Email - The Least Glamorous, Yet Effective, Channel You Own.
12 Aug 2026
Published in: Member News
Email isn't glamorous, but it does deliver high quality results at a low cost.
Email Is the Least Glamorous Channel You Own. That's the Point.
Nobody gets excited about email in a strategy meeting. It lacks the visual appeal of video or the immediacy of a social post going viral. But as someone who has been in digital marketing for over 15 years, I would take email over almost any other channel. Here’s why.
Email is the only major marketing channel a business genuinely owns. Your LinkedIn following belongs to LinkedIn's algorithm. Your Google ranking belongs to Google's next update. Your email list belongs to you, with no platform standing between you and the person who permitted you to talk to them.
The numbers back me up. The DMA puts email's return on investment at £38.33 for every £1 spent. Open rates have climbed and click rates have risen for three consecutive years. None of those figures screams cutting edge. Done right, it works.
For professional services businesses, where sales cycles are long, and trust matters more than impulse, I find email's ability to maintain a relationship in between the moments someone needs you is worth more than most single campaigns will ever deliver.
The mistake I see most often is businesses treating email as an afterthought. Given the DMA's own figures, that is a seriously underused channel.
Chamber Member Exclusive Offer
As a fellow Chamber member, I am offering a complimentary Digital Marketing Audit (including email), plus 15% off work booked before October 2026.
Rich Jarrott, Chief Spark, ZenithSpark
hello@zenithspark.co.uk | 01384 468035
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