What Is Email Marketing (And Why It Still Works)

Here’s something to think about. Platforms like Instagram and TikTok give brands the chance to connect with billions of users. But in that case, why is it that email marketing is still the number one way to convert customers?

Here’s the thing. Email marketing is one of the few channels where you actually own your audience. Customers sign up to receive your messages of their own accord. That means they’ve already shown they’re interested in hearing what you have to say.

You also aren’t renting space on someone else's platform. That means no algorithm deciding who sees your message. No sudden policy changes that cut your reach in half overnight. Just direct messages straight to your target customer’s inbox.

What Email Marketing Actually Does

Email marketing is about sending messages to customers who want to hear from your business. Sounds simple. But there’s a little bit more to it than that.

We all know that you can use email marketing for selling products. But it’s also an essential tool for building relationships. It lets you add personality to your marketing by sharing exciting updates on stories. It can help you onboard new customers while keeping existing ones engaged.

The beauty is that this works across every type of business. Ecommerce stores can use it to recover abandoned carts. Software companies might send product updates and tutorials. Service providers can share case studies showcasing their impact. Your strategy is completely customisable based on your industry. 

Why It Still Outperforms Everything Else

But don’t take our word for it. Let’s back up our claims with some numbers.

Email marketing generates around 42 dollars for every dollar you spend - that’s a 4,200% return on investment. With social media, most businesses only average two to three dollars for the same investment.

Why is email marketing so much better than social media for generating returns? It’s all about personalisation.