Email isn't dead - it has the best ROI in digital. Learn to build lists and send emails that convert.
Everyone thinks email is dead. Everyone is wrong. Email marketing has the best ROI of all digital marketing channels - $42 for every $1 invested.
The data is clear: no other marketing channel generates comparable return on investment. Social media? Instagram ads? Facebook marketing? All have ROIs between 200-500%. Email beats them all.
Why does it work so well?
The critical difference: your email list is YOURS. Facebook, Instagram, TikTok - those are rented platforms. Tomorrow they can change the algorithm and your posts reach 2% of followers instead of 20%.
With email:
Facebook shut down your page with 100k followers? Tough luck. But your 10k email list stays with you no matter what.
Email allows a level of personalization impossible on other channels. Not just "Hi, [Name]" - but:
Let's talk real email marketing statistics in 2025:
Email isn't dead. It's more alive than ever - if you know how to use it.
Without subscribers, you have no one to email. But beware: not just any subscribers. You want people who actually want to hear from you, not a purchased list of 50k emails that never open anything.
NEVER buy email lists. Don't add people manually without consent. Not only is it illegal (GDPR, CAN-SPAM), but it destroys your deliverability.
Proper opt-in:
Recommendation: for EU use double opt-in (GDPR requirements). For US, single opt-in is OK.
Nobody gives their email "just because." You need to offer something in exchange. Something with immediate value.
Types of lead magnets that work:
What makes a good lead magnet: Specific (not vague), Immediate value (not promises), Easy to consume (not 200-page book), Relevant to your product.
You have the lead magnet. Now you need to put it where people see it.
Every extra field in the form decreases conversion rate by ~5-10%. Minimalism is key.
Absolutely necessary fields:
DON'T ask at start: Phone, Company, Address, Birthday. You can ask later through emails.
Copy that converts: Header: Clear benefit. "Get 50 Content Ideas Free" not "Newsletter". Subheader: What they'll receive and how often. Button text: Action-oriented. "I Want The Ideas" not "Submit".
You have the list. Now you need to write emails that people open, read, and act on. Zero bullshit, maximum value.
If the subject doesn't convince, the email doesn't get opened. Game over. Average open rate is 15-25%. Your subject decides if you're in the top 25% or in trash.
Formulas that work:
Best practices: 40-50 characters (for mobile), test variants (A/B testing), personalize when you have the data.
The text that appears after the subject line in inbox. Most marketers ignore it. Big mistake - it's free real estate for persuasion.
Good example: Subject: "Why your emails aren't opening" / Preheader: "+ what you can do today to increase open rate by 40%"
Preheader completes the subject, doesn't repeat it.
1. Opening (first 2-3 sentences): Capture attention immediately. No long intros. Go straight to what matters.
Weak: "I hope you're doing well. I want to tell you about..."
Strong: "I lost $5,000 last month because I ignored email marketing. And I knew better."
2. Body (main content):
3. Call-to-Action: ONE main CTA. If you offer 5 options, conversion = 0. Visible and clear button. "Download The Guide Now" not "Click here". Repeat CTA if email is long.
4. P.S. (PostScript): The second most-read element after subject line. Use it strategically. Example: "P.S. Offer expires Friday at 11:59 PM. After that, back to full price."
Email should sound like you (or your brand), not a corporate robot.
Ideal ratio: 80% value / 20% promotion. Don't turn every email into a sales pitch.
Email design doesn't need to be fancy. It needs to be functional, responsive, and convert. Simple beats complicated every time.
The eternal debate. Answer: depends on objective and audience.
Plain text emails:
Verdict: Use HTML for most marketing emails, but occasionally send plain text for variety and more personal touch.
Over 60% of emails are opened on mobile. If your email looks bad on phone, you've lost most of your audience.
Mobile best practices:
Header (top): Logo (small, doesn't dominate email), Optional: navigation menu, "View in browser" link.
Hero Section: Main image (if relevant) OR strong headline, Headline that captures attention, Subheadline that explains the benefit.
Content Area: Body text - short, scannable paragraphs, Relevant images (not generic stock photos), CTA button - visible, contrasting.
Footer: Unsubscribe link (LEGALLY REQUIRED - GDPR, CAN-SPAM), Physical business address (legal requirement), Social media icons (optional), Email preferences (optional).
Template should be consistent with your brand, but not overwhelming.
DO: Include alt text for all images, Optimize for web, Use real product/team images, GIFs for product demos (but max 1-2MB).
DON'T: Don't put all content in images (deliverability drops), Don't use complex background images, Don't forget dark mode - test how template looks in dark mode.
