Email marketing has stood the test of time as one of the most effective tools in the digital marketing toolkit. It allows businesses to communicate directly with their audience, deliver valuable content and offers, and foster long-term relationships.
Yet, with the dominance of shiny channels like social media, video, and chatbots, you might be wondering: is email marketing still relevant as a marketing communications tool?
The short answer? Absolutely. Email is far from dead. In fact it’s thriving, and it remains one of the most impactful ways to grow your business online.
Email marketing reach is bigger than ever
Email is one of the few digital channels with truly global reach. In 2023, there were over 4.3 billion email users worldwide. By 2027, that figure is expected to climb to 4.89 billion; more than half the world’s population.
And it’s not just about sheer numbers. Email cuts through the noise across devices, platforms, and demographics. A 2021 study by Litmus revealed that email opens were spread across mobile (41.6%), webmail (40.5%), and desktop clients (16.2%). This flexibility means email marketing can connect with your audience wherever they are, on whatever device they prefer.
Perhaps most tellingly, 74.5% of consumers still rank email as their preferred communication channel for promotional messages. From Baby Boomers to Gen Z, email continues to resonate across generations, making it one of the most versatile ways to engage your audience.
The ROI of email marketing is unmatched
One of email marketing’s strongest points is its exceptional return on investment (ROI). On average, businesses see £35.41 in revenue for every £1 spent on email marketing. That’s higher than any other digital marketing channel.
Email also offers a cost-effective way to generate leads. According to HubSpot, the average cost per lead through email marketing is significantly lower than other channels like social media or paid search. It’s a budget-friendly option for small businesses looking to maximise their marketing spend.
And the numbers are measurable. With an average open rate of 35.63% and a click-through rate of 2.62% (according to Mailchimp), email gives you clear insights into performance. Unlike other channels, you can track exactly what works and refine your strategy to improve results.
Email builds personal connections
One of the reasons email marketing stands out is its ability to create personal, meaningful connections.
Personalised emails increase customer engagement, with 74% of marketers reporting improved interaction and 68% of consumers saying it enhances brand perception according to CampaignMonitor.
Email also allows businesses to showcase their creativity. Whether it’s sharing blog posts, videos, infographics, or special offers, emails are a versatile canvas for your brand. Done well, they can capture your personality and communicate your value to customers.
The loyalty factor is another standout. Over half of consumers check their emails first thing in the morning, and 49% say they like receiving promotional emails from their favourite brands every week. By meeting your audience in their inbox, you’re building trust and loyalty while encouraging repeat engagement.
Email marketing isn’t going anywhere
Email marketing remains one of the most powerful ways to connect with your audience, deliver measurable results, and drive business growth. With its unparalleled reach, high ROI, and ability to foster personal connections, email is as relevant in 2024 as ever.
If you’re ready to make email marketing work for your business but don’t know where to start, we’re here to help. At Davison & Brain Digital, we specialise in creating email strategies and campaigns that deliver real results. Let’s chat about how we can fine tune your email marketing.
Ready to transform your email marketing?
Book a free consultation today, and let’s make your next email campaign your best yet.
