Did you know that roughly 140 billion emails are sent around the world daily? And 109 billion of those emails are business emails?  That is a massive amount of communication going on internationally!
As a marketing professional, I have always considered communication as the key element in a company’s overall marketing strategy. Email marketing is the most beneficial and convenient way to communicate with your customers. According to the online email marketing app, Campaign Monitor, statistics show that email marketing proves to be the best bet for your business growth, with a 4400% ROI (that’s $44 for every $1 spent)! 
Data shows email marketing is here to stay and will remain a powerful and cost-effective way to connect with your target audience for years to come. Here are some best practices to follow to streamline your company’s email marketing objectives:
1. Grow your email list
This can be accomplished in small and consistent ways. Offer potential customers the ability to learn more about your company by adding a sign-up call to action on your Facebook and Twitter accounts. Keep links to offers that capture email signups throughout your website also – on the homepage, About Us and Contact Us pages. The bigger your email list, the better your opportunity to reach a larger audience.
2. Familiarize yourself with basic email marketing laws
Avoid being in any legal hot water and maintain compliance when it comes to email marketing laws! Laws such as the CAN-SPAM Act, CASL, and Consumer Protection Laws were designed to prevent businesses that engage in fraud from gaining an advantage over competitors.
3. Permission must be granted
Be sure your customers give consent to receive emails and acknowledge their agreement to your Terms and Conditions, if applicable.
4. Be straightforward
Clearly, state who you are and what the email being sent is about to avoid being reported as spam.
5. Use relevant content
Remember to send relevant content to avoid a high volume of unsubscribes or abuse complaints. Have a concise, direct subject line and proper greeting. Correct grammar and spelling is a must! Impart a clear tone regarding the types of information your customer receives. End your email so that it’s evident what is expected from your customer’s end.
6. Prohibit certain content
Do not allow any emails through your servers that violate spam laws or market illegal products or services.
7. Never buy lists
While some companies buy lists and mass send emails, this is actually a shortcut that may cause more harm than good. Not only can you come across as a spammer (and potentially find yourself in legal trouble), but you’ll most likely receive a poor response rate as well.
8. Honor opt-out / Unsubscribe requests promptly
Always ensure that your customers have the option to opt out of emails at any time. The opt-out / unsubscribe option must be honored within 10 business days in order to remain compliant with email law.
9. Absolutely no selling of information
Never, under any circumstances, sell or provide your customers’ personal information to third parties.
How do you best utilize email communication in your business? Leave your comments below!
 The Radicati Group, Inc. Email Statistics Report, 2014-2018, Page 3. Sara Radicati, PhD.
 Campaign Monitor Email Statistics Report, 2016