Don’t Underestimate Email in Business


Don’t Underestimate Email in Business

Email is a powerful marketing tool and it’s necessary to understand why email still plays such a big role in your business and commerce in general:

Business email is a quick and quality means to communicate with clients, potential customers, suppliers, staff, your bank manager, and industries the world over. Sometimes, due to language barriers, time zones, inconvenience, and for record purposes the telephone is just not a viable form of communication.

Everyday email can be the most powerful, successful, and cost-effective marketing and communications medium your business can ill afford not to put to use! It’s a proven fact that email is the most cost-effective and best form of business marketing in acquiring new customers and new business; given 80% of the new business stems from existing clients makes email an even more powerful business tool.

Advantages of Using Email in Business Communication

The importance of email in business communication cannot be underestimated. Not only does email enable immediate response, but it also ensures we keep track of all outgoing and incoming communication. Email is also cost-effective and provides invaluable marketing opportunities. Yet it is not the same to use a standard free email service, like Gmail, as it is to have a professional email that maintains brand alignment and serves as a calling card when targeting potential new clients.

Business Emails Ensure Immediate Communication

An email has the advantage of being sent and received instantly, whether the recipient is next door or thousands of miles away. Therefore, email streamlines communication, making it easier and faster to communicate important information and to receive status updates in real-time. In addition, uninterrupted communication allows companies and clients to establish a meaningful and productive conversation and ensures doubts or issues will be addressed immediately.

Business Emails Allow Targeted Communication

Business emails enable businesses to direct their communication to predetermined audiences. The total number of business and consumer emails sent and received per day worldwide exceeded 293 billion in 2019 and is forecast to grow to over 347 billion by the end of 2023. Given the number of people who actively search for service providers online, targeted business emails allow companies to focus on highly qualified leads rather than arbitrary consumers.

The trend in email marketing is also showing no signs of slowing down. On the contrary, 73% of millennials prefer business communication via email. In addition, when business emails are personalized, marketers report that campaigns experience a 760% increase in revenue.

Business Emails Help Improve Record Keeping

The benefits of business emails are that they are much easier to track than direct email. Recipients can easily search their inbox for pertinent business emails by simply typing in the company name, which usually includes the domain. For senders, the email also creates a paper trail that can be easily followed. Rather than being lost under piles of paper, email communication allows for the flow of information to be dated, recorded, and preserved so that there are no issues with miscommunication.

Business emails further enhance record-keeping since the business name in the domain becomes more important than the sender. Therefore, if a potential customer is contacted by several people in the same organization, the business name remains the same regardless of the sender. It doesn’t matter if the sender is John Smith or Mary Jones, the domain – – stays the same.

Business Emails Keep Communication Costs Low

The financial benefits of business emails are rather obvious. Email is essentially free, whereas direct mail entails printing and delivery costs. Granted there is a cost associated with maintaining a dedicated email server, however, it is insignificant when compared to the cost of postage. Also, a dedicated email server doesn’t distinguish between one email and a million emails – the cost remains the same.

Moreover, while the cost of direct mail varies depending on size and weight, business emails allow companies to send documents, flyers, and catalogs at no additional cost. The importance of email in business is especially significant for smaller companies trying to keep their overhead low, while still offering great service.

Business Emails Maximize Marketing Opportunities

Currently, 82% of companies use email marketing, while 50% of companies still prefer direct mail, according to Hubspot. Aside from being cost-effective, email marketing also allows companies to distribute information about their products and services to both current and potential customers immediately. Rather than having to plan a campaign well in advance in order to maximize response, email marketing can announce next or same-day promotions in real-time.

Everyday email empowers you to directly engage with customers on a personal, individual, and permission basis. People tend to prefer engaging via email to other potentially irrelevant and impersonal forms of marketing.

When running a business in a highly competitive world it’s more important than ever to make every cent count. Capitalizing on marketing opportunities – at no cost to the company while communicating with clients in the normal course of events – is an opportunity not to be missed!

To find out how to grow your business by turning every email into a viable marketing opportunity and making every email and cent count, why not speak to an advisor?

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