How email marketing affects company growth

How email marketing affects company growth

Email marketing still reigns supreme. If you’re still on the fence about using this tool to grow your business, it’s never too late to change your mind and add it to your overall marketing strategy.

Nothing beats email when it comes to sending professional and personal messages. Email is quick, efficient, and highly customizable, which is what makes it the perfect tool for communication no matter what part of the spectrum you belong to.

“More than half of the world’s population used email in 2019. The number of users is expected to grow to around 4.3 billion in 2023.”

According to data from Radicati Group

Here’s a juicier factoid: in 2019, the total number of daily company and consumer emails sent and received was 293 billion, and experts forecast it to balloon to 347 billion before the final calendar year of 2023.

Yes, it’s safe to say that email is still relevant today, despite the rapid rise and adoption of social media as another communications platform. If you’re a business owner looking to boost company growth, email marketing holds massive potential to get you there.

Email marketing for B2B businesses

B2B and B2C email marketing is drastically different from one another but are equally important in the grand scheme of company growth. Other than the different audiences, B2B buying cycles are also longer, and the decisions are based on logic rather than trying to solicit an emotional response in B2C email marketing.

When sending a B2B email, it pays to do your due diligence, so it lands in the correct inbox. Services that provide email lookup can help you gather the right information, so your marketing efforts aren’t wasted.

There are several reasons why you need to start using email as part of your B2B marketing strategy:

Measurable growth and success

Email marketing uses KPIs or Key Performance Indicators that can be measured to track your growth. Common KPIs include sales, lead generation, and the number of signups.

High returns at minimal cost

Email Marketing remains one of the most affordable tools with an ROI of $42 for every dollar spent.

Email complements social media

While social media is dominating almost everything these days and can reach a broader audience, Email Marketing can directly engage people on a personal level, making the perfect one-two punch.

Consumers are also twice as likely to sign up for an email list than interact with a brand on social media, ensuring all your bases are covered. Plus, personalized emails are six times more effective than other types, ensuring that your transaction rates remain consistently high.

Reach your audience anywhere

Everybody owns a smartphone, and 88% of users check email using their phones, which means you can engage your clients anywhere they are in the world.

The majority can’t be wrong

93% of B2B marketers practice Email Marketing, and around 80% of all businesses use it to engage new customers and keep existing ones happy.

Business owners and executives also prefer to use email as their go-to communication tool, relying on emails for internal communications, to learn more about other products, businesses, and services before making a decision.

Clients want to hear what you have to say

While spam is a buzzkill in email marketing, 61% of people still like getting marketing emails each week.

How to build an email marketing strategy

Success in email marketing means you need to have a well-planned and well-executed marketing strategy in place. Your approach should have clear, established goals, and it must lay down the roadmap on how to guide your team to achieve them.

While designing an email marketing strategy is another topic altogether and deserves a separate article, here are the basics you can use to start building your own.

Basic email marketing setup:

  • Email marketing tools selection

There are plenty of email marketing platforms to choose from, such as Mailchimp and ActiveCampaign, to name a few. These tools are powerful and can help in organizing and automating your email process.

  • Know who you’re targeting

The next step is building your email list with your target audience, or the ideal customers you want to attract to your brand. You can create a more detailed list by using an email lookup service to check if all the recipient’s details are accurate.

  • Opt-in tactics

Now that you have a target, it’s time to come up with strategies to get them to opt-in or to convince them to sign up for your email list by giving them something valuable in return, like an e-book or curated content from your blog via a weekly newsletter.

  • Email list segmentation

It’s no longer enough to have an email list and fire off a mass message to everybody and hope to convert. Grouping individuals based on their location, age and other demographics lead to more clicks and higher open rates.

  • Schedule your emails

Consumers are bombarded with tons of emails as it is, and sending with the pack can mean your email gets deleted with everyone else’s. Sending your emails at strategic times of the day can help grow your subscriber list.

  • Determine what type of emails to send

There are many email types to choose from, like newsletters, automatic drip emails, and seasonal promotional emails. Choose what’s appropriate for the occasion.

  • Optimize and personalize your emails

Make sure your emails are optimized for every screen size, especially mobile devices. It would also help if you can send personalized emails to engage and speak directly to your target.


Email marketing is the perfect tool for company growth because it helps build brand awareness, grabs the attention of your audience, and converts prospects that were on the fence. The right choice of marketing channels can help your brand identify who your target audience is, improving conversion rates and saving you precious time and resources.

Email marketing is also flexible. There are useful tools that help you segment your marketing content so you can reach out to people individually, offering personalized communication based on the relationship that you’ve already built with the recipients.

Ben is a Chief Security Officer at InfoTracer. He authors guides to marketing and cybersecurity posture. He enjoys sharing the best practices and does it the right way!

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