Is Email Marketing Worth It?

Is email marketing worth it? As a full-service digital marketing agency, we hear this question from clients across industries, and we get it. With how much digital advertising has grown over the last decade, we understand that email marketing might seem like an outdated practice. Although it may seem old-school, digital marketing experts (and that includes us and many of our peers) agree that email marketing can be beneficial to many business strategies, and fit perfectly into many content marketing plans.

Like many marketing questions, it boils down to who your audience is and how they prefer to communicate. The conclusion that came from a lively debate on Reddit is that email marketing is not dead — you just have to be more strategic about your approach. Call us old school, but we believe that if you’ve got a good list and a partner that knows how to do email marketing the right way, sending strategic, regular emails can drive huge results for your organization.

What is email marketing?

Let’s begin with the basics. In its most basic form, and don’t laugh, it’s marketing that utilizes email. Really. Email marketing can be whatever you want it to be, but its strengths lie in its ability to give you a direct line of communication to your customers’ inboxes. You can use that direct line to do whatever you need, whether that’s promote your products or services, build relationships, or nurture leads.

You can choose to send a newsletter, a product update, or a special subscriber-only offer — either way, email gives you the platform to reach your audience where they’re already active. And because your audience has literally signed up to hear from you, marketing emails are not seen as heavily disruptive.

Because email marketing is one of the most personal and targeted forms of communication in your marketing toolkit, this method can do wonders for building brand loyalty and maximizing conversions down the funnel, for clientele who already have awareness of your brand.

The numbers don’t lie

If email marketing is one thing, it’s efficient. According to Statista, it continues to deliver one of the highest returns on investment (ROI) in the marketing world — averaging $36 for every $1 spent.

Here is what makes targeted email marketing services so effective:

It’s direct. You’re landing your content directly in someone’s personal inbox, not showing up in a crowded search engine or social media feed.
It’s measurable. With open rates, click-through rates (CTR), and A/B testing, you know what’s working and what isn’t. This allows for quick pivoting and easy changes.
It’s cost-effective. Where other advertising outlets may charge extra for small changes or updated targeting, email marketing allows you to experiment to find what works without annihilating your budget.
It’s personal. You can segment and tailor content based on user behavior, demographics, and preferences.
It’s scalable. Whether you're a startup or an enterprise, email marketing grows with you and can be tinkered with to fit any new goals.

If you’re still wondering, is email marketing worth it for your brand — especially compared to newer channels like TikTok or influencer marketing — just consider this: 89% of marketers in small businesses use email as the primary channel for generating leads. While companies with massive marketing budgets can afford to invest hundreds of thousands into paid ad services, small businesses need something that drives results for a fraction of the cost. When email marketing works, it works.

Expert tips for effective email marketing

Deciding to begin a newsletter and email marketing campaign can feel a little daunting at first. Where do I start? What platform should I use? How often should I send my emails? Don’t worry — one of the benefits of hiring a marketing agency is that we do all of the heavy lifting for you! Depending on your business goals, we will help you craft an email marketing growth strategy that keeps your brand at the center of every message and your KPIs at the center of every report.

Build a quality email list

One of the reasons email marketing is so successful is that you’re marketing to people who have already given you permission to connect with them. They’ve already expressed interest in your product, taken actionable steps toward conversion, and are therefore more likely to interact with your emails. That being said, your email list is the foundation of your campaign.

While cold emailing and purchasing email lists may seem like a good starting point, cold contact is often doomed to fail. There’s a huge difference between receiving an email from a brand you trust and wondering how some stranger got your email.

If you want high-quality engagement, subscription rates, and potential leads, then patiently allowing your organic email list to grow over time is the best way to drive performance and results.

Segment your audience

Each person who subscribes to your email list has different wants and needs from your emails. In other words, not every subscriber needs to hear the same message. Segmenting your audience or tailoring your content based on demographics, behaviors, and engagement levels can help you create relevant, targeted email marketing services that will increase your open rates, click-through rates, and conversions.

For example, new subscribers might receive a series of emails welcoming them to the fold, while returning customers might get special product updates or loyalty rewards. This strategy ensures that your subscribers feel seen and valued no matter where they are in the customer journey.

