Is Email Marketing Still Effective? 

October 19, 2023

While digital marketing continues to evolve, email marketing remains a useful tool for marketers.

In a world saturated with ever-evolving digital communication channels and social media platforms, it is easy to think email marketing has lost its power — but actually, it’s more effective than ever. When surveyed, audiences deemed email marketing as the most effective marketing channel (41%), followed by social media (16%) and paid search (16%). Given more than half the global population subscribes to brands’ emails, this marketing tactic provides a prime opportunity for companies to reach target audiences.

Email marketing offers several key benefits.


Personalized Content

The ability to personalize content based on users’ actions is part of the reason email marketing is so effective. According to The 2023 State of Email Workflows by Litmus, 80% of customers are more likely to make a purchase after a personalized experience. Brands can customize content — including images, copy, subject line and send time — based on subscribers’ preferences and previous activity.

Segmenting audiences makes granular targeting possible, tailoring content to each specific customer. Personalization tags can pull in specific information about a contact, like their name or location.

Here is an example: A customer recently visited Brand X’s website, signed up for emails and then added a few items to their cart. Hours later, Brand X can send the customer an email with images of the abandoned items and the subject line, “You Forgot Something, (Customer Name)!”


Mobile Friendly

Email marketing allows brands to communicate with their target audiences at any time. Considering  41% of email views come from mobile devices, it is important to optimize content for phones and tablets. A study from Mailchimp found responsive email designs, which adapt to different devices and screen sizes, yield a 15% increase in mobile clicks.


Return on Investment (ROI)

Constant Contact reported email marketing typically yields a high return on investment (ROI), with brands earning $36 for every $1 spent. Brands can experience a 28% increase in email marketing ROI by utilizing A/B testing. Email marketing is a cost-effective way for brands to reach target audiences while boosting their bottom lines.


Increase Traffic to Website

Email marketing is a great tool for driving traffic to a brand’s website. Call-to-action buttons – also known as CTAs — can guide traffic to relevant landing pages and increase conversions. A useful tool that marketers can capitalize on when evaluating individual campaign performance is UTM tracking. This tool provides insights such as marketing channels, sources and campaigns that each contact originated from. Leveraging UTM tracking allows campaign managers to compare different variations of an email campaign and maximize performance.


Candor encourages an integrated marketing approach that encompasses email marketing. Crafting a strategic email marketing strategy is key to increasing sales and accomplishing your long-term goals.

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Emma Tucker

Emma is passionate about digital advertising and finding creative solutions for enticing users to interact across multiple online platforms. She is skilled at defining targeted audiences for online content and crafting attention-grabbing ad messaging based on the most up-to-date industry trends.

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