downloads, inquiries, registrations etc.