What is Email Marketing and Why Does It Still Work?
- Overview of the basics: what is email marketing and how does it work?
- Benefits of Email Marketing for Business
- Types of email newsletters: promotional, informational, trigger and automatic
- Why Email Remains the Best Channel for Customer Communication
- Examples of successful email campaigns: what you can take away for yourself
- Email Marketing Myths That Prevent Businesses From Growing
1. Overview of the basics: what is email marketing and how does it work?
Email marketing is not just sending a letter with advertising text. It is a powerful communication tool between a brand and its audience, which allows you to build long-term relationships, tell stories, sell and even revive interest in the company. If you delve into the essence, email marketing is a system of regular communication with potential and existing customers via email.
Imagine a dialogue between you and someone who has already said “yes” to you once — subscribed to your newsletter, left an email, or made a purchase. This is not a cold sale, this is an acquaintance. And this is the main power of email marketing.
“Email is the only channel where the customer gives permission to be in touch. All other formats — advertising, banners, social networks — always risk being imposed.”
The essence of email marketing comes down to a simple but very important cycle: collecting a subscriber base → creating quality content → sending emails → analyzing results and continuous improvement. This is where real marketing begins — not in sales, but in building a system of trust.
How is the database for mailings formed?
The subscriber base is the heart of any email campaign. Without it, there is no one to write to. And here it is important to remember: a good base is not bought, it grows organically.
For example, you are the owner of an online clothing store. You place a subscription form on your site, offer a discount for email, or create a free style guide. A person leaves their contact information for a reason – they want to benefit. Everything is fair.
“The quality of the base is always more important than its quantity. 1,000 real subscribers waiting for your letter are more valuable than 10,000 random addresses.”
What is the role of content in email marketing?
Content in a newsletter is not just text. It’s the story you tell your customer. It’s the moment when they feel like the email was written just for them. It’s also a combination of quality visuals, the right call to action, and usefulness.
For example, instead of the banal “Buy our products at a discount,” an email with the subject line “We have selected stylish looks for you this spring” works much more effectively. The person opens and finds a selection of products with a specific benefit.
What is the power of email as a channel?
The main advantage of email marketing is that it allows you to address your audience directly. Unlike social networks, where posts can get lost in the feed, your email will definitely end up in your inbox. Another question is whether it will be opened. And this is where the skill of an email marketer comes into play: choose the right time, write a lively subject line, and hit the reader’s needs.
“Every letter is like a personal invitation to a conversation. If you do it honestly and interestingly, openness and sales will grow naturally.”
What does the process of creating a quality newsletter look like?
- Collection of the database: real people who left their email.
- Content preparation: useful, lively, unobtrusive.
- Letter design: responsive, easy to read on mobile.
- Sending at the right time: with testing on part of the database.
- Analysis: who opened, who switched, what worked.
This process is never a “one-time thing.” Email marketing is constant work on yourself and your approach to the client.
Why is email marketing considered “old,” but does it still work?
Indeed, this tool is over 40 years old. But is that a disadvantage? Quite the opposite. Email is one of the few channels that has stood the test of time. Social media is changing, advertising platforms are increasing in price, and email remains a stable point of contact.
“Every year someone predicts the death of email marketing. But the statistics are the same – email has one of the highest ROIs.”
According to DMA, email marketing ROI reaches $38 profit for every dollar invested . No other channel can boast such results.
What makes email marketing effective in 2025?
Today, it’s not just “sending emails.” It’s a complex system of automation, deep personalization, and user behavior analysis. We can send different emails depending on whether a person opened a previous email, made a purchase, or simply browsed the products on the site.
For example, if a customer added an item to their cart but didn’t complete the purchase, a few hours later they’ll receive an email saying, “Your favorite sneakers are waiting for you.” This is called a trigger email—and it yields record conversions.
“Email marketing is becoming even stronger thanks to Big Data and artificial intelligence. We know more about the customer – and we can talk to them personally.”
Email marketing is a living tool that never loses its relevance. Its strength lies in trust and the ability to speak directly. This is where real marketing comes from — not in loud slogans, but in a simple question: “What can I do for my client today?”