Your email looks different in Gmail vs Outlook vs Apple Mail vs Yahoo. Painful, but reality.
Testing tools: Litmus, Email on Acid - show preview in 90+ email clients. Worth it for important campaigns.
Must-test on: Gmail (web + app), Outlook (desktop + web), Apple Mail (iOS + macOS), Yahoo, Samsung Email.
This is where the magic of email marketing happens. Set up automation once, and it runs on its own generating revenue while you sleep. Welcome sequences, abandoned cart, post-purchase - all on autopilot.
Someone just subscribed. What do they receive? One email? Mistake. Welcome series is your chance to build the relationship from the start.
5-Email Welcome Series Template:
Email 1 (immediately after signup): "Welcome! Here's what you were promised" - Deliver promised lead magnet, Set expectations: what they'll receive, how often, Thank them for trust.
Email 2 (24 hours): "Who we are and why you should listen" - Brand story, Social proof, What makes you different.
Email 3 (48 hours): "Our best-of content" - Top 3-5 articles/resources, Most popular products/services, Quick wins.
Email 4 (4 days): "Pure value - tips/case study" - Super-relevant educational content, Zero pitch, just value.
Email 5 (7 days): "Special offer for new subscribers" - First commercial offer, Special discount or bonus, Limited urgency.
73% of shopping carts are abandoned. Without automation, you lose 3 out of 4 sales. With abandoned cart emails, recovery rate is 10-30%.
Perfect sequence (3 emails):
Email 1 (1 hour after abandon): Subject: "Did you forget something?" - Show cart products, Simple CTA: "Complete your order", No discount yet.
Email 2 (24 hours): Subject: "Your product is still available" - Testimonials for specific product, Scarcity: "Only 3 items in stock".
Email 3 (48-72 hours): Subject: "10% off if you order today" - Discount code or free shipping, Clear expiration: "Code expires at midnight".
You're 5-10x more likely to sell to someone who already bought than to a new prospect. Post-purchase automation builds loyalty.
Email 1 (immediately): Order confirmation
Email 2 (when delivered): "Did your package arrive?" + usage tips
Email 3 (7 days): "How's [product] working out?" Educational content
Email 4 (14 days): Request for review/testimonial
Email 5 (30 days): Cross-sell complementary products
Don't send the same email to the entire list. Segment and personalize.
Basic segmentations:
Someone hasn't opened emails in 3-6 months? Don't delete them instantly. Try a re-engagement campaign.
Email 1: "Did we lose you?" - Acknowledge the absence
Email 2: "What do you want to see from us?" - Survey for preferences
Email 3: "Last email" - Option to stay subscribed or leave gracefully
If they don't respond, delete them. A small engaged list > large dormant list. Your deliverability will thank you.
You can write the perfect email, but if it lands in spam, it doesn't matter. Deliverability is about reaching inbox, not promotions folder or worse, spam.
Sounds scary, but it's critical. These protocols authenticate that emails actually come from you, not a spammer pretending.
SPF (Sender Policy Framework): DNS record listing what servers can send email on behalf of your domain. Prevents spoofing.
DKIM (DomainKeys Identified Mail): Digital signature verifying email wasn't modified in transit.
DMARC: Combines SPF and DKIM. Tells ISPs what to do with emails that fail authentication.
Action item: Check if you have all 3 configured. Free tool: MXToolbox.com/DMARC
ISPs (Gmail, Outlook, Yahoo) give you a "sender score" - like a credit score for emails. Good score = inbox. Bad score = spam.
What improves reputation:
Open Rate: % of recipients who open email. Benchmark: 15-25% is decent, 25-40% is very good.
Click-Through Rate (CTR): % who click links in email. Benchmark: 2-5% is decent, 5-10% is excellent.
Conversion Rate: % who complete desired action. Benchmark: 1-5% depends on industry.
Bounce Rate: % emails not delivered. Over 5% = serious problem.
Unsubscribe Rate: Under 0.5% is normal. Over 1% = problem.
Best days: Tuesday, Wednesday, Thursday. Monday = too busy, Friday = weekend mode.
Best hours:
But: Test for your specific audience. What works for fashion brand may differ from B2B SaaS.
A clean list = better deliverability = more money.
What to do regularly:
The painful reality: It's better to have 5,000 engaged subscribers than 50,000 where 40k never open. Quality > Quantity.
Don't guess what works. Test.
What to test:
A/B testing rules: Test ONE variable only. Sufficient sample size (minimum 1000 recipients). Clear winner (statistically significant difference).
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