The Resurgence and Power of Email Marketing in 2024

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Remember the days when your inbox was flooded with promotional emails? Some may argue that those days are long gone, but let’s reconsider. Email marketing, once considered outdated, is making a significant comeback. In fact, according to a report by Statista, the number of email users worldwide is expected to reach 4.6 billion by 2025. This staggering figure highlights the enduring relevance of email as a communication tool. But why is email marketing regaining its popularity? Let’s dive in.

The Evolution of Email Marketing

Email marketing has been around for quite some time. Initially, it was the go-to tool for businesses to reach out to their customers. However, with the rise of social media and other digital marketing channels, its popularity waned. According to a study by McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Despite this, many businesses shifted their focus to other marketing strategies, overlooking the potential of email marketing.

The Decline of Email Marketing

Several factors led to the decline of email marketing. Spam filters became smarter, and consumers became more selective about which emails they opened. As a result, many businesses shifted their focus to other marketing strategies. A study by Radicati Group revealed that the average office worker receives 121 emails per day. With such high volumes, it’s no wonder that many emails get overlooked or ignored, leading to decreased engagement rates.

Factors Contributing to its Decline

  • Over-saturation: Too many promotional emails led to inbox fatigue among consumers. A report by Campaign Monitor found that the average open rate for marketing emails across all industries is just 18%. This low figure highlights the challenge businesses face in capturing their audience’s attention.
  • Lack of Personalisation: Generic emails failed to engage the audience. According to a study by SmarterHQ, 72% of consumers say they only engage with marketing messages that are personalised and tailored to their interests. This emphasises the importance of personalisation in email marketing.
  • Rise of Social Media: Businesses diverted their attention to platforms like Facebook and Instagram, believing they offered better engagement opportunities. However, as mentioned earlier, email still reigns supreme when it comes to customer acquisition.

The Resurgence of Email Marketing

Contrary to popular belief, email marketing is experiencing a resurgence. But why is it making a comeback now?

Personalisation and Customisation

Modern email marketing tools allow businesses to personalise their messages based on customer behaviour and preferences. This level of customisation helps in creating more engaging content. According to a study by Experian, personalised emails generate 6 times higher transaction rates compared to non-personalised emails. This significant difference underscores the power of personalisation in email marketing.

Automation and Efficiency

Automation has revolutionised email marketing. Businesses can now schedule emails, segment their audience, and track performance metrics effortlessly. A report by GetResponse revealed that automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. These statistics highlight the efficiency and effectiveness of automation in email marketing.

Mobile Responsiveness

With the increasing use of smartphones, it’s crucial for emails to be mobile-friendly. Responsive design ensures that emails look great on any device, enhancing user experience. According to Litmus, 43% of email opens occur on mobile devices. This statistic emphasises the importance of mobile optimisation in email marketing campaigns.

Benefits of Email Marketing

Despite its ups and downs, email marketing offers several advantages that make it an invaluable tool for businesses.


Compared to other marketing channels, email marketing is incredibly cost-effective. It allows businesses to reach a large audience without breaking the bank. According to a study by DMA, for every $1 spent on email marketing, the average return on investment is $42. This impressive ROI makes email marketing an attractive option for businesses of all sizes.

High ROI

Email marketing boasts one of the highest returns on investment (ROI) among digital marketing strategies. A well-crafted email campaign can yield impressive results. A study by Campaign Monitor found that email marketing has an average ROI of 4400%. This high ROI makes email marketing a lucrative option for businesses looking to maximise their marketing budget.

Direct Communication Channel

Email provides a direct line of communication between businesses and their customers. This directness allows for more meaningful interactions and fosters customer loyalty. According to a report by Salesforce, 64% of consumers believe that companies should interact with them more frequently through email. This statistic highlights the demand for direct and personalised communication from brands.

Best Practices for Effective Email Marketing

To reap the benefits of email marketing, businesses must follow certain best practices.

Building a Quality Email List

A quality email list comprises subscribers who are genuinely interested in your products or services. Focus on attracting the right audience rather than just increasing numbers. According to HubSpot, segmented and targeted emails generate 58% of all revenue. This statistic emphasises the importance of building a quality email list for better engagement and higher conversion rates.

Crafting Compelling Content

Content is king, even in email marketing. Your emails should be engaging, informative, and relevant to your audience.

  • Subject Lines Matter: A captivating subject line can make all the difference. According to Convince & Convert, 35% of email recipients open an email based on the subject line alone.
  • Engaging Visuals: Use images and videos to enhance your content. According to a study by HubSpot, emails with videos can increase click-through rates by up to 300%.
  • Call-to-Action (CTA): Encourage readers to take action with clear and compelling CTAs. According to Small Biz Trends, emails with a single call-to-action increased clicks 371% and sales 1617%.


Email marketing is not just making a comeback; it’s here to stay. With advancements in technology and a renewed focus on personalisation and efficiency, it’s proving to be an indispensable tool for businesses. So, if you haven’t already embraced email marketing, now is the perfect time to do so.


  1. Is email marketing still effective in 2024?
    • Absolutely! With the right strategy, email marketing can be incredibly effective in 2024.
  2. How can I improve my email open rates?
    • Focus on crafting compelling subject lines and delivering valuable content to your subscribers.
  3. Is automation essential for email marketing?
    • Automation can streamline your email marketing efforts, but it’s not essential. However, it can significantly improve efficiency and effectiveness.
  4. What role does personalisation play in email marketing?
    • Personalisation can enhance engagement and improve conversion rates by delivering tailored content to individual subscribers.
  5. How do I measure the success of my email campaigns?
    • Track key metrics such as open rates, click-through rates, and conversion rates to gauge the success of your email campaigns.

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