What is Email Marketing?
Email marketing is a digital marketing strategy that allows businesses to send targeted messages directly to customers via email. It is a cost-effective and efficient way to increase brand awareness, drive website traffic, and boost sales.
Key benefits of email marketing:
| Benefit | Key Impact | Supporting Data |
| 1. Reaches an already engaged audience | Higher open rates & conversions | Email generates 3x more conversions than social media. |
| 2. Delivers targeted, personalised messages | Increased revenue through personalisation | Personalised emails increase revenue by 760%. |
| 3. Increases brand recognition & trust | Builds trust & brand loyalty | 77% of B2B buyers say their preferred contact channel is email. |
| 4. Maximises marketing ROI with low costs | Highest ROI among digital channels | Email marketing has a £36:£1 ROI |
| 5. Encourages customer retention and repeat sales | Encourages purchases & repeat visits | Half of consumers report making purchases from marketing emails at least once a month. |
Email marketing is a reliable method of communicating with your customers. It’s a cost-effective way to contact customers in the place they spend a lot of their time – their email inbox. There are 4 billion daily email users, and this number is continuing to climb to 4.6 billion by 2025– this is a huge population that are available to receive your business’s email marketing.
Here are our favourite benefits of email marketing that make it a smart marketing strategy for engaging with your audience, acquiring new customers, and developing your business.
1. Reach an already engaged audience
Email marketing is one of the few mediums that customers voluntarily agree to. Businesses that use the email marketing, deliver messages solely to individuals who have signed up or agreed to receive the emails.
This can result in substantially greater conversion rates because a company is just targeting customers who are already interested in their business.
Why this matters:
- Email subscribers opt in to receive messages, making them more likely to engage than cold audiences.
- Email marketing drives 3x higher conversions than social media.
Key takeaways:
- Higher open rates and click-through rates (CTR) from engaged audiences.
- Improved lead nurturing & customer retention over time.
- Direct communication with customers without relying on third-party platforms.
2. Deliver targeted & personalised messages
Most marketing professionals would gladly pay to ensure that their money was only being spent on individuals who were interested in their brand. However, emails can be specifically tailored to individual subscribers who fulfil particular criteria – we call this segmentation.
If a franchise only has an offer available in certain areas of the country, emails can be arranged to be delivered solely to individuals who live in those areas. If there is a deal on makeup, only those who have expressed an interest in the beauty industry will receive an email.
Email list segmentation is a fantastic way for companies to learn more about their subscribers and we see that this strategy frequently has higher engagement rates as a result. Businesses who use segmented campaigns often see as much as a 760% increase in revenue.
The old strategy of sending the same email to every subscriber is no longer effective, and businesses that experience the best results from their email marketing are segmenting data and campaigns to guarantee that they are sending the most appropriate message to individuals.
Adjusting your email messaging for different audiences means that they are always engaging. This cultivates a solid foundation of trust between your brand and the recipient and creates a bond with your customer that you can continue to grow over time.
Why this matters:
- Segmentation and personalisation improve email performance significantly.
- Businesses using personalised email campaigns see a 760% increase in revenue.
Key takeaways:
- Segment subscribers based on interests, location, and behaviour.
- Send personalised promotions based on past purchases.
- Automate email flows to engage customers at the right time.
3. Increase brand recognition & trust
Some of the world’s most well-known brands have grown so popular that they have become synonymous with the industry in which they operate – think of Coca-Cola’s illustrious Christmas adverts.
Email marketing is a great way to build brand awareness and recognition, because it gives you direct access to your customers. Offering them quality content that they appreciate, will make you stand out in their inbox and leave a lasting impression in their minds.
Be careful to not send too many emails, though, as sending under five emails a week will bring the highest open and click through rates.
Why this matters:
- Consistent email communication keeps your brand top-of-mind.
- Customers who receive regular emails are more likely to trust and buy from brands.
- Email is the top choice for communication for B2B buyers.
Key takeaways:
- Strengthens brand awareness through consistent email engagement.
- Builds credibility and trust with informative, valuable content.
- Keeps your audience updated on offers, news, and trends.
4. Optimise your time and budget
There are always time and money limits in every firm. While large businesses may afford to go all out and buy advertising space during a TV show, smaller companies often do not have the luxury of utilising a variety of marketing methods.
