• Josie Hadley

Is Email Marketing Effective?

Updated: Sep 15, 2020

Most professional marketers believe that email marketing is still a vital aspect of marketing campaigns and is only growing in why should you be jumping on the band wagon? The huge question you may be contemplating is: ‘Is email marketing effective?’.

To answer this, we’ve put together a list of some of the reasons why using email marketing is one of the most successful tactics you can use:

Email marketing is a direct and professional form of communication between a business and the consumer. Research has also shown that consumers much prefer to be contacted via email than any other marketing technique. Why? Because they have usually granted permission for businesses to get in touch after filling out a sign-up form, as opposed to being bombarded with irrelevant advertisements.

As the consumer has opened up the opportunity for emails to be sent, they’re much more likely to interact and act upon the included call to action.

2. It’s a personalised marketing method

Email marketing can be tailored to suit the individual with personalised and relevant content, which may lead to a boost in sales.

In fact, 33% of marketers claim that personalisation will become the most important aspect of marketing in the near future, as it’s much more meaningful to the consumer.

Email marketing can be easily personalised to the individual with the use of their name (boosting open rates by 5.2%), reminding them of the last product they purchased and their location amongst many other tactics.

Personalisation could be the element needed to achieve those high click-through rates, as customers appreciate the fact that the company has taken time to tailor the email to their interests. Harris Interactive discovered that 80% of people who received personalised emails would consider making a purchase from the company.

3. Reaches mobile customers

Smartphones allow the consumer to stay connected to the online world. As a result, mails can be accessed anywhere at any time, with a study suggesting that 41.9% of emails are now opened via a smartphone device. With this in mind, you’re in easy reach of your customers, regardless of where in the world they may be by sending a single email.

4. Emails can be automated to save time

While emails can be personalised to suit the individual, automation can still be used. In this case, an email system is set up, so that different emails are sent out to the preferred individual, dependant on the content they agreed to receive. As a result, you can target different groups of people without having to spend time sifting through content and your contact list.

This fast-track method of email automation saves businesses a huge amount of time. If you are a small business owner, you’ll be pleased that you can interact with your customer base, while focusing on the more pressing tasks within your company.

5. Builds relationships

If a consumer is interested in your product or service, it’s highly unlikely they’ll choose to purchase from you straight away, for the sole reason that they don’t know anything about you. Expecting people to part with their cash straight away isn’t necessarily going to work, as it’s all about building on trust with the consumer.

On referring back to the question ‘is email marketing effective?’ when it comes to building relationships, the answer is definitely ‘yes’. GDPR allows businesses to send regular, personalised emails to the consumer gives you the opportunity and platform to talk about the brand, goals and also, what’s in it for them. This form of contact develops a connection between the business and the consumer on a deeper level.

Share your blogs in your email marketing campaigns too - read 5 Reasons Why Writing Blogs Can Be Good for Your Business

6. Drives unexpected sales

The success of any marketing campaign is derived from the amount of traffic driven to the website or the number of sales made.

In order to persuade your consumers to take action, sending out regular e-voucher codes and coupons to your customers to spend on their next purchase is a popular sales method for online businesses.

This simple tactic plants the seed in the mind of customers that they can ‘save’ money when they shop again, which is essentially just generating further sales for your business.

7. It’s cost-effective

Most small businesses are forced to work with very small marketing budgets, which means that splashing out on expensive marketing techniques isn’t always a feasible option. In the early stages, small businesses may be looking to cut corners where possible to achieve a greater ROI, but the good news is, that email marketing is one of the most cost-effective and inexpensive methods with a proven success rate.

Email marketing allows businesses to reach a large number of customers for just a few pence per message, which is ideal for those on a strict budget. There are also plenty of email marketing online tools and platforms that can be used by businesses free of charge.

Final word...

In this blog, we’ve aimed to answer the question ‘Is email marketing effective?’ and we hope that by reading the pointers above, you’ve learned that this strategy is very much here to stay. Email marketing is quick and inexpensive and allows businesses to connect on a more personal level with their consumers.

Small business owners may be too busy to handle email marketing on their own, which is where we, as online marketing professionals, can help. Get in touch with us today to find out more information on how we can manage your email marketing campaigns.


We’ve been helping brands, in the Wolverhampton area, develop and define their voice since 2015. We have worked with some amazing internationally recognised brands - such as eBay's Retail Revival project in Wolverhampton - but we also work with SME's and mirco businesses too.

Online marketing and social media changes all the time but our love for creativity and problem-solving hasn't. We’re driven by a passion to always deliver the very best for our clients at all times and to ensure we fulfil our key mission of helping our clients have the best online marketing possible.

​Get in touch so that we can kickstart your online marketing and social media today.