Now is the Time to Invest in Email

In the world of digital marketing, email stands out for its unparalleled return on investment (ROI). But why, despite this, is email marketing often one of the least funded channels in an organization? What can email marketers do to secure the budget they need to elevate their programs? These were the central questions posed in a recent panel discussion, “Now Is the Time to Invest in Email.” The conversation brought together some of the industry’s top thought leaders to address the need for better investment in email and offered strategic tips for marketers looking to grow their budgets in the coming years.

Email has proven itself time and again as a reliable workhorse, generating some of the best ROI in digital marketing. Yet, as Skip Fidura, the host of the discussion, pointed out, it’s often still underfunded. “Senior management has never fully understood the complexity of email marketing and the work that goes into a successful campaign,” Skip remarked early in the session. While email’s efficiency is clear, this lack of understanding continues to limit its growth potential within many organizations.

Why Does Email Struggle to Get the Investment It Deserves?

One of the key takeaways from the panel was the idea that email is undervalued because of a lingering perception problem. Scott Cohen, CEO of InboxArmy, hit the nail on the head when he said, “Email is cheap, but because of that, it often doesn’t get the respect it deserves.” Email’s affordability compared to other channels means it’s often overlooked when budget decisions are made. Even worse, “bad email still works,” Scott added, suggesting that many brands are content with mediocrity, thinking that “good enough” is sufficient to drive results.

Kara Trivunovic, SVP at ZetaGlobal, echoed this sentiment by emphasizing complacency in email marketing programs. She highlighted that the lack of investment isn’t just financial—it’s also in the time and resources needed to innovate. “It’s about complacency. Email works well enough, so brands are hesitant to invest the extra effort needed to truly personalize and innovate.”

The panelists agreed that without greater investment, email programs often fail to reach their full potential, leading to missed opportunities for driving customer engagement, retention, and revenue.

Where Should You Invest?

For brands looking to take their email marketing programs to the next level, the panel outlined several key areas where additional investment can make a significant impact.

Platform Upgrades and Innovation

Chris Marriott, founder of Email Connect, emphasized that many brands are running on outdated platforms, afraid to make the leap to newer, more efficient technologies. “There’s a lack of investment in time more than in money,” Chris observed. He explained that while brands are hesitant to invest in the