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Learn moreDoes Email Marketing Still Work?
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Does email marketing still work?
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Top Reasons Email Marketing Still Works in 2025
In an era dominated by social media, AI-driven ads, and ever-evolving digital platforms, it’s natural to question the relevance of email marketing. However, in 2025, email marketing not only remains effective but continues to be a cornerstone of successful digital strategies, especially in New Zealand.
What is Email Marketing?
Email marketing is a form of direct digital communication where businesses send emails to a targeted audience to promote products, share valuable content, build relationships, and drive customer action. It’s used to nurture leads, retain existing customers, announce promotions, and deliver personalised content based on user behavior or preferences.
Unlike social media or paid advertising, email marketing allows brands to speak directly to individuals who have opted in making it one of the most cost-effective and conversion-driven marketing channels you can use.
Email Marketing Delivers Exceptional ROI
Email marketing consistently offers one of the highest returns on investment (ROI) among digital channels. In New Zealand, businesses are seeing an average return of $36 for every dollar spent on email marketing. Notably, 18% of companies report generating $70 in revenue for every $1 invested.
This impressive ROI stems from email’s direct reach, low cost, and ability to deliver personalised content that resonates with recipients.
Engagement Metrics Are on the Rise
Email engagement in New Zealand has shown a steady upward trend:
- Open Rates: Increased from 20% in 2020 to 25% in 2024.
- Click-Through Rates (CTR): Rose from 2% to 3% over the same period.
- Segmented Campaigns: Achieve open rates as high as 39%, highlighting the effectiveness of targeted messaging .
These metrics underscore email’s capacity to engage audiences effectively, particularly when campaigns are tailored to specific segments.
Embrace Personalisation and AI Automation
Modern email marketing leverages personalisation and automation to enhance engagement:
- Personalised Content: Emails tailored to individual preferences and behaviours can lead to a six-fold increase in transaction rates.
- AI-Powered Automation: Automated emails generate 320% more revenue than non-automated ones, streamlining workflows and delivering timely content
By utilising data analytics and AI, businesses can craft messages that resonate on a personal level, fostering stronger connections with their audience.
Don’t Forget Mobile
With over half of all web traffic coming from mobile devices, optimising emails for mobile is no longer optional. In New Zealand, 71.6% of consumers are likely to delete emails that don’t display correctly on their mobile devices.
Ensuring that emails are mobile-friendly enhances user experience and increases the likelihood of engagement and conversion.
Integrate Email with Broader Marketing Strategies
Email marketing doesn’t operate in isolation; it complements and enhances other marketing efforts:
- Content Distribution: Sharing blog posts, videos, and other content via email drives traffic and engagement.
- Social Media Integration: Emails can promote social channels, encouraging cross-platform engagement.
- Customer Journey Support: Email nurtures leads through the sales funnel, providing timely information and offers.
By integrating email into a holistic marketing strategy, businesses can create cohesive and effective campaigns.
Case Study
Leading book distributor Bookreps saw an 87% increase in returning customer rate
By automating emails about new book releases, abandoned cart reminders, back in stock alerts, and more; we were able to boost Bookrep’s communication with their existing contacts and increase returning ecommerce customer rate by 87%
By the numbers:
87% Increase in returning customer rate
34% Decrease in average order value
220% Increase in total sales
Email Marketing Remains a Vital Tool
Despite the emergence of new digital channels, email marketing continues to deliver unparalleled ROI, engagement, and personalisation. For New Zealand businesses, it’s an indispensable component of a comprehensive marketing strategy.
By embracing modern practices such as personalisation, automation, mobile optimisation businesses can harness the full potential of email marketing to connect with their audience and drive growth.
About NZ Digital
NZ Digital are a Auckland based digital marketing agency, we offer a wide range of done for you digital marketing and lead generation services. If you have more questions or would like to book a FREE Digital Marketing consult please schedule a call with us.
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