Email marketing offers a cost-effective way to market your business, whilst still achieving good results. It is not difficult or time-consuming to create a quality email marketing campaign, therefore sending emails to a large number of subscribers is often a very affordable digital marketing method.
Why this matters:
- Email marketing has an average ROI of £28 for every £1 spent.
- Automation tools make email marketing efficient and scalable.
Key takeaways:
- Low-cost, high-return marketing channel.
- Easy automation with tools like Mailchimp & HubSpot.
- Scalable strategy—send thousands of emails at minimal cost.
Read our case study: Increasing Google Ads campaigns reach with no extra budget.
5. Boost website traffic & sales
Email marketing offers a wonderful possibility for customers to make spontaneous purchases. You may persuade a customer to make a purchase through email marketing in a variety of ways:
- Providing links to products that are frequently purchased alongside the products purchased by the customer
- Re-target customers who have abandoned baskets or were viewing specific products on the site
- Make a limited time offer of discount for future orders
Customers frequently act on impulse when they receive an email informing them about a relevant product that is connected to a past purchase. This is particularly true if a suitable promotion is available.
Why this matters:
- Email marketing is a direct traffic driver to landing pages and blogs.
- 50% of consumers say they buy from a marketing email at least once a month.
Key takeaways:
- Use email to promote blog content and increase organic traffic.
- Encourage impulse purchases with exclusive promotions.
- Retarget abandoned carts for higher conversions.
Read more: How to Measure SEO Performance
Email marketing FAQs
How much does email marketing cost?
The cost of email marketing depends on the platform, number of subscribers, and features needed.
Typical Pricing Ranges:
- Free Plans – Some platforms (e.g., Mailchimp, Brevo) offer free tiers for up to 500-2,000 subscribers.
- Small Businesses – Expect to pay £10-£50 per month for platforms like Mailchimp, ConvertKit, or Moosend.
- Enterprise Solutions – Advanced email automation tools like HubSpot or Salesforce range from £200+ per month.
Tip: Choose a platform based on your list size, automation needs, and budget.
Why is email marketing important?
Email marketing is one of the most cost-effective and high-ROI digital marketing strategies.
Key Benefits:
- Direct audience reach – Emails land in inboxes, unlike social media posts that depend on algorithms.
- High ROI – Generates £27 for every £1 spent.
- Personalised communication – Tailor messages to different audience segments for better engagement.
Businesses use email marketing to drive sales, retain customers, and build brand loyalty.
Does email marketing work?
Yes! Email marketing is a proven strategy with high engagement and conversion rates.
Performance Stats:
- Average open rate: 29-40% across industries.
- Cart abandonment emails convert at 50%.
- 50% of consumers say they purchase after receiving a marketing email about once a month.
Tip: To improve results, use personalisation, segmentation, and A/B testing.
How to check your competitors email marketing strategy?
To analyse competitors’ email marketing strategies, follow these steps:
- Subscribe to their email list – Sign up with multiple accounts to track different campaigns.
- Use email monitoring tools – Platforms like Owletter or Milled track competitor email trends.
- Check email frequency & content – Monitor subject lines, promotional offers, and send times.
- Analyse their CTA strategies – Note how they drive conversions (discounts, lead magnets, etc.).
Tip: Use insights from competitors to improve your own email strategy.
What is the best email marketing platform for small businesses?
The best platform depends on your business size, budget, and email needs.
Top Email Marketing Platforms for Small Businesses:
- Mailchimp – Best free plan, great for beginners.
- Brevo (formerly Sendinblue) – Affordable automation & SMS integration.
- ConvertKit – Ideal for creators & bloggers with advanced segmentation.
- Moosend – Budget-friendly with powerful automation.
Tip: Choose a platform based on ease of use, automation features, and pricing.
When is the best time to send a marketing email?
The best time depends on your audience, industry, and goals, but studies show:
- Best Days: Tuesday & Thursday (higher open & click-through rates).
- Best Time: 8-9AM (users check emails first thing at work).
- Avoid Weekends – Lower engagement rates.
Tip: A/B test different send times to find the best time for your specific audience.
Want to get started with email marketing?
Want to drive more sales with email marketing?
At Logic Digital, we help businesses create high-converting email strategies.
- Target the right audience.
- Automate campaigns for efficiency.
- Maximise ROI with data-driven optimisation.
Get in touch today for a free email marketing consultation!
