How To Revitalize Email As A Useful Tool

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With billions of emails sent every day, the vast majority of the world having an email address, and people checking their inboxes up to 20 times in one 8-hour working period, email is one of the most thriving methods of social connection that is available to us. Email is so powerful that email marketing returns $36 for every $1 spent, boasting an incredible ROI that your company should be taking advantage of.

But, even with these fantastic statistics, businesses still see email as an outdated tool that’s been replaced by social media. While social media has its place, it still hasn’t reached the scale that email has achieved. If your email marketing strategy is lacking or falling behind, then this is the article for you.

We’ll outline exactly why your old email strategy isn’t working, as well as point you in the right direction with some top email marketing tips. Let’s get right into it.


Old Email Strategies Don’t Work

One of the main reasons that marketing departments don’t value email campaigns is because they’re usnog the same tactics that stopped working ten years ago. Long gone are the days of spamming out email after email without any level of personalization.

When creating an email campaign, focusing on creating a smaller number of direct and targeted emails is now much more effective. People are busy enough without ten spam emails saying the same thing from your company hitting their inbox.

Instead of taking a more-is-more approach, you should focus on quality emails. What’s more, the vast majority of users are now accessing their email accounts directly from their mobile devices. With this in mind, you need to ensure that the marketing emails that you’re sending are properly optimized for mobile phones.


If you were to only make one change, it would be adapting to mobile optimization, with this small shift creating a huge impact on the success of your campaigns. Be sure to move away from older marketing strategies and embrace the new if you want to revitalize email marketing for your business.

How To Make Email Your Number One Marketing Tool

With email, if you stick to older methods of marketing, you’ll struggle to see results and will burn out quickly. Email in 2022 needs you to understand the market and adapt to its current state, changing how you operate to better facilitate modern communication.

If you want to turn email from a burden into your go-to way of acquiring new customers and generating leads for your business, then you should turn the following strategies:

  • Embed Email Opportunities Everywhere
  • Use Multiple Email Types
  • Personalize Everything

Let’s break these down further.

Embed Email Opportunities Everywhere

Building an email list and emailing marketing materials to those that have opted into your promotions isn’t just a great idea, it’s also a legal requirement. Data protection guidelines ensure that you must gain direct permission to send marketing emails to people, meaning that any opportunity you have to build your mailing list should be taken advantage of.

The first step of effective email marketing is to have a large list of users to email about promotions. This begins with putting a link to sign up to your mailing list absolutely anywhere you can.


Consider inserting your email mailing list link into:

  • Your social media pages – Throwing the net as wide as possible is vital, with your social media pages providing a low barrier to entry that can yield lots of new sign-ups. Integrating social media with email is a great way of boosting engagement with both.
  • Your home website – As a popup or as an individual page, urging customers to sign up is a great way to getting more people on your list.
  • On your email signature – Using a quick generator like Wisestamp’s signature generator will allow you to insert links into your email signature, making this another valuable place to insert your mailing list link. This on a checkout email often does particularly well.

The more people on your list, the more that you work your email marketing magic on.

Use Multiple Email Types

When you send out marketing emails, they shouldn’t all be about selling products. In fact, there are several different types of marketing emails that you should be regularly sending out, each of which offers a slightly different purpose.


Typically, there are three types of traffic that you should attempt to secure from your marketing emails:

  • Navigational – After posting an interesting blog, you can use email marketing to boost awareness and share a tidbit from the article.
  • Informational – If your company provides a certain solution, framing yourself as the answer to a specific question can be a great way of capturing your email audience’s attention.
  • Commercial – These are your run-of-the-mill marketing campaigns where you share information about your brand and why people should be interested.
  • Transactional – Offering discount codes or coupons will allow you to secure transactional traffic to your site.

Mixing between these four different email purposes is a great way to keep people engaged, create a diverse strategy, and further push the limits of what is possible with email marketing.

Personalize Everything

Over the past few decades, one of the biggest shifts in terms of marketing has been around personalization. Whenever you create an email and send it to your customers, you should make it as personal as possible. Whether that is through segmenting your users and sending specific marketing campaigns to certain groups or by including information about the customers themselves, personalization can go a long way.


By personalizing your marketing efforts, you make your emails seem much friendlier and less like a faceless marketing department sending email after email to a client list. Although a smaller tip, personalization can make a huge difference in terms of how successful your campaigns are.

Final Thoughts

Email, even in 2022, is still the most popular tool for online communication, far eclipsing other platforms in the sheer quantity of information that is sent on a daily basis. With so many users having email accounts, each of which provides a direct point of communication with a customer, this is the perfect avenue to focus on when running social marketing campaigns.

By focusing on the tips we’ve outlined in this article, you’ll be able to completely revitalize your email strategy, turning this into a social stream that continually generates natural traffic, new leads, and regularly gets customers onto your website. Best of luck with your new email marketing strategy!