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Advantages of Using Email in Business Communication

Mark Lugris
by Mark Lugris
Published on 12 August, 2019
Advantages of Using Email in Business Communication

The Importance of Email in Business Communication

The importance of email in business communication cannot be underestimated. Not only does email enable immediate response, it also ensures we keep track of all outgoing and incoming communication. Email is also cost-effective and provides invaluable marketing opportunities. Yet it is not the same to use a standard free email service, like Gmail, as it is to have a professional email that maintains brand alignment and serves as a calling card when targeting potential new clients. 

UENI, which provides an array of services to bring your business online, also creates personalized email addresses so you can contact customers and providers confidently and efficiently. By creating free professional websites with linked email accounts, UENI will help your business gets noticed and appears at the top of search engine results.

Benefits of Business Emails vs. Free Emails

Though free emails are efficient when communicating with friends and family, they fail to identify your business. A business email service enables you to send emails through your own domain, so both your name and business are visible when appearing in someone’s inbox. Not only does a business email make your company look professional, it also makes your services appear more trustworthy. 

UENI, which creates bespoke websites for business, offers the possibility of purchasing a domain and emails that will be linked to your site, thereby providing a much more reliable service than free email hosting. Having a business email also ensures that you will have dedicated customer service, security and support in order to provide oversight and protect your business communication. Additionally, a business email will increase traffic to your website since your domain will be directly listed in your address.

Advantages of using email in business communication

Business Emails Ensure Immediate Communication

In the new millennium, traditional mail has become a thing of the past. According to the Data & Marketing Association, 13 billion letters are sent and received each year in the UK, compared to 215.3 billion emails that are sent each day. Though direct mail has some benefits, email is much easier to track and follow-up on.

Email has the advantage of being sent and received instantly, whether the recipient is a next door or thousands of miles away. Therefore, email streamlines communication, making it easier and faster to communicate important information and to receive status updates in real time. In addition, uninterrupted communication allows companies and clients to establish a meaningful and productive conversation and ensures doubts or issues will be addressed immediately.

Business Emails Allow Targeted Communication

Business emails enable businesses to direct their communication to predetermined audiences. The total number of business and consumer emails sent and received per day worldwide will exceed 293 billion in 2019 and is forecast to grow to over 347 billion by the end of 2023, according to LiveWire. Given the number of people who actively search for service providers online, targeted business emails allow companies to focus on highly qualified leads rather than arbitrary consumers. UENI, which will list your company on the most relevant platforms and apps so potential customers can find you, enables you to build a solid database of valuable consumers that will recognize your business domain when they receive targeted business emails. 

The average return on investment (ROI) for business emails is £38 per £1 spent, while 59% of marketers say email is their biggest source of ROI

Another one of the advantages of using emails in business communications is that the average return on investment (ROI) for business emails is £38 per £1 spent, while 59% of marketers say email is their biggest source of ROI. The trend in email marketing is also showing no signs of slowing down. On the contrary, 73% of millennials prefer business communication via email. In addition, when business emails are personalized, marketers report that campaigns experience a 760% increase in revenue.

Business Emails Help Improve Record Keeping

The benefits of business emails are that they are much easier to track than direct email. Recipients can easily search their inbox for pertinent business emails by simply typing in the company name, which is usually included the domain. For senders, email also creates a paper trail that can be easily followed up on. Rather than being lost under piles of paper, email communication allows for the flow of information to be dated, recorded and preserved so that there are no issues with miscommunication. 

Business emails further enhance record keeping since the business name in the domain becomes more important than the sender. Therefore, if a potential customer is contacted by several people in the same organization, the business name remains the same regardless of the sender. It doesn’t matter if the sender is John Smith or Mary Jones, the domain – @yourcompanyname.com – stays the same.

Business Emails Keep Communication Costs Low

The financial benefits of business emails are rather obvious. Email is essentially free, whereas direct mail entails printing and delivery costs. Granted there is a cost associated with maintaining a dedicated email server, however, it is insignificant when compared to the cost of postage. Also, a dedicated email server doesn’t distinguish between one email and a million emails – the cost remains the same.

Moreover, while the cost of direct mail varies depending on size and weight, business emails allow companies to send documents, flyers and catalogues at no additional cost. The importance of email in business is especially significant for smaller companies trying to keep their overhead low, while still offering great service. 

Business Emails Maximize Marketing Opportunities

Currently, 82% of companies use email marketing, while 50% of companies still prefer direct mail, according to Hubspot. Aside from being cost-effective, email marketing also allows companies to distribute information about their products and services to both current and potential customers immediately. Rather than having to plan a campaign well in advance in order to maximize response, email marketing can announce next or same day promotions in real time.

Despite the proliferation of social media, business email is still the most effective form of communication. According to McKinsey & Company, email is nearly 40 times more effective in acquiring customers than social media since an estimated 91% of consumers use email daily and the rate at which emails prompt purchases is at least three times that of social media. In addition, the average order value resulting from email communication is 17% higher than that of social media.

McKinsey & Company, email is nearly 40 times more effective in acquiring customers than social media since an estimated 91% of consumers use email daily and the rate at which emails prompt purchases is at least three times that of social media. In addition, the average order value resulting from email communication is 17% higher than that of social media.

The advantages of using email in business communication are boundless, yet in order to enhance brand alignment, increase brand retention and drive traffic to your website, a business email that contains your domain is essential. Not only does a professional business email foster trust, it also boosts your visibility, allowing both current and potential customers to readily identify your business. 

Mark Lugris
Mark Lugris
A University of Connecticut graduate with a BA in English and Creative Writing, Mark has worked as a Reporter and Editor for news publications in Connecticut and Boston. He was the Editor-in-chief of PopGuide, a travel and lifestyle magazine in Madrid, Spain, and was the Online Public Relations and Communications Manager for Swarovski in Switzerland. Since 2016, Mark has been the CEO and Content Director of Lugris Communications. He is a mid-century modern design enthusiast, film and photography fan, dog lover, and an avid traveler.

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