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Why Email Marketing Works

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Market trends change year after year, but there’s one marketing tool that has been producing the highest return on investment (ROI) for marketers for the past ten years: email marketing. Using an effective strategy can help you generate up to $42 in ROI for every dollar you spend on mass emails. The best part is, it works for businesses of virtually any size or industry.

At PERC, our clients have asked our digital marketing experts time and time again if email marketing is dead. The answer is an astounding no! It’s still one of the most cost-effective methods you can use to boost your digital marketing efforts. Let’s discuss what email marketing is — including its types, benefits, and strategies — to show you why it works.

What Is Email Marketing?

Email marketing is a digital marketing tool companies use to send commercial messages to promote their products or services. It’s a permission-based strategy where an existing or potential client signs up to receive updates from an organization. 

In today’s modern age, many businesses spend all their efforts on social media campaigns. While they’re also crucial aspects of digital marketing, we recommend including emails in overall digital marketing strategies. Here are some reasons why:

Ideally, your email marketing efforts should complement your search engine optimization (SEO), e-commerce, and social media campaigns to boost your lead generation, conversion, and revenue figures.

Types of Emails

Types of Emails – PERC

You can categorize all the emails you send into three major classifications: transactional, relational, and promotional. You can mix and match these email types to engage, excite, and inspire your readers into action.

Transactional Emails

Brands send transactional emails to facilitate agreed-upon deals between them and their clients, facilitate relationships, or provide updates on transactions. They usually contain valuable information and achieve high open rates. Below are a few examples of typical transactional emails:

Relational Emails

Relational emails are an essential component of email marketing because of the value they provide subscribers. A Digital Marketer study reveals that companies that use relational emails capture 50% more leads than those that don’t.

These emails may not sell a product or service directly, but they help strengthen customer relationships and boost brand loyalty. Here are some of the most popular types of relationship emails:

Promotional Emails

When people think of the term email marketing, they often imagine promotional emails. Brands use them to inform mailing list members about upcoming deals, and they’re the most used marketing emails.

They are also the most recognizable email format out of the three email types, making some customers wary about opening them. While these emails have a lower open rate, they achieve a much higher CTR.

Some examples of promotional emails are:

Benefits of Email Marketing

Benefits of Email Marketing – PERC

Email marketing is an effective complementary tool for your other digital marketing efforts, from SEO to e-commerce and social media. Let’s look at some of its benefits.

Reach Massive Audiences

Whether you want to get hyper-local or go big in front of global viewers, email marketing is one of the best platforms for sending messages to massive audiences. Social media can help you spread your message to a worldwide audience as well, but there’s no telling how many followers read your content.

Generate Sales

According to recent e-commerce statistics, the global industry is now worth $4.3 trillion and could grow up to $5.4 trillion by 2022. Email marketing is the ideal tool for grabbing a piece of the pie. It can help customers purchase an item with just a few clicks. A tempting call to action (CTA) button can boost your sales as no other platform can.

Minimize Bounce Rates

Bounce rates — the percentage of site visitors who leave your site immediately without checking out your content — can kill your ranking. If you target the right audiences through your email marketing campaigns, you can improve the quality of your site visitors and minimize bounce rates.

Boost Social Engagement

Messages with social sharing links encourage your avid fans to promote your content on their pages. These readers can make your content go viral and achieve high organic engagement levels. Social sharing will not only increase viewership but can also boost your SEO efforts. A Cognitive SEO study reveals that the top five ranked pages are also the most shared on social media sites.

Provide Measurable Results

With email marketing, you can conveniently track what you’re doing right —  and where you’re going wrong. Nowadays, you can use software to determine open, click-through, and conversion rates. You can apply changes immediately to improve your campaign.

Email Marketing Strategies

Email Marketing Strategies – PERC

Developing the ideal email marketing strategy for your company can bring in leads, grow your email list, generate more sales, and eventually encourage brand loyalty. Let’s discuss some strategies below so you can create the best technique for you.

Building Your List

The most effective way to achieve your ROI targets is to grow an engaged audience. Here are some tips for building a relevant email list:

Whatever technique you choose, remember to develop shareable content. Doing so helps readers promote your message to their families and friends.


No, we’re not suggesting creating an individual message for all your subscribers. Email marketing personalization means using customer data to develop messages relevant to your customer’s journey.

You can segment your readers using these factors:

Once you determine your objectives with each segment, you can create content that will resonate with your readers.


Automating your emails allows you to reach audiences with the right message at the ideal moment without sending your marketing department on overdrive. You can link your analytics to your email marketing platform to complement your campaigns.

We recommend sending trigger-based emails like welcome and thank you messages to enhance the customer experience. Here are some reasons why you should consider this strategy:

It’s time to automate your email campaigns so your team can focus on other high-value activities.

Take Your Email Marketing to the Next Level

Take Your Email Marketing to the Next Level – PERC

With the right email marketing tools and strategies, you can send mass emails to achieve your SEO, sales, and digital marketing targets. It’s one of the fastest, most cost-effective marketing branches ideal for virtually any business size and industry.

At PERC, we have highly motivated experts using the latest tools to help our clients achieve exponential growth. Check out our email marketing services to discover how we can help you reach new heights.


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