Email marketing with a $42:$1 ROI outperforms every digital marketing channel. The reasons: owned audience (survives algorithm changes), high personalisation potential, and direct communication. List building — creating a quality email database — is the first and most important step.
For a successful email campaign: segmentation (not the same email for all subscribers), A/B testing (subject line, CTA, timing), automation (welcome series, abandoned cart, re-engagement). Open rate 20–25%, Click rate 2–3% are industry averages. Compliance with GDPR and CAN-SPAM is mandatory — an unsubscribe option must always be present.
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