The Use of Email in Business Communication.

It’s the 21st century and there are tons of ways to promote your business on the Internet, but none are as reliable as email marketing. The importance of email marketing is often questioned though. “Email?” some say, “Isn’t that outdated?” Not at all! With simple email marketing software you can integrate databases and implement segmentation techniques in order to narrow your focus to your most promising customers.

A little ingenuity and a good email marketing campaign can help you: Build relationships with loyal customers Add depth to your marketing Bring about repeat sales Keep in touch with the customer Let’s consider each of these factors in turn.


Although it cannot and should not replace all face-to-face communication and others forms of communication, internal email usage can cover many areas within the business. Internal emails can function as an effective communication for sharing basic information, such as new cafeteria prices, paper use guidelines or security precautions, for example. Sending simple messages to an entire workforce with just the click of a mouse is fast, easy, convenient and can save the company money.

If saved, the email can function as proof of a message sent or received, and is easily accessible to remind the recipient of pertinent information. Many businesses use email as part of its marketing efforts to share information with prospects, customers, vendors.


Business emails should be concise and to the point. Use plain text and common fonts with a simple signature line. Fancy graphics, fonts, and backgrounds can take up unnecessary storage space in the recipient’s inbox and may load slowly, or not at all. Stick to one topic in a business email and write only the things that are appropriate for anyone to read, as email forwarding makes it possible for originally unintended parties to receive the email. Proper grammar and spelling is very important in business emails because it reflects on you and your abilities. Attachments should be prepared in a format that any recipient can easily access/download.


Whether sending an internal or external email, the subject line should accurately represent the content of the email. Use proper punctuation and capitalization, and use bold, italics and white space to make important information stand out from the rest of the content. Use a salutation to begin the email and only send to individuals that readily need or request to receive information from your business. Business emails should be brief, positive and professional.


Using email in business communication is certainly less personal than face-to-face communication. It can hinder social interaction and lead to less relationship building in the workplace. Misunderstandings are commonplace in written communication simply because the recipient cannot read the writer’s tone and expression, and therefore is left to interpretation. Consider that even though email can be quite informal, it is also a permanent record and should be treated carefully.


Email has been revolutionary in the world of business communication because information is quickly passed along with instantaneous efficiency and effectiveness. Employees are able to access information from a computer, phone or PDA nearly anywhere, and so are the company’s current and potential customers. The use of email within a business can greatly increase productivity for employees and can be a quick way to increase sales as well. More companies are using email communications as part of the marketing mix to communicate and interact with its target markets.

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Why Email Marketing is Important for Business.?

Email marketing is a great platform to promote your business to your customers about services, products, events or business updates. Compared to most online channels email marketing is relatively inexpensive, a business of all sizes can get started and see the benefits.

Recent statistics show

  • “82% of consumers open emails from companies” (Litmus)
  • “44% of email recipients made at least one purchase last year based on a promotional email” (convince and convert)

that email marketing is still growing, but there are still many businesses unsure about email marketing, and have not explored the use of email within their marketing.

We have complied 10 reasons why email marketing is important:

1) Constant communication :

Email provides the ability to contact a database on a regular basis, sending regular emails creates a connection between a business and their customers, it not only enables a business to build a relationship with their customers and help keep products and services fresh in their minds, but it helps build an audience in a crowded market and create a two way conversation that benefits the business and the customer.

2) Measurable results :

Email marketing systems include enhanced tracking and reporting facilities. The reports available provide valuable metrics which can include:

  • Open rates,
  • Click through rates,
  • Deliverability,
  • Subscriber retention,
  • Engagement with content & social media.

Another bonus is that your email marketing analytics can be integrated with your website analytics.

This can show how each email has interacted and changed the performance on a websites sales or leads generated. Furthermore, the reporting facilities enable businesses to understand a customer’s behaviour and interests which you can apply to other forms of marketing.

3) Low cost :

A huge advantage is how cost effective email marketing can be, there is no print and postage costs and no advertising costs. Emails can be sent from as little as 1 penny per contact or can be paid monthly with unlimited plans.

4) Return on Investment :

Email marketing can outperform many marketing channels, for every 70p spent on email marketing the average return is £25. Businesses can track the performance of each email and the impact this has had on a company’s marketing strategy which enables a business to see ROI straight away.

5) Generate leads :

Email provides the opportunity to nurture relationships and deliver informative content to a database which over time helps increase traffic to a business’s websites, increase the sharing of content on social media and enable to forward to a friend easier, this can help grow a business’s audience.

6) Drives conversions :

Driving conversions is a number one priority for businesses; on average click through rates for emails are 6x more effective than social media. Businesses can track customer journeys from receiving the email to completing a purchase.

7) Integration :

Email marketing can be integrated with internal systems; businesses can link email marketing data with many systems like CRMs, website analytics, social media and much more. This enables a business to understand and profile their customers, but also see the impact of emails with their other marketing channels.

8) Automation :

Automation can be used for many different reasons within email marketing. It can save time and in essence “automate” parts of a business’s marketing. Automation is when a customer completes an action which then triggers an email to be sent.

An example of this is: there is a sign up form on a website it would take a business a lot of time to email each new signup with a welcome email. Sending an automated email will save time and make the process instant to the customer.

9) Segmentation :

A huge feature of email marketing systems is the ability to “segment” subscribers into different groups so a business can send each group highly targeted emails. This means businesses are sending more relevant and interesting content to their customers which means the customers are more likely to interact. This can help increase sales, conversions and generate more leads.

10) Personalisation :

Personalizing emails allows a business to communicate with their database on a one to one level, with segmentation and Integrating with a CRM like above, it allows businesses to personalize each email by feeding in personalized information like purchase history or recent interactions on their website. Personalisation helps build stronger relationships with a companies brand and produce more customized marketing that is not possible with other marketing channels.