Seeing as it's the month of love, I thought I'd share some of the reasons why I love email marketing so much. Yes, having been in the industry for so long I am a teeny bit biased, but the facts back me up.
Reason 1: Return on investment
This is probably the single biggest reason to love email. When done well, the ROI is extraordinary. It varies by industry and location, but we've seen companies achieve returns of over 4000%.
Compared to most other digital channels, email is cost-effective, and because you're reaching customers directly, the numbers reflect that.
If you're unsure how to calculate your email ROI, the formula is straightforward: take the revenue attributed to email (pull this from Google Analytics), subtract what you spent on email marketing, and that's your ROI.
Reason 2: You have direct access to your customers
Email gives you something most digital channels don't, a direct line to your customer's inbox. That's a privilege worth protecting. Respect your subscribers by sending content they actually want and opted in to receive.
With more subscribers reading email on their phones, you're reaching the majority of your list almost instantly. That kind of access makes email one of the most immediate channels in your mix.
Reason 3: Insightful reporting
Close behind ROI, reporting is another reason email wins. Most email service providers, TouchBasePro included, give you in-depth campaign and account analytics. That data lets you monitor performance and make informed decisions, not guesses.
The small things matter here. A high unsubscribe rate usually points to sending frequency or content that doesn't match what people signed up for. Low click rates often mean your call to action needs work, or your email is simply too long. The answers are usually right there in the numbers.
Reason 4: Automation
Work smarter, not harder, and email automation is one of the best ways to do that. Once set up, your automations run on their own, with occasional tweaks to keep them sharp.
From welcome emails and birthday messages to complex multi-step customer journeys, the range of what you can automate is broad. That means more consistent communication with less manual effort.
Reason 5: It's fun
Call me an email geek, but email marketing genuinely is fun. The versatility is a big part of that.
A lot of businesses treat email as a stiff, formal channel. But you're talking to people, and people respond to creativity. GIFs, bold design choices, clever copy, ultra-personalised campaigns, there are so many ways to bring some personality into your sends. That's what keeps it interesting.
These are just a few of the reasons I love email, and why I think you should too. The TouchBasePro team is full of email geeks exactly like me, so if you want to talk email marketing, get in touch below.
Frequently asked questions
- How do I calculate my email marketing ROI?
- Take the revenue you can attribute to email marketing (use Google Analytics to track this), subtract your total email marketing spend, and the result is your ROI. Some companies track returns above 4000% using this method.
- Why does email marketing have such a high ROI compared to other channels?
- Email reaches customers directly in their inbox at a relatively low cost per send. Because you're communicating with people who have already opted in, engagement and conversion rates tend to be higher than on channels where you're competing for attention.
- What should I do if my email unsubscribe rate is high?
- Review your sending frequency first, too many emails is a common cause. Also check that your content matches what subscribers signed up for. If there's a gap between what you promised and what you're sending, unsubscribes will follow.
- What types of emails can I automate?
- Common automated emails include welcome series, birthday and anniversary messages, and multi-step customer journeys triggered by behaviour. Once built, these run with minimal ongoing effort beyond periodic review and optimisation.