Why Email Marketing Still Wins
Email marketing consistently delivers the highest return of any digital marketing channel. While the exact figures vary by industry, email typically returns £30-40 for every £1 spent.
Why Email Works So Well
- Direct access — you own your email list, unlike social media followers
- Permission-based — subscribers have opted in, so they're already interested
- Highly targeted — segmentation allows personalised messaging
- Measurable — open rates, click rates, and conversions are all trackable
- Automated — sequences run 24/7 without manual effort
Essential Email Campaigns
Every business should have these automated flows:
1. Welcome Sequence
Triggered when someone subscribes. Introduce your brand, set expectations, and provide immediate value.
2. Nurture Sequence
A series of emails that build trust and educate prospects before asking for a sale.
3. Abandoned Cart (eCommerce)
Remind customers about items left in their cart. These emails typically recover 5-15% of abandoned carts.
4. Re-engagement
Target subscribers who haven't opened emails in 90+ days. Win them back or clean your list.
Platform Comparison
| Platform | Best For | Starting Price |
| ---------- | ---------- | ---------------- |
| Mailchimp | Small businesses, beginners | Free (up to 500 contacts) |
| Klaviyo | eCommerce, Shopify | Free (up to 250 contacts) |
| HubSpot | B2B, full marketing suite | Free CRM + paid marketing |
| ConvertKit | Creators, newsletters | Free (up to 1,000 contacts) |
Tips for Better Email Performance
- Write compelling subject lines — 47% of recipients open based on subject line alone
- Segment your list — personalised emails generate 6x higher transaction rates
- Optimise for mobile — over 60% of emails are opened on mobile devices
- Test everything — A/B test subject lines, send times, and content
- Respect your subscribers — send valuable content, not just sales pitches
Need help setting up or improving your email marketing? Explore our email marketing services or get in touch for a strategy consultation.