2. Benefits of Email Marketing for Business
When a business is thinking about choosing a channel to communicate with its customers, at first glance, email may seem like an outdated concept. In a world where everyone is on TikTok, running Instagram ads, and making YouTube videos, email seems like a grandfather who still wears a watch on a strap instead of a smartphone.
But the truth is different – email marketing is not just alive, it remains one of the most effective sales and trust-building tools. It is through email that companies earn millions, remind themselves of themselves, and create communities of loyal customers.
“Email is like a personal manager in your client’s pocket. You can trust it with the most important thing – to be in touch when other channels are silent.”
Let’s figure out why businesses still invest in email campaigns and get great results.
1. Direct access to the client without intermediaries
One of the main advantages of email marketing is that it allows you to address a person directly. You do not depend on social media algorithms that can simply “bury” your post in the feed. Your letter is there, in the inbox. Yes, it may end up in “Promotions” or “Spam”, but it is there, and you always have a chance to reach out.
For example, on Facebook, organic reach can drop to 5-7%. But an email in the mail will be seen by 80-90% of users, even if they don’t open it right away.
“The only platform you really control is your email database. No one can take those contacts away from you, even if Instagram blocks your account.”
2. High return on investment (ROI)
The numbers speak for themselves. According to various studies, every dollar invested in email marketing returns an average of $38-44 to the business . This is a fantastic result that no other channel provides, except for SEO in very good niches.
Why does this happen? It’s simple – you are working with a warm audience. These people already know you, trust you, and have subscribed voluntarily. And it is always easier and cheaper to sell to your own audience than to strangers.
“Email is your internal audience. You don’t rent it like you do with Facebook or Google. You own it.”
3. Possibility of deep personalization
Modern email marketing isn’t about sending one email to everyone. It’s about engaging with each individual subscriber on their terms. You can address them by name, show them the products or services they were interested in, or remind them about an item they left in their cart.
For example:
“Olexandr, we saved your sneakers for you. But they may run out soon. Place your order right now!”
This works much better than the faceless “We have a promotion.”
4. Full process automation
Email marketing allows businesses to operate even when all employees are asleep. Automated email chains are a real lifesaver for companies that want to work at scale.
Imagine:
- A person enters a website
- Leaves an email
- Automatically receives a series of greeting cards
- Then — useful guides or product selections
- And only after that – a soft offer to buy
«Автоматичні листи продають краще за будь-яких менеджерів. Бо вони з’являються в потрібний момент — тоді, коли людина сама чекає на них.»
5. Будівництво довіри та лояльності
Клієнти не хочуть завжди купувати. Але вони люблять, коли про них пам’ятають. Регулярні листи з корисним контентом — статтями, добірками новин, порадами — вибудовують відносини, які не купиш за гроші.
Покажіть себе експертом у своїй темі — і підписник не тільки прочитає лист, а ще й сам буде чекати на нього щотижня.
Приклад:
«5 порад, як обрати зимову куртку цього сезону — від наших експертів»
Це цінність, а не прямий продаж. І вона працює довго.
6. Відновлення «сплячих» клієнтів
Жоден інший канал не дозволяє так ефективно повертати аудиторію. Людина давно не заходила на сайт? Відправте їй лист зі знижкою або підбіркою новинок. Інколи одного такого листа достатньо, щоб нагадати про себе.
Приклад:
«Ми сумуємо за вами, Оксано! Ось ваш персональний подарунок — знижка 15% на наступне замовлення.»
7. Повний контроль над результатами
Ще одна велика перевага — аналітика. Ви бачите все:
- Скільки людей відкрили лист
- Хто натиснув на посилання
- Скільки людей купили після листа
Це дає можливість тестувати різні підходи, теми листів, дизайни і знаходити те, що працює саме для вашої аудиторії.
«Email — це як наука. Тут все вимірюється, аналізується і вдосконалюється.»
8. Допомога в мультиканальній стратегії
Email прекрасно інтегрується з іншими каналами:
- Спочатку людина побачила вас у рекламі
- Потім підписалася на розсилку
- Далі отримала лист і повернулася на сайт купувати
Ідеально? Саме так. Email — це клей, який з’єднує всі ваші маркетингові активності.
