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 some say, “Isn’t that outdated?”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.

Video Marketing_2016


As the internet shifted from text to video that Nothing builds rapport, gets traffic, and makes sales like a good video. No matter how hard you try, some people will never feel like they know the “real” you until they see you on video.

What Does This Have to Do With Business?

  • Think about this from a business perspective.
  • It’s true. Nobody is perfect, and neither are businesses.
  • If you haven’t made a mistake yet, chances are you will.
  • If you’re only releasing text-based content, you risk receiving annoying comments like the ones I quoted above.
  • However, if you build rapport with video, your fans and customers can actually support you DESPITE your mistakes.
  • So, when do you plan on releasing videos?

Importance of Video Marketing..

Video marketing techniques are flooding today’s social media outlets and websites. These days almost any type of business would benefit from the production of a short video to introduce their products and services. Studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing.

The Power of Video:

Traditional marketing methods are no longer sufficient. Gone are the days of the ‘Bullet Theory’ that would force a message through mass media onto an influential audience. The ‘Cultivation Theory’ too is no longer appropriate as television holds less power than it once did. These are two very old, outdated methods of marketing a message. The audience is smarter, the mediums that are used to market are increasing, and the message is always changing.

the power of video marketing_websquaresolutions

The Power of Video Marketing

  1. Impressions :

There was once a time that attaching a picture of one’s products or services was enough to entice buyers. While images can most certainly enhance your business and communicate with a consumer, videos have a much further reaching effect on today’s media driven culture. People are presented with so much information that they have to make a decision about what they take the time to read and view. Video promotions will bring a clearer understanding of the benefits of a product or service. Consumers also find it more convenient to watch a video while trying to accomplish other tasks. Providing this convenience to the consumer has proven to be a highly effective marketing technique.

  2. Confidence :

The rapid growth of e-commerce has resulted in more consumers becoming comfortable with the idea of making their purchases online. This makes it increasingly important for companies to establish an engaging and personal connection. Videos that welcome a consumer to the website (such as this one) gives an immediate association to the product or services. Naturally, movement catches a person’s eye and compels the viewer to pay closer attention. Websites that utilise videos to draw the attention of the viewer have an immense advantage over those that rely on simple text and images.

“You can deliver a lot of information in a short clip, and it has a wide reach because it can be used on multiple channels, online and offline, in-store and via mobile devices.”

“Ways to use video can range from the informative to the entertaining or the kooky and can assist customers in making purchasing decisions.”

  3. Cautions :

It has been proven that video content has increased conversion rates in sales. However, poor production quality may have the reverse effect on a consumer. Products and services that are not presented well can drive away prospective business. As with all marketing techniques, quality should always be of the highest concern. When creating video ads and promotions for your website, be sure to carefully consider your ad campaign. If you aren’t skilled or knowledgeable in video creation, contact a professional digital agency who are video experts. When you have high quality media with appealing concepts, you can be confident that your business will achieve greater success.


Why Video Drives Sales


To say the business world is highly competitive is an understatement. Getting an edge over other business competitors relies on the success of branding. Each company wants their brand to be the customer’s “first choice” in their respective market. Videos for advertising, marketing and promotion can give them the edge they need.

Traditional advertising is still very much a part of the marketing strategies businesses employ to promote their brand. But the internet has revolutionized advertising and proved how online advertising through videos is effective.

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The Benefits of SEO for Businesses

As technology evolves, so does the way that customers search for businesses online.

More people are searching online across various devices – desktop, mobile, tablet – to find the best products and services in their local area.

Imforza reports that 75% of users never scroll past the first page of search results. Also, a BrightLocal survey shows that 92% of consumers read online reviews when evaluating the reputation of a local business.

Such evidence supports the notion that building and maintaining a strong online presence for your business website is a crucial component to your marketing strategy.

SEO, or search engine optimization, is a powerful marketing approach to accomplishing overall success for your business, both offline and online.

Read more to discover advantages of SEO for your business


Search Engine Optimization

The benefits of SEO in terms of digital marketing


#1. Increased Traffic :

             Top positions on the search engine result pages receive a majority of the impressions and clicks, so ranking in these top positions can result in significant traffic increases for your website. SEO also focuses on creating informative and keyword relevant title tags and meta descriptions, which show up in the result pages.

             Having optimized tags and descriptions helps to increase click through rate, which also promotes increases in qualified web traffic.


#2. Strong Segmentation :

             Let’s take a look at traditional marketing in this overly advertised world.

Television ads, billboard signs, printed newsletters, and newspaper classifieds all seem like costly strategies that are doomed from the start, desperately screaming for attention without much conviction to keep listening.

             Instead of preaching aimlessly, SEO naturally attracts customers who are already seeking your products or services. SEO also allows you to break down segmentation into a decimal (almost!) by location, behavior, device, keywords, referring sites, landing pages, and more.


#3. ROI :

              SEO provides trackable and quantifiable results, regardless of whether you are an ecommerce or non-ecommerce site so there are no qualms when it comes to ROI. Specialists are able to track nearly every aspect of their strategy, like increases in rankings, traffic and conversions.


#4. Cost effectiveness :

              SEO is one of the most cost-effective marketing strategies because it targets users who are actively looking for your products and services online. Its inbound nature helps businesses save money as opposed to outbound strategies like cold-calling.


#5. Increased Site Usability :

             In an effort to make your website easier to navigate for the search engines, SEO simultaneously helps to make your website more navigable for users as well. It consists of rearranging the site’s architecture and links to make pages within the website easier to find and navigate. This not only makes it easier for search engines to crawl your site and find pages, but also makes it easier for users to find information on your website as well.


#6. Brand Awareness :

             Since top position rankings result in significant impressions, having your website in these top positions on the result pages translates to more exposure for your website. Plus, being on the first page for your targeted keywords not only helps users to associate your brand with those keywords, but it instils trust, since companies on the first page are generally perceived to be more trustworthy.


#7. Stay Updated :

            The search engine industry is one of the fastest changing industries in the world. Rules and practices change all the time and if you can stay in-sync with the latest developments then it’s for your benefit. SEO is a continuous activity and if you hire a reliable company they will give you the necessary advice so you won’t miss any opportunities.


#8. Bypass Competition :

             Do not underestimate the power of search engines and SEO and don’t forget that if your competitors are doing SEO and social media marketing then you have to do it as well. If on the other hand they are not doing any of this stuff, then it’s your chance to differentiate and make a step ahead.


#9. Open Business 24/7 :

             A business that gets organic traffic is like it is open for 24 hours per day, 7 days a week. That’s the magic of the Internet and SEO. Invest time and money to get your website on top of the search engines and gain new customers while your business is closed!


#10. Good For Social Media :

             A webpage with high rankings will also gain more social media exposure. The relationship between SEO and social media is by-directional. Social media popularity is good for SEO purposes and SEO brings more social media visibility. In simple words, searches are more likely to LIKE / Tweet a page when it is found in the first positions of the search engine results than a page that does not have good rankings.