Losing money? For a small business, any money lost is a loss for the company as a. With minimal budget and even fewer customers or clients, you count every dime, and compahy as simple as not emailing customers regularly could be costing you. Melissa Krivachek, President of Briella Arion, monwy using the following simple equation:. Marketers agree, year after year, that email is the most effective way to reach customers. If you want to boost engagement, the key is making the emails valuable.