3 reasons why email marketing is still important

“Email marketing is dead!”

At least, that’s what a lot of people seem to think when we first meet them. Yet the truth is, email has the potential to create a better return on investment than many other forms of digital marketing, and it all depends on how you use it.

Plus, in the industrial sector specifically, a great email marketing strategy can help you stand out in a real way. 

Here are three reasons why you should consider email marketing as part of your marketing mix! 

Reason #1: Direct access to your immediate audience 

Whether we like it or not, it’s a very digital world these days.

Standing out as a business in the sea of noise can be extremely difficult when so much of what we see online is dictated by ever-shifting algorithms that are doing their best to pull our attention in all the different directions.

While other forms of digital marketing and advertising shouldn’t be ignored, reaching your target market can be completely out of your control and in the hands of companies with strict guidelines for posting content.

This is where email marketing shines brightest: compared to organic social media, an email newsletter, for example, gives you a direct connection with your audience that an algorithm can’t hijack.

Many of our clients have told us that they regularly receive feedback from people on their mailing list, who comment on how informative the campaigns are and that they enjoy learning more every time they open.

So when one method involves taking a chance on an algorithm, and the other includes guaranteed delivery to your audience, make sure you don’t forget about the good old email. 

Reason #2: Better ROI than other digital marketing strategies

On top of the direct connection to your audience, did you know that email marketing can deliver a much higher return on investment than other forms of digital marketing?

According to Litmus’ State of Email report for 2025, 70% of marketing leaders received at least a 10x return on the amount of time and money invested in email marketing. Some companies even reported a 50x ROI on their newsletters!

Why is that? Well, email marketing is cheap compared to paid advertising or hiring in-house staff for marketing, giving it several benefits for industrial businesses with long sales cycles:

• By emailing existing customers, prospects and general business contacts, you can cause them to remember something they wanted to engage you for.

  
  

• Warm audiences are statistically more likely to do business with you than someone who’s never heard of you.

• A general newsletter can serve as a subtle follow-up touchpoint for leads in your pipeline.

• Putting informative content in your newsletters positions you as an authority in the market, which builds additional trust.

• High-value emails can be forwarded, meaning your reach can expand beyond just your existing mailing list.

The most important part, however, is to develop email campaigns that consistently give your customers a reason to open, keeping your business at the top of their minds. This doesn’t mean you’ll send one email and instantly receive a hundred leads – but it does mean that your customers will know exactly where to look when they realise they need you.

Reason #3: Integration with your sales process

Additionally, unlike social media marketing or advertising, the value of a newsletter can be directly tracked and measured with statistics such as open rates, click-through rates and lead conversion, making it simple to integrate with your sales process.

We have clients who tell us that they regularly generate actual sales from the email newsletters we produce for them, precisely because we keep them top of mind in their audience’s inbox each month.

Mailing platforms such as Mailchimp and Moosend provide invaluable insights into the performance of your email campaigns, reporting on statistics such as open rates, click-through rates, unsubscribes, etc. You can even see exactly who took which action, if you really want to get your marketing nerd on!

This information is useful to analyse because it helps identify the kind of content your audience engages with most, which can then help you tailor your future content accordingly over time, to achieve the best results.

Get started with email marketing today 

So, is email marketing dead? Not even close!

For industrial businesses looking for a strategic approach, email remains an incredibly effective way to reach your audience and support your sales team, because its valuable content keeps your business front of mind when your customers need you most.

At Fortissimo Marketing, email marketing is one of our favourite marketing strategies and, in our professional opinion, it’s the best place for any business to start if they’re looking to finally get on top of their marketing activities! 

If you're ready to see what email marketing can do for your business, we'd love to help - book in for an obligation-free chat today!