How to use email marketing and why it’s relevant

Many internet marketers no longer see email marketing as a hot topic, relying primarily on tweets, likes, and Google +1 buttons. Many e-commerce professionals have focused on trendy tools that everyone is talking about. They call email old-fashioned and unnecessary. But what to say about it, we ourselves adhered to the same point of view until recently.

Admittedly, this was a mistake. Voluntarily giving up a perfectly working way of promoting brands, goods, services – what could be more stupid?

Huge audience

Email is still one of the most popular messaging channels on the Internet. According to various sources, 70-80% of Internet users check their email boxes more than six times a day. This confirms that “electronic” remains the most reliable way to communicate with the audience.

People prefer email

Facebook and other social networks are great ways to find old friends and new acquaintances. The microblogging service Twitter allows you to comment on events in real-time. And email is still a traditional tool for discussing business issues.

According to a study by ExactTarget, 77% of Internet users prefer to receive business messages via email. Your end consumers are used to using social platforms for communication, and email for business messaging. Don’t force them to give up their habits for dubious experiments.

Email marketing brings results

The days of buying email databases and mass mailings are long gone. However, email marketing remains an effective sales tool. According to researchers at MarketingSherpa, 66% of web users have ever made a purchase after receiving a promotional email. And 67% of the companies surveyed increased their email marketing budgets in 2012.

Email complements SMM and SEO campaigns

The use of email dramatically increases the effectiveness of online marketing for small businesses. For example, starting a new social media campaign becomes more successful if you send your friends emails informing them of the start of a new project. The chances of a campaign’s success are increased if you have many acquaintances who are interested in your initiatives.

Sending links to interesting and useful content on your site to friends and acquaintances is an effective way to get natural inbound links. Plus, if you have a large list of friends and potential customers’ email addresses, you can ask them to retweet or write a review about a particular product.

How to use email marketing to promote a business project

Create a database of email addresses

Surprisingly, many entrepreneurs don’t have an email list for their clients at all. Others rarely update such a list and do not keep it up to date.

Start by creating two lists. Enter in the first email addresses of existing customers, and in the second “email” potential customers. This will not cause you any difficulty.

Do not buy ready-made databases of electronic mailboxes. All studies prove the ineffectiveness of sending emails to purchased addresses. Collect “emails” of your customers, selling them services or goods. Encourage site visitors to subscribe to the newsletter, while leaving a real email address.

Organize a newsletter

Use the easiest way to start an email marketing campaign – send out newsletters at least once a month. Your company is one of the best in its niche, isn’t it? Share with your existing and potential clients and partners the useful information that made you a leader.

Use one of the many free email marketing platforms. Install a subscription form on your website, choose memorable email templates.

Organize a special mailing list

Once you’ve mastered your monthly newsletters, start creating a few special mailings. This process is laborious, but it is he who brings the maximum result.

Create and send your clients emails that will help them solve any problems related to your field of activity. Only send these letters to the subscribed recipients. This will allow you to work with a motivated audience.

The more useful and informative these letters are, the more customers will respond to them.

Evaluate the results

Measure the effectiveness of email marketing to understand how the tool works and what results in it brings. After organizing newsletters and special mailings, take care of fixing the leads that this channel generates.

Try to avoid a common problem for small businesses – many entrepreneurs often do not know how to collect and analyze data on the effectiveness of marketing activities. Contact external consultants if you do not own lead fixing tools.


Email marketing has lost its popularity due to the development of alternative promotion methods, but it remains one of the most effective ways to “reach out” to the target audience. The effectiveness of mailing lists is confirmed by numerous studies, but not every entrepreneur maintains a database of email addresses of existing and potential customers.

Like other methods of promoting a business on the Internet, email marketing is not a universal weapon or panacea. However, it should be one of the key elements of a small business promotion strategy. Try this tool to see how effective it is. Evaluate the synergies between email marketing and other consumer acquisition strategies.