Make your content valuable

Business owners may believe that email marketing is dead or outdated because they see emails as just adding more clutter to the pile. In a world where many people have overstuffed inboxes, there’s a possibility that your emails get washed away with the flood (or deleted in a mass inbox cleanout). The best way to show your value right away is to write compelling content in these three main areas:

Subject line: Meant to be short, punchy, and enticing, this is your first (and sometimes only) chance to get someone to open your email. You can see what types of messages captivate your audience through A/B testing for a better understanding of what works.
Preview text: This is the little snippet that appears next to your subject line. Think of it as your supporting hook: you’ve cast your line and gotten the fish’s attention — now, how are you going to reel them in?
Email body: Keep it focused, scannable, and actionable. Whether you’re sharing a blog post, announcing a product, or running a flash sale, be clear about what the reader should do next after opening and reading your content. Provide actionable paths to conversion throughout the body of your email.

Another way to provide value is to personalize your emails with your subscriber’s name to nurture the relationship and boost engagement. Remember to keep your email design engaging and clean, and to utilize imagery and infographics whenever possible.

Mobile matters

Because approximately 60% of emails are opened on mobile devices, optimizing your emails for mobile users is essential for a successful email marketing campaign. If your email design and functions do not work seamlessly on a smartphone, you will lose crucial engagement from your subscribers — and in the worst case scenario, can lead to users unsubscribing or lost conversions.

Be sure to utilize:

Mobile-friendly templates
Large, easy-to-read fonts
Buttons that are easy to tap
Intuitive calls-to-action
Simple and clean design layouts

Data is key

Like most marketing endeavors, email marketing is never a “set it and forget it” tool; it requires proper care and attention to maximize results. The best way to understand how your emails are performing is by monitoring your campaign’s marketing data analytics. The data will tell a clear story spelling out how your subscribers are interacting with your marketing messages on email. Having the answers at your fingertips allows you to pivot your strategy, refine your messaging, or implement more of what is working.

The key metrics to look at in your data include:

Open rate: Are people interested in your subject lines? Is your messaging connecting?
Click-through rate: Is your content relevant and engaging? Are your calls to action clear?
Conversion rate: Are people taking the desired action? Or are they dropping off after reading?
Unsubscribe rate: Is your content aligned with your audience’s expectations? Do you need to evaluate your sending frequency?

How to write a marketing email that encourages clicks and conversions

A great marketing email is more than just a message — it’s a strategic blend of value, clarity, and persuasion.

Subject line: How will you convince them to open the message?

Preview text: Why do they care about this email?

Hi [Subscriber’s Name],

Set the tone: Your opening line should be a relatable statement or question to connect with the reader’s challenge or current needs. It positions your brand as a helpful guide, not just a seller.

Your body content should be

✅ Value-packed (no fluff)

✅ Scannable and engaging

✅ Well-designed

✅ Mobile-friendly

This increases your readers’ chances of scrolling through most of or (hopefully) the entire email.

Calls-to-action (CTAs) can be scattered throughout the email for maximum effectiveness, but make sure that they are clear. If you want the reader to see your products, hit ‘em with a Shop Now button. Trying to increase your number of scheduled appointments? Tell them exactly how to book.

Here’s a tip: We love adding credibility builders to our clients' emails to let their subscribers know why they are the best at what they do. Whether you’re reaching out to loyal fans or trying to convert on-the-fence lurkers, telling your users what your brand brings to the table is a great way to encourage engagement and share your story!

Check out our full content marketing services to see how we help brands build consistent messaging across every touchpoint.

Baal & Spots makes email marketing simple, effective, and more-than-worthwhile

Is email marketing worth it? Absolutely. Reaching out to your audience in a personalized and targeted way is a great tactic for building and nurturing relationships. And because your message is being delivered right to their mailbox, you can avoid getting lost in the shuffle of a social media feed or page of search results.

We believe that a healthy digital marketing strategy taps into multiple points of the buyer’s journey. Pairing tailored email marketing with broader strategies like local SEO and PPC ads gives your content a better chance at being seen by the right people, at the right time.

If you’re a small business, a mid-size business, a B2B company, a startup, or a DTC (direct-to-customer), you can benefit from email marketing — and you will benefit even more from partnering with a full-service Houston digital marketing agency like Baal & Spots. We handle the strategy, implementation, and monitoring of your email campaigns so you can focus on growing your business.

Get started by contacting us today and see what we can do for you and your brand.