The Importance Of Email Marketing For Your Digital Marketing Efforts

Email Marketing

When it comes to running a successful digital marketing campaign, there are many different elements that need to be incorporated. 

From the on-page and off-page SEO, any paid advertising, to help promote your product and brand, to the way you communicate with your audience. This you can complete through social media, content marketing, but also email marketing. 

A reliable and prominent figure within your digital marketing strategy, if you are unsure of the value of email marketing, then we can help.

Here to explain the true importance of email marketing, keep reading to discover whether email marketing is valuable for your business. But also, how you too can begin to incorporate this simple communication channel into your marketing.

What is Email Marketing

If you are new to the ever evolving world that is digital marketing and are about to take your first baby steps within email marketing. Let us first acquaint you with this valuable form of communication popular for its ability to communicate with receptive audiences.

As you may be somewhat aware, email marketing involves marketing and targeting consumers with commercial material with a particular goal in mind. Whether to improve customer loyalty, increase sales or share important information, email marketing is an important way to directly market to a targeted group of people.

With a commercial message in mind, this communication with customers is followed after the recipient consents to receive marketing messages in their inbox. This often follows the completion of a sale or a sign up to a business newsletter. 

This remarketing of material to be truly successful should be separated into different segments. These segments of different characteristics of the email database and added audience insights can allow the business to focus and send material best suited to the participants’ interest.

What can Email Marketing achieve

If you are attempting to determine whether email marketing is beneficial for your business, regardless of how big or small your company is, email marketing is an essential addition. 

With our lives becoming more and more digital, even more so following the COVID-19 outbreak, making sure that your digital marketing strategy is tidy and in pristine condition is more important than ever before. One way that you can do this and be confident that all efforts will not be wasted and that is by incorporating and optimising your use of email marketing. 

As our lives are moving more online and with over 3.5 billion smartphones users in the world, so is the amount of time that we are spending on our devices. With a mobile phone continually in our possession, targeting your audience through this reliable channel should be paramount in this digital age. 

Why should email marketing be incorporated into your digital marketing strategy? A method to contact and reach out to customers while they are out and about, while creating personalised messages that are in line with your marketing strategy. 

Advantages of Email Marketing for businesses

When it comes to the importance of email marketing for your businesses and deciding whether to incorporate this form of communication into your marketing strategy, first you must look at the advantages. What are the advantages of email marketing? And why should you incorporate it into your business? 

From looking at the results conducted and experienced by companies that incorporate email marketing into their strategy, there is one common outcome. That is the unbeatable ROI experienced

When compared to other marketing channels, the Return Of Investment experienced from email marketing came in up at the top in second to the results experienced through the social media channel, Facebook.

Research also conducted has discovered that emails are 40 times more effective when it comes to acquiring and converting consumers. An important feature during these turbulent times.

Along with a higher ROI, what are the other advantages of email marketing? 

Ties together your entire marketing strategy

What should be a foundation within your marketing strategy, when successfully promoting your brand of message, never use one channel alone. Instead, by incorporating all channels together, you can expect to receive maximum success. This point can be seen with the addition of email marketing and its ability to blend with your marketing strategy. While also working to benefit and give them the extra push that they deserve. 

If you are planning on organising a social media contest. Don’t just promote it across social media. Instead promote it to your email subscribers to drive the activity and allow them to promote and share the contest with their friends and family. 

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Connects with larger number of customers

If you are launching a new service or product and are looking to connect and communicate with customers, email marketing should be considered. This it can do through its ability to be received and read by subscribers anywhere, at any time of the day.

With more people with an active email account than those that use social media, email marketing already looks to be a reliable addition. 

Add in a higher conversion rate and ROI. There really is no excuse for not incorporating email marketing into your marketing strategy. 

Longer lifespan

Social media is an important marketing platform for businesses to connect with customers. This fact has been highlighted in recent research that found 91% of marketers claimed social media increased their brand recognition. But, what makes email marketing more valuable than social media? 

When comparing the two, email marketing can embody a longer lifespan. This lifespan can be seen through the permanent placement that the email creates when sitting within the inbox.

While a Tweet on the other hand has a lifespan of 18 minutes, proof that an email has a longer lifespan.

Offers a more personalised message

As previously touched upon, if you are looking to market and communicate with consumers on a personal level, personalising your message is recommended. This is where email marketing can be used to help assist with this task.

Email automation has never been more advanced than it is now. Along with personalising the subscriber names and the subject line, through the creation and segments of email lists, businesses can ensure that their message is going to the most receptive audience.

The email automation software that you choose to use can even filter emails by job titles and locations.

How to begin an email marketing campaign

We have covered the benefits of email marketing to a business and why it should be incorporated into your marketing strategy. From the longer lifespan to its ability to connect with a larger audience while offering a more personalized message. 

Not to be used alone, email marketing is a superb pillar to support and propel your present marketing strategy. But how do you begin to create an email marketing campaign?

We have put together some top tips for beginners looking to take their first steps and grasp the benefits of this effective marketing channel.

When it comes to the importance of email marketing, making sure that you have created a strong foundation can ensure maximum success as you begin to harness and incorporate email marketing into your campaign. 

Here are some the basic foundations that you must cover before starting to send out mass emails.

Choose an Email Automation software

Before you start to incorporate email marketing into your digital marketing plan, first you must review and choose an email automation software for your needs. With many platforms available, you won’t be short of choices. It is recommended that you take the time to familiarize yourself with the different softwares and their functions. Your email marketing campaign is only as good as your software that you choose to use. From Mailchimp, GetReponse to ConvertKit, there are a number of superb email automation softwares to review. 

Email Database

You have chosen your email automation software of choice and have created an effective content marketing strategy that you are confident will be a huge success. But how are you going to get your message out there to your audience? Before you can press send, first you need to build an email database. There are a number of ways that you can begin to grow and invite customers to sign up to receive your emails.

From a signup form that you place on your website to receive the latest news, or the gift of an exclusive discount for signing up to the newsletter. Some websites choose to create gated content that becomes visible once the reader signs up to their newsletter and agrees to be contacted with relevant marketing material. How you choose to build your email database is up to you and should be in line whether to help drive sales or increase visibility of content. 

Create relevant content and segment accordingly

Before you are able to start harvesting the fruits of your labour, first you must create relevant and engaging content. From the subject line, personalisation of emails, while catchy and easy to read emails all paramount for maximum effectiveness.

From making sure that your email is punchy, it is also recommended that you take the time to make sure that you are targeting the right group within your audience. 

Segmenting and sending targeted emails to a particular group within your audience can ensure that is openly received. The more relevant the content, the higher the conversion rate.


A powerful and important addition to your digital marketing strategy, for those looking to propel their marketing efforts, email marketing is recommended. By ignoring the rumours that email marketing is dead, instead you can create an effective and powerful marketing strategy that can get your brand and message seen and heard by a receptive audience. 

Coming in second to Facebook for high ROI results, within this blog we have covered the importance of email marketing and its many benefits.

With a little bit of investment and time put aside, you too can begin to see the benefits of this more personalised communication with interested audiences. 

If you have yet to try your hand at email marketing and witness the benefits for yourself, by reviewing our 3 top tips for incorporating email marketing into your strategy, you too can put your best foot forward.

Have you embraced email marketing and witnessed any instant noticeable results? We would love to hear from you and discover your first hand experience of email marketing. Comment below and share your experience of email marketing with us today.