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7 Reasons to Invest in Email Marketing

Email marketing is one of the most effective digital marketing strategies available today. It consists of sending targeted emails to a database of leads or customers, with the goal of nurturing relationships, increasing conversions and improving retention.

When done correctly, email marketing allows brands to scale personalised one-to-one communication, transforming leads into customers and occasional buyers into loyal clients.

A common debate is whether email marketing belongs to Inbound or Outbound Marketing. While many companies still use it with an outbound mindset, when executed strategically — with relevance, segmentation and value — email marketing becomes a powerful inbound channel, avoiding spam behaviour and deliverability issues.

Some interesting facts:

• 99% of consumers check their email daily (HubSpot)

• 82% of consumers open emails from companies (Litmus)

• 59% say marketing emails influence purchasing decisions (SaleCycle)

• 31% of B2B marketers say newsletters are the best way to nurture leads

• Email marketing revenue is expected to exceed USD 10 billion globally

Despite constant changes in digital trends, email remains one of the strongest marketing channels available.

So — why should you invest in it?

1. A Wide Reach

There are more email accounts worldwide than Facebook and Twitter combined.

Think about everyday digital behaviour: to create an online account — whether for e-commerce, social media or platforms — an email address is always required.

Email is the true currency of the internet.

While only around 2% of followers see organic social media posts, more than 90% of emails reach the recipient’s inbox. That makes email up to 45 times more likely to be seen than social media content.

Additionally, subscribers explicitly choose to hear from your brand — giving email unmatched reach and intent.

2. Personalised and Targeted Communication

Email marketing allows advanced segmentation based on:

• behaviour

• interests

• demographics

• purchase history

• engagement level

This enables brands to deliver highly personalised content tailored to each audience segment.

Well-written emails help build one-to-one relationships, increasing trust and familiarity. And customers buy from brands they trust.

3. Drives Conversions

Compared to websites, social media and paid advertising, email marketing consistently generates higher conversion rates.

Studies show that:

• Email conversion rates outperform social and organic channels

• Email visitors are significantly more likely to purchase

Email is also extremely effective for impulse buying, especially when campaigns include:

• product recommendations

• cross-selling suggestions

• personalised discounts

• limited-time offers

Relevant emails at the right moment strongly influence purchase decisions.

4. Higher ROI

Email marketing delivers one of the highest returns on investment of any digital channel.

On average, for every £1 invested, companies generate over £40 in return.

Why?

Because email allows:

• precise targeting

• personalised messaging

• behavioural triggers

• dynamic content

Instead of broadcasting the same message to everyone, brands can communicate with relevance — dramatically improving performance and ROI.

5. Optimises Time and Budget

Traditional marketing actions often require high costs and long execution times — design, printing, distribution and approvals.

Email marketing, on the other hand:

• is fast to deploy

• scales easily

• requires lower budgets

• delivers measurable results

With the right tools and strategy, campaigns can be automated and integrated with CRM and marketing platforms, saving both time and resources.

6. Easy-to-Measure Metrics

Email marketing provides clear and actionable metrics, such as:

• open rate

• click-through rate (CTR)

• bounce rate

• conversion rate

These insights make it easy to understand what works, what doesn’t, and where to optimise.

Tracking performance allows continuous improvement and smarter decision-making.

7. Creates Engagement and Loyalty

People enjoy feeling part of something exclusive.

Email marketing enables brands to create privileged experiences by offering:

• early access to launches

• exclusive promotions

• loyalty rewards

• personalised messages

Customers are not all the same — and email allows you to treat them accordingly.

When customers feel valued, engagement and loyalty naturally increase.

Final Thoughts

Email marketing is not about sending mass emails — it’s about building meaningful relationships through relevant communication.

When integrated into a broader digital marketing strategy, email becomes one of the most powerful tools for:

• lead nurturing

• customer retention

• revenue growth

• long-term brand value

At Link37, we help companies design, automate and optimise email marketing strategies that truly support business growth.