In the age of social media and emerging digital marketing strategies, many eCommerce businesses tend to overlook the power and effectiveness of email marketing. However, email continues to outperform all other marketing channels in terms of generating deeper and more meaningful relationships with your community, increasing engagement, and driving sales. In this article, we will explore why email remains a vital tool for eCommerce brands and how you can harness its full potential to grow your business.

Flowstate is a leading email + marketing automation consultancy that works closely with brands, helping them utilize the world's leading email and CRM solutions to create personalized connections with their community. Our expertise in data, design, and automation enables us to deliver outstanding results for our clients through email marketing campaigns.

1. The Power of Personalisation

One of the key reasons why email marketing outperforms other channels is its ability to deliver personalised content directly to your audience's inbox. Unlike social media or display advertising, where the message reaches a broad and diverse audience, email allows you to tailor your content to specific segments, demographics, or even individual preferences.

By leveraging customer data and segmentation techniques, eCommerce brands can craft highly targeted and relevant email campaigns, increasing the chances of engagement and conversion. Personalised emails can include personalised product recommendations, exclusive offers, or tailored content, creating a deeper connection and establishing trust with your community.

2. High Engagement and Deliverability Rates

Email marketing boasts one of the highest engagement rates among all marketing channels. According to recent reports, the average email open rate across industries is around 22.86%, with an average click-through rate of 3.71%. These numbers are significantly higher compared to social media platforms, which often struggle to maintain consistent visibility in users' news feeds.

Additionally, email has a higher deliverability rate compared to other channels. With proper list hygiene, sender reputation management, and optimised content, you can minimize the chances of your emails ending up in spam folders. This ensures that your message reaches your audience's inbox, increasing the likelihood of driving conversions and sales.

3. Cost-Effectiveness and ROI

Email marketing is incredibly cost-effective when compared to other marketing channels. While social media advertising and display ads often require hefty budgets to reach specific audiences, email allows you to connect with your community at a fraction of the cost. Building an email list and sending regular campaigns can be managed in-house or outsourced to email marketing specialists like Flowstate, resulting in significant savings.

Moreover, email marketing consistently demonstrates a high return on investment (ROI). According to a recent study, for every dollar spent on email marketing, the average ROI is $38. This extraordinary ROI highlights the effectiveness and profitability of email as a marketing tool, especially when combined with smart segmentation, personalisation, and automation strategies.

4. Automation and Data-driven Insights

Email marketing platforms offer a wide range of automation features, allowing you to deliver timely and relevant content to your audience at scale. Automated campaigns, such as welcome series, abandoned cart reminders, and personalised recommendations, help nurture leads and convert them into loyal customers.

Furthermore, data-driven insights provided by email marketing platforms enable eCommerce businesses to understand their audience's behavior, preferences, and purchase patterns. By analyzing open rates, click-through rates, and customer interactions, you can continuously optimise your email campaigns for better engagement, conversion, and customer retention.


In conclusion, email marketing continues to outperform all other marketing channels for eCommerce businesses when it comes to generating deeper relationships, increasing engagement, and driving sales. Its power lies in personalisation, high engagement rates, cost-effectiveness, automation capabilities, and data-driven insights. By leveraging these advantages, you can build a stronger and more meaningful connection with your community, leading to a higher return on investment and sustainable business growth.

If you're ready to unlock the full potential of email marketing, contact Flowstate, the industry-leading email + marketing automation consultancy. We specialise in creating tailored email campaigns that drive results. Visit Flowstate to learn more about how we can help you optimize your email marketing strategy.

"Email is one of the few digital marketing channels that connection and engagement survey after survey after survey tops all other marketing channels." - David Daniels