Email Marketing: Why it is a Communication Necessity

At the heart of business lies the fundamental need to communicate and communicate well. Business has been called the art of relationships. Be it with vendors, colleagues or customers, maintaining relationships through good communication is key. When considering a communication strategy, there are more than several aspects to consider: venue, approach, desired outcome, channel, etc. All are integral parts of communicating an idea or promoting a thing.

When it comes to communicating your brand, there are different tools available to increase the success of your communication strategy. Specifically, using an array of marketing tools to reach your desired outcome. Marketing emails are one particular marketing tool that adds to the overall picture of your brand and marketing strategy.

Before the advent of text messages or social media comments, there was email. Email revolutionized the way people communicated and transformed the Internet into a communication highway. From a marketing perspective, it opened doors for new avenues to reach consumers, drive traffic and build online presence. Three key areas that emails can benefit your business include:


Image courtesy of Pixabay and stevepb

Image courtesy of Pixabay and stevepb

Email marketing is a highly user-friendly and versatile medium. Emails are also a very cost-efficient and cost-effective communication channel with your clients. Meaning that when using this tactic, you are getting more bang for your buck. At the heart of any marketing strategy is the desire to promote across multiple channels. Spotlighting blog articles in your e-newsletters allows you to link the blog article to your website, increasing visitors to your site. Emails are also capable of incorporating social media promotions as well as direct marketing tactics. making email an essential part of your marketing strategy.

Brand Communication

Image courtesy of Pixabay and JESHOOTS

Image courtesy of Pixabay and JESHOOTS

Communicating brand identity is a necessity for any business.  Emails allow businesses to communicate brand and also aide in altering it if need be. Sending out an email update about the latest line of product or link to a blog article reinforces your business’ brand identity. Emails add another level of consumer engagement that reinforces how the consumer responds to your company. Chances are if your readers have chosen to receive emails, they already enjoy your brand and what your company has to offer. Remember to always think creatively and authentically when it comes to supporting your brand so that customers continue coming back for more.

Online Presence Strategy

Image courtesy of Pixabay and geralt

Image courtesy of Pixabay and geralt

Email promotes dialogue with your clients and open channels of communication. Email also offers you instant data about the habits of your clients and can give you traceable results instantly. Emails are capable of providing information that can help increase lead generation and contribute to increased conversion rates. Besides valuable data, emails also add value to your relationship with clients. Sending an email about the latest charity your company supported or a 10% coupon for a customers birthday can add a deeper level of connection with your customers. Overall, email can take your online presence strategy to the next level if you use it wisely!


Communicating through email can do wonders for your business, especially f you use it in the right way. Do not fall prey to the ever tempting fallacy of over emailing customers. The goal is to gain and maintain subscribers by being not just interesting and entertaining but also considerate. Go out and review your email marketing strategy today! For helpful tips about how to successfully incorporating email, read this article! And, check out this piece for B2B marketing mistakes to avoid.

– Jamie

About Jamie Teasdale

Jamie Teasdale founded Propel Businessworks, a small business development company, in 2009. Since then, she has been lending insight and creativity to businesses all over the U.S., giving them the tools they need to plan, promote, and prosper.