Why smart retailers are still investing in one of the most cost-effective channels out there.
Email marketing is often sidelined for flashy social platforms. But did you know that it is proving it’s still alive and thriving. So, why is inbox becoming every savvy retailer’s secret weapon in 2025?
It’s simple: The basics work when they’re done right.
While some marketers chase the next shiny object, retailers who stick with email (and adapt how they use it) are quietly seeing some of the highest returns on investment in their entire media mix.
And no, that’s not wishful thinking. The numbers back it up.
Email Delivers Results and ROI
When it comes to digital marketing, the loudest channels tend to get the most attention. But while everyone is chasing trends on social media or tweaking SEO strategies, one classic tool is quietly outperforming them all: email.
Far from being outdated, email marketing has evolved into one of the most effective and efficient ways to connect with your audience. It offers something no social platform can, a controlled communications channel.
With email marketing, you own your audience list, you choose the message and you control the timing.
Whether you are a startup founder looking to build trust or a seasoned marketer seeking cost-effective results, email marketing belongs at the center of your 2025 marketing strategy.
The Benefits of Email Marketing
While marketing budgets tighten, email remains a cost-effective powerhouse. In the USA, email marketing ROl is outpacing most digital channels.
Recent industry benchmarks show:
- $36 to $45 return for every $1 spent on email marketing (versus $2–$12 for social and paid search).
- 42% average open rate in retail and grocery categories.
- 59% of marketers cite email as their highest-performing channel.
It’s not just cost-effective. It’s conversion-effective. Especially for retailers with promotions, loyalty programs, and weekly offers to push.
And with rising costs across print, paid ads, and fulfillment, a well-tuned email program gives retailers more control over spend, reach, and shopper engagement.
You choose your audience
Unlike social media followers, your email list is first-party data – fully owned and not subject to shifting platform rules or algorithm changes. In a privacy-conscious landscape, this form of targeted marketing is a massive strategic advantage.
Hyper-personalization
Modern email tools allow for precise segmentation and dynamic content, meaning you can send tailored messages based on behaviour, preference or stage in the customer journey. This relevance boosts engagement, click-throughs and ultimately conversions.
Automation makes it scalable
From welcome sequences to re-engagement campaigns, email automation saves time while staying personal. This means marketers can scale their efforts without losing the human touch.
It’s omni-channel ready
Email compliments other marketing efforts. It integrates with CRM systems, links to social campaigns and supports e-commerce flows. This omni-channel strength keeps messaging consistent and drives users across platforms.
How To Future-proof Your Email Marketing With BIMI, AMP And AI
Let’s get a few things out of the way first.
BIMI stands for Brand Indicators for Message Identification. It’s an email specification that allows you to display your brand’s logo next to your messages in supported inboxes (like Gmail and Yahoo), helping recipients quickly recognize your emails as legitimate.
A study by Red Sift and Entrust found that BIMI implementation led to:
- 90% increase in consumer confidence in email legitimacy
- 21% increase in open rates
- 18% boost in brand recall after just five seconds of exposure
While BIMI doesn’t directly determine inbox placement, higher engagement and lower spam reports can improve sender reputation over time, leading to better deliverability and stronger campaign performance.
AMP email is a framework created by Google to enable email marketers to create and send interactive emails that allow people to fill out forms, purchase products, book meetings, and more without leaving their inboxes.
Here are examples of how AMP can enhance different parts of the customer journey:
- Interactive surveys: Let users provide feedback or complete multi-question surveys directly within the email
- Dynamic carousels: Allow users to swipe through multiple products, services, or content options
- Real-time content updates: Automatically update pricing, inventory, or recommendations when the email is opened
- In-email transactions: Enable users to complete purchases or submit forms directly within the message
- Accordion and FAQ sections: Help readers explore more without overwhelming them with too much text at once
AI-powered email marketing tools enable teams to create more targeted campaigns that drive higher engagement, retention, and conversion rates. Customers expect this level of personalization.
In a recent McKinsey study, 71% of customers reported that they expect personalized experiences and are more likely to purchase from brands that provide them.
Modern platforms make this possible by using real-time data to optimize subject lines, content, recommendations, and send times. The right tool allows marketers to scale personalization without increasing manual effort.
AI capabilities to look for:
- Personalized email subject lines and dynamic content
- AI-generated product recommendations
- Smart send-time optimization based on user engagement
- Automated A/B testing for continuous improvement
Why third-party data is declining and how email fills the gap
The shift away from third-party cookies (3PC) and tracking is changing how marketers engage customers. Regulations such as GDPR and CCPA, combined with browser-level changes, are limiting the collection of behavioral data.
After Apple’s iOS 14.5 update, 96% of users opted out of third-party tracking. Safari and Firefox already block 3PCs by default, and Chrome is on track to follow. These changes make it more challenging to target ads or build accurate customer profiles.
That’s where email steps in. Unlike third-party data, email relies on first-party data (information your audience shares with you directly.) It’s permission-based, measurable, and built on trust.
Future-proofing starts with trust, relevance, and scale
The most resilient email strategies combine authentication, personalization, and engagement, all of which are powered by first-party data that positively reinforce relationships with email subscribers.
To build an email program that’s ready for the future, focus on three high-impact tactics:
- Use BIMI to establish visual trust with recipients
- Add AMP components to make emails interactive and frictionless
- Leverage AI to personalize content, timing, and offers at scale
These tactics don’t require invasive tracking. They’re powered by the data your audience chooses to share, and they help you build lasting relationships while staying compliant.
Why Retailers Still Win with Email
The inbox is still one of the most direct, data-rich touchpoints available. And when you pair it with digital circulars, ecommerce promotions, and loyalty programs?
Email becomes a multiplier.
Here’s how retailers are using it to stay ahead:
- Personalized promos based on loyalty data
- Automated journeys triggered by shopper behavior
- Segmentation to send the right offer at the right time
- Real-time testing to continuously improve subject lines, offers, and layouts
Think of email as your owned marketing engine. A channel where you set the rules, own the audience, and drive measurable results.
Want to Win With Email?
The connection between retailers and their shoppers is like any other relationship, it requires frequent communication and negotiating expectations. Email marketing has proven to be the most effective and cost-efficient form of communication, allowing retailers to help their customers find exactly what they need precisely when they’re looking.
Our delivery rate improved over 30% this year, hitting 92.2% while unsubscribes stayed under 0.3%. We’re consistently seeing 25% open rates and 4% click rates across our email campaigns
Webstop helps retailers be effective communicators with all of their shoppers, whether they have generated leads in the past or not. By building calculated email campaigns based on a surplus of actionable data, Webstop helps guide consumers from discovery to purchase. And extensive analytics about what was successful helps set you up for success well into the future.
With a 92% delivery rate and unsubscribes under 0.3%, our email performance proves that smart targeting and relevant content still win despite inbox noise.
Can you afford to miss out on connecting with a larger audience?
Reach out to us: sales@webstop.com.