9. Зміцнення бренду та впізнаваності
Коли ваш лист регулярно з’являється у скриньці людини, вона починає запам’ятовувати вас. Особливо якщо у вас сильний дизайн, цікавий контент і єдина стилістика.
З часом ім’я компанії викликатиме асоціації — і людина обере саме вас, коли буде готова купити.
Email-маркетинг — це не просто канал для продажів. Це:
- Прямий доступ до клієнта
- Високий прибуток
- Побудова довіри
- Автоматизація бізнесу
- І головне — довгострокова інвестиція у власну аудиторію
«Справжній бізнес думає не про те, як продати зараз. Він будує відносини, які приносять гроші роками. Email — саме про це.»
3. Види email-розсилок
Як тільки бізнес починає працювати з email-маркетингом, виникає питання — «А що взагалі можна відправляти?» Бо одразу спамити знижками — не найкраща ідея. Email-маркетинг набагато багатший і цікавіший.
У цьому розділі розбираємо найпопулярніші типи розсилок, які реально працюють і приносять гроші.
1. Інформаційні розсилки (Newsletter)
Це класика жанру. Саме завдяки таким листам людина згадує про вас і вашу компанію. Тут ви не продаєте напряму, а дістаєтеся до серця підписника через цінність.
📬 Приклади тем листів:
- «5 трендів цього сезону — не пропустіть»
- «Як доглядати за шкірою взимку — поради наших експертів»
- “What has changed in the legislation for individual entrepreneurs in 2025”
✅ Why send:
- Stay in touch
- Build expertise
- People are waiting for your letters.
“You don’t always have to sell – sometimes you just have to be there and remind them that you’re here.”
2. Promotional mailings (Sales, promotions, special offers)
These are just the same emails with the words “discount,” “sale,” or “today only.” But they should be done wisely and not abused.
📬 Examples of topics:
- “Black Friday — discounts up to -70%”
- “Only 24 hours! Free shipping on all orders”
- “News of the week – choose first”
✅ Why it works:
- People love benefits.
- This is a direct tool for selling here and now
- Increases the average check
⚠️ Important: don’t make your newsletter a complete “discount dump.” Promos should alternate with other types of emails.
3. Triggers and automatic email series
This is the real gold of email marketing. Automated emails come in response to a specific action of a person or event.
📬 Examples of triggers:
- I put the item in my cart but didn’t buy it – I receive a reminder email
- Registered – receives a welcome email
- I bought a TV a year ago – will I receive a reminder about the warranty or accessories?
✅ Why it’s cool:
- Works automatically
- Sells at the right time
- Brings the client back when he “cools down”
“Properly set triggers can sell even while you sleep.”
4. Welcome letters (Welcome chain)
The very first meeting is crucial. It is the series of greeting letters that sets the tone for the subsequent relationship with the subscriber.
📬 What you can do:
- Thank you for subscribing.
- Tell what useful things a person will get from the newsletter
- Give a gift — a checklist, discount or bonus
- Tell the brand story
✅ Why:
- Creates a first impression
- Increases trust
- Motivates to stay with you
“A person just arrived – don’t rush to sell right away. Get to know them first.”
5. Upsell, Cross-sell, Re-engagement
Email is an ideal channel to upsell or upsell something related.
📬 Examples:
- “This case will fit your phone – we have great options”
- “Your subscription is ending – continue and get a bonus”
- “Long time no see – here’s -10% to come back”
✅ Why it works:
- It’s cheaper to sell to those who already know you.
- A person sees care
- It’s easier to increase the average check
6. Content emails (educational, expert, entertainment)
These are the emails that people read with pleasure, even if they don’t buy anything. They are the ones that build trust.
📬 Examples:
- “5 mistakes everyone makes when caring for their car”
- “How to increase sales on marketplaces in 2025”
- “A selection of memes about freelancing – to lift your spirits”
✅ What it gives:
- A person is waiting for your letters.
- Increases overall email opens
- Works for the reputation of an expert
7. Event and holiday letters
We use info drives: holidays, events, special dates.
