Why Email Marketing?

Guides / December 10, 2022

By Elvis Travancic

Email marketing is a powerful tool for businesses to connect with their customers and promote their brand. It involves sending emails to a targeted list of subscribers with the aim of building relationships, driving sales, and increasing engagement.

When done correctly, email marketing can deliver impressive results. It is cost-effective, measurable, and highly targeted. It allows businesses to track open rates, click-through rates, and conversion rates, providing valuable insights into customer behavior and preferences.

One of the key benefits of email marketing is its ability to personalize messages for individual subscribers. By segmenting subscribers based on their interests, behavior, and demographics, businesses can create highly targeted campaigns that are more likely to resonate with their audience.

Another advantage of email marketing is its versatility. Businesses can use email to promote products, offer exclusive discounts, announce new services, share blog content, and more. This flexibility allows businesses to stay top-of-mind with their customers and build trust over time.

No digital marketing category has had the longevity of email marketing. While some marketing trends come and go, email remains the most powerful channel available. According to the American Marketing Association, this is because:

It’s an opt-in channel

Customers need to sign up to receive marketing emails, which tells marketers that their subscribers are already interested in what they have to say.


With email, you can engage customers one-on-one. The more you know about your customers, the more you can segment them for even more personalized content and offers. You simply can’t achieve that level of welcomed personalization outside the inbox.

It’s easy to integrate email into other marketing channels

It’s easy to add email to your other marketing platforms and channels as part of integrated campaigns. When it comes down to it, everything really does start and end with the inbox.

Email drives conversions

When it comes to conversions, there isn’t a more powerful channel than email. The average click-through rate of an email campaign is between 2 and 3% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%.

Email is highly measurable

You have real-time access to metrics like opens, clicks, bounces, forwards, social shares, and more.

An email has a higher ROI

As previously mentioned, for every $1 spent, email has an average return on investment (ROI) of $35.

Email is a professional communication channel

Social networks are a very personal form of communication used to keep up to date with friends and family. When people log in to their social media accounts, they are there to see photos and updates from people they know and care about. Email, on the contrary, is a much more professional medium and people expect to receive information about products and services through that channel.

Email is a well-established form of communication

Email has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently since. Building your email list, unlike building a social media following, is a stable long-term investment that will pay off for many years to come.


OBATA is a St. Louis-based digital marketing agency geared to build your online brand.