An online business has a lot of marketing tools at their disposal and it needs to find one which best compliments its marketing strategy. Online businesses can make use of social media marketing, effective SEO, email marketing, and digital marketing platforms to reach their customers. However, it is important that the business realize which platform works best for them and where their customers are much more likely to engage with them and make purchase decisions. Many online businesses undermine email marketing and deem it as an older and less efficient marketing method as compared to social media marketing and/or SEO. However, recent researches proof that email marketing is one of the most efficient and cost effective marketing tools for online businesses.
According to a research by McKinsey, email marketing is 40 times more effective than social media marketing in helping the business acquire and retain more customers. Email marketing makes the online business seem much more professional and credible and makes it easier for the client to trust the firm they are dealing with. Moreover, it is much easier for organizational offering to get lost in the social media’s news feed rather than in an inbox. By incorporating newsletters in email marketing, the customers do not only stay abreast of the organizational offerings but are also able to forge a personal connection with the online business by staying abreast of their internal environment as well.