Significance of Email in Digital Marketing

[This article was written by Harnil Oza.]

With the world heading towards digitalization, everyone depends on digital channels for plenty of things such as communication, entertainment, shopping, and education. The online world has become part and parcel of our lives. The internet and digital platform usage is rising, even more, especially the younger generation.

Now when reading all this, it is not surprising to know that even marketers in businesses are leveraging the most on these platforms. They are investing their digital techniques at the speed of light. According to forecasts from Forrester, by 2021, approximately $146 million will be spent on digital marketing.

Though success doesn’t just come by investing tons of money in digital marketing, it has to be correctly planned and strategized. With plenty of tools available, it can be sort of overwhelming to use those correctly. It requires a robust digital strategy on the part of digital marketers to keep the revenue stream flowing in.

No matter how many strategies you look for, one thing is sure– the foundation of digital marketing should ideally be email marketing. In this article, our primary focus will be the role of email marketing in businesses and the types of emails that can be used in marketing.

Role of E-mail Marketing in Businesses

Email marketing can be used to spread reach, brand awareness, engagement, acquisition, retention, direct sales, reactivation, directing traffic, and getting referrals, thus making it one of the most multi-faceted tools any business can use to flourish them.

However, the purpose of email marketing is not just for profit or growth.

Yes, the results are profit or growth, but the goal is to move your clients from one level of the value journey to another.

The path from awareness to conversion and promotion is the client journey. Once the client crosses this path, their lifetime value rises, adding profits and stability to your business.

  • Email can Lead to Increased ROI.

The reason why marketers are inclined towards email marketing is its cost-efficiency and effectiveness. Research says, some organizations see an ROI as high as $76 for every $1 spent, while email marketing produces $38 for every $1.

  • Email binds all your marketing strategies together.

Email can help you promote your marketing efforts. For instance, if you are making content for your blog, you can share it with subscribers through email. Are you announcing a social media contest? All you need to do is send an email invite to all your subscribers. Do you want to direct traffic to your website? All you have to do is email your subscribers with the product images, and follow up with a retargeting ad via paid search. So, regardless of the type of marketing you want, email seems to be the center of all.

  • Email Connects with More Audience Than Social Media.

Undoubtedly, social media usage is rising daily, with millions of active users each day. However, it cannot still outweigh the importance of email. So let’s compare the users of Email, Facebook, and Twitter.


Total no. of users 2.6 billion 1.7 billion 313 million
Use this platform daily 91% 57% 14%
Preference for Promotional messages 77% 4% 1%

You can see how email is more preferable compared to the rest of the platforms. Email looks more personalized compared to social media platforms.

  • Emails Have a Higher Lifespan than Social Posts.

Email offers a reliable, long-lasting approach to interface with subscribers. No doubt you can reach subscribers with a Facebook meme or tweet, but it has a very short lifespan. Study shows a tweet lasts no more than 18 minutes. After a few minutes, it will disappear into the newsfeed, and your audience might have to scroll way down until they see it again. While, email gets a notable place in an inbox and is simple to look on later.

  • Email Enables customized Messages to the Latest & Current Clients. 

Development in email automation has made it simpler for marketers to customize their messages. It goes way beyond including a subscriber’s name to the subject line. You can bifurcate emails, form personalized messages, actively modify content based on subscribers preferences, and include more private fields such as job titles & locations.

This sort of tailored messages is the best approach to attract new clients and captivate current ones. Knowing your audience and sending pertinent messages has become the utmost standard of a successful marketer.

Types of Email you Can Use for Marketing.

As a marketer, you can use three types of emails to entice your audience.

Transactional – to offer customer service.

Relational – to involve subscribers and foster relationships with them.

Promotional – for producing sales.

  1. Transactional Email:

These emails are sent out by automated systems, verifying your potential clients’ actions and current ones.

Marketing systems helps us with providing ready to use email templates to send out clients. The average earnings per transactional email is 2-5times more than standard bulk email.

8 types of transactional email that can be used:

Order verification

Purchase receipts

Shipping notices

Account creation

Return verification

Support tickets

Password reminders

Unsubscribe verification

  1. Relational Emails:

Organizations that use email to foster leads produce 50% higher sales-ready leads at 33% less cost.

8 types of relational emails that can be used:

New subscriber welcome

Gated content delivery

Newsletters/Blog articles



Social update

Contest launch

Referral request

  1. Promotional Emails:

As per the Direct Marketing Association, email marketing messages have led to 66% of clients make an online purchase.

8 types of promotional emails that can be used:

Promotional content

New gated content

A sale announcement

Latest product launch

Webinar announcement

Event announcement

Trail offers

Upgrade offers

Wrapping up:

In this article, we’ve covered the essential things like the benefits of email in your business and various types of email that can be handy, depending on what you wish to do.

A solid digital strategy can help your business drive direct traffic to your website or page, thus increasing brand awareness and raising sales.

Digital marketing is continuously changing, and thus influencing ways to market our business. As a business owner or marketer, you must take some time to go into an in-depth understanding of what email marketing can do.

Author Bio:

Harnil Oza is CEO of Hyperlink InfoSystem, one of the leading app development companies in New York and India, having a team of the top app developers who deliver the best mobile solutions mainly on Android and iOS platforms. He regularly contributes his knowledge on leading blogging sites.

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