Why is email marketing essential for your business?


The good old e-mail marketing is seen by some as old-fashioned, who consider him as the grandpa of digital marketing. Deprived of the popularity of social media and receiving much lower investments than sponsored links, email marketing is an injustice. The new generation ignores the glories of the one who had helped their parents sell over the internet since the late 1990s!

And you, a digital marketer or entrepreneur who uses the web to leverage your business, respond: Is your goal being to be a celebrity on the internet or just want it to drive you the results of your campaigns or your business?

If your answer was “results,” know that good old e-mail is one of the most effective forms of digital marketing, straight to the point, blunt and funny, and a small investment compared to other online media. If you have questions, they will be answered in this article.

Market penetration

E-mail is seen as something intrinsic to one’s own use of the internet. You’ve probably heard friends say they left or intend to quit some social network, but I doubt they heard a friend say they would abandon the use of the email.

Nor can we underestimate the scope of service. According to Exact Target surveys, currently 95% of online consumers use email, which represents more than 3 billion active accounts worldwide. Of this total of consumers with active accounts, 91% check their inbox at least once a day.


Speaking of social networks, let’s make a brief comparison between their reach and that of email marketing. To do this, we will take as a reference Facebook, by far the most used social network in the world.

Let’s say you have 10,000 followers on Facebook. He was excited about being able to speak directly to this considerable number of potential consumers, right? But in practice, things are very different. Out of this 10,000 people, your most popular posts will rarely reach 500 followers.

In the case of email, considering that approximately 4% of the messages are directed to the spam box and another 18% blocked or lost for some other reason (ReturnPath search data), you still have almost 80% of messages delivered. From there until the closing of the business, it all depends on your business and marketing approach.


Some people say that social media is free. In fact, free is just creating an account. Significant team investments, sponsored posts, and, not least, time are required to achieve effective results. The return on social media occurs at least in the medium term.

And what about the sponsored links in search engines? They represent direct costs from the first click, not to mention the need for experienced professionals to optimize investments.

That is why email marketing continues to be one of the cheapest forms of digital marketing.

Time to be pragmatic

With all this, we do not mean that the other forms of marketing mentioned in this article are not important. Through a consistent basis of emails, you can check: email marketing sells! Also according to Exact Target, for each R $ 1 invested, R $ 44.25 is the average return.

But when deciding your investments, you should be more pragmatic and evaluate the options based on the potential return of each of them.