Importance of Email in Digital Marketing for Success

The Impact of Email Marketing

Ever since the first email that was sent by Ray Tomlinson in 1971, nearly 50 years after, we still see just how impactful email marketing still remains to be. In 1978 Gary Thuerk, aka Father of Spam, sent an email promoting DEC machines to over 400 Arpanet users. This resulted in $13 million worth of sales at that time. However, even over time, email marketing has not lost its shine.  In 2019 global email users amounted to more than 3.9 billion. By 2023, claims it would grow to reach 4.3 billion users, which is more than half of the population of the world. More than 293.6 billion emails were sent and received every day in 2019 alone, and this figure is expected to reach 347.3 billion by 2022. According to a report by DMA (Data and Marketing Association), the UK, every $1 spent on email marketing, can offer you an expected average return of $42, which is insane! Many SMBs (small and medium-sized businesses) still rely on email as their crucial channel for customer acquisition and almost 80% of their customer retention.

Why is Email Marketing Still Relevant To This Day?

With the passage of time and the relative change in user trends and behavior, it seems like email has kept itself alive. Today we find inboxes to be portable, all thanks to mobile phone trends. With no one every genuinely going offline anytime soon, email has been kept alive due to marketing trends. Plus, the power of email can never be underestimated. This is due to the fact that they do exceedingly well when incorporated with other digital marketing efforts. Hence if you are out there supporting an event on Facebook, an exclusive request to join by email adds another punch. In short, emails help you build relationships as they are reliable. You can use them to share multiple messages, and they can also be modified to be more customized and personalized according to individual preferences. Not to mention that they can help you derive tremendous ROIs for our effort and time invested in them.

Effective Ways to Utilize Email Marketing

Build Up On Your Subscribers

Perhaps the most viable outcome of email marketing is to build upon your contacts and subscriber list. This naturally puts you in a commanding position to build relationships, work out partnerships, and look for future collaborations. All in all, you are strengthening your business network. That is evidently going to start offering returns in both the short and the long run.

Keep Users & Clients Updated

With the technology around us progressing at an exceedingly fast pace as compared to previous decades, there are bound to be a lot of changes happening fairly sooner than expected. However, with electronic mail by your side, you can stop worrying about change. Instead, you can keep your users and clients up to date about all of your actions and activities. This includes updates in technology, changes in products or services, terms and conditions of your services, and much more.

Create Awareness about New Product/Launches

When it comes to teasing your audience about new product offerings such as a product launch, a simple email can help you get the hype going. It is all in the execution. You can help people stay informed about all the latest news regarding your new product. Discuss features and insights as well as showcase designs and so much more.

Internal/External Memos

No one can argue about this one. Email is perhaps the fastest form of communication available today. One press of a button, a single click or tap on your smart device, and Voilà! Your message travels thousands of miles and reaches your recipient safely and securely with encryption providing it with an extra layer of protection.


There is no question about the fact that email marketing to this day is still in use and an active part of our digital marketing schemes. Many US customers without question like to receive promotional emails from companies they do business with. In some cases, email marketing has been termed as 40 times more effective as merely Facebook and Twitter both combined. Sending out professional and authorized emails with company logos and letterheads helps you build credibility, build your brand image, and boost your sales.

Author: Stella Lincoln

I am Stella Lincoln having a master degree from the University of California, Los Angeles in the subject of marketing. I love to spread the knowledge and wisdom. My focus is to enhance my skills and reduce the gap. You can check my write-ups at my blog; Educator House. Nowadays, I am working in HarperCollins Publishers as a Writing Consultant.