Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing .

Only 44% of small business owners have recognized the importance of email marketing according to a recent survey. But simply sending more email shouldn’t be the goal. Rather, businesses should aim to tailor their email marketing to specific customers and their stages in the buying process. To make email marketing more personalized (and therefore more effective), all businesses should consider marketing automation software—a tool used by less than 11 percent of organisations. The benefits of email marketing for companies with limited time and money are untold. Unlike many other digital marketing efforts, it is neither costly nor time-consuming.

In fact, it’s one of the cheapest campaigns you can launch and requires only a bit of writing ability and a strong list of contacts. You’re able to connect directly with your consumers or clients with a click of a button and collect important marketing metrics, like open and conversion rates. I encourage you to give this option a go.