Why smart marketers are doubling down on email

Ever wondered why email marketing is still a go-to for savvy marketers? In this blog, we'll share practical tips to help you connect with your audience and boost your campaign results.

The 42:1 ROI channel you’re probably underutilising 

Depending on what product or service you sell, your target audience will change dramatically. If you're a B2B software company, you’re probably focusing on reaching tech and procurement managers with purchasing power, while fashion retailers pour resources into capturing style-conscious millennials. 

But what connects all these disparate audiences? They all check their email. Consistently. Multiple times a day. Making email marketing still one of the most direct and reliable ways to reach practically any audience imaginable.

You probably know this and are probably one of the 81% of companies using email as part of their marketing strategy. But what I've seen, is that only around 30% are truly maximising their potential. Many companies are often obsessing over finding the "next big thing" while neglecting to extract maximum value from the proven channel sitting right under their nose, even when the potential ROI dwarfs newer, unproven channels. 

So, why invest more in email?

Three words: return on investment. Email marketing boasts an average ROI of £42 for every £1 spent - that’s not just a good return, that’s a fantastic return. Outperforming virtually every other channel, consistently driving higher engagement and conversions. 

What makes it so powerful? It’s personal yet scalable. Great emails feel like a one-on-one conversation even when sent to many. Unlike social media or display ads, which can feel random or even intrusive, email is something we invite into our daily routine. Think of it like getting a handwritten note from a friend versus a generic flyer tossed your way. 

The psychology behind email engagement 

Unlike other platforms where content is often pushed at you, email allows for a more intentional exchange. It’s a conversation that can be tailored to the recipient’s interests, needs and preferences. When we check our inbox, we expect to see messages from people or brands we know, trust or are genuinely interested in. This makes email a much more intimate and intentional form of communication.

What’s more, email taps into our sense of anticipation and curiosity. We’re hardwired to respond to subject lines that pique our interest or promise something valuable, whether it’s an exclusive offer or information relevant to our lives. This sense of relevance and timing is a key factor in why email consistently outperforms other channels. It’s not just about pushing content; it’s about sending the right message at the right time, creating an emotional connection that encourages action.

Three critical areas where your email marketing may be failing

Is generic content killing your conversations?

When subscribers open irrelevant emails, you're training them to ignore future messages. Generic content might seem efficient, but it's actually costing you engagement and revenue, as relevant emails generate 18 times more revenue than broadcast emails. 

The highest-performing email programmes create content ecosystems that address different stages of the customer journey: welcome sequences that convert new subscribers, behaviour-triggered emails and segmented campaigns that speak directly to distinct audience needs. After all, no one wants to feel like they’re just another name on a list receiving generic sales pitches.

Are you leaving money on the table with basic segmentation? 

[First Name], we've all received those emails. The personalisation stops at the greeting while the actual content remains identical for everyone. True email marketing power comes from combining explicit data (what customers tell you) with implicit data (what their behaviour reveals). Without meaningful segmentation, you're essentially playing darts in the dark, occasionally hitting targets through luck rather than strategy.

Smart segmentation creates distinct audience groups based on purchase history, engagement patterns, and browsing behaviour. This enables you to craft messages that feel uncannily relevant to each recipient's specific situation. This means you’ll send fewer emails that generate significantly higher engagement and conversion rates. But achieving this level of personalisation requires implementing progressive profiling systems that continuously enrich your customer data without lengthy forms.

Is deliverability costing you?

Even brilliant content and perfect segmentation can't overcome poor deliverability, broken mobile experiences or disconnected systems. Your technical infrastructure determines whether your emails reach inboxes, display properly when opened and trigger the right follow-up actions.

From list hygiene protocols that maintain engagement rates to responsive templates that work across devices to integration between your email platform and other marketing tools. The technical foundation of your email programme often determines your ceiling for results.

Where to start?

At the end of the day, the secret to email marketing success isn’t just about flashy designs or catchy subject lines - it’s about delivering content that resonates with your audience at the right moment.

If you're ready to stop leaving money on the table and start consistently driving results from your emails, now is the perfect time to take a strategic step back and evaluate your current approach.

Our Mini Email Audit gives you that fresh perspective in just 30 minutes. I'll identify quick-win opportunities, conduct a deliverability health check and provide actionable next steps. You'll walk away with clarity on exactly where to focus your efforts for maximum impact and a practical roadmap for implementation.

The best part? It's completely free, with zero obligation.

Book your free mini email audit below: