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You’ve probably heard me say it before. Email marketing is still relevant in 2025 because it works. Like, really works.
But just in case you need a little proof HubSpot reports that email has “an astounding 4,200% ROI. What does that mean? It means that for every $1 spent, you can get about $42 back. Now that’s a seriously smart use of your marketing budget.
And it's even more impressive than the marketing strategy stat I always quote, which is “if you document your marketing strategy you're 313% more likely to report success”.
So, let’s look at why email marketing is still worth doing in 2025 and how to do it properly.
Is email marketing still relevant in 2025?
Short answer – yep.
Email marketing hasn’t disappeared under the weight of social media, AI tools, or shiny new platforms. It’s still one of the most reliable and direct ways to connect with your ideal clients.
Because your email list is yours and the people on your list have subscribed, aka said “Yes, I want to receive emails from you”. So, unlike social media, where algorithms keep changing or your content doesn’t get seen unless you pay, your emails land straight in someone’s inbox. That’s about as direct as you can get.
And it feels personal too. Email has a one-to-one vibe.
Even if you’re sending it to hundreds of people, it still feels like you’re having a conversation. That kind of connection builds trust. And if you’ve worked with me, you’ll know I’m always banging on about the importance of building trust.
So yep, email’s still relevant. And yes, it’s still worth it.
Email marketing might not be the newest or sexiest thing out there, but it's still incredibly effective and definitely worth your while.
So, how do you do email marketing right?
You need a plan. (Not surprising, right?)
Emailing whenever you remember, or when business is quiet, or when you feel guilty for not emailing in months – that’s not going to cut it.
Start with what you want to achieve. Are you trying to increase awareness? Get more clicks to your website? Sell something? Stay top of mind?
Once you’ve got that bit sorted, think about who you’re talking to.
Your email list should be made up of people who actually want to hear from you. Not randoms. Not bought lists (please don’t do that). Real people who’ve shown interest in what you do and, by subscribing, have said “Yes, I want to receive your emails”.
If you're not sure how to build your email list, check out 3 ways here.
Then, it’s time to create the content. This is where your strategy connects with your copywriting. Think about what your ideal clients need or want to hear from you and how you can make that helpful, interesting, or relevant.
Tips to make your emails work better
Now we’re getting into the good stuff. Here are a few things to keep in mind when putting together your email campaigns.
First, segment your list. This is a fancy way of saying send the right emails to the right people. If someone’s already bought something, don’t email them saying “buy now.” If someone’s just joined your list, don’t hit them with a hard sell. Tailoring your content makes it more relevant – and more likely to get opened and read.
Keep your emails short and to the point. No one wants an essay in their inbox. You can always link to a blog or your website if there’s more to say. And speaking of that…
Write a decent subject line. This is what gets your email opened. If it’s boring, salesy, or vague – it’s going straight to trash. Need help? I’ve got five tips for subject lines over here.
Add a visual if it makes sense. An image can make your email more interesting – just don’t go overboard. This isn’t a catalogue. A photo, illustration or even a branded graphic can break up the text and keep things engaging.
And yes, personalise your emails. You don’t have to go over the top, but using someone’s name or referencing something relevant to them can make a big difference. Most platforms make this pretty easy.
Then, make it clear what you want them to do next. Include a call to action that actually says what you want – like “book a spot”, “read the blog”, or “check out what’s new”.
Finally, test your emails before you send them. Always. Even when you think everything’s perfect, test. Trust me.
What you'll need to get started
If you're keen to make email marketing part of your regular marketing activity, here’s a few things you’ll need.
To start, you'll need an email platform. Something like:
Choose one that fits your needs and feels easy enough to use.
You’ll need a website because you want people to click through and actually do something. Whether that’s buying a product, booking a service, or reading a blog. Make it easy for them to take the next step.
And ideally, you’ll have a blog or content hub. This gives you something helpful to link to in your emails, whether it’s tips, stories, how-tos, or updates.
Sharing blog content through your emails keeps your list engaged and drives traffic back to your website, which is where people usually make decisions about working with you. It’s especially handy if you’re a service-based business and want to build trust, show your expertise, and stay front of mind.
And what about automation?
Good question. Email automation is a whole other area – and one that makes life easier once you’ve got the basics down. Welcome emails, nurture sequences, follow-ups – they all help you stay consistent and keep your marketing ticking along behind the scenes.
If you want to know more about that, this blog breaks down four ways automation can help your business.
Ready to make your email marketing happen?
So, while you might think email marketing is old-fashioned, it's still very relevant and can be done right with these tips!
With email marketing, you can build relationships with potential and current clients by sending a message straight to their inbox.
Remember, segment your list, keep your messages short and sweet, personalise them, and include images AND calls to action to make it easy for people to take the next step.
And always test your emails before you hit send!
Finally, you don’t need to do it all at once. Start small, be consistent, and make it relevant to the people you’re talking to.
And if you’d rather not do it yourself that’s what I’m here for. I can help you get your email marketing sorted and aligned with the rest of your marketing activity. No spam. No gimmicks. Just a realistic plan that makes sense for your business.
Book a coffee catch-up if you want to chat.
