Email isn’t dead. It’s just being used poorly

Email marketing is often written off as outdated, overused or past its best. And yet, it remains one of the few digital channels businesses genuinely own both here in the UK and globally. In 2024, email usage in the UK grew, with approximately 51.5 million UK adults using email and checking it regularly. Email is also still the preferred communication channel for important updates for around 72 per cent of UK consumers.  

So why does email so often feel underwhelming? The issue isn’t the channel. It’s how email is being used and what it’s being asked to do. 

The problem with volume 

Many email strategies are built around frequency rather than relevance. More sends. More automation. More touchpoints. The result is predictable and messages blur together, engagement declines and email becomes something audiences tolerate rather than value. 

This isn’t because people don’t read email anymore. It’s because most of the emails they receive simply aren’t worth opening. Email works best when it respects attention. When it doesn’t, it quietly erodes trust. 

Automation isn’t the enemy 

Automation has transformed email marketing for the better. It allows scale, consistency and timely communication. But automation shouldn’t come before judgement. Marketers know what feels right and how audiences will react. Too many email programmes prioritise what’s easy to send over what’s useful to receive. Generic messaging, overly complex journeys and content designed to nudge rather than inform all contribute to fatigue. 

Strong email strategies are still human at their core. They’re built around clear intent, not just triggers. 

Why email still earns its place 

For marketing leaders, email remains valuable because it’s predictable and controllable in ways other channels aren’t. You’re not subject to algorithm changes. You’re not competing in the same way for attention. And when done well, email supports long-term relationships rather than short-term spikes. 

Across many sectors, email campaigns still deliver some of the highest returns of any digital channel. Research consistently cites strong ROI per pound spent, underscoring email’s efficiency compared with channels that require paid amplification.  

What good email looks like now 

High-performing email campaigns will have a clear purpose, messaging that feels human and content that earns its place in the inbox. They’re designed to be opened because they’re useful, not because they’re persistent. 

This often means having fewer internal debates about subject lines and more focus on value. For leaders, it means understanding that email success is measured as much in trust as in metrics. 

A channel worth protecting 

Email isn’t dead. But it is easy to damage. Used thoughtfully, it remains one of the most effective ways to communicate with clarity and intent. Used carelessly, it becomes noise and once trust is lost, it’s hard to win back. The opportunity for brands isn’t to do more with email. It’s to do it better.