Benefits of email and the internet

Using email for business communication and marketing


Email is a powerful, low-cost communication tool that businesses are using to promote their goods and services, improve customer experience and work more efficiently.

Why are emails important in business?

Email is a highly effective form of business communication. Four primary uses of email in business include:

  • internal company communication
  • external communication, eg with business partners, suppliers, stakeholders, etc
  • customer support
  • marketing to customers

Importance of emails in customer service

Email can greatly improve customer service. Encouraging customers to contact you by email can benefit both parties - they do not have to wait on the phone or call during working hours, and you do not have to respond immediately, which can free up staff from answering the phone.

It's important, however, to follow the right etiquette when providing customer service over email. Keep communications prompt, professional and helpful. If applicable, consider using features such as auto-replies, receipt confirmations, support ticketing and tracking systems, to help you manage your customer service.

In business, the benefits of emails are undeniable. Email is a quick and easy, low-cost and easily documented means of communication. See other advantages and disadvantages of using email for business

How to use emails in marketing?

Email marketing allows you to send quick, cost-effective targeted messages to your customers. You can segment your marketing list and tailor your email messages based on customer preferences.

Unlike other forms of marketing, recipients can forward emails easily and quickly to their colleagues or friends. Encouraging them to do so is known as viral marketing.

Email marketing is effective because it is a personal, time-sensitive interaction. When creating your email campaigns, you should:

  • use customer segmentation to target your campaigns
  • make the 'call to action' clear and place it 'above the fold' in the email
  • create both HTML and text versions to ensure cross-platform compatibility
  • avoid using spam to increase deliverability
  • avoid over-using, as it is likely to get deleted as irrelevant or unwanted
  • evaluate your campaign's success

Find out more about email marketing.

You must only send emails to those people who have agreed to be contacted, ie those who have opted-in to receive your marketing messages. Read more about email marketing and privacy law.