A strong email marketing strategy requires a delicate balance between creativity and data-driven decision-making, which is just one of the specialties of marketing and data company Go Live Data which expertly manages these strategies for clients.

Here, Adam Herbert, CEO, provides insights into the essential elements of a successful email campaign and explains why it remains a pivotal tool in digital marketing for his clients such as Amazon Business, AxA, and Premier Line Business Insurance.

The power of email remains high because it offers a direct communication channel between businesses and their customers, ensuring a two-way interaction that’s more personalised compared to social media or other digital platforms. What’s more, every email lands directly in the recipient’s inbox, where engagement is most likely to occur.

High Return on Investment (ROI)

Email marketing also delivers a high return on investment (ROI), with studies indicating an average ROI of £40 for every £1 spent, which far exceeds other digital marketing methods such as PPC and advertising. Attributed to the low costs of this type of marketing, this impressive ROI is coupled with its high conversion rates and ability to retain customers.

Through email segmentation and personalisation techniques, marketers can tailor their messages to specific audience segments based on demographics, behaviours, interests, and purchase history, with this sort of targeting ensuring that the content is not only relevant, but highly personalised. Therefore leading to increased engagement, conversions, and customer satisfaction.

Building Customer Relationships

Automation platforms enhance email marketing even further, by allowing marketers to set up workflows triggered by user actions. This means timely and relevant messages can be delivered at scale and efficiently guiding customers through the sales funnel.

Emails are also excellent for building and nurturing customer relationships over time. By consistently providing valuable content, exclusive offers, and personalised recommendations, businesses can strengthen their bond with their audience and enhance brand loyalty. Email enables two-way communication, allowing customers to provide feedback, ask questions, and engage directly with the brand.

Driving Traffic and Conversions

They’re also extremely effective in driving traffic to a business’s website, blog, social media, or other digital channels. By including specific calls-to-action (CTAs) and relevant content, encourages subscribers to take actions such as making a purchase, signing up for a webinar, or downloading a resource, which in turn boosts conversions and therefore revenue.

Offering extensive analytics and reporting capabilities, email platforms allow marketers to monitor campaign performance in real-time. By tracking key metrics like open rates, click-through rates, conversion rates, and revenue generated, marketers can measure campaign effectiveness and make data-driven decisions to optimise future activities.


Overall, email marketing is an integral component of digital marketing. By leveraging it effectively, businesses can engage their audience, nurture leads, drive sales, and ultimately enhance growth. It needn’t be complicated, and with the right strategies and support, good email marketing is powerful and is an essential tool for business growth.

CEO and Co-Founder at Go Live Data

Adam founded Go Live Data to really drive change in what is seen as a stagnated industry. With a particular focus and track record in business strategy, operations, product marketing and sales, Adam's professional career has always been focused on helping customers drive revenue via strategic data lead strategies and has guided some of the world's largest businesses through GDPR to help update and maintain a compliant database as well as understand what good looks like in terms of outreach to new prospects for his clients.