Why email still delivers the greatest ROI of any channel

According to the latest Data & Marketing Association (DMA) Email Benchmarking Report 2025, email marketing produces an average return of £42 for every £1 spent. That’s a level of efficiency that no other channel, whether online or offline, consistently delivers.

And yet, email is often treated as an afterthought in broader marketing strategies. It’s wrongly dismissed as “old”, even though its performance tells a very different story. So why is email overlooked, and why should brands be prioritising it right now?

Why email is often overlooked

Despite its measurable strength, email often sits in the shadows of flashier channels. Much of this comes down to perception:

·      It doesn’t feel new. Because email has been around for decades, it lacks the novelty that newer platforms enjoy.

·      There’s an underestimation of creative possibilities. Too many marketers still think of email in rudimentary newsletter terms, rather than as a sophisticated, highly personalised communications channel.

·      The silent giant problem. Unlike social ads which are “seen”, email works quietly in the background - meaning its huge contribution to customer loyalty and revenue is sometimes under-credited.

But overlooking email is a mistake. It offers unrivalled return, precise measurement, and deep connection with audiences. Here are five reasons you should make it a priority right now.

Five reasons to prioritise email marketing in 2025

1. Unmatched ROI backed by hard data

The DMA’s 2025 figures leave no room for doubt: a £42 return on every £1 spent is remarkable in any economic climate. Compare that with predicted returns from paid search or display advertising - where ROI typically sits in the low single digits according to Statista’s Advertising ROI Data (2024) - and the point is clear.

The key here is cost efficiency. Email lists are assets you own, not media you rent. Once you’ve attracted a subscriber, every send costs very little compared to bids in auctions or print media space, making ROI scale significantly over time.

2. Direct audience ownership and control

When you invest in social platforms or paid channels, you’re at the mercy of algorithms and rising media costs. An organic post will never reach most of your followers unless you boostit with spend.

With email, you control the list, the send, and the message. You’re not reliant on a third party deciding what percentage of your audience sees your content. This audience ownership makes email a more secure, long-term investment. It’s also fully portable across platforms and tools - unlike social channels where sudden policy changes(or even shutdowns) can wipe out years of follower acquisition overnight.

3. Hyper-personalisation that drives engagement

Far from being static, email is now one of the most advanced personalisation engines available to marketers. With modern CRM and cloud marketing platforms, brands can deliver:

·      Behaviour-triggered campaigns (based on browsing, purchase or inactivity)

·      Dynamic content blocks that change per user

·      Personalised send times optimised for each recipient

The result is relevance atscale. According to the DMA Consumer Email Tracker, 76% of consumers say they have made a purchase because of a marketing email they found personally relevant. Very few other channels can match email’s ability to combine personal data with controllable delivery like this.

4. Seamless integration with the customer journey

Email marketing isn’t a silo. It connects every stage of the customer lifecycle:

·      Awareness and acquisition campaigns that nurture early engagement

·      Onboarding journeys that build trust

·      Conversion-focused campaigns like abandoned basket emails that directly protect revenue

·      Retention and loyalty programmes that keep customers coming back

Think of email as the connective tissue between your various touchpoints. Whether a customer engages on social, visits your website, or downloads your app, email remains the most efficient and measurable way to keep them moving along the funnel.

5. Proven resilience in tough economic times

In uncertain times,marketers face increased pressure to do more with less. Email consistently proves itself as the most recession-resistant channel. With low costs and measurable outcomes, it delivers strong results even when budgets tighten.

The DMA’s 2025 Email Marketer Tracker found that 64% of UK brands increased or maintained their email investment during the last 12 months, precisely because it continued to deliver dependable returns. As paid media inflation continues to rise, email’s resilience becomes even more valuable.

So, ask yourself: are you giving email the priority it deserves - or are you still distracted by the noise of trendier but less effective channels?
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Now is the time to invest in email with the same energy you devote to new platforms. Unlike passing fads, it’s not going anywhere, and the data proves it’s still the most profitable channel in the playbook.