Think email marketing is a thing of the past? Think again.

As the world of marketing continues to develop, organisations are as always looking for the best channels to share their latest campaigns and updates with their target audiences.

Whilst finding fresh and modern approaches is exciting, this shouldn’t take your attention away from one of the most established, yet most effective channels – email.

Did you know that there are 4 billion daily email users around the world? Around 89% of marketers are still using email as their primary channel for generating leads, too! ROI has remained consistently high ever since email marketing was pioneered in the 1990s.

If you’re not sending out emailers at least monthly, then you’re missing out! It’s such a fantastic channel for directly targeting your audience and measuring the outcome.

Here are just some of the benefits of email marketing for your business.


You can tailor what you send and who you send it to! If you want to target a specific campaign to a particular audience, it’s easy to segment your email. It’s essential that you do only send content, which is useful and valuable to your reader, otherwise they might become disengaged. We recommend having a warm list of current/ad-hoc clients for continued brand awareness and a cold list for prospection. Make sure you tailor your email heading and preview text, which you see when an email lands in the mailbox to immediately engage and maximise your open rate.

Build relationships  

The foundation and goal of all email campaigns is for your audience to know, like and trust your brand. With many businesses now working remotely, email is a key communication driver. Recent studies show an uptake of 44% of B2B emails being sent now vs. pre-lockdown! Building relationships with your audience is crucial and to do this you must avoid spamming them. Add a personal touch and offer value for your audience instead of taking a hard sell approach. A good sign of strong relationship building is an increase in open and click rates and a low unsubscribe rate.


Email marketing offers an extensive reach, as everyone has a personal email account within their workplace. You can contact all stakeholders including senior key decision-making roles with ease. Emails have a great delivery rate, at 90%, compared to social media platforms – winner! If that wasn’t enough, they’re also shareable because, at the click of a button, a recipient can forward an email onto a colleague.

Emails are a fantastic way to build brand awareness so that when the need is there customers think of you as you’re front of mind. Also, if you’re frequently posting on social media and generating blogs and media for your website – you already have interesting content good to go. Why not quickly repurpose it into an emailer?

Measurable results

You can elevate the success of a campaign by using analytics software to track delivery, bounce, unsubscribe, click, and open rates. You can also easily test different copy, subject lines or formats to gauge which was the most effective and powerful with your audience. By sending targeted email campaigns, you’ll be able to cherry-pick engaged contacts and build your business development strategies with these, as well as form great relationships which will grow into leads.


With many people on the go, leading a busy work-life balance, the majority don’t always have the time to engage with your content on a desktop and more people are viewing emails on their mobile devices. In fact, 53% of emails are opened on a mobile device and that figure continues to increase! Simply put, email marketing is a great way for your content to land straight into your desired audience’s hands. Not only that, but you’ll be providing a much better user experience, too.

If you’d like help mapping out your email campaign strategy to build brand awareness and warm up prospects, get in touch today.

Email or call 01625 789050.

This latest thinking article was written by:

Katie Hargreaves
Senior Content Excecutive