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Did you know that email marketing generates an average ROI of $36 for every $1 spent? That’s a 3,600% return—higher than any other digital marketing channel. Yet, despite these impressive numbers, many businesses still question whether email is relevant in a world obsessed with social media and instant messaging apps.
So, is email marketing truly dead, or are we just looking at it the wrong way?
As someone who used email marketing to sell out our last AI Coaching Cohort, I can confidently tell you that people are still opening and reading their emails. And they’re still making purchasing decisions after reading those emails.
For example, if you look at the below image, you’ll see that contacts in our CRM that gave us hundreds of thousands of dollars have engaged in our marketing emails.
There are also other channels we use which also have an impact on this revenue. But the bottom line is that email has a role in revenue generation. At least for our business.
The question is, will it work for your business, in your industry?
By the end of this article, you’ll have a definitive answer on whether email marketing is dead in your industry, and what you can do about it.
The State of Email Marketing Today
When you think about email marketing, what comes to mind? A crowded inbox? Annoying spam? While those perceptions are valid, they don’t tell the whole story.
The reality is that email marketing is far from dead—it’s evolving in response to how people engage with digital communication today.
Here’s the data to back it up:
- 4.3 billion people use email globally. By 2025, this number is expected to grow to 4.6 billion, making email one of the most widely used communication channels in the world
- 99% of consumers check their email daily. That’s more frequent than social media usage, according to HubSpot
- Email engagement is personal. Unlike a fleeting social media post, emails land directly in someone’s inbox—a personal space where they’ve invited you to connect
However, email marketing isn’t without its challenges.
Open rates, click-through rates, and conversion rates can vary widely depending on the strategy. Poorly executed campaigns may lead to declining engagement, giving the false impression that email is ineffective.
But the truth is, email’s success depends on how well you adapt to today’s best practices: personalisation, segmentation, and delivering value.
Should You Use Email Marketing?
Email marketing has stood the test of time for one simple reason: it works. While new platforms rise and fall in popularity, email remains a reliable, cost-effective way to connect with your audience.
Read: A Guide to Email Marketing Automation
1. Email Offers a High ROI
As mentioned earlier, email marketing boasts an ROI of $36 for every $1 spent. No other digital channel comes close. This high return is thanks to email’s ability to directly reach your audience with personalised, targeted messages.
2. Direct Access to Your Audience
Unlike social media platforms, where algorithms control who sees your posts, email gives you a direct line to your subscribers. Once someone opts into your email list, you have the opportunity to communicate with them without relying on unpredictable third-party platforms.
3. Email Is Personal
Email is one of the few channels where personalisation goes beyond just adding someone’s first name. You can tailor content based on user behaviour, preferences, and purchase history, creating a highly relevant experience for each recipient.
4. People Still Rely on Email
Despite the rise of messaging apps and social platforms, email is a staple of daily life. Whether it’s checking updates, receiving offers, or tracking online purchases, email remains an essential tool for communication.
5. It’s an Owned Channel
Your email list is yours to control. Unlike social media platforms, which can change their rules or algorithms overnight, you own your email database. This makes it a secure and sustainable marketing asset.
6. Email Drives Conversions
Studies show that email converts at a higher rate than social media. Whether it’s an e-commerce sale, webinar sign-up, or consultation booking, email consistently outperforms other channels when it comes to driving action.
Why Some Marketers Get It Wrong
The idea that email is “dead” often stems from poorly executed campaigns. Sending generic, irrelevant, or overly frequent emails can alienate your audience and lead to low engagement.
However, when done right—with clear value, compelling content, and strategic timing—email marketing can be a game-changer.
Common Email Marketing Mistakes That Make It Seem “Dead”
If email marketing feels ineffective for your business, the problem might not be the channel itself—it could be the strategy. Many marketers fall into common pitfalls that sabotage their campaigns.
Email marketing isn’t just about hitting “send” and hoping for the best. To see results, you need a strategic approach that resonates with your audience and adapts to modern preferences.
Here’s what to watch out for and how to fix it.
1. Sending Generic, Impersonalised Emails
Nothing turns subscribers off faster than an email that feels like it could’ve been sent to anyone. If your message doesn’t resonate personally, it’s likely to be ignored or marked as spam.
The Fix: Use segmentation and personalisation to tailor emails to specific audiences. Tools like dynamic content and behavioural triggers can help you send the right message to the right person at the right time.
2. Overloading Your Audience
We’ve all been there – receiving too many emails from the same brand in a short period. This overload not only leads to unsubscribes but can also damage your brand’s reputation.
The Fix: Be mindful of your email frequency. Analyse your audience’s preferences and consider asking them how often they want to hear from you when they sign up. At RedPandas, we send out one email newsletter every two weeks.
3. Poorly Designed Emails
If your emails are hard to read on mobile devices or don’t visually align with your brand, they won’t leave a good impression. In 2025, mobile responsiveness isn’t optional—it’s essential.
The Fix: Invest in mobile-friendly, professional templates. Use a clean layout, optimise images, and ensure buttons are easy to click.
4. Focusing on Selling Instead of Adding Value
If your emails are nothing but a string of sales pitches, your audience will quickly lose interest. People engage with brands that provide value and education, not just promotions.
The Fix: Balance your content. Share educational resources, tips, or entertaining content alongside promotions. This builds trust and keeps your audience looking forward to your emails.
5. Neglecting Your Subject Lines
Your subject line is the first impression your email makes, and if it’s not compelling, your open rate will suffer.
The Fix: Write clear, intriguing subject lines that reflect the email’s content. Personalisation, curiosity, and urgency are all effective techniques.
6. Ignoring Email Analytics
Without tracking performance, you’re flying blind. Metrics like open rates, click-through rates, and unsubscribes can provide valuable insights into what’s working and what’s not.
The Fix: Use analytics tools to monitor your campaigns. Experiment with A/B testing for subject lines, send times, and content to optimise performance over time.
By avoiding these mistakes, you’ll not only improve your email marketing results but also rediscover its true potential.
So, What’s the Verdict: Is Email Marketing Dead?
The answer is a resounding no. Far from being obsolete, email remains one of the most effective tools for connecting with your audience, driving engagement, and generating ROI.
However, like any marketing channel, email has evolved.
The strategies that worked five or ten years ago may no longer be effective. Today, success hinges on personalisation, mobile optimisation, and delivering genuine value to your subscribers.
While social media and other platforms may seem flashier, they don’t offer the same level of control, direct access, or long-term reliability that email provides. When done right, email marketing isn’t just alive—it’s thriving.
The key takeaway? Email marketing isn’t dying—it’s evolving. By avoiding common mistakes, leveraging modern tools, and focusing on what truly matters to your audience, you can turn email into one of the most profitable and impactful parts of your marketing strategy.
Next, learn how to use AI in email marketing to speed up your efforts.
