Each new digital marketing development promises to revolutionize how businesses connect with audiences. Social platforms come and go—with one platform’s fate currently hanging in the balance—but like that reliable friend who shows up when you need them most, email marketing endures, quietly doing what it’s always done best.
And what does email do best? Build genuine connections and deliver real results. It’s not flashy, but that might be the reason for its effectiveness. Amid so much marketing showmanship, email enables the conversations that actually move businesses forward.
Email marketing yields $36 for every dollar spent. That kind of ROI makes any marketer’s heart skip a beat, and there are now 4.5 billion email users worldwide. Let that number rolled around in your mind for a moment. In an age when people proudly announce that they are stepping away from social media, most people still check their email once a day, if not more frequently. They may delete Facebook from their phone, but not their email app.
The beauty of email marketing lies in its constancy. When you own your email list, you own the relationship with your audience. No algorithm can take that away from you. While social media specialists rack their brains learning about the latest algorithm changes or mastering emerging platforms (that might end up banned!), you can use email to find that sweet spot between selling and serving. Sometimes social media posts shout into the void, hoping to catch someone’s attention, but email can whisper directly to your audience. It’s the difference between speaking to someone at a crowded party and having a one-on-one conversation over a scone and latte.
Then there’s the data, all those rich, detailed insights into what your audience actually cares about. Not just metrics for surface-level engagement, but a deep understanding of each customer’s journey and preferences. Every open, click, and conversion reveals what resonates with your audience.
Finally, there’s the versatility. Email adapts to your needs, whether you’re announcing a product launch or nurturing long-term relationships. It’s both megaphone and confidante, broadcast medium and personal messenger.
To make email marketing work, you need to think like Martha Stewart—or any excellent host of an all-time-great dinner party. Keep your guest list current and organized. Make introductions that add value. Share stories worth telling. Create moments that matter.
The technical terms for these are:
- list hygiene,
- strategic growth,
- content strategy,
- and automation.
And here’s the central lesson they all teach: You must be thoughtful about how you communicate.
Yes, email marketing still works, and leaning into that simple truth will help you reliably connect with your audience and develop lasting relationships over time. As other channels become increasingly noisy and crowded, email marketing becomes more valuable, not less.
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