📬 Examples:
- “Happy Valentine’s Day – a discount for you and your loved one”
- “Happy Birthday! We have prepared a gift”
- “We’re opening a new store this week – come in for a coffee”
✅ Pros:
- People open holiday letters more often
- Creates an atmosphere of care
- An excuse to sell beautifully and unobtrusively
8. Operational letters (transactional)
This is important and not about marketing, but without them you can’t do without them. Letters that people expect after a specific action.
📬 Examples:
- Order confirmation
- Delivery reminder
- Change password
- Subscription confirmation
✅ What are the benefits:
- Perform a specific function
- Very high open rate (up to 80-90%)
- You can also gently add promos to them.
Which newsletter should you choose?
The ideal strategy is a mix of different types of newsletters. Because if you only sell, subscribers will run away. And if you only share useful things, they will forget to buy.
🔥 Golden rule:
✅ 70% — useful and entertaining content
✅ 20% — commercial offers
✅ 10% — automation, personalized triggers and special offers
“Email is not just a channel for ‘spam.’ It’s a place where relationships are built, trust is built, and money is generated.”
4. Why email remains the best channel for customer communication
In the era of social networks, instant messengers and rapid changes, it seems that email is something old and uninteresting. But the reality is different. Email remains perhaps the most reliable and effective channel of communication with the client. I will explain why in simple language, without water.
Email is a person’s personal space
Think about how many times a day you check your email? And how many times do you check your social media feed? But the key difference is not in the number. On social media, we are constantly surrounded by thousands of other people’s posts, but email is a personal space.
“People perceive a letter in their mailbox as a personal appeal to them, not as part of the general flow.”
That is why a properly written letter is perceived not as an advertisement, but as an appeal that you want to take a closer look at.
Social networks come and go, but email remains.
Remember how quickly the era of popular social networks ended: ICQ, LiveJournal, Vine, even Facebook is no longer the same. And now remember email. It was there 20 years ago and will be there for the same number of years.
“An email is like a phone number. A person doesn’t change it every day. But an Instagram account can simply be deleted.”
An email subscriber base is your own asset. It’s direct contact with a person, not dependent on the algorithms of third-party platforms.
Email marketing doesn’t suffer from algorithms
Imagine you created a cool post for social media. But only 5% of your audience sees it, because the platform’s algorithm decided so. With email, things are different – the letter arrives in everyone’s inbox.
Yes, not everyone will open the email. But this is the subscriber’s personal choice, not a whim of Facebook or TikTok.
“Email is the only platform where the audience is completely yours and only you control access to it.”
Email allows for maximum personalization
No other channel provides the opportunity to address a person personally, taking into account their purchasing history, behavior, and interests.
📌 Example: You bought sneakers in a store. A month later you receive an email: “How are your new sneakers? Maybe you need laces or a care product?”
This is not just a mailing. This is care. A person is pleased to be remembered.
Letters are long and detailed.
You can’t explain a complex proposition in a few paragraphs on Instagram. You can in a letter. You can:
- to tell a story;
- explain the terms of the promotion;
- give several CTAs;
- attach a PDF, checklist, or presentation.
“There is room for conversation in the letter, not just a short advertising message.”
Email allows you to collect analytics and optimize
Each letter is a number:
- how many were opened;
- who called;
- what products are of interest;
- who reads the letters and when.
This gives you a unique opportunity to analyze your audience and adjust your communication.
📌 Example: After sending out a few emails, you notice that topics like “How to choose furniture for a small apartment” have the highest open rate. This is a signal that people are interested, and you should create a series of emails on this topic.
Trust in email is much higher than in advertising
People are used to ignoring advertising on the Internet. But if the letter comes from a familiar company, they open it and read it.
“A letter in the mail is like a familiar face in a crowd. It attracts more attention.”
And people are giving you their email addresses. It’s a conscious action that shows they’re interested.
Email is suitable for any business
Whether it’s a big brand or a small local business, everyone has something to say through letters.
📌 Example:
- The online store sends new products and promotions
- The restaurant reminds us of itself with a delicious weekend menu
- Online school shares new courses or useful materials
- Even a manicurist can remind you: “It’s time to freshen up your nails — make an appointment.”
