Why Email Marketing Is Still a Powerful Tool

In today’s digital marketing era, it’s easy to forget about email marketing. After all, there are so many other ways to reach your target audience! But don’t write off email just yet – it’s still a powerful tool that can help you achieve your business goals.

In fact, email generates $42 for every $1 spent on it, making it one of the most effective marketing channels available. And with more than 4 billion daily email users worldwide, there’s a huge potential audience to reach.

So, what about email makes it such a powerful marketing tool? That’s what we’ll explore in this article. Keep reading to learn more about why email marketing is still relevant – and how you can use it to achieve success for your business.

1. It’s Personal

Email is personal. In a world where consumers are bombarded with generic advertising, emails offer a chance to connect with your audience on a more personal level.


You can segment your lists to send targeted messages to different groups of people, and you can even address your recipients by name in the subject line and body of the email. This personal touch makes email stand out from other marketing channels and helps you build relationships with your customers.

Imagine getting an email from your favorite clothing store tailored to your taste and style. You’re much more likely to open and read it and even click through to the website than a generic mass email. That’s what email can do for you – make a connection with your audience and turn them into loyal customers.

2. It’s Inexpensive

Email is one of the most cost-effective marketing tools available. There are no printing or production costs, and you can reach a global audience for very little money.

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Plus, the larger your email list, the more cost-effective it becomes because the cost per email decreases as your list size grows. Even if your list is small, you get to enjoy the benefits of email marketing for free in many cases.

With email marketing, all you need is an email list and a good email marketing service, like Mailchimp or Constant Contact. Then you can start sending out your messages and reaping the benefits of always being in touch with your customers.

3. It Boosts TOMA

TOMA stands for top-of-mind awareness. In other words, it’s the idea that people are more likely to buy from a brand that they’re familiar with.

Email marketing helps you stay TOMA by regularly keeping your brand in front of your audience. Even if they’re not ready to buy right now, they’ll remember your name when they’re ready to make a purchase.

Of course, that doesn’t mean sending emails every day or a couple of times a day! You don’t want to bombard your audience with too many messages. But a consistent email marketing strategy that aligns with your other marketing efforts can help you stay top of mind and convert more leads into customers.

This is especially with new customers or even leads, as they may not be familiar with your brand yet. Email is a great way to introduce them to what you do and start building that relationship from the very beginning.

Tip: Inject some personality into your emails to make them more engaging and memorable. Don’t focus too much on selling – focus on building relationships and providing value.

4. It Drives Traffic to Your Website

Email is a great way to drive traffic to your website or blog. Every time you send out an email, you have the opportunity to include links back to your site.

If you’re promoting a new product or service, you can include a link to the landing page in your email. If you’ve written a blog post that you think your audience will find interesting, you can include a link to it in your email.

If you released a new video, include a link to it in your email. You get the idea – every email is an opportunity to bring people back to your site and introduce them to what you have to offer.
And, of course, the more traffic you can drive to your site, the more opportunities you have to convert leads into customers.

So if you’re not already using email to drive traffic to your website, now’s the time to leverage this powerful marketing tool.

5. It’s Measurable

How many times did you wish you could REALLY track the results of your marketing efforts? With email marketing, you can track everything.

You can see how many people opened your email, how many clicked through to your website, and even how many unsubscribed from your list.

This data is beyond valuable because it helps you understand what’s working and what’s not. That way, you can adjust your email marketing strategy and see even better results over time.

Plus, unlike other marketing channels, email marketing allows you to track this data easily – you won’t have to hire a third-party company to do it for you or seek out complicated software. In most cases, your email marketing service will track this data for you and make it easy to see in your account.

6. It’s Automated

One of the best things about email marketing is that it’s relatively easy to automate. Don’t think that means you can just set it and forget it, though!

You’ll still need to put in the work upfront to create your automated email campaign and make sure it’s running smoothly. But once it’s up and running, you can enjoy the benefits of automation without having to do much (if any) additional work.

For instance, you can set up templates like welcome emails, cart abandonment emails, and lead nurture email sequences. Then, whenever someone new joins your email list or abandons their shopping cart, they’ll automatically receive the corresponding email.

This is a great way to nurture your leads and keep them moving through your sales funnel – without lifting a finger.

7. It’s Mobile Friendly

With more and more people reading emails on their mobile devices, it’s important to make sure that your email marketing campaigns are optimized for mobile.


The good news is that most email marketing services automatically optimize your emails for mobile devices. But it’s still a good idea to double-check before you hit “send” to make sure everything looks good on mobile.

In doing so, you’ll ensure that your emails are getting through to your audience and that they can actually read and digest your content on their smaller screens.

8. People Want to Receive Emails

Despite all the doomsayers predicting email’s death, people still want to receive emails from brands they trust.

In fact, according to Statista, 86% of consumers say they like getting promotional emails from companies they do business with at least monthly, and 15% would like them daily.

That means there’s a pretty big opportunity for you to reach your target audience via email. And as long as you’re providing value and not bombarding them with too many emails, they’ll be happy to hear from you.

Also, remember that most of the people on your email list signed up to receive emails from you in the first place. So as long as you’re not violating their trust, they’ll be more than happy to stay subscribed to your list. Otherwise, they know where the unsubscribe button is and won’t hesitate to use it.

9. It’s Timely

With email marketing, you have the opportunity to send your messages exactly when your target audience wants to hear from you.

For instance, if you know that your target audience is most active on weekends, you can schedule your emails to be sent then, so they have something to read when they’re taking a break from work.

That also applies to special events and holidays. For example, if you know that your target audience is celebrating a holiday, you can send them a promotional email with a special discount or coupon code.

When you show up in their inboxes at just the right time, you’ll be sure to catch their attention and stand out from the rest of the noise in their inboxes.

10. Your Chances of Reaching the Inbox Are Pretty Good

Email may not be as appealing as some of the newer marketing channels out there, but it’s still one of the most effective. Why? Because according to Hubspot, 91% of consumers check their email daily.

And with spam filters getting more and more sophisticated, your chances of reaching the inbox are pretty good as long as you’re following best practices.

In Conclusion: Email Still Delivers!

As you can see, email is still a powerful marketing tool – despite what some people may say. So if you’re not already using it to reach your target audience, now’s the time to start. Just remember to focus on providing value and not bombarding your subscribers with too many emails. If you do that, you’ll be sure to see success.

If you need help with your email marketing, contact us today. We’ll be happy to chat with you about your goals and develop a plan to help you achieve them.


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Reem Abouemera

Reem is a marketing copywriter at ShiftWeb. Her passion is scrutinizing the intersection of marketing and psychology to support businesses in putting their best foot forward online. With more than 5 years of experience in writing both content and copy about online marketing topics under her belt, she understands the intricacies of the field and the challenges businesses face when it comes to standing out in today's digital landscape. When she's not writing, you can usually find her reading, binge-watching movies, or spending time with family and friends.

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