Why Email Marketing is Important (Small Business Statistics Included)

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There has been debate in the marketing world over the past few years regarding the effectiveness of using email to reach an audience. We have many other channels, like video platforms, social media, and other newer technological avenues. So, is it really a good use of time to implement an email strategy and build your own list of interested individuals? Let’s use statistics to show why email marketing is important.

While open rates and click-throughs tend to be in the low percentages in relation to the number of subscribers on an email list, this does not diminish the value of email as a sales tool. We’ll highlight just a few of the statistics from HubSpot’s List of Email Statistics for 2021 and expand upon why you should be implementing an email strategy. 

  • There are 4 billion daily email users.
  • 64% of small businesses use email marketing to reach customers.
  • Marketers who use segmented campaigns note as much as a 760% increase in revenue.
  • 78% of marketers have seen an increase in email engagement over the last 12 months.
  • 4 out of 5 marketers said they’d rather give up social media than email marketing.


5 Reasons Why Email Marketing is Important


1. People still look at emails and even open them.

From HubSpot’s report, there are 4 billion daily email users. That’s a pretty big number on its own, and it’s likely your target audience is part of that 4 billion. However, that number states “daily email users,” and we can conclude that there are many more than that who use email but not on a daily basis. The number of people regularly using email warrants the effort to get a piece of that market.

2. Email marketing is effective for small businesses.

With 64% of small businesses sending out regular emails to reach customers, that tells us that it is still an effective way to connect, inform, and sell to subscribers. Marketing to your own audience is much more cost-effective than always having to pay for advertising to reach the right people.

3. Email programs offer various ways to make a personal connection.

Email programs aren’t what they used to be. Advances in technology allow for segmenting an audience based on many factors so you can send the best message to the right segment of your audience. By making a more personal connection through email, you can make a bigger impact and move your subscribers along the buyer’s journey all through an email campaign you set up once and automatically send out to subscribers. 

For small business owners, this is a vital point for why email marketing is important. Many consumers prefer dealing with a smaller business because they generally receive a more personal touch. Combine the automation tools with a personal approach to grow and nurture your subscriber list.


4. Times are changing in the way consumers interact with businesses. 

As 78% of marketers report, email subscribers are taking more notice of what shows up in their inbox. They are opening, reading, and clicking more, and all you need to do is send the right message that shows what you have to offer will improve their life. Gain the knowledge you need to make your email content relevant to your readers, and you’ll be blessed with a loyal audience.

5. Consumers are less distracted when looking through emails than scrolling social media. 

While social media still has a place in most marketing plans, those platforms are designed to keep users on their platform and include various distractions to keep them there. Your social media audience is also “on loan” from the social media company. Technically, that’s their audience that they are allowing you to have access to, and that can change at any time. They can also change how often your posts are displayed and who they display them to. 

So, it is not the greatest place to feel secure for long-term marketing, which would be why the vast majority of marketers favor an email list over a social media following.


Be Continually Building Your List

Like most audiences, homeschoolers love freebies. Even if you’re not an educational company, market to homeschoolers with an educational approach or a focus on family time. What can you offer to help families learn, have experiences together, or value family time in other ways?

In exchange for your free offer, people give their email address to show their interest in your business. You will have unsubscribes, bounces, and emails that never make it out of a spam folder, so your list-building strategy should be an ongoing business process. Thankfully, it’s one of those processes that can be, in large part, automated with some personalization through regular messages that can familiarize them with your expertise, company, and products. 

Your list doesn’t have to be huge. In fact, there are good arguments to having a small list that engages more and knocks those average email open rates out of the water! You should have a list, though, and an email strategy that includes your approach to add subscribers and nurture existing subscribers with relevant content. 

Now that you’ve got the main points for why email marketing is important, make sure your email strategy combines the best of automation and the personal touch your subscribers desire. 

Receive individual attention that will help you reach the segment of the homeschooling market that is right for your business by contacting us for personal help with your advertising needs.

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