My inbox is no stranger to spam. In fact, I’ve even gone so far as to create a separate email account just for the purpose of sending unwanted email notifications to that address. That’s not to say there aren’t many email newsletters that I enjoy reading and receiving.

Is email marketing still strategic for business?


In fact, 59% of B2B marketers say email is the most effective channel in generating revenue. So yes, email marketing is crucial to your marketing strategy (and let’s face it, most content management system (CMS) businesses like Constant Contact, VerticalResponse, and Emma wouldn’t still be around and thriving if email marketing campaigns didn’t work). And in some instances, email marketing is still soaring past social media as a means to reach key audiences. In a recent survey by VerticalResponse, it was noted that small and mid-sized businesses see higher return and success rates through email marketing campaigns than through use of social media.

3 reasons to keep email marketing as part of your communication strategy

Email marketing is traceable

If nothing else, email marketing might be one of the most foolproof ways to monitor your return on investment (ROI) effectively. There are various ways to measure the effectiveness of your campaign. You can track who opens, receives, clicks, forwards, and who in your contact list, bounces back—keeping your contact list up-to-date. Most businesses, such as Constant Contact, provide a higher delivery rate; [their] “spam checker flags areas of your email that could make it questionable to [internet service providers] ISPs.” Some other benefits includes specific targeting, data driven results, drives and supports direct sales through other channels, and it helps build relationships, loyalty and trust, knowing the information you send them will be pertinent and relevant to their interests in your company.

You can customize your messages through email

You can easily customize your emails to match your company’s brand and color scheme without having to be an html or coding wiz. Most outside vendors have several templates to choose from and they make organizing and setting up your content simple and user friendly; however, if you already have a genius team of coders, you can easily upload your own branded template.

Email marketing has an easy “likeability” factor

Similar to social bookmarking, RSS Feeds and blogs, most of your contact list opts to receive your email alerts and notifications. Again this is a direct way to reach your potential customer base with their expressed permission, and you can see how long they opened and read the email and which areas they viewed the longest, giving you the chance to revise your marketing or sales strategy based on real time information.

Additionally, like most pieces of online content, your contacts can forward your emails to those they think would be interested in receiving the information and they can even post it to their social networking sites—making all of those “likes” and posts traceable as well.

Email marketing is not dead. It’s a viable means to send information to your audience and track the success of your campaigns. Be strategic about your content, subject lines and information you provide and you’ll work your way through the noise and into the hands of your customers.

Are you using email marketing as part of your communication strategy? What successes or struggles have you seen?


  1. says

    Interesting piece. The pace of new advertising options is at an all-time high so it is nice to take a step back and a good look at what is actually performing for you. The trackability, targeting and relevance of the opt-in audience email marketing provides go a long way to confirm that you are getting a good return.

    • Melissa HarrisonMelissa Harrison says

      We agree, Marcus. It’s just one of the many tools companies can use, but email marketing does offer a lot in the way of tracking and accountability. It’s always a good reminder among the newest “shiny” tools out there not to discount the traditional tactics that can still work (as “traditional” as email marketing is). :) Thanks for your comments!

  2. says

    Thanks for the post.
    As a marketer, I couldn’t disagree with the power of email marketing. Personally I am using MailChimp to spread out marketing campaign to potential clients. However, personally I think it is also a double-edged razor when the customers feel bothered or spammed and definitely the opt-out reaction would hurt.

    • Melissa HarrisonMelissa Harrison says

      True, Stella. Email marketing can feel bothersome if there isn’t a strategy in place. It sounds like you have a good sense of that though, and are being thoughtful about your emails to clients. I’m a firm believer that unless you legitimately have something to say, don’t just send an email piece for the sake of sending one. Thanks for your comments!

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