Is Email Marketing Still a Viable Way to Grow Your Business?

Attracting consumers and clients to do business with you is critical to take your company growth to the next level. Therefore, whether you’re trying to re-engage clients during a pandemic or growing your markets during “regular” business hours, the issue is: How do you do it? What are the most effective methods for attracting visitors to your business, website, restaurant, or office?


We are all aware of the answer: marketing. However, marketing is not a straightforward procedure. A marketing strategy encompasses a variety of techniques, methods and strategies—all of which are continually developing. It might be daunting when developing a marketing strategy for your small business.


However, one marketing technique has kept its potency throughout the decades. Email marketing continues to offer the best return on investment of any marketing channel—$42 for every dollar spent.


How Effective is Email Marketing?


Email marketing is one of the best ways for small businesses to connect with customers and clients. Your customers can opt-in to receive emails and stay up to date on new products and services.


With effective email marketing, your business can:


  • Grow your customer base
  • Create a one-on-one relationship with your customers
  • Keep customers engaged with your brand
  • Expand your reach to a growing, global audience
  • Get your clients to buy more, more often
  • Increase your conversion rates
  • Improve your SEO
  • Improve your online presence


People check their email every day, so you have a built-in audience! Email marketing also has the lowest cost-per-thousand method for lead generation. While most marketing channels can cost up to $4 for every lead, email marketing usually costs $1 per lead.


How Email Marketing Works


There are two types of email marketing: transactional and relationship.


Transactional: These include newsletters that contain information about your company, news about products or services, promotional messages about sales events or special deals, or invitations to join a loyalty program. It’s the “here’s what’s new” category of email—not many emotions involved.


Relationship: These emails contain information about your company, but they also focus on developing an ongoing relationship with customers. This might include company updates, offers, promotions, or even testimonials. These are the “we care” emails.


Many small businesses make the mistake of only sending transactional emails because they think it’s the most effective. It’s not! If you are going to make an effort to reach out to your customers, you need to provide value to them through information or free materials they’ll be interested in.


How to Grow Your Emailing List


How do you get people to sign up for your email list? Your business needs a website with an engaging email capture form to start.


The key to an effective website is making sure you don’t put a “Sign up for our email newsletter” link anywhere on your site. Think about it: how often have you ignored those links on other websites?


Instead, you need to work on your site’s usability, display the value of your email newsletters and make email sign-ups a necessary action. This can be done by having a small form that is persistent, taking up some of your home page real estate. Additionally, you should add a newsletter sign-up box to other areas of your site that you control, such as your contact page or blog.


The best time to get people to sign up for your email list is when they are inclined to do so. Usually, this means providing some incentive, whether a free e-book or a white paper.




While email marketing may not be the newest form of marketing, it’s still one of the most effective. Email marketing can help drive traffic to your website, increase your brand awareness, create a one-on-one relationship with your customers and encourage repeat business. If this sounds like a formula for success, then you’re ready to take your business to the next level with email marketing.


Are you looking for an email marketing agency in London to take your business growth to the next level? Routes 4 Media can help! Our company is a full-funnel digital ad agency that uses unparalleled creative, targeted media buying and data-driven analysis to produce results for our clients. Book a call with our team today to discuss your goals and how we can achieve them!