This article looks at whether digital marketing still works and if it should have a place in today’s digital environment. 

It’s no secret that the digital landscape has changed drastically over the past several years. New platforms and channels for marketing have emerged, and businesses have had to adapt their strategies to stay ahead of the curve. So, does email marketing still work? 

The answer, quite simply, is yes, email marketing still works. Email marketing is still an effective tool – you just have to know how to use it correctly.  And if you do, the benefits can be huge. Let’s take a closer look.

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The Benefits of Email Marketing

It’s Cost-Effective

One of the biggest benefits of email marketing is that it’s relatively inexpensive. Although you will need to invest some time in creating quality content, once you have a database of subscribers, the costs associated with sending emails are very low. Compare this to other marketing channels such as television or print advertising, and email begins to look even more attractive.

It’s Personalised

Another advantage of email marketing is that it allows you to send highly personalised messages. With most other marketing channels, you’re limited to generic messages that are sent out to a large group of people. With email marketing, on the other hand, you can segment your list into different groups and send each group highly targeted messages. For example, if you own a pet store, you could segment your list into groups like “dog owners,” “cat owners,” and “bird owners” and then send each group pet-related offers and information that would be most relevant to them. 

It Drives Results

Perhaps the most important benefit of email marketing is that it drives results. When done correctly, email marketing can be incredibly effective in terms of both generating leads and converting those leads into customers. In fact, studies have shown that for every $1 spent on email marketing, businesses see an average return of $44! 

In order to make email marketing work in today’s environment, you need to be more strategic about who you’re targeting and what kinds of messages you’re sending. Gone are the days when you could blast out a generic message to your entire list and hope for the best. Nowadays, people are bombarded with so much content that they’ve become adept at tuning out anything that isn’t specifically relevant to them.

In order to cut through the noise and reach your target audience, you need to segment your list and personalise your messages. By sending more targeted emails, you can boost your open rates and click-through rates, and ultimately generate more leads and sales. And that’s what it’s all about, after all.

Personalisation, segmentation, and mobile optimization. Let’s take a closer look at each of these factors. 

How to Do Email Marketing


One of the most important things you can do when it comes to email marketing is to personalise your messages as much as possible. Gone are the days when people were happy to receive generic messages from businesses. These days, people want to feel like they are being communicated with as individuals, not as part of a faceless mass. 

The best way to achieve this is by using data you have collected about your subscribers—such as their name, location, and past purchasing behaviour—to create more personalised messages. You can also segment your list into different groups so that you can send more targeted messages that are relevant to each individual group. 


Speaking of segmentation, this is another key element of successful email marketing. By dividing your subscribers up into different groups, you can create more targeted and relevant messages that are more likely to resonate with each individual group. This also allows you to test different message types and strategies to see what works best with each group. 

Mobile Optimisation

Another important factor to keep in mind is that more and more people are reading emails on their mobile devices. This means that it’s essential to optimise your messages for mobile viewing in order to ensure that they are being seen and read by your intended audience. 

So, Does Email Marketing Work?

Yes, email marketing works. Email marketing may look different than it did a few years ago, but make no mistake, it’s still an essential part of any digital marketing strategy. The key is to be more strategic about who you’re targeting and what kinds of messages you’re sending. Personalisation, segmentation, and mobile optimisation are all important factors to keep in mind to create more targeted and relevant messages that will resonate with your audience and help grow your business.

If you can do that, you’ll be able to reach your target audience and achieve your business goals.  If you’re not already using email marketing as part of your overall strategy, now is the time to start!