As other digital marketing tactics have evolved, a question remains: is email marketing still important for businesses?


The answer, Yes. Preparing a solid email marketing plan helps you reach and connect with your target audience more personally and boost sales at a reasonable cost. 


Unlike other digital marketing tactics, the importance of email marketing is unmatched. It’s one of the most powerful tools companies can utilize, from business-to-business (B2B) to business-to-consumer (B2C). Whether you want to decrease churn rates, generate and nurture leads, or increase repeat purchases, you can use email marketing campaigns to achieve your unique goals and get top-of-the-funnel leads that drive revenue. Looking to get started?


Here’s our email marketing guide below, and get a great understanding of the importance of email marketing!




Email marketing helps you with unprecedented reach, only comparable to social media channels. But where social media capabilities fall short, email fills the cup.


So it is crucial to see why email marketing is an important activity for your business.


Everyone Uses Email


Over 50% of the entire planet utilizes email right now. The mass adoption of emails makes it the best channel for your marketing. In today’s hyper-digital environment, it’s a safe game that everyone you come across and in your target audience must use email.


Unlike other marketing channels such as broadcasting or print, email offers one line of two-way communication with your target audience; we also find mobile users frequently checking their email inboxes!


Smartphones are rapidly gaining popularity. They have become everyone’s go-to solution for connecting with friends, family, businesses, and whatnot! People always check mobile phones- at the movies, in grocery stores, in waiting rooms, or whenever convenient.


As per Resquetime, smartphone users spend approximately 3.15 hours on their screens every day. While this can show that users are frequently checking out social media platforms, it’s not the whole truth.


ExactTarget’s survey demonstrates that 91% of mobile users utilize smartphones to check their emails. Besides, 50% of all emails are opened on a mobile device, generating around a 4.29% conversion rate! That is compared to the 75% of mobile users who use mobile phones to use social media platforms. Therefore, the growing popularity of smartphones isn’t dropping email marketing’s importance but increasing it significantly!


Increase Brand Awareness


Social media is not the only platform that helps an organization build brand awareness. Having a customer or prospect’s email address means one thing: they showed some interest in your business. Email marketing can boost the interest level of brand awareness by staying on top of their minds.


It also doesn’t mean sending four emails daily to every single customer. That’s genuinely a fantastic way to get customers to hate you! Instead, opt for email marketing that markets your activeness in society. Too many times, businesses try to sell, sell, and only sell their products via email marketing and completely ignore the brand awareness factor. Thus, they’re prohibiting the highest possibility of building buyer trust and adding a sense of personality to their brand.


Email Just Converts Better


People who purchase products/services promoted through email spend 138% over those who don’t receive email offers at all. Email delivers an ROI of about 5500%. That’s huge! Moreover, if you think that social media converts even better customers, then think again: the average order amount of an email is approximately 3x higher than social media.


Supports Personalized Experiences


Personalization is an incredible tool in digital marketing, and it’s another reason behind the importance of email marketing. While many personalizations in email marketing focus solely on addressing users by their first name, you can be more creative.


For instance, you can:

  • Create tailored journeys based on a subscriber’s pain points, interests, or needs.
  • Offer personalized recommendations, like related products or services suggestions.
  • Include a subscriber’s information into the content, such as their location.
  • Tailor send times and send frequency.


14% is the average increase in click-through rate (CTR) when an email is personalized.


Email Characteristics


Email marketing has certain qualities that make it the perfect business resource for any small business.


Email Characteristics


Email Builds Relationships And Credibility


We’ve already talked about how email brings a touch of personalization that other marketing channels lack.


On the other hand, personalization is more about understanding your audience, a long way in building relationships with your prospects. Email helps you proactively contact your leads and customers to show your enthusiasm and interest. People are forced to see your enthusiasm.


Combining personalization and proactiveness gives you the right ingredients for building long-term relationships. However, to capitalize on solid relationships, you should use email to drive your marketing home and build credibility.


Credibility is that badge of authority and trust that people give you. That crucial acknowledgment helps you stand out among the competitors and organize email boxes. Building a brand’s credibility through email isn’t challenging. You only need to keep your communication honest and authentic and show your expertise in your domain.


Emails Inspire Your Audience To Take Action


Utilize marketing emails to encourage your audience to take action on your offers. Suppose you sent an email with a video tutorial of your product kit. At the bottom of your email, inform your subscribers to click the “Buy Now” button to buy your product.


call-to-action (CTA) button


You can even make the deal more attractive by offering a huge discount to whoever clicks your call-to-action (CTA) button and purchase on the very same day.


