Why email marketing is now more relevant than ever

Author - Erika Armanino

Date published:

Adele Robinson, Creative Director at Venture Stream, shares how email marketing is more relevant than ever in 2024 and beyond. 

By 2025, Statista predicts that there’ll be 4.6 billion email users worldwide. But in an age dominated by social media, instant messaging, and shorter attention spans, you might be tempted to believe that email marketing has lost its relevance. So, should you be investing in email marketing in 2024 and beyond?

At Venture Stream, we believe that email marketing remains an indispensable tool for ecommerce businesses to connect with their audience effectively.

In 2024, consumers expect a personalised experience. Email marketing allows businesses to tailor their content based on user behaviour, preferences, and demographics. Advanced analytics and AI-driven insights empower marketers to segment their audience effectively, delivering highly targeted messages that resonate with individual recipients. Personalisation fosters stronger customer relationships and increases engagement rate, ultimately driving conversions and revenue. 

Email marketing also allows for seamless integrations with other digital channels, such as social media, websites and mobile apps. By leveraging omni-channel strategies, businesses can create cohesive marketing campaigns that reach consumers across various touchpoints. For instance, email newsletters can drive traffic to social media platforms or promote exclusive offers available on a mobile app. This integrated approach enhances brand visibility and fosters a unified brand experience across different platforms.

Automation tools have revolutionised email marketing in recent years, enabling businesses to streamline their workflows and maximise efficiency. Marketers can set up automated campaigns triggered by specific actions or events, such as abandoned carts, sign-ups, or birthdays. Automation not only saves time but also ensures timely and relevant communication with subscribers. By leveraging automation, businesses can deliver personalised content at scale, nurturing leads and driving conversions with minimal manual intervention.

With any form of marketing, it’s important to measure results and make data-driven decisions. Email marketing offers one of the highest returns on investment among marketing channels. With advanced analytics and tracking capabilities, marketers can measure the performance of their email campaigns accurately. From open rates and click-through rates to conversion metrics and revenue attribution, email marketing provides valuable insights into campaign effectiveness. This data-driven approach empowers marketers to optimise their strategies continuously, driving long-term business growth.

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