Email marketing remains one of the most effective digital marketing channels for SMEs in 2025 but it’s also one of the easiest to get wrong. In a world of crowded inboxes, standing out takes more than flashy graphics or generic offers. It’s about delivering the right message, to the right audience, at the right tim and knowing when to stop.

Email marketing has been around for decades, but it's still one of the most effective ways to reach your target audience in the UK. In fact, a study by the Data & Marketing Association (DMA) found that email marketing has an average ROI of £38 for every £1 spent.

So, why is email marketing still so effective in the UK? There are a few reasons