In a relatively short period of time, email marketing has become an essential part of any company’s media mixes. It offers the visual power of print and direct mail, with the convenience of going straight to the customer. And now that most people receive emails right in their pockets or purses on their smartphones, it adds a layer of immediacy. If you’re on the fence, here are a few major advantages email can provide.

It’s Easy to Use

You know how to send an email, right? Email marketing really isn’t much more complicated than that. It can be a simple message from a company address with a logo embedded, or you can purchase templates to jazz your messages up or hire a service that will customize them for you. Either way, it’s very easy to do.

Your Costs Are Low, and ROI is High

Unlike other forms of advertising, the hard costs of email marketing are very low, if there even are any. In a lot of cases, the only expense is the value of the time of the person who has crafted and sends the email, and that’s nothing compared to television or radio, especially when you consider the return on investment (ROI) if you make even a single sale.

It Can Help You Build and Strengthen Relationships

Email marketing also allows you to tell your story and share successes and milestones. If your company is involved in a community project, or you’re celebrating 50 years in business, include it! It can personalize your brand and build relationships and loyalty.

It Helps Keep Your Brand Top of Mind

You don’t have to be annoying and flood your customers’ inboxes, but a weekly message will help keep up customer retention so they’ll think of you first when they need a product or service you provide.

You Can Tailor Your Messaging

Marketers sometimes forget: you don’t have to send the same email to every customer! You can practice segmentation and send different messages to different people based on demographics like age, gender, and income, or geographical location.

It’s Easy to Measure Success and Effectiveness

Finally, you can track the number of people who open your emails, click through links in them, and your sales conversion rate. This lets you know quickly if what you’re doing is working or not, and you can adjust your strategy.

Whether you have a shoestring marketing budget or a huge multiplatform ad buying strategy, having an email in your mix is a no-brainer and a win-win.