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Data Snack

Why Email Marketing Deserves Another Chance

September 6, 2022
September 29, 2021
Kelsey Donk

Over 30% of marketers seem to think email is an underrated channel for e-commerce marketing. But why is it undervalued, and how could marketing teams start using email to its full potential?

Table of Contents

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Looking for the new paid social? The answer might be in your inbox. 

When we asked 65+ marketers in our network about the channels they felt were underrated, 30%+ said email is among the most underutilized channels for e-commerce holiday marketing

Source: MarketerHire survey

Weighing email’s pros and cons

Right now, email marketing is looking a little bruised.…

  • 40% of marketers said their email marketing budgets were cut during the pandemic.
  • iOS 15 launched last week, bringing new email-related privacy restrictions (and lots of uncertainty) with it.

But before iOS 15, it was an undeniable force... 

Our takeaway?

Investing in email marketing comes with risks right now — but the same is true for every channel. 

And email has a huge potential upside. 

“If I get someone's email address today, tomorrow, two years from now, 10 years from now, I might be able to still have a relationship with that person,” Not a Newsletter’s Dan Oshinsky told Marketerhire

Compare that with paid social, where it’s tough to retarget even once these days!

Kelsey Donk
about the author

Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.

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