Why Email Marketing is Still the Highest ROI Channel in 2025
- Thomas Walker
- 2 days ago
- 5 min read
Let me say it clearly: if you are not using email marketing properly in your business, you are leaving serious money on the table. I don’t care if you are selling t-shirts, £10k agency retainers, SaaS products, coaching, whatever it is, email is still the channel that quietly makes the most money, and no one talks about it enough.
We work with dozens of businesses at Atlas MKT, and I can tell you firsthand. The brands that take email seriously, build real flows and nurture sequences, and treat their email list like gold, they outperform the ones who are constantly scrambling for the next viral reel or TikTok ad. And I get it. Email isn’t sexy. It isn’t “new.” It’s not going to get you hundreds of likes on Instagram. But here’s the difference: it will actually make you sales, repeatedly, while you sleep. So in this blog, I want to unpack why email is still the highest ROI channel in 2025, and more importantly, how you can start using it properly in your business.
Why Email Works When Other Channels Don’t
We live in an era of rented attention. You do not own your Instagram followers. You do not own your TikTok audience. One algorithm update and your organic reach can tank overnight. We’ve seen it happen again and again.
But your email list? That is an asset. You own it. You can email your audience tomorrow. You can email them in 5 years. And you don’t have to pay for every click. It gives you a direct line to the people who have already raised their hand and said, “I’m interested.” And that is powerful.
Another reason email works? People still check it. Every day. And when someone signs up for your list, they are giving you permission to show up in their inbox. That is a higher level of intent than someone scrolling past a video on social. Done right, email lets you build relationships at scale. It lets you sell without being salesy. And it lets you stay top of mind so that when your audience is ready to buy, they think of you first.
The Full Funnel Power of Email
Too many brands treat email as an afterthought. They might have a basic newsletter that goes out once a month, maybe they send a discount email when they remember. That is not email marketing. That is barely scratching the surface. When you build a proper email system, it supports your entire marketing funnel.
At the top of the funnel, email helps you build trust with new leads. Someone downloads your lead magnet or opts in on your website? That is the perfect moment to start a welcome sequence that introduces your brand, your values, and your offer.
In the middle of the funnel, email allows you to nurture leads who aren’t quite ready to buy yet. You can educate them. Share case studies. Answer their objections before they even think of them. The more you show up with value here, the more likely they are to convert when the timing is right.
At the bottom of the funnel, email drives sales. Plain and simple. Whether it is through limited-time offers, abandoned cart reminders, or personal outreach, email gets people to take action. And post-sale, email helps you turn customers into loyal fans. A simple onboarding sequence. Thoughtful post-purchase content. Loyalty and referral incentives. Email keeps your brand in front of your customers so they buy again and again.
The businesses that understand this, the ones that treat email as a full funnel channel, not just a box to tick, are the ones that dominate.
Personalisation at Scale
One of the reasons email remains so effective is that it allows you to personalise your marketing at scale.
With tools like Klaviyo, we can build email flows that feel incredibly personal. I’m talking about emails that reference exactly what product someone looked at, what category they browsed, whether they are a first-time customer or a VIP.
When people feel like your brand is speaking directly to them, their response goes through the roof. We have seen abandoned cart sequences do 20-30% conversion rates simply because they were set up to reference the exact product the person abandoned.
But personalisation is not just about clever tech. It is about building genuine relationships. Sharing stories. Showing behind the scenes of your brand. Letting your audience get to know you and trust you over time.
That is the kind of email marketing that creates customers for life.
The ROI Numbers Don’t Lie
Let’s talk about results for a second. Industry data shows that email delivers an average of £36 return for every £1 spent. In reality, for the brands we work with that take it seriously, that number is often far higher.
One of our clients recently generated over £20,000 from one welcome flow that we built for them. They had been running ads and getting leads, but there was no system to convert those leads once they came in. The welcome flow changed that. Automated sales, on autopilot.
Another client saw a 50% increase in repeat purchases once we set up their post-purchase flow and started sending regular value-driven campaigns. No extra ad spend. No fancy new tech. Just email, done properly.
It is not uncommon for email to drive 30-40% of a brand’s total revenue when it is optimised. And here is the kicker, that revenue is the most profitable revenue you will generate because it does not cost you anything extra to reach your own list.
How to Get Started (And What Most Brands Get Wrong)
If you are reading this and thinking, “Our email marketing is an afterthought,” don’t stress. Most brands are in the same boat. But that also means there is a massive opportunity for you if you get this right. The key is to start with the fundamentals. You do not need fancy segmentation from day one. You do not need to write daily emails. You just need to build a proper foundation.
First, set up a high-converting welcome flow. Every new subscriber should get a sequence that introduces your brand, shares your story, and makes a clear offer.
Next, build out your core automations - abandoned cart, post-purchase, win-back for lapsed customers. These will generate revenue on autopilot while you focus on other areas.
Then, start sending regular campaigns. Not just discount emails, but real value. Educational content. Brand stories. Product tips. Thoughtful touchpoints that remind your audience why they are on your list.
And above all - test and improve. Watch your open rates, click rates, and revenue. Pay attention to what resonates with your audience. Refine over time. Email marketing is not a set-it-and-forget-it channel. It is a living system that can drive serious growth if you treat it with care.
Final Thoughts
Email is not dead. Not even close. In fact, in a world of noisy feeds and declining organic reach, it is more valuable than ever.
If you are serious about growing your business this year, I can tell you with complete certainty, email should be one of your top priorities.
And if you want help building out a proper system, one that generates revenue on autopilot and supports your entire marketing funnel, we can absolutely help.
Do not sleep on email. Build it right, and it will pay you back for years to come.
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