EMAIL: The Backbone of Effective Marketing


The very first email, by Ray Tomlinson, was sent in 1971 or 1978 depending on your source. This event ushered in the beginning of the modern communication era. While his message, a random series of numbers and letters, was nothing to write home about (no pun intended!), its significance was profound. And, Ray Tomlinson also introduced the now well known  “@” symbol, which is now a required part of email addresses worldwide.

Fast forward several years later. Gary Thuerk, a Marketing Manager at Digital Equipment Corp, sent the first commercial email that would reach an actual list of email addresses. This message marked the birth of  email marketing. While it was a short list of people, it was enough to earn Gary Thuerk the title, “Father of Spam.”

You may be saying “Wow…this is great history and trivia on email. Thanks! But, what does this have to do with MY current business or marketing efforts?”  Great question. And the answer is that it has a LOT to do with it! Thanks to these two gentlemen, we are now able to develop a strong and targeted list of people that are truly interested in what we have to say and/or offer. Unlike social media, where attention spans are extremely short AND oftentimes the focus is on the superficial, email is now a valuable commodity that folks do not disclose easily. But when they do, you know that the person is, more often than not, genuinely interested in being on your list and getting your messages. As a business person, this is GOLD! It will be much easier and much more effective to “sell” or “promote” your product, service, or mission to these people than the folks on social media. And, just to solidify the power of email and why is SHOULD be the backbone of your marketing, take a look at these current stats:

  1.  Email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.
  2. There are 3.9 billion daily email users ( projected to reach 4.3 billion by 2023. (Statista, 2020) )
  3. Mobile opens account for 46 percent of all email opens.
  4. 35% of business professionals check email on a mobile device.
  5. 73% of millennials prefer communications from businesses to come via email.
  6. Marketers who use segmented campaigns note as much as a 760% increase in revenue.
  7. 35% of marketers send their customers 3-5 emails per week.
  8. 78% of marketers have seen an increase in email engagement over the last 12 months
  9. 80% of business professionals believe that email marketing increases customer retention. 
  10. 59% of respondents say marketing emails influence their purchase decisions.
  11. Marketers who use segmented campaigns note as much as a 760% increase in revenue.



If you have not already done so, it is time to SERIOUSLY incorporate a strong email marketing campaign into your business or non-profit marketing strategy. And, if you have started using email marketing, but are not getting the results you want, then that means that you need the RIGHT education to harness the power of email marketing. Make no mistake, email marketing is not only effective in generating REAL leads and followers who will take action, but is also cost effective to your wallet!

BIBO is a thriving business, media, and entrepreneurship community that fully embraces and encourages the practice of health and wellness practices for the entrepreneur! Be sure to join our growing Facebook group, BIBO Business Club and check out how we can help you get very affordable online media exposure and awareness for your product or service:

And for those seeking quality, yet AFFORDABLE training to help your business or mission…check out our NEW training platform, Bloominar!