Email marketing has been declared “dead” so many times it could have its own eulogy — and yet, in 2025, it remains one of the most cost-effective and measurable marketing channels.
The difference between effective and ineffective email marketing isn’t luck. It’s knowing the benefits, understanding the data, and applying best practices that work in today’s privacy-first, AI-powered marketing landscape.
Here’s how email marketing is performing right now, why it still delivers, and how to make sure your campaigns are working hard for your business.
Short answer: Yes.
Long answer: Yes — but only if your list is healthy, your content is relevant, and you measure success using the right KPIs.
The latest industry benchmarks show:
That ROI is hard to beat. Email’s low cost, high reach, and ability to personalise at scale make it a mainstay in almost every marketing mix.
Unlike social media, you’re not renting an audience from a platform — you own the relationship. Every subscriber on your list has opted in, which means they’ve given you explicit permission to communicate.
Email consistently delivers one of the highest ROIs in marketing. Low distribution costs mean you can scale without a proportional rise in spend.
Modern ESPs let you segment audiences and personalise down to product interest, past behaviour, or engagement history — all of which can dramatically lift click and conversion rates.
From deliverability to revenue attribution, every stage of the email journey can be tracked and improved. Few other channels offer this level of precision.
Whether you’re driving sales, nurturing leads, or delivering service updates, email adapts. It supports direct response, brand building, and retention strategies equally well.
Even the best advantages of email marketing can be undermined by poor execution. Here’s what to watch for:
Healthy delivery starts here. Regularly validate addresses and remove unengaged subscribers. This improves deliverability metrics like bounce rate and spam complaints — your “credit score” for inbox placement.
Group subscribers by behaviour, demographics, or purchase history. Sending targeted content increases engagement and reduces unsubscribes.
Over 60% of emails are opened on mobile devices. Make sure your templates are responsive and CTAs are tap-friendly.
A/B test subject lines, preview text, and CTA placement. Measure both CTR and CTOR to understand if your content is delivering on the promise of your subject lines.
Gmail and Yahoo now require bulk senders to have proper authentication, low complaint rates, and one-click unsubscribe in marketing emails.
The benefits of email marketing are proven — but your results depend on execution. With strong list hygiene, relevant content, and a focus on meaningful KPIs, email can remain your highest-return channel well into 2025.
Pro Tip: Before your next send, validate your list with Email Hippo to maximise deliverability and protect your ROI.
Sign up for a free trial here.