Since 2022, a series of major changes in privacy, security, and user behaviour have reshaped the landscape of email marketing, some even referring to this shift as a new year zero for the industry.
Apple’s Mail Privacy Protection has inflated open rates, while Google and Yahoo now require stricter security standards to ensure deliverability.
Combined with broader shifts—such as the Great Resignation—these changes have contributed to rising hard bounce rates and an increase in unsubscribes.
Therefore, a sustainable approach to email marketing addresses these issues and helps mitigate longer-term challenges like email fatigue.
What is email marketing?
Email marketing is the use of email to promote products or services, build relationships with customers, and share relevant content. It’s a direct channel that allows businesses to communicate with their audience in a personalised and measurable way.
What are the four types of email marketing?
- Transactional emails: Sent automatically after a customer takes an action (e.g. purchase confirmation, password reset).
- Promotional emails: Focused on driving sales, featuring discounts, limited offers, or new products.
- Newsletters: Regular content updates, often sent weekly or monthly, to keep subscribers engaged.
- Retention emails: Designed to re-engage past customers or encourage loyalty (e.g. win-back campaigns, anniversary messages).
What does an email marketer do?
An email marketer creates, tests, and manages email campaigns. They plan content, segment audiences, monitor performance, and make improvements based on open rates, click-through rates, and conversions.
How do I start email marketing? What skills do I need?
You’ll need a reliable email platform, a list of subscribers, and a clear strategy. Useful skills include basic copywriting, design for mobile-first emails, understanding email deliverability, and knowledge of data protection regulations like GDPR.
Does email marketing make money? Do you really need it?
Email remains one of the highest-ROI marketing channels. It’s low-cost and reaches users directly in their inbox. Even small campaigns can outperform social media posts when done strategically.
Can email marketing be free?
Yes, many platforms like Mailchimp and Brevo (formerly Sendinblue) offer free tiers with limited subscriber counts. While professional tools add more features, you can begin collecting emails and sending campaigns with minimal cost.
Is email marketing dying?
Email marketing is evolving, not dying. Challenges like inbox filtering and privacy standards (e.g. Yahoo/Google policy changes) make quality and deliverability more important. But engagement is still strong—especially in B2B and niche audiences.
What is a good click rate for email?
Click rates vary by industry, but a rate of 2–5% is often considered healthy. Higher engagement usually depends on list quality, content relevance, and strong calls-to-action.
What is the best email marketing strategy?
The best strategies focus on list quality over quantity, segmentation, consistency, and clear value for the reader. Integrating email with your broader content and SEO strategy also increases long-term effectiveness.