Email sells better than any other channel
According to various studies, email has the highest ROI of all digital marketing channels. On average, every $1 invested returns between $38 and $45.
Why is that? Because:
- You are communicating with a warm audience
- There is an opportunity to warm up the client
- The entire journey of a person is tracked – from discovery to purchase
“Email is your personal saleswoman who works 24/7 and doesn’t require a salary.”
Is it worth betting on email now? Definitely yes!
Every business that wants to build long-term customer relationships is simply obliged to have email marketing. It does not replace other channels, but it creates a solid foundation for communication.
With email you can:
- sell directly;
- teach;
- to arouse interest;
- return the customer;
- build a brand.
And most importantly, it is a real direct communication channel that is not afraid of any platform bans or algorithm failures.
✅ Email is not a thing of the past. It is your reliable bridge to the customer. And if you build it correctly, it will serve you for years.
5. Examples of successful email campaigns
Real-world examples always show the best way to understand how email marketing works in practice. Let’s look at a few scenarios and real-world mechanics that can inspire your own mailings.
Example 1: Abandoned Cart Chain Letter
One of the most effective strategies in eCommerce is to return a customer to their purchase if they left items in their cart.
📌 Situation: A person added new sneakers to their cart, but left the site and forgot about the purchase.
How the newsletter worked:
- An hour later, a letter arrives in the mail:
“We noticed you left these sneakers in your basket. They’re still waiting for you!” - A day later — another reminder with a bonus:
“Come back for your order and get -10% today only”
“It is these trigger emails that increase sales by up to 20-30% from abandoned carts.”
✅ Why it worked:
- Personalized appeal
- Clear reference to a specific product
- Limited offer to encourage decision making
Example 2: Educational email series for new subscribers
A good example from an online school that didn’t try to sell something right away, but instead taught and built trust first.
📌 Situation: A person left an email to receive a free checklist “How to start learning English.”
The series of letters looked like this:
- ✅ Day 1: Checklist + short story about the most common mistakes beginners make.
- ✅ Day 3: Analysis of popular fears — “Why people are afraid to speak English.”
- ✅ Day 5: 5-minute practical video “How to start speaking without fear.”
- ✅ Day 7: Invitation to a free webinar.
“A person doesn’t feel pressured, receives value, and by the time the purchase is made, they already trust the brand.”
✅ Why it worked:
- Content value
- Building relationships
- Correct ending with a sentence
Example 3: Black Friday promotion campaign
Here, it was important not to simply “sell the stock,” but to build expectations and properly warm up the base.
📌 Situation: An online electronics store launched a newsletter two weeks before the start of the sale.
Scenario:
- ✅ In 2 weeks: Letter “We’re preparing something special — just for subscribers. Stay tuned!”
- ✅ In a week: Teaser — “We’re opening the curtain! Discounts of up to -70% on smartphones and appliances.”
- ✅ 2 days before the start: Access to a closed section with the ability to be the first to add products to the cart.
- ✅ On the day of launch: A letter with a timer and an emphasis on the limited supply.
“The well-designed series gave +35% to sales compared to the previous year.”
✅ Why it worked:
- Excitement and anticipation
- Subscriber privileges
- Clear structure and deadlines
Don’t forget to work with existing customers – they are more loyal and ready to buy again.
📌 Situation: A customer bought a set of cosmetics. After 2 months, they receive an email:
“Time to restock? We have prepared a special set with a gift for you.”
“Such emails not only encourage repeat purchases, but also show care about the customer.”
✅ Why it worked:
- Timely reminder
- Personalized offer
- Additional incentive (gift)
Example 5: Letter to bring back inactive users
Often, the database includes people who haven’t bought anything or opened emails for a long time.
📌 Situation: An online course subscription service sent a letter to dormant users:
“We miss you. Come back and get 7 days of free access to all courses!”
“As a result, some users activated and continued their subscription.”
✅ Why it worked:
- Emotional component (“we miss”)
- Free trial
- No pressure, just an invitation.
