Some people say that email marketing is dead, while others believe that it’s alive and well.

Before you throw your email marketing strategy under the bus, it’s important to understand what it can do for your business.

According to HubSpot, 83 percent of B2B companies use email as part of their content marketing program.

So, if you’re among the 17 percent who aren’t using this form of marketing, there’s a good chance your competition will pass you by.

If you’re on the fence regarding email marketing – perhaps because you’ve never engaged this strategy in the past – here are some reasons to give it a try:

1. Consumers Still use Email

Yes, there are other ways to connect with your audience, such as social media and text messages. However, email is still one of the most popular forms of communication.

Get this: there are approximately 5.6 billion active email accounts. In other words, there’s a good chance your target audience is receptive to receiving emails.

If you come to find that your audience doesn’t prefer email communication, it’s time to put it away. But until that happens, it should remain a big part of your marketing plan.

2. It’s Good for Many Types of Content

There is more to email marketing than what you see on the surface. Sure, you can send simple text-based messages and call it a day, but that’s not even the tip of the iceberg. Experiment with the following types of content:

• Newsletters
• Coupons or discount codes
• Company updates
• New products and services
• Service reminders

Varying the type of content you share via email will keep your audience engaged. And an engaged audience is more likely to not only open your email, but to also take action.

3. Easy to Track KPIs

With so many email marketing services to choose from, you’ll never find yourself at a loss.

Some are more popular than others. Some are free, while others cost. And some have more features.

Once you find a platform that suits your requirements, setup your account so you can get started. Upon sending your first email, you can track KPIs such as:

• Delivery rate
• Open rate
• Click through rate
• Click to open rate
• Unsubscribe rate
• Bounce rate

With any marketing tactic, it’s critical to track the appropriate KPIs. This is simple to do with the right email marketing service.

For more insights on marketing strategy that actually works for small business, connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter. If any of these tips have helped you or if you have anything to add, please comment below. We’d love to hear from you!