The Future of Advertising from the Past

Why Email Marketing Still Matters in a Data-Driven World

By Arin Reyna, Sr. Vice President, Email Solutions

Anytime someone mentions mail—whether electronic or traditional—it can feel outdated. Email has been around for decades, and many people associate it with work, account sign-ups, or confirmation notices.

But that longevity is exactly why email remains so relevant today.

Email is one of the strongest pillars of data-driven marketing. A single email address connects back to nearly every online account a consumer owns. This includes social media profiles, loyalty programs, online memberships, and newsletters they may have signed up for years ago.

Because an email address can be traced back to one individual, email marketing databases remain a powerful and essential part of any overall marketing strategy.

The Role of Email in Modern Marketing

Email marketing is primarily designed to contact consumers and facilitate two-way communication. As more of daily life moves online, this channel has become even more important—and highly effective.

Email campaigns continue to deliver:

• The highest ROI among digital channels

• The lowest cost per acquisition

• Consistent performance over time

Unlike channels such as CTV or OTT, email marketing costs remain relatively stable. Even as new promotional platforms emerge, email continues to lead. More than 85 percent of U.S. retailers still name email as their most effective lead-generation channel.

Email as a Powerful Touchpoint in Multichannel Campaigns

Email marketing often works best as a follow-up channel.

Many strategies rely on email as a second or third touchpoint, especially when paired with CTV campaigns. Not all consumers use the platforms where a CTV campaign runs, but many are subscribed to receive emails related to the brand.

Sending an email that:

• Links to a campaign video

• Notifies consumers that a campaign is live

• Reinforces the campaign message

can generate more leads than CTV alone. – Explore our CTV plus email solution

This is where email truly stands out. Marketers can personalize messages using data tied to the email address, such as:

• Location

• Income range

• Interests and hobbies

• Purchase behavior

These personalized “nudges” are far more likely to capture attention and drive engagement.

Personalization Builds Stronger Relationships

Email allows marketers to build direct, personal relationships with consumers.

By communicating through the inbox, brands can adjust cadence, tone, and messaging based on individual needs and preferences. This flexibility helps maintain relevance without overwhelming the audience.

Personalization has become a key factor in improving:

• Open rates

• Click-through rates

• Overall conversions

According to a recent HubSpot poll, consumers are far more likely to open emails that include their name in the subject line.

Where Email Outperforms Other Advertising Channels

Personalization is one area where email succeeds while other channels struggle.

CTV and online ads often rely on repetition. After seeing the same ad multiple times, consumers may tune it out. Many people can recognize an ad within seconds of hearing it.

Email works differently.

Even if a consumer received an email days earlier, another message can still feel relevant—especially if the content is useful or personalized. Well-written email copy can encourage consumers to revisit a website or reconsider a product.

Retargeting Is Easier and More Cost-Effective With Email

Email makes retargeting simpler and more efficient.

Instead of running additional CTV or online ads, marketers can:

• Send follow-up emails

• Offer discounts or promo codes

• Share limited-time offers or gift codes

This approach requires less effort and often delivers better results. Emails that include promotional codes perform especially well, with:

• 14% higher open rates

• 34% higher click-through rates

• 48% higher revenue

Many brands even offer a discount just for joining an email list or newsletter.

Why Email Continues to Drive Engagement

Most people use email daily. Over time, consumers develop habitual behaviors around how they interact with messages.

Whether they:

• Reply

• Forward

• Click through

• Organize messages

• Or even delete them

They still see the email.

This behavior is driven partly by curiosity, but also because email is transactional by nature. It invites action and interaction.

Using email to direct traffic back to your website, product, or brand continues to help businesses grow, build trust, and nurture long-term relationships.

Originally published by MediaPost, 6/27/22