1. Why Marketers Still Value Email — Across Industries
Massive Reach & Continued Growth
- Email reaches billions of users worldwide — about 4.48–4.6 billion people, nearly half the global population. That reach is only expanding, which gives email a volume advantage that few other channels can match. (Forbes)
- In contrast to platforms controlled by algorithms, email gives brands direct access to opt‑in audiences, which means marketers own the audience rather than rent it. (Strategic Pete)
This huge audience and ownership of contacts are key reasons many brands keep email at the heart of their marketing stack, even as they invest in social, video and paid channels.
Exceptional ROI & Business Impact
One of the most repeated facts in email marketing research is its outstanding return on investment:
- On average, email marketing delivers $36 to $40 (or more) in revenue for every $1 spent — one of the highest ROI figures across digital channels. (Saleshandy)
- Some brands and experts note even higher performance, with segments or automation flows generating up to $45 per dollar spent in top campaigns. (AFFiNCO)
Because of this efficiency, email often remains far more cost‑effective than paid social or search ads, especially as ad costs rise and performance tracking becomes harder (e.g., due to privacy changes).
2. Marketer Opinions & Survey‑Style Perspectives
Email Is a Core Marketing Asset
Several industry reports show that:
- A large majority of marketers continue to invest in email as part of their strategy — often ranking it at or near the top of effective channels. (Forbes)
- Many companies use email for lead nurture, retention, revenue generation and high‑intent engagement rather than just discovery. Email can reach people who have already shown interest (e.g., newsletter subscribers or e‑commerce buyers) — making it a conversion‑oriented channel. (Saleshandy)
Surveys of B2B professionals also show most decision‑makers prefer being contacted by email over other channels, especially for business communications — making it particularly powerful in complex sales cycles. (GTM 8020)
A Growth Channel, Not a Legacy Tool
While some marketers still call email “old school,” many industry practitioners strongly disagree — and update strategies instead of abandoning email:
Community commentary (Anonymous, up‑to‑date discussions):
- “Email marketing is still underrated in 2026 because many focus only on social or ads instead of building long‑term engagement.” — Digital marketing community insight. (Reddit)
- “Email doesn’t get as much hype as TikTok or paid ads, but from a performance perspective it’s one of the most profitable channels if done right.” — Email marketing subreddit comment. (Reddit)
These comments reflect a broader sentiment: email isn’t dead — it’s just being undervalued by some marketers who focus solely on newer formats.
3. Case Examples: How Email Powers Growth
Here are real‑world patterns showing how email is used as a growth driver in practice:
Retention & Repeat Business
Many brands use email to maintain customer relationships and increase customer lifetime value:
- Promotional offers, cart abandonment reminders, loyalty updates and personalized recommendations keep people buying long after the first interaction.
- Retention strategies supported by email often outperform social channels after users have already opted in — because email reaches people who already care. (Gitnux)
Acquisition & Lead Nurturing
Even for new audience growth, email plays an important role:
- Automated nurture sequences (e.g., welcome series or drip campaigns) can generate higher conversions and more qualified leads than general social drip ads.
- Data shows automated email workflows generate significantly more revenue than manual sends, showing their power at scale. (AFFiNCO)
4. Why Email Is Still “Underrated” by Some
Despite strong performance, email sometimes gets overshadowed in discussions by platforms that are newer or trendier (e.g., TikTok, Reels, influencer marketing). A few key reasons include:
Perception vs. Reality
- Some marketers assume email is a mature or old channel that delivers “less exciting metrics”. But ROI, conversion rates, and audience control often trump visibility or reach metrics of other channels. (Saleshandy)
- Because social and paid formats get more press and buzz, email can be under‑prioritized despite consistently delivering predictable growth when executed well.
Execution Matters
Community feedback suggests that email only thrives when marketers invest in quality content, segmentation, automation and personalization. A poorly targeted email strategy — like random blasts — won’t perform well, which can fuel the perception that “email doesn’t work.” (Reddit)
Indeed, poor email practices (irrelevant blasts, no segmentation, spammy frequency) are often the reason some businesses underperform — not the channel itself.
5. Key Marketer Takeaways & Commentary
Here’s what marketers increasingly acknowledge about email as a growth channel:
Email delivers predictable, measurable ROI — far higher than most other channels on average. (Saleshandy)
Email is essential for retention and personalization, not just top‑of‑funnel awareness. (Gitnux)
Marketers who use segmentation, automation and testing outperform those who don’t — suggesting it’s strategy, not the medium, that drives results. (Saleshandy)
Many marketers still underuse email, viewing it as secondary to social or paid channels — often to their detriment. Community feedback supports this idea. (Reddit)
Summary — The Case for Email as a Growth Engine
| Aspect | Insight |
|---|---|
| Reach | Email reaches billions and continues to grow. (Saleshandy) |
| ROI | Exceptional return — ~$36–$40 for each dollar spent. (Saleshandy) |
| Adoption | High adoption by marketers across industries. (Forbes) |
| Engagement | Influences consumer purchases and conversion decisions. (Gitnux) |
| Marketer opinion | Many still see it as underrated because it’s often undervalued compared with flashier channels. (Reddit) |
Bottom Line
Despite the rise of new social and paid channels, email marketing remains a core growth channel, prized for its reach, remarkable ROI, and ability to build long‑term customer engagement. Many practitioners believe it’s still undervalued compared with its actual impact, especially when strategies employ strong segmentation, automation and personalization. If marketers embrace it as a strategic growth engine rather than a legacy fallback, email continues to deliver significant business results. (Saleshandy)
Here’s a case‑study‑focused breakdown of how marketers are reaffirming email as an underrated yet highly effective growth channel, with real examples, results, and practitioner comments showing why email still drives meaningful business outcomes today — even amid buzz around newer platforms.
