Email Marketing

Email marketing remains the digital channel with the highest ROI: for every pound invested, it generates an average of 36 pounds in return according to the most conservative studies. Unlike social media, where you depend on third-party algorithms, email gives you direct access to your audience's inbox — an asset you control entirely.

Campaign types and automations

• Newsletter: regular content that keeps your brand front of mind for subscribers. Works especially well in real estate (new properties) and hospitality (seasonal offers).
• Welcome sequences: automated emails sent after sign-up that introduce your brand, build trust and guide towards the first conversion.
• Transactional emails: booking confirmations, order tracking, appointment reminders. These achieve open rates of 70–80%.
• Recovery campaigns: abandoned carts in e-commerce, incomplete bookings in tourism, leads that stopped engaging.
• Lead nurturing: educational sequences that move the prospect from initial interest to purchase decision.

Metrics that matter

Beyond the open rate — which Apple Mail Privacy Protection has distorted — the truly useful metrics are:

• Click-through rate (CTR): who actually interacts with your content.
• Conversion rate: who completes the desired action after clicking.
• Revenue per email: income directly attributable to each campaign.
• Unsubscribe rate: an indicator of relevance. If it exceeds 0.5% per send, something is wrong.
• Deliverability: the percentage of emails that reach the inbox rather than spam. Without deliverability, all other metrics are irrelevant.

In sectors such as automotive and health, where purchase frequency is low but ticket value is high, measuring the impact of email marketing across the full sales cycle (assisted, not just last-click) is essential for correctly valuing its contribution.

Email marketing and the SEO ecosystem

Email marketing amplifies SEO results: sending blog articles to your list generates recurring traffic, engagement signals and, in many cases, backlinks when subscribers with their own blogs share your content. In the maritime and tourism sector, a strategy that combines organic positioning to acquire subscribers and email marketing to convert them into repeat customers is one of the most profitable digital investments over the medium term.