To Email or Not To Email?

Email marketing is an advertising tool frequently used by large and small businesses alike. We can hardly leave our favorite grocery or clothing stores without being asked for our email to be added to the mailing list. The monthly, weekly and sometimes daily emails remind us of events, sales and coupons. Some emails survive, and others are promptly moved to the trash. The worst are finished off with an "unsubscribe." 

What makes an email marketing campaign successful? What languages encourages you to click and shop, and what annoys you enough to warrant an "unsubscribe?" And lastly, is email marketing worth it?


Like social media marketing, email marketing is a cost-effective way to advertise a business. Once the email is created it can reach millions of people in a matter of minutes. Users can sign up for the email list online, which does not require money or effort on the part of the business. 

Voluntary Viewers
Unlike an advertisement on a YouTube video, in a magazine or television, email marketing campaigns are reaching consumers who have already shown interest in the product. They have agreed to be added to the email list, whether they have signed up online or in person. So the message can be direct and result in more success.

Quantifiable Impact
The beauty of online marketing is the ability to track the impact of the advertisements. Email marketing allows the business to see what links customers are clicking on and even how many emails are being put in the trash or spam folders. This information can be used to constantly improve the message. 


Image is everything. Filling your customers' inboxes with advertisements could foster negative feelings. Although an email list is generally voluntary, if the content is not engaging it will quickly find itself in the "trash" or "spam" folder. 

The CAN-SPAM Act is a law that sets rules and requirements for commercial email. It gives recipients the right to tell businesses to stop emailing them, and it spells out tough penalties for violations, including fines up to $16,000.

In the end, it's up to you to determine if email marketing is right for your small business. If you do decide to invest in an email marketing campaign, think about integrating it with your social media. What are your thoughts? Do you think email marketing is worth it? I'd love to hear from you!

All my best,