In today’s competitive digital landscape, marketing managers and directors in the ecommerce sector are continuously on the hunt for channels that promise the highest return on investment (ROI). What if we told you that email marketing, a seemingly mature channel, consistently delivers a whopping 4× ROI compared to prominent social media platforms like Meta? Here’s how email remains a powerhouse in maximising media efficiency:

Email marketing consistently outperforms other digital channels. On average, businesses see a return of approximately £36 for every £1 spent on email marketing. In stark contrast, paid social media on platforms like Meta returns about £2.80 for every £1 spent (DMA, 2022). It is notable that when focussing purely on subscriber acquisition, the gap with Meta narrows, but email still achieves 2x ROI here. This significant difference isn’t just about cost-efficiency, it’s also about ensuring every penny spent cultivates a significant consumer impact.

Higher Conversion Rates

Email boasts conversion rates between 2-3%, solidly beating display and social ads, which often struggle to reach 1%. This superior conversion can be attributed to email’s ability to deliver personalised, targeted content directly to consumers’ inboxes, a space they engage with regularly. It also speaks to the nature of the channel. If its in your inbox and you opted-in to receive it, you are far more likely to engage and potentially convert.

At the heart of email’s potential and success is precision. For those using email as a retention channel, having rich segmentation and recency baked into your CRM ensures you get great engagement from your email campaigns.

For those who use email as an acquisition channel, data-driven platforms like esbconnect can leverage over 440 data points to ensure emails reach the most relevant audience. By tapping into behavioural targeting and a GDPR-compliant database of 17 million opted-in UK consumers, businesses can engage with high-intent prospects who are more likely to convert and show loyalty. If you work with a modern email company who aren’t just blasting a list, you can truly achieve paid media style targeting in the email channel and move beyond retention into acquisition.

Recent changes in privacy regulations and the decline of cookies have posed challenges for marketers. However, email marketing remains unaffected due to its inherently permission-based nature. It’s ironic that email gets a bad rap for privacy compliance when paid media channels like social and programmatic skirt the law with unclear opting in via cookie consent notices.

When acquisition costs rise, expanding your media mix with cost-effective strategies becomes crucial. esbconnect’s Customer+ allows brands to acquire, verify, and enrich high-intent email subscribers in real time, ensuring that the growth of your email database keeps pace with your brand’s aspirations without the exorbitant costs associated with traditional paid media.

In the fast-evolving digital world, revisiting your media mix and prioritising channels with proven results can yield unprecedented benefits. As the statistics show, not only is modern, data-driven  email marketing alive and thriving, but it is also pivotal in crafting strategies that are both fiscally responsible and immensely effective.