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.

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What is email marketing today?

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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.

WHY IT MATTERS:

It’s permission-based: You’re speaking to people who want to hear from you.
It scales: Send to thousands with minimal cost.
It’s measurable: Open rates, click-throughs, conversions—everything can be tracked.

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WHY EMAIL IS STILL A TOP PERFORMER

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).

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The challenge: deliverability is getting tougher

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In 2024, deliverability has become one of the biggest challenges for marketers.

What’s happening:

More brands are using email, which increases inbox competition.
Gmail and Yahoo implemented new sender requirements in 2024.
Microsoft has joined the party, raising the bar for deliverability in 2025.

Advice: Reaching the inbox isn’t just about clever subject lines. It’s about reputation, authentication, and good list hygiene.

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KEY CONCEPTS TO IMPROVE DELIVERABILITY

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.

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‍When to use Email Marketing

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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.

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5 PRACTICAL TIPS FOR SMARTER EMAIL MARKETING

Segment your audience
Not everyone needs to hear the same message. Use behaviour, interests, and lifecycle stages to tailor your approach.
Prioritise deliverability
Authenticate your domain. Use double opt-in. Clean your list. These steps protect your reputation and your results.
Create compelling, mobile-friendly design
Most emails are read on phones. Use short paragraphs, clear CTAs, and strong visuals.
Test everything
Subject lines, send times, CTA buttons—split test to find what works. Then optimise.
Measure beyond opens
Opens are the first step. Track clicks and conversions.

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Our take away

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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.