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A Good Old Friend: Why You Should Still Have An Email Marketing Strategy

Updated: Dec 19, 2019

Most small business owners and marketers identify Email marketing as their biggest source of customers.

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As you continue to grow your business, I am sure you have become all too familiar with occupying many different titles. By now you know that you are sometimes the Chief Marketing officer of your business, and other times you have to wear the hat of the Chief Technology Officer.

Well, such is the life of an entrepreneur. Regardless of whether you operate a small business, and I mean really small, or you have a few more members on your team than usual, you will have to learn to perform many functions, and well. The role of the marketing overseer should be navigated with all the seriousness it deserves.

One such element of marketing that should be mastered is email. Email marketing, an oldie but goodie, should be one of your main channels through which you embark on the task of communicating your value proposition with your target audience.


I caution you to not get distracted by all the other (shiny) new forms of marketing out there. I like to tell folks to rather employ a multifaceted approach when it comes to marketing.

You are better served if you choose a handful of marketing options and carefully craft an overall marketing approach that seeks to incorporate all the marketing tools and platforms to help drive home a single message.

Your message. When it comes to digital marketing and marketing automation, email should occupy a place at the top of the heap. Do not play around with your email marketing system.

Here is why:

Just ask ROI

Most small business owners and marketers identify Email marketing as their biggest source of customers. In fact, 59% of marketers say email provides the largest share of ROI. With email, most marketers get a chance to reach the greatest number of prospective customers for the least amount or share of overall marketing budgets.

Where it leads

Email marketing is and has always been the number one source of leads for sales professionals all around the world. Email (even on a smaller scale) goes hand-in-hand with lead generation.

The sheer reach of email and its low cost to set up makes email marketing a businessperson’s best friend when it comes to marketing.

Marketers, small business folk, and sales professionals all use email as their primary method by which they generate leads for their businesses. According to Sprout social, 89% of marketers say email serves as their primary channel for lead generation.

Audience size

Experts project the use of email to grow exponentially by 2021. There are currently over 3.7 billion active email users in the world. That is correct, email use has actually grown over the last ten years despite the introduction and heavy usage of other forms of communication.

Social media, text messaging, instant messaging, etc. Never actually replaced email. All these tools now work well together with your email as well as phone communications, and if you are in business then you know how important it is to provide many channels of communication between you and your customers.

Email use will actually reach 4.1 billion by 2021. Smartphones and a whole host of other tech tools have helped fuel the growth in usage of email.

It's mobile

Smartphones and the ubiquity of mobile apps have been a godsend to the email marketer and small business owner/entrepreneur. She no longer has to wait for folks to see her promotional ads when they sit at their computers to check their emails. Nope! folks will now see your campaigns pop up right there on their mobile devices.

And since we all carry these devices everywhere and can't seem to take our eyes off their screens, you do not have to worry that your email marketing campaigns will go unnoticed. According to email marketing firm Litmus, over 60% of all email opens happen on a mobile device. That is over half of the population of email users.

Litmus also adds that 28% of all emails are read on an iPhone and the most popular email app is Google's Gmail app.

New developments

This next statement may seem strange to some but " there are new tech tools in the email marketing world”. Yup, just like in other technology-based fields, there are a whole host of new and future systems that insiders believe will help small business owners, marketers, and entrepreneurs better connect with their audiences via email.

One such innovation is "Interactive emails". Many believe that email marketers of tomorrow will help give themselves a leg-up if they adopt, among many things, emails that readers/ audiences can interact with. It is not enough to segment and personalize your emails anymore.

Video, for example, is one of the types of content emerging as an ROI booster in email marketing. In fact, according to Martech Advisor, adding videos to your email campaigns will help boost your open rates by 300%. Adding other forms of new media like sliders, collapsible menus, and GIFs will help make your emails more appealing to audiences, especially if your products and services are designed to attract younger customers.

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