Email marketing is a longstanding but often underrated tool in digital marketing. Although it’s quieter and less flashy than other channels, the data consistently demonstrates that email is central to a strong marketing strategy. It offers direct, effective ways to nurture leads, drive sales, and build lasting relationships, making it indispensable in a holistic approach.
The Data Behind Email Marketing
- Direct connection: Email reaches your audience directly in their inbox, giving them control over how and when they engage with your content. Unlike oversaturated social feeds or competitive search results, email offers a quieter and more personal way to connect.
- Incredible ROI: Automated messaging is cost-effective and efficient. On average, email marketing delivers £38 for every £1 spent (Biowiki).
- Personalisation works: Tailoring content to individual preferences increases open rates by 26%. Testing different subject lines and personalisation methods helps identify what resonates best with your audience (Forbes).
- Higher conversion rates: Email converts at an average of 4.24%, outperforming both search at 2.49% and social at 0.59%. (EntrepreneurHQ).
- Better attention span: Emails hold attention for an average of 8 seconds, compared with just 3 to 5 seconds on social media feeds. (SQ magazine)
How to Integrate Email into Your Strategy
To maximise results, combine email marketing with other channels. While social and paid channels attract attention, email provides the direct, personal engagement necessary to convert and nurture leads. This unique role makes email crucial in any comprehensive marketing strategy.
- Data capture is gold dust: With ongoing changes to tracking and attribution, building a strong email list is more valuable than ever. Prioritise email data capture and begin building an engaged audience pool.
- Set up automated flows: Welcome emails nurture new subscribers, and cart abandonment flows encourage conversions.
- Master segmentation: Effectively segmenting your audience ensures content is relevant and timely.
- Stay consistent with newsletters: Regular updates keep your audience informed about new products, offers, or business news.
Grab Their Attention: Writing Better Subject Lines
Developing an email strategy and building an engaged audience list is all well and good, but what next? Grabbing users’ attention starts with the email subject line. Here are some top tips on increasing your email open rates:
- Use emojis wisely: Audience and tone appropriate emojis can help your subject line stand out in a crowded inbox but remember, less is more.
- Personalise: Add dynamic content, such as a customer’s name or a reference to past engagement. Doing so will make your communication feel more relevant and personal, increasing the likelihood of interaction, trust, and action.
- Highlight the value: Make it clear why opening the email is worth their time, such as access to exclusive deals, useful insights, or special access.
- A/B test: Experiment with different tones, lengths, and styles to see what resonates.
- Keep it short: Aim for 5 to 10 words so subject lines don’t get cut off, especially on mobile.
Email is far from outdated. It is a high-performing, high-ROI channel that works best when integrated with your wider paid and organic strategy. By focusing on segmentation, automation, and attention-grabbing subject lines, you can turn your email list into one of your most valuable marketing assets.