What these successful campaigns have in common
✅ Personalization
✅ Timeliness
✅ Value for the subscriber
✅ Clear call to action
✅ Understanding the customer journey — at what stage the person is now and what they need to hear
“Email is not just a letter, it’s the right moment and the right words. Then it turns into sales.”
No other platform offers as much creativity and flexibility as email. Properly designed campaigns are not spam, but a useful conversation that builds trust, drives purchases, and keeps customers coming back.
Email marketing works when it is as close to the person as possible. And these examples are the best proof of that.
6. Email marketing myths that are still believed
Even in 2025, there are still many myths surrounding email marketing. Many businesses are either afraid to start working with mailing lists, or they do it incorrectly, because they are guided by these very misconceptions. We debunk the most common myths that prevent you from getting real results.
Myth 1: Email marketing is dead. Nobody reads emails anymore
You may be familiar with this phrase too. You often hear: “Everyone is on TikTok or Instagram these days, who even reads their email?”
The reality is quite different. According to statistics, 77% of people prefer to receive communication from brands via email. Even young people regularly check their email – for work, study or shopping.
“Mail has long become a part of our digital life. It has not been replaced by social networks or instant messengers – because it is through email that important letters, bills, offers, and even forgotten passwords arrive.”
It’s interesting that even in the B2B segment, email remains the main channel. Because no social network makes it so easy to personalize an appeal and build long-term communication.
Myth 2: Email newsletters are necessarily spam
Many people confuse the concepts of “spam” and “commercial mailing.” Because of this, businesses are afraid to start working with email marketing.
But the truth is that only something that has no value or comes without a person’s consent becomes spam .
Example: “A letter from your favorite brand with a personalized discount is a nice thing to have. But an ad for a strange betting site is spam.”
The whole secret is in the right database and content. If a person subscribes consciously and receives what they are interested in, it is no longer spam, but high-quality communication.
Myth 3: The more letters, the better
You can often see how a business tries to “press” a customer with constant mailings, hoping for an effect.
“We’ll remind them today. And again tomorrow. And the day after tomorrow, just in case.”
This is a direct path to emails ending up in spam or the person simply unsubscribing.
Good email marketing is not about quantity, it’s about relevance. Sometimes one well-targeted email works better than five annoying reminders.
Myth 4: Design and template are the main thing
Many people focus on a beautiful cover — they make the letter bright, add a bunch of pictures, and write the text haphazardly.
In reality, it’s the opposite – people open an email not for the design, but for the content .
“Even a simple text letter from a person, if it has substance and benefit, works better than a postcard with animation and generic words.”
Yes, design is important. But it is an auxiliary tool, not the foundation.
Myth 5: Email marketing is cheap and effortless
There is an opinion that mailings are simple and almost free: “I took the mailing list, copied the commercial offer, and that’s it.”
In fact, quality email marketing requires:
✅ A competent strategy
✅ Thoughtful content
✅ Results analytics
✅ Constant testing
“When you approach email marketing as a full-fledged sales channel, it returns every hryvnia invested — and with interest.”
Myth 6: People don’t read long emails
Another popular fear is writing a lot of text.
In fact, people read it. But only when that text is useful and interesting.
Example: “Instructions ‘How to save 30% on utilities this winter’ will be read to the last line. But the banal ‘we have news’ will be closed immediately.”
The point is that it’s not the number of words that matters, but the quality of the content .
Myth 7: Everyone is on instant messengers now — email is irrelevant
Yes, people use Telegram, Viber, WhatsApp. But each channel has its own purpose.
Email is needed where it is needed:
✅ Provide complete information
✅ Send documents, invoices
✅ Provide detailed instructions or analytics
✅ Build long-term communication
“It’s difficult to convey as much meaning and detail in a messenger as a well-written email.”
Email marketing is not dead, it hasn’t lost its relevance, and it certainly won’t disappear anytime soon. It continues to bring businesses billions, build relationships, and bring back customers.
It’s just important to get rid of old stereotypes and start using this channel consciously – then it will become one of the most powerful in your arsenal.
“Email is not just a tool. It is a full-fledged platform for communication, sales, and building trust.”
