Is email still as appealing in 2023 as it was once upon a time? New tech seems to be going rampant, obliterating everything in its path, old technologies included.

Miraculously, email has emerged stronger than anyone expected for two reasons:

  • People use it massively
  • It has evolved to cover the marketing needs of businesses

It is probably safe to say that everyone with an internet connection is an email user. Email is easy to use, even for people who aren’t versed in technology. It’s also free and performs its purpose instantaneously.

Of course, there are some professional email services that come at a price but they have plenty of alternatives, which is best documented in the fact that Gmail and Yahoo! are the two most popular email service providers. Both services are free and available worldwide.

Emails can be used anywhere, anytime, and are widely used for both private- and business communication.

Let’s see how emails can benefit businesses, at a glance.


1. Emails Are the Primary Source of Business Communication

Regardless of the novel communication apps and tools, email remains, to this day, the primary source of business communication.

The reason is simple: not every piece of information needs to be documented for the entire team to see and not every intel is a task to be followed up on.

Nowadays, email providers offer a number of add-ons to boot. Gmail, being Google’s brainchild, has made an art out of this practice for purposes we’d rather not examine too deeply.

The Gmail add-ons integrate directly into the Gmail app, adding additional functionalities. Notable examples include Dropbox, Trello, Slack, Zoom, Hubspot Sales, Grammarly, Gmelius and Boomerang.

However, to successfully communicate via email, it’s crucial to be sure your email reputation is in good standing. Always wondering if your email has gone to the recipient’s spam folder is no way to function as a company.


2. Emails Can Be Automated

Arguably one of the greatest benefits of email services is that emails can be easily automated. Automated emails (also go by the name triggered emails or behavior-driven emails) are triggered by a pre-defined user’s specific action performed on a business website or app.

Notable examples of how automated emails can help businesses grow include:

  • Welcome emails (triggered by new subscriptions)
  • User verification emails
  • Anniversary emails
  • Happy birthday emails

Businesses using automated email campaigns have a 133% higher chance of sending relevant messages.


3. Email Marketing Is Here to Stay

Email marketing is the cheapest way of advertising. It is exactly this functionality of email that has made the service irreplaceable. Given all facts mentioned above (email availability, etc.), there’s hardly any business not using email marketing tools and campaigns to their advantage.

Additional perks that make email marketing a force to be reckoned with include:

  • Reading emails is free
  • Emails are accessible across devices
  • Emails can be read from anywhere, anytime
  • Emails allow for more profound marketing strategies since they can be more voluminous than, say, SMS marketing offers

Email marketing campaigns’ visibility is ca. 90%, as compared to, 2% for Facebook newsfeeds.

Here are some stats to illustrate how important emails are:

–        Revenue for B2B marketing automation systems increases 60% per year

–         Transactional emails generate six times more revenue and have eight times more clicks than other email types

–        B2C marketers using automated email campaigns have 50% conversion rates

–        Over 75% of email revenue is generated by targeted email campaigns

–        On average, automated emails are opened in 70.5% of cases and generate 152% higher click-through rates

–        44.9% of U.S. retailers use personalized product recommendations

–        31.5% of U.S. retailers use a personalized welcome message

–        27.6% of customers add shopping cart reminders

–        Email campaigns generate $44 per a $1 investment

–        29% of marketers use ROI metrics to keep track of email effectiveness

–        77% of ROI is generated by targeted and segmented campaigns


4. Instantaneous Follow-Ups

No new technology is better at keeping in touch with customers than email. The most important reason why this is the case is that people can choose when to access their inboxes (as opposed to SMS marketing campaigns that may annoy people when being sent at the wrong moment).

Emails allow for fast adjustments. In the case of email marketing, you can use it creatively. E.g., imagine an important event with hyped-up coverage where a celebrity is wearing a shirt your business is selling. You may follow up with an email to boost the product’s popularity.

Other ideas may also come to mind; you just need to use your imagination.


Key Takeaways

Everything considered, emails are running stronger than ever. Not many people can imagine their daily routine without checking incoming emails or sending a couple of messages to friends, colleagues, or family members.

It is now more than obvious that email services are resilient to the aggressive penetration of new tech.

It would be a waste if businesses didn’t use this huge potential to keep in touch with customers and clients.