Every so often, someone claims email is outdated, ineffective, and overshadowed by newer platforms. I’ve questioned its relevance myself. But let’s be real. Email isn’t dead. We just need to use it smarter.
Why Email Marketing is Important
Unmatched Reach and Engagement.
Think about it. Just about everyone you know has an email address. It is a universal tool for communication. Plus, unlike other popular marketing channels such as Social Media and Google Search, it is not at the mercy of changing algorithms.
A Seriously Impressive Return on Investment
For every dollar spent on email marketing, businesses see an average return of $44.25*. That is not just good. It is one of the best returns on investment of any digital marketing channel. Why? Because emails go directly to people who have opted in, making them far more effective than many paid ads or social posts that get lost in a crowded feed.
Hyper Personalisation That Drives Results
Modern email marketing is not about blasting generic messages. Today’s tools allow businesses to tailor emails based on behaviour, purchase history, and interests. This leads to more relevant content, stronger connections, and better engagement rates.
Data Driven and Measurable
Email marketing remains one of the most measurable and effective marketing channels, offering clear insights into engagement and performance. With the ability to track key metrics like open rates, click-through rates, conversions, and audience retention, businesses can fine-tune their strategies and improve results over time. The data-driven nature of email ensures consistent optimisation, making it a powerful and high value way to reach and connect with audiences.
Works Seamlessly with Other Marketing Channels
It becomes even more powerful when integrated with other marketing efforts. Adding social media buttons to your emails encourages subscribers to engage with your brand across multiple platforms, while strategic email content can drive traffic to your website, blog, or landing pages. Aligning email content with your broader marketing themes ensures a seamless experience for your audience, keeping them engaged across multiple touchpoints.
EDM Marketing Tips: How to Build a Strong Email Database
1. Audience Segmentation
One size fits all emails are a thing of the past. Group your subscribers based on demographics, interests, or past interactions. A well segmented list leads to higher engagement because people receive content that actually interests them.
2. Include a Sign Up Link in Your Email Signature
Your email signature is valuable space for promoting your mailing list without being intrusive. Every email you send, whether to clients, partners, or prospects, is an opportunity to place your sign-up link in front of more people. Just like website links or social media handles, a simple call to action inviting recipients to subscribe can fit naturally. If space allows, add a short line about what they can expect, such as exclusive content or special offers. This subtle approach keeps promotion effortless while helping to grow your subscriber base.
3. Write Emails People Actually Want to Open
Great emails are not just about promotions. They offer value. Whether it is an insightful industry update, an exclusive offer, or a well timed reminder, your emails should always feel useful, relevant, and accessible. At pepperit, we have peptalk, our weekly selection of the hottest trends and innovations in media, marketing and design.
4. Optimise for Mobile
A significant number of emails are viewed on mobile devices, so it is essential to ensure they display seamlessly across different screen sizes. Using a responsive design helps adjust layouts automatically, making content easy to read and interact with.
5. Test, Learn and Improve
The best marketers do not guess. They test. Evaluate the data and test again. Experiment with different subject lines, layouts, and call-to-action button placements to see what works. Use the results to improve your approach over time.
What now?
Email marketing is not just surviving. It’s thriving. Still not convinced? Why don’t you check out just how effective email marketing can be and sign up to peptalk. See you in the Inbox!
References
- Direct Marketing Association (USA)
