Why is email marketing so important and how to make the best of it
Understanding the power of email marketing
Email marketing has stood the test of time as one of the most effective digital marketing channels. Despite the rise of social media, video content, and SEO, email continues to deliver consistent results across industries.
Unlike fleeting social posts or unpredictable search engine updates, emails land directly in your subscribers' inboxes. This personal touch makes email marketing an unbeatable tool for nurturing leads, building relationships, and driving conversions.
Over time, it’s evolved from simple newsletters to complex, automated campaigns with segmented lists, behavior triggers, and real-time analytics, making it one of the most scalable and customisable channels available.
The benefits of email marketing for businesses
High ROI and cost-effectiveness
Email marketing boasts one of the highest returns on investment in digital marketing—up to $36 for every $1 spent. With minimal costs involved, it's accessible even for small businesses.
Direct access to your audience
Emails let you communicate directly with customers, bypassing third-party algorithms. Unlike social media, you own your list, making it a reliable asset.
Personalisation and segmentation
Modern email platforms allow for deep personalisation. Think dynamic content, tailored recommendations and targeted subject lines. These features increase open rates, clicks, and conversions.
Email marketing vs. social media marketing
While social media marketing has its perks, email marketing wins in areas like visibility and engagement.
With email, you control how and when your message gets delivered. There’s no need to worry about algorithms reducing your visibility.
Types of email marketing campaigns
Different campaigns serve different goals:
Welcome emails: First impressions matter! Introduce your brand and offer value.
Newsletters: Share updates, stories and curated content regularly.
Abandoned cart emails: Recover lost sales with gentle reminders and incentives.
Promotional emails: Time-limited offers, flash sales, or product launches.
Each type plays a unique role in customer nurturing and conversion.
Building a strong email list
A quality email list is more valuable than a big one. Avoid buying lists, it hurts your deliverability and brand trust.
Organic list-building atrategies:
Use pop-ups and inline forms on your website.
Promote lead magnets like checklists or free guides.
Host webinars and events with email registration.
Segmentation and personalisation best practices
Effective segmentation boosts relevance and response rates. Divide your email contact list by:
Purchase history
User behavior
Demographics
Personalisation Tips:
Use their name in the subject line or greeting.
Recommend products based on past actions.
Send birthday or anniversary messages.
Crafting high-performing emails
Strong copywriting can make or break your campaign.
Tips for subject lines:
Keep it short and punchy
Use urgency or curiosity
A/B test different variations
Email structure:
Clear and concise content
One primary CTA (Call-to-action)
Avoid clutter and jargon
Email design and user experience
Design should complement your message.
Mobile-first: Over 50% of emails are opened on mobile.
Visual hierarchy: Use headings, bold text, and buttons for readability.
Consistent branding: Use your brand colors, tone, and logo.
Automation and workflow efficiency
Automating email flows saves time and maximises impact.
Top automated campaigns:
Welcome series
Post-purchase follow-ups
Re-engagement sequences
Set them once, monitor performance and let them run in the background.
Tracking email marketing performance
Analytics help you learn and improve.
A/B testing different subject lines, send times or content formats helps optimse your campaigns over time.
Avoiding spam filters and compliance
Respect your subscribers and follow email laws:
CAN-SPAM & GDPR: Always include an unsubscribe link and get clear opt-ins.
Technical setup: Use SPF, DKIM and DMARC to authenticate your domain.
Avoid spam triggers: Don’t use excessive ALL CAPS, too many emojis or misleading subject lines.
Tools and platforms for email marketing
Top email tools:
Klaviyo: Best for ecommerce, integrates with Shopify and has robust automation.
Mailchimp: Good for small businesses starting out.
Constant contact: Easy-to-use with solid support.
These platforms offer templates, analytics, automation and integrations.
Common mistakes to avoid
Buying lists: Leads to poor engagement and potential blacklisting.
Overloading subscribers: Too many emails cause unsubscribes.
Ignoring mobile users: Most emails are read on phones, design accordingly.
The results of successful email campaigns
For one of our partners, Helm & Oar, we focused on optimising email engagement by analysing customer behaviour and adjusting email content accordingly. Our primary strategy included segmentation, sending personalised flows, and excluding Apple MPP opens and bot clicks from tracking. The results?
+119% increase in email-attributed revenue compared to the previous eight months in 2023.
Campaign conversion rate rose by +70%, with revenue per recipient for campaigns increasing by +93%.
Flow conversion rates surged by +120%, and revenue per recipient for flows grew by +193%.
Engagement saw a +15% increase in click-through rate and a +4% rise in open rate.
(You can read the full case study here)
Future trends in email marketing
AI-powered personalisation: Predictive product suggestions and optimal send times.
AMP for emails: Interactive content like surveys or product carousels within the email.
Privacy enhancements: More emphasis on permission-based marketing due to Apple and Google privacy changes.
How to make the best of email marketing
Best practices to follow:
Use segmentation and personalisation
Automate where possible
Analyse, test and optimise continuously
Long-term strategy:
Treat email as a relationship channel, not just a sales tool
Regularly clean and update your list
Stay compliant and ethical
Free email marketing resource to supercharge your campaigns
At Webtopia, we specialise in helping businesses like yours get the most out of email marketing. That’s why we’re offering a FREE Playbook that teaches you how to master Klaviyo, from segmentation and automation to revenue optimisation.
👉 Claim your free Klaviyo Playbook now and see how we can support your growth!
