It’s easy to overlook in today’s digital marketing mix. Flashier platforms often steal the spotlight, promising viral reach, instant engagement, and a chance to trend. But if your brand marketing strategy is built around creating genuine connection and long-term trust, the inbox might just be your most valuable space.
Why? Because email is personal. It lands where people reset passwords, pay invoices, and read bank statements. It’s not just another tab, it’s a trusted space. And when done right, it’s where your message actually gets read, considered, saved, forwarded … even replied to.
Why email outperforms social (when done right)
Social media absolutely has its place. It’s fast, public, and can help increase brand awareness at scale. But there’s a trade-off: your visibility is constantly filtered through algorithms, timing, and ever-changing platform rules.
Email, on the other hand, offers something social platforms don’t: consistency and control.
Here’s why email still wins in a solid digital marketing strategy:
It’s permission-based. Email is invited in, not forced. When someone signs up for your list, they’re actively choosing to hear from you. That’s powerful.
It allows for full storytelling. Social media often reduces messages to fragments. Email gives you space to tell the whole story, add value, build narrative, and connect deeply.
It’s measurable. Email marketing gives you access to real performance metrics: open rates, click-throughs, unsubscribes, and replies. That data is key to understanding how to measure brand awareness and fine-tuning what resonates.
It bypasses algorithms. If your list is engaged and your content is thoughtful, it arrives in the inbox. No gatekeepers, no guessing.
And thanks to today’s best email marketing platforms, it’s never been easier to design, automate, and send something truly valuable. As a result, email isn’t just one channel among many — it’s the most direct line you have to your customers.
What makes a good email worth opening?
No one wakes up hoping for more marketing emails. But people do open newsletters. They click through helpful how-tos. They respond to messages that feel real.
The best email marketing strategy? Treat your subscribers like people, not prospects.
Here’s what that looks like in practice:
A clear, honest subject line
Clickbait is easy to ignore. Clarity earns trust. Instead of shouting “Our biggest deal ever!!!” try “A quick update” or “Behind the scenes on something new.” Emails that sound human get opened.
A voice with personality
Emails should sound like they’re written by a person, not a department. If it feels like a conversation, people are more likely to reply like they’re in one.
Relevance over reach
Segmented lists aren’t just a technical feature. They’re a trust-builder. Send the right message to the right people. A platform like Mailerlite or Hubspot makes this seamless, and shows you which content connects.
Consistency that builds connection
You don’t need to send emails often, you just need to show up reliably. Weekly, bi-weekly, or monthly: pick a rhythm that feels sustainable and stick to it. Familiarity creates trust.
Real value, not filler
Before you hit send, ask: Is this helpful? Is it honest? Does it do more than just sell? Whether you’re launching something new, sharing a quick insight, or giving a behind-the-scenes look, aim to enrich the reader’s experience.
What is included in email marketing?
It’s more than just newsletters. A thoughtful email marketing strategy can include:
- Welcome sequences for new subscribers
- Automated follow-ups based on behaviour
- Story-driven campaigns that build connection
- Promotional sends (when relevant, not relentless)
- Re-engagement flows for lapsed readers
- Survey links, case studies, event invites, and more
You don’t need to start with all of it. The best time to begin email marketing for your startup? As soon as you have something valuable to say … and even just five people who want to hear it.
Email doesn’t compete with social, it complements it
Social media has major advantages: it’s public, scalable, and great for brand visibility. But it’s not always built for depth. With email, you get a chance to go deeper.
Use social media to start the conversation. Use email to continue it.
If you’re wondering how to grow or measure brand awareness across channels, a smart mix of both (driven by consistent messaging and human-centred content) is often the most effective approach.
Before you hit send, ask:
☑️ Would I open this?
☑️ Would I forward it to a friend?
☑️ Does it sound like something I’d actually say out loud?
☑️ Is there a clear purpose or next step?
☑️ Am I showing up with something useful — or just adding noise?
Email isn’t outdated, it’s just underrated
In an age where reach is rented and attention spans are fractured, the inbox is still a space of focus and trust. It’s where relationships grow quietly — one helpful, well-written message at a time.
You don’t need to send more emails. You just need to send better ones.
