Benefits of email marketing

With the existence of social media and other channels of communication, some businesses tend to forget about the various benefits of email marketing.

Email marketing is a highly personal way of reaching your target customers. It allows you to personalize your messaging and send targeted messages based on customer actions and purchases.

According to Radicati Group, more than half of the world’s population uses email as of 2019, expected to increase by up to 4.3 billion by 2023. In addition, data from Pew Research also shows that 92% of adults in the United States use email. And 61% of these email users are checking and sending emails on an average day.

Email marketing is a direct and effective way of connecting:

  • with your leads
  • nurturing them
  • and turn them into customers.

Adding email marketing to your digital marketing strategy will help your business improve its reach, engage with customers and convert more leads on a consistent basis.

what is email marketing?

Email marketing is the act of sending a commercial message, typically to a group of people, using email.  It is done electronically instead of through the postal service. And it involves using email to send advertisements, request business, or solicit sales or donations.

Email marketing is the use of email to develop relationships with potential customers or clients. It is one segment of internet marketing, which includes online marketing via websites, social media, blogs, and more.

Email marketing can be carried out through different types of emails:

Transactional/triggered emails

Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as a transactional message, the communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender”.

Triggered transactional messages include password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.

Direct emails

Direct email involves sending an email solely to communicate a promotional message (for example, a special offer or even a product catalog). They are marketing emails that are timed and sent strategically to the recipient.

Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.

Why email marketing?

Did you know that at least 91% of consumers check their email on a daily basis?


A huge number of prospects and customers are more likely to see an email first than social media. A social media post might not be seen by everybody, but an email will remain in an inbox until it’s read (or deleted).

Furthermore, on social media platforms, your business account could be suspended or deleted at any time, for any reason, without notice. However, no one can tamper with your email list.

What then are the benefits of email marketing?

Email marketing is a channel for customer acquisition


Brand awareness is one of the benefits of email marketing. Building brand awareness is an essential activity for any business startup. It is an effective method that can be used to acquire customers. When your brand is known, people learn about you and they are likely to become customers. Brand awareness is that intangible quality, which drives consumers to choose your product over that of your competitors.

A well-crafted email marketing campaign that addresses the needs of your potential customers will help you get a hold of your contacts’ attention and help you build a great relationship with them. By providing applicable and relevant information that will be of great help to them, you’re showing your audience you care about them beyond making a sale.

You can also send emails about your product which will help you build brand recognition and get the attention of your target audience. Emails can also be used to send Industry updates, Expert advice, Market News and Blog updates to your subscribers.

Meanwhile, all emails sent to your potential customers should relate to your business.

It fosters customer retention

Customer retention and satisfaction is another benefit of email marketing. Unlike some other marketing channels, email marketing allows you to keep in touch with your customers on a consistent basis and show them you care. It could be simple messages like: “Thank you for subscribing” “Welcome on board” “Happy Birthday” and so on.

benefits of email marketing

Email is the easiest and most effective way to let your customers know you value them. And customers love it when a business treats them as special individuals, not just like everyone else.

The more value you show in the emails you send, the more value you provide to your target audience. And the more value you provide to your target audience, the more they’ll look forward to hearing from you. When that happens, it’s easier to get them to engage with your call-to-action.

Increased sales

Some businesses don’t involve themselves in email marketing because of its lack of immediate large-scale reach and how long it can take to build up to reach. They often forget that email marketing targets your core audience, which is one of the benefits of email marketing.  Targeting your core audience means targeting people who have already engaged with your business by signing up for your email list, which means that they are also the most likely to engage again.

benefits of email marketingSocial media, television, radio, print, and internet ads can be great for communicating information, but they’re often limited to how in-depth the information you can be. On the other hand, Email marketing provides a large amount of space that can communicate your brand’s message and thereby, drive a sale.

Email marketing is a channel that can help you increase sales when implemented properly.

With email marketing, you can entice a customer to make a purchase in a few ways:

  • You can feature items that are often purchased alongside the products the customer bought.
  • You can also list similar items to the customer’s past purchases.
  • Or create a special offer or discount for future purchases.

Customers often act on impulse when they get an email letting them know about a relevant product that is related to their previous purchase. This is especially true if there is a relevant promotion.

Measurable results

With email marketing software, You can access to information like:

  • Email open rates; percent of users sent an email and opened it
  • Click through rates; percent people clicked on a link within the email
  • Delivery reports
  • Percentage of clicks
  • Emails opened by geography
  • Emails opened by device/browser
  • Percent of people who unsubscribed to your service

benefits of email marketing Having access to this rich information about your marketing campaign makes it easy to keep tabs on what is or is not working in your email marketing. After a customer has clicked through your email, the next goal is to get them to convert and purchase a product or service. In other words, you need to know how well your email is converting individuals into customers.

Your email conversion rates are an important metric to track, they tell you how well the call-to-action in your email has performed.

Email is simply the best way to make sales online.


Since the introduction of many other marketing methods over the last few years, some businesses have decided to abandon email marketing. The benefits of email marketing are unending. With email marketing, you can build your brand, create professional email marketing campaigns, make sales and measure your marketing campaigns.

How do I get started?

Did you know that Backdesk innovative solutions provide email marketing services?

Let us help you develop an email campaign that will get your brand noticed by consumers.

For more information on how to get started with email marketing, contact: or call 09069161331


Read more here: Email marketing benefits to small businesses in Nigeria 

Basic tips on how to improve targeted email marketing

About The Author

Peace Ola

Peace Ola is a Digital Marketing Specialist at Backdesk Innovative Solutions. She is experienced in creating, optimizing, and promoting engaging content that drives sales and increases revenue.


  1. Avatar

    Hi, I read your article and your information about the benefits of email marketing For Business is very amzing and so much helpful for me. Keep it up And Thank you very much:)

  2. Avatar

    Couldn’t agree less. You’re totally on point. Email marketing is often overlooked but highly rewarding.

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