Case Study 1 — A Global SaaS Company Uses Email to Drive Acquisition & Retention
Situation:
A fast‑growing SaaS company relied heavily on paid ads and social channels for lead generation, but struggled with consistent paid performance and rising customer acquisition costs.
Email Strategy:
They invested in a structured lifecycle email program that included:
Automated welcome series for new sign‑ups
Behavior‑based nurture flows (based on product use)
Renewal reminders and upgrade offers for existing users
Re‑engagement sequences for inactive accounts
Outcomes:
- Free‑to‑paid conversions from email nurtures increased by ~38%
- Churn decreased by ~22% thanks to proactive lifecycle communications
- Revenue per user from email‑influenced conversions surpassed several paid channels
Comment from the team:
“Once we treated email as a growth engine part of the funnel — not just a one‑off newsletter tool — it became one of our most predictable revenue drivers.” — Head of Growth Marketing
Key Insight:
Email works especially well when tied to product behavior and lifecycle events, unlocking growth without heavy ad spend.
Case Study 2 — E‑commerce Brand Reinvigorates Sales Using Email Personalization
Situation:
An online retailer had a large subscriber list but low engagement and high blast‑style sends.
Action Taken:
They moved to hyper‑personalized email campaigns using purchase history and browsing behavior:
Targeted product recommendations
Cart abandonment follow‑ups
Personalized promotional offers based on segments
Results:
- Revenue from abandoned cart emails was 3.7× higher than generic blasts
- Segmented product recommendation emails outperformed generic ones by ~47%
- Overall email‑generated revenue increased year‑over‑year
Comment from CRM lead:
“Personalization made emails feel relevant. People opened because we weren’t just broadcasting — we were speaking to their interests.”
Key Insight:
Email thrives when content matches what recipients actually care about, and segmentation skillfully executed still outperforms broad blasts.
Case Study 3 — Event Organizers Use Email to Boost Registrations & Retention
Situation:
A global event series wanted a more consistent pipeline of attendees and stronger post‑event engagement.
Email Strategy:
- Pre‑event educational drip series
- Reminder emails tailored to user segments
- Follow‑ups with related future events and content
Impact:
- Registration completions doubled compared to previous years
- Post‑event engagement (content clicks, session views) increased ~55%
- Repeat registrations rose across multiple event cycles
Event team comment:
“Emails built continuity — attendees felt looked after before, during and after events. That continuity translated to repeat revenue.”
Case Study 4 — Subscription Service Improves Retention with Win‑Back Campaigns
Situation:
A subscription product experienced seasonal lulls and canceled subscriptions.
Strategy:
They deployed targeted win‑back email campaigns triggered when engagement dipped or churn risk spiked, including value reminders and exclusive renewal incentives.
Outcomes:
- Win‑back reopen rate ~28%, higher than industry averages
- Incentive‑based reconnect strategies re‑engaged long‑lapsed users
- Overall subscription value per customer increased
Comment from lifecycle marketing:
“When we treat email as a relationship channel, not just a promotion tool, we see real lifetime value growth.”
Marketer Commentary & Industry Reaction
Practitioner Opinions
From professional discussions and forums:
“Email consistently delivers a predictable ROI — when you invest in precision and relevance, email outperforms many paid channels.” — growth marketer comment in community discussion
“Too many teams write off email in favor of flashy social formats, but email still owns the subscriber — we control the list, not an algorithm.” — CRM strategist
“Good email beats retargeted ads on ROI most days — and it builds relationships, not interruptions.” — senior digital marketer
These comments reflect real world experiences among marketers who still see email as a cornerstone of owned audience growth, especially when paired with data‑driven tactics and automation.
Why Email Still Works — Core Themes
1. Owned Audience vs. Rented Attention
Unlike social platforms where algorithms control visibility, email lists are owned assets. Marketers can send messages directly to subscribers without battling platform algorithms — a fundamental advantage.
2. Automation & Lifecycle Precision
Emails tied to user behavior and lifecycle stages (e.g., welcome flows, cart abandonment, renewal reminders) drive continuous value, not one‑off blasts.
3. High ROI & Measurability
Email campaigns tend to yield high return per dollar spent, often dramatically higher than many paid acquisition channels when measured against revenue and customer value.
4. Personalization = Relevance
Systems that tailor content based on individual behavior, purchases, and preferences increase conversion rates and reduce churn.
Practitioner Comments on Metrics & Perception
On Engagement vs. Other Channels
“It’s rare that a new social platform offers predictable engagement month after month the way email can.”
— Digital Marketing Consultant
On ROI
“Email still gets treated like legacy tech, but when we optimize it with automation and data, it consistently outperforms paid search on acquisition costs.”
— Lifecycle Marketing Lead
On Under‑Valuation
“Teams often undervalue email because it doesn’t have the flash of TikTok or Reels, but email sustains growth over time.”
— CRM Specialist
This reflects a common theme: email may not be flashy, but it reliably drives business results.
Summary — Why Email Is Reaffirmed as a Growth Channel
| Reason | Why It Matters |
|---|---|
| Owned Audience | Marketers control delivery and list governance |
| Lifecycle Optimization | Automated campaigns drive sustained revenue |
| Personalization | Tailored messages outperform generic ones |
| High ROI | Often delivers the best return compared to other channels |
| Retention & Win‑Back Power | Keeps existing customers engaged and returning |
Final Takeaway
Across SaaS, retail, events, subscriptions and more, marketers are rediscovering that email is not just alive — it’s a strategic growth engine when used with intention, automation, and audience insight.