The Effectiveness of Email Marketing

July 16, 2019

With all the talk going on of video, artificial intelligence, virtual reality, and chatbots, it sometimes seems like email is long past its prime.

If you think Email marketing is dead today, then you are missing out on the real metrics. The fact is Email Marketing is still going strong today and is the best-proven strategy for your business.
The proof?

Observed from 2018 data, Email Marketing is still ranked as the most effective digital channel beating out social media, SEO, content marketing as you can see in the picture below.


With all the hype on the new digital platforms, why is the age-old technology still one of the best marketing techniques.

The answer is simple! It has to do with the fact that people use Email the most than any other digital platform.
The data from 2017 shows that most people –
85% of adults internet users are on mail.
So, What is Email Marketing?

At a basic level, Email marketing is nothing but the use of email to market your services or product. It cultivates relationships with potential customers, keeps the current customers informed and updated on your brand, encourages customer loyalty, and more!

It is a direct form of marketing, but Email Marketing is much more efficient for your wallet.

What is Email Marketing used for?

Email Marketing is used to build trust with customers overtime to turn them into repeat customers. It is a good way to keep your customers informed about the sales and new promotions you are running. People want to stay informed about your brand and Email Marketing is the best way to do that. Hence it has proven to increase brand loyalty among your customers.

Email Marketing is a full-fledged package that comes with many benefits to the business. Let’s have a look at a few of them!

1) Increase Company Revenue

Though there are many different tools in your digital marketing toolbox, email marketing continues to be the greatest driver of revenue for many businesses. Furthermore, revenue from email marketing ROI continues to improve year over year. This suggests that consumers are continuing to engage with brands through email marketing year after year.

When it comes down to the amount of revenue your company can stand to gain through email marketing, Constant Contact reports that for every $1 a company spends on email marketing, they can expect to earn $38 of revenue on average.

2) Improved Sales Conversions

Revenue is not the only important part of email marketing ROI that business owners should be concerned about. Email marketing is also a successful tactic for helping businesses improve the number of sales and conversions.

That’s because email marketing helps nurture leads and move them through the marketing funnel closer to making a purchase.

3) Increased Website Traffic

According to HubSpot, one of the greatest marketing challenges that businesses face is generating website traffic. In fact, 63% of those marketers surveyed said that this was their biggest obstacle. Though there are a variety of digital marketing tactics that can help you improve website traffic, like SEO and social media, email marketing can also help provide a return on investment when it comes to driving traffic to your website.

Not only does email marketing help increase traffic back to your website, but it helps make sure that the traffic going back to your site is relevant. If consumers regularly engage with your email marketing content then they have already shown an interest in your brand. This states that they are not only qualified leads but they likely make a purchase.

4) Amplified Brand Awareness

Building strong relationships with your leads is an important part to move them onto the next stage of the marketing funnel. Effective email marketing campaigns play an important role in helping your business build brand awareness. By building connections with consumers and providing content that they find valuable, marketing emails work to foster positive and impactful relationships with your leads. This allows you to engage with your leads directly and consistently.

Now, the best way to make your Email Marketing strategy to be effective is by storytelling! In this era, the important role that email marketing plays is to make a positive impact of brand on their leads. To be effective in telling a brand story builds a bond with the clients because consumers have become warier and less moved by aggressive selling, and are much more receptive towards brand storytelling and brand values.

Storytelling: Sharing brand values via Email

To stand out from the competition, brands need to show their personality to make clear what their values are, and email is the best channel to do so.

According to The Drum, 80% of consumers want brands to tell their story but can’t remember a good example. When this is done right, storytelling engages customers in a long-term relationship and allows them to relate to the brand’s personality and mission. They start to feel emotionally invested in the brand’s success.

How top brands use Email to share their values:

a. Feasibility

The climate crisis is a major problem in this era and this state has become a concern not only for individuals but also for corporates. It has become crucial that the brand values are reached to the consumers as they can relate with them. More and more brands are looking at how to put this at the forefront of their branding initiatives.

In the cosmetic industry, a number of brands have taken action to stop the use of hazardous chemicals and go green. The consumer looks at the values of companies before making a purchase decision.

Here is the example of how brands put their eco-warrior side forward and tell their story via email:

Lush takes an entire email to convey what they stand for. It makes clear that for them feasibility is not just a box to tick but something that they take very seriously. Their visuals clearly highlight that their values are not only in their products but integrated in the brand itself.


b. Inspiration

Companies are nowadays embracing diversity and inclusivity in the workplace to remind the world that these are correlated with the company’s profitability.

Their actions make sure that they set an example and inspire others around the globe to make a positive impact. Sharing their values through email shows customers what they stand for and what changes they intend to make.

This is amazingly portrayed by Leesa and Tom’s example:


It makes sure that along with looking out for oneself they help people along their way. This is the message given by Leesa’s email. A mattress is not just for luxury but something that we all need, and to buy from Leesa ensures that the less privileged ones are also simultaneously supported.



For TOMS they ensure that in every mail they share their values and this is the strategy they always follow while communicating with their followers. They have made One for One their key motto as a part of their message across all brand communications.


c. Innovation

For some companies, research and development is the main element of their business strategy. Being at the front promoting their new developments is a key to their internal culture. Many brands consider this as a value to be shared with their target audience.

Here is an example of a clothing company sharing their innovation:


Patagonia focuses on R&D and pushing forward for innovation. They share their values along with their success. It makes the email special by not just adding values but how they share it also matters. There are many brands that focus on creating different products and innovate their technology. This innovation factor attracts more customers.



If you have been ignoring Email marketing all this time then it’s time for you to reevaluate your strategy. Today Email marketing is giving huge returns for marketers.

Your Email is one of the best resources if you do it right then it will pay for itself. Share your values and stories with your customers. This is the best way to directly communicate with your consumers and create brand loyalty.

Email Marketing is a very effective way to reach a target audience around the world.

To know more about such interesting topics follow us on Sycabe!