Email marketing is more than sending and receiving email. It can be a fundamental shift in how business approaches marketing. Here are three reasons why you should leverage your email list.

1. Targeted Audience. Email marketing helps businesses deliver a specific message to a targeted audience while measuring the effectiveness of the content and understanding the bottom line impact. With email marketing, you chose who receives your email and speak directly to a group who wants to hear from you and what you have to offer. Email marketing allows you to share new products and services, content and stay connected to your customers.

2. Cost Effective. Businesses are always looking for the greatest ROI from marketing dollars. Compared to traditional media and social media advertising, email marketing is cheap. You can track who opens the email, what actions are taken and retarget a customer based on their email behavior. Email allows your customers to interact with you at a time that is convenient and you can measure customer behavior and make modifications to your email campaigns in real time.

3. Lead Generation. Decide when you want to create email campaigns. Consistent and relevant messages will keep your brand top-of-mind when your customers are ready to seek information or make a purchase. Email campaigns should be designed to move customers through a sales funnel while leveraging content and an offer to generate revenue.

Email marketing is highly effective, engaging and relevant. Your business must determine how to utilize email marketing as an effective tactic to reach your business goals.