The Power of Email Marketing: Why It's Still Relevant Today

Jun 26, 2023

Email marketing is definitely not the new shiny thing, and its importance and opportunity for ROI often get overlooked. Some fools argue it’s an outdated channel and others foolishly ignore it completely...

Despite the rise of social media and other digital marketing channels, email marketing is still one of the most effective ways to reach and engage with your audience. In fact, email marketing typically has a better average ROI for every $1 spent than most other comms channels, making it a valuable investment for businesses of all sizes. Perhaps it's right for your business too...?

The Benefits of Email Marketing

1. Cost-Effective

Email marketing is one of the most cost-effective marketing strategies available. With email marketing, you can reach a large audience without breaking the bank. Unlike traditional advertising methods, email marketing allows you to send personalized messages to your subscribers at a fraction of the cost.

2. Targeted Messaging

One of the biggest advantages of email marketing is the ability to send targeted messages to your subscribers. By segmenting your email list based on demographics, interests, and behaviors, you can create personalized messages that resonate with your audience. This targeted approach leads to higher open rates, click-through rates, and conversions.

email marketing

3. Measurable Results

Email marketing provides measurable results that allow you to track the success of your campaigns. With email marketing software, you can track open rates, click-through rates, and conversions. This data allows you to make informed decisions about your email marketing strategy and improve your results over time.

The Role of Email Marketing in Today’s Digital Landscape

1. Mobile Optimisation

With the rise of mobile devices, it’s more important than ever to optimise your email marketing campaigns for mobile. In fact, more than 85% of people check their email on their mobile devices. By building your emails for mobile, you can ensure that your messages are easily accessible and readable on any device.

mobile email marketing

2. Customer Service

Customer's still rely on email for many of their milestone moments - including customer service communication and support. Your email marketing can work in partnership with your customer service efforts, delivering relevent, personalised messages and experiences to those users interacting with your business.

3. Social Media Integration

Email marketing and social media can work together to create a cohesive marketing strategy. By including social media content and icons in your emails, you can encourage your subscribers to follow you on social media and share your content with their networks. This integration can help you increase your reach and engagement across multiple channels. Likewise, your social channels can help build your email customer database.

4. Automation

Email marketing automation allows you to send targeted messages to your subscribers based on their behaviors and actions. For example, you can send a welcome email to new subscribers, a birthday message to loyal customers, or a cart abandonment email to shoppers who left items in their cart. Automation saves time and ensures that your subscribers receive relevant messages at the right time.


Email marketing may be viewed as an old-school marketing strategy, but it’s still relevant today. With new technologies, its cost-effectiveness, targeted messaging, and measurable results, email marketing is a valuable investment for businesses of all sizes. Get in contact with Dane if you'd like to discuss if and how your business could benefit from better email marketing.