Implement these email marketing tactics to make your email messages more compelling.

  • Create CTA buttons that stand out with contrasting or bright colors. Keep your text short and actionable too.
  • Make sure your CTA buttons lead a user to a landing page instead of your homepage.
  • Perform split tests to decide which email versions bring better conversions, opens, click-throughs, and other desired actions.


Email Marketing Is Easy To Measure


Many email marketing services give you access to critical numbers like:

  • Email open rates
  • Click rates
  • Delivery reports
  • Percentage of clicks
  • Emails opened by geography
  • Emails opened by device/browser


Metrics are an integral part of your online marketing campaign. It enables you to understand better how your email marketing campaigns are working, which ones to tweak, or which to avoid altogether. These metrics cannot be ignored.


It’s all about knowing your prospects and providing valuable content. While various studies and surveys present “optimal” numbers to aim for, it all depends on your industry and target audience. If your customers want but expect daily emails, you better offer them. But, sending too many emails to consumers who don’t want more than once a week will see your unsubscribe rate increase.


Emails Are Versatile By Nature


Email marketing enables you to incorporate a broad scope of media in your messaging. You can select images, videos, text, gifs, or embedded content and use them wisely to see if they fit your brand.


Business Benefits Of Using Email


Till this stage, we’ve talked about email capabilities and the front-facing benefits of using email marketing. 


Now it’s time to focus on how email marketing affects your business growth.


Business Benefits of using Email


Email Drives Website Traffic


Imagine you’ve grown your email list to about 100,000 contacts, and you have got an average click-through rate of 5%.


Imagine publishing a blog post announcing your latest product launch and sharing it with your email list. Even just 5% of the recipients click and visit your blog post, you’ll have about 5000 individuals who immediately know about your new product. At almost zero cost!


It’s Affordable


Indeed, we know you were waiting for us to address this one. The cost per conversion is extremely low with email marketing. You can reach a lot of consumers for less than dollars per message. 


Reach out to B2BProspex for all your data needs. We offer the best email list building services that help marketers drive revenue from their marketing campaigns. And, if you have high-quality data, then it will be more cost-effective to generate revenue from your email marketing campaign. 


Be it data mining, email list building, internet research, data appending, segmenting B2B lead generation data, or anything related to data, we can help you with anything. 


Covers The Entire Buying Funnel


Why use email marketing? Well, apart from contacting users directly via their mailboxes, the email further paves the way with users in every stage of the customer buying funnel. Regardless of whether your customer is at the awareness, evaluation, or purchase stage, your brand can use email to inform, inspire, and influence them.


The email further acts as a proactive role in nurturing buyers.


For instance, somebody downloads a whitepaper (in return for their email address).


You can anticipate additional user questions, concerns, or needs based on that download. Follow-up emails can address questions like:

  • What should I know about choosing a “{{product name}}?
  • How long does it take to install?
  • What are the warranties?
  • What do I need to know when choosing a {{Niche service/product}} company?


Depending upon these follow-up emails, you can navigate readers from one stage of the funnel to the next.


The Biggest Advantage Of Email Marketing


You Own Your Own Data!


Search engines and social media networks constantly update their algorithms to improve user experience. Sometimes these minor tweaks can affect your SERP ranking and social visibility.


But imagine if a major algorithm change comes through and you get buried under the rubble. You will still have a direct line of communication with your prospects and customers and can keep them informed of the company’s latest news and updates. Owning a robust email list in such a scenario will be a lifesaver.


Bring The Importance Of Email Marketing To Your Business


Why use email marketing? Well, nearly 82% of companies use email marketing, and they invest since it drives actual, measurable outcomes. From online sales to in-store visits to quote requests, email is channel businesses can rely on to generate revenue.


Make email a dependable revenue channel for your company with high-quality data from B2BProspex.


With our highly segmented B2B data list, expert data solutions, and desired delivery mode, we’ve helped our clients generate more than $3 billion in revenue in the past five years. Now it’s your turn to drive top-of-the-funnel growth.


Get in touch with our b2b list building service experts and let us help you with well-segmented, high-quality, and frequent delivery of data. 


Empower your marketing team with the best-in-class data so that they can drive actual results for your business. 


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