Why market by email?

Marketing studies find that, after personal introductions and industry specific thought leadership, email is the next most effective source of B2B information and influence.

Think about that for a moment. If a buyer is sourcing products for his company to stock, one of the top three places he gets his information from is the emails that make their way into his inbox. There is real power in that.

All you need a good subject line so that the buyer will read the email.

If you’ve offered something his company could use, he will appreciate the email, and maybe even mark it for follow up later on. Afterwards though, he may forget about you or your product. So you have to keep top-of-mind with the buyer. You do that with… wait for it… more emails!

Now, you don’t want to get spammy or annoying with a flood of emails. The proper way to do it is to offer useful information regularly. This builds trust with the buyer. When a purchaser knows, likes, and trusts you, he or she is a lot more likely to do business with you.

The Beauty of Email

One beauty of email marketing is that it can be as long or as short as it needs to be for the purpose. Generally speaking, shorter, concise emails will work better. But depending on the subject matter, or stage of awareness of the targeted reader, long emails may be appropriate.

Another beauty of marketing by email is cost. According to DMA (Data & Marketing Association), every dollar spent on email advertising averages a return of $38. That’s the low quote. Other studies put the return on investment as high as $44, $51, $71, $88, or $122. Can you imagine that kind of payout at a casino?

Let’s not quibble about which research study is correct. The point is that email marketing, done correctly, is not gambling. It is the closest you get to a sure thing, and one of the soundest investments you can make in your business.

Sure, some email campaigns flop – for whatever reason. But on average, the return on investment is well worth it.

So, if you’re still questioning the value of email marketing, stop. Go Nike on the project, and “just do it!”


If you’re looking for assistance with email marketing, please contact me, I’d love to help.