Email Marketing in 2025: Still the Highest ROI Channel

Social media reach is declining. Ad costs are rising. Platforms change their algorithms without warning. But your email list? That is an asset you own completely — and it still delivers an average of $36 for every $1 spent.

Email marketing is not dead. Bad email marketing is dead.

What Has Changed in Email

Apple Mail Privacy Protection changed open rate tracking. Gmail's tabbed inbox changed where emails land. AI writing tools changed the volume of emails in every inbox. The result: generic broadcast emails perform worse than ever. Personalised, value-first emails perform better than ever.

The Framework That Works

Welcome sequence — the first 5 emails a new subscriber receives are the most important emails you will ever send. Use them to deliver value, establish your voice, and set expectations.

Weekly or bi-weekly newsletter — consistent, value-forward content that builds the relationship. Not every email should sell.

Segmentation — not everyone on your list has the same interests or needs. Segment by behaviour, purchase history, or stated preferences. Relevant emails get opened. Irrelevant emails get unsubscribes.

Automated flows — abandoned cart, post-purchase, re-engagement, birthday. These sequences run in the background and generate revenue passively.

The One Metric to Focus On

Forget open rates (they are unreliable post-MPP). Focus on revenue per email and list growth rate. These two numbers tell you everything about the health of your email programme.