Think email marketing is outdated? Think again. Discover why email is still the highest-performing channel in your strategy.
If I had a pound for every time someone claimed “Email marketing is dead,” I’d be writing this from a private island in Italy. The truth? According to various studies in the US (where most research on this is undertaken), the average ROI for email marketing ranges from $36 to $40 for every dollar spent—making it one of the most profitable and reliable channels available to any brand. Its presence is stronger than ever, with billions of emails sent and opened every day around the world.
To help you make the most of it, this blog breaks down why email marketing still matters, how deliverability is evolving, and what you can do to keep your strategy sharp and effective.
Email marketing is more than just monthly newsletters or holiday promotions. It’s a powerful, performance-driven channel that helps brands communicate directly with their audience, nurture leads, and drive conversions.
Despite its age, email is still relevant. Let's analyse why:
Return on investment
According to studies from organisations like Litmus and Campaign Monitor, email marketing delivers an average ROI of $36 to $40 for every $1 spent. That makes it more profitable than most other digital channels, including paid social.
Ownership & control
With email, you own the list. You're not at the mercy of changing algorithms, third-party cookies, or platform shutdowns.
Direct relationship
Email gives you a direct line to your customer. It’s your chance to be present in their inbox—a personal, private space that encourages attention (and action).
In 2024, deliverability has become one of the biggest challenges for marketers.
What’s happening:
Advice: Reaching the inbox isn’t just about clever subject lines. It’s about reputation, authentication, and good list hygiene.
Let’s keep it simple—here’s what you need to know:
Authentication: DMARC, DKIM & SPF
These are protocols that prove your emails are really coming from your domain. In short, they help stop spoofing and phishing—and they keep you in good standing with inbox providers.
Clean your list
Don’t send to people who aren’t interested in your communications/emails. Bounce rates, spam complaints, and disengaged recipients hurt your sender reputation.
Double Opt-In
Using double opt-in ensures the email address is valid and that the person wants to hear from you. It’s a powerful way to fight fake or malicious sign-ups.
💡Pro-tip: Focus on quality over quantity. A smaller, engaged list will always perform better than a large, uninterested one.
Email should be a part of your marketing strategy—alongside your social and paid media efforts—to create a well-rounded, high-performing approach. It works especially well for:
Customer onboarding
Welcome emails have some of the highest open and click-through rates.
Retention campaigns
Nurture your audience with tailored offers, value-driven content, and product tips.
Promotions & product launches
Whether it’s a seasonal discount or a new service, email is your go-to for generating buzz and driving clicks.
Surveys & feedback
Want to hear from your audience? You can ask them directly—email is ideal for gathering insights.
At Studio 34, we believe in making email marketing work harder for your business. Whether it's building a journey that drives loyalty or fixing deliverability issues, our performance-driven approach ensures your emails are seen and acted upon.
Let’s unlock the full potential of your inbox.
