When done right and following a solid strategy, yes—email marketing can be quite effective at converting prospects into actual sales.

Here are five reasons why:

1. Email is still the most effective and dependable form of online communication

Email may not necessarily be the newest kid on the online marketing block, but while it is no longer considered new and novel, it is still a reliable and indispensable tool for communication. Keep in mind, nearly a hundred percent of emails sent actually get delivered to your desired recipient’s inbox. In contrast, a social media post statistically will only reach a percentage of your followers.

2. Email allows you to reconnect with leads

Email is your direct connection to prospects or leads you might have lost along your conversion funnel. For example, when a prospect ends up on your website, it’s typical for them to browse around. In a lot of cases, they end up leaving the site before committing to a purchase, but what they did leave you with is their email address so they can receive a newsletter.

At this point, you know the prospect is interested in what you have to offer, they just weren’t ready to follow through with their purchase. But if you have their email, you can get in touch with them to nurture this relationship, engage them, and ultimately, convert them into a paying customer.

3. Email allows you to personalize your marketing efforts

Personalized marketing efforts are far more likely to be noticed by your prospects. Email is one of the easiest ways you can define more personalized touch points that make recipients feel more valued. By simply using their name in the subject, sending emails during specific times of the day, or tailoring your subject matter so it’s more relevant to your readers, you’re boosting your opportunities for engagement with your core audience.

4. Email allows you to segment leads so you can make sure all your content is relevant

Email marketing lets you divide your prospects into different segments based on relevant buyer profiles and personas. Why is this important? Because detailed information such as demographics, pain points, shopping habits, and journey stage will let you tailor content to craft copy that’s tailored exactly to their needs.

5. Email lets you capture your lead’s attention, engage it, and ultimately build a relationship

This is where the strategy behind your use of email comes in. Different emails deliver different results. So, while the first email you send is basically an introduction to your brand with information that is designed to capture your prospect’s attention, the next email could be about what problem your product or service can solve. After establishing the value of your product, only then would it make sense to pitch a solution that only you can offer.

This sequence basically primes them to see the value behind your business, making it so much easier for them to convert, and allowing you to eventually build a relationship with your prospects.

Hope my answer helps! If you have any questions, head over to our Twitter or LinkedIn and join the conversation online or simply leave a comment below.