Marketing
Email marketing is much more than a simple communication channel in today’s digital landscape. It’s a cornerstone, a strategic pillar for any company wishing to establish a lasting relationship with its audience and maximize revenues. While new platforms and technologies are constantly emerging, email has demonstrated remarkable resilience and effectiveness, proving that it is far from obsolete. By 2025, it is estimated that over 376 billion emails will be sent and received worldwide every day. These figures testify to its continuing importance, despite its “great age” on the scale of digital history.
One of the strongest arguments in favor of email marketing is its exceptional return on investment (ROI). Consistent studies confirm that email marketing should generate an average of $36 for every dollar spent. This figure, far higher than that of many other marketing channels, makes email an indispensable strategic investment.
This profitability can be explained by several factors. Firstly, the cost of sending an email is really low, estimated at around €0.005 per email, or a maximum of €5 for 1,000 emails. Compared to other forms of advertising, email offers massive reach at a fraction of the cost.
Email marketing is seen as so essential that companies are very reluctant to reduce their efforts in this area. This budgetary stability underlines companies’ confidence in email’s ability to generate tangible results.
Finally, improved email deliverability, i.e. the ability of your messages to reach recipients’ inboxes rather than their spam folders, translates on average into increased revenues for almost 20% of companies. If an email doesn’t reach its destination, its ROI is simply zero. That’s why investing in deliverability optimization is a direct and measurable aspect of improving the overall ROI of your campaigns.
The effectiveness of email marketing cannot be measured by financial data alone. It plays a crucial role in building and maintaining strong customer relationships. According to our study on The state of email deliverability in 2025, for 40% of companies, prioritizing email deliverability has led to a significant improvement in customer satisfaction. Consumers confirm this: 75% of them prefer to receive communications from brands by email, whether for promotional or transactional messages. This preference highlights the importance of email as a privileged point of contact.
It enables direct, reliable and personal communication. Whether for transactional emails (order confirmations, delivery updates) or marketing emails (offers, newsletters), email is seen as an essential means of communication. Transactional emails, for example, are crucial for building trust and reassuring customers about their purchases. If an important email doesn’t arrive, it can lead to dissatisfaction and frustration. The ability to match customer expectations and provide timely, relevant information via email contributes directly to a positive customer experience.
Let us repeat this bit: Deliverability is the key to a successful email marketing strategy. It’s not enough to send an email; it has to reach the inbox. Over 78.5% of the professionals surveyed in our study consider achieving high deliverability to be one of their top priorities.
Graph showing marketers’ interest in good deliverability
Many factors influence deliverability, including sender reputation, subscriber engagement, email authentication and mailing list management. Poor deliverability has direct consequences for your business: loss of potential revenue and brand image damage. The ROI of your emailing is therefore directly dependent on deliverability. Email providers such as Gmail and Orange evaluate sender reputation based on user engagement. A good sender reputation is therefore synonymous with better deliverability.
The days of undifferentiated mass mailings are over. Today, personalization and segmentation are essential tactics for successful email campaigns. Adapting the content of your emails to the specific interests, behavior and preferences of each segment of your audience dramatically increases the relevance of your messages.
This targeted approach improves engagement, which in turn strengthens the sender’s reputation with messaging providers. Also according to our study, 12.8% of senders choose personalization and segmentation as tactics to improve their sender reputation score. Relevant emails are more likely to be opened, read and clicked, signaling to email providers that your messages are valuable and should land in the main inbox.
Email marketing, with its impressive ROI and ability to establish deep connections with customers, remains a marketing tool of unrivalled power. It’s not just about sending messages, it’s about building lasting relationships, driving engagement and generating revenue on a consistent basis. By focusing on deliverability, personalization, automation, rigorous list management, continuous testing and seamless compliance, companies can exploit the full potential of this channel.
In an ever-changing digital environment, email marketing continues to prove its value as an essential strategic investment. Ignoring its potential, or underestimating its importance, would be a costly mistake for any company seeking long-term prosperity. It’s an ongoing commitment, but the benefits, whether financial or relational, more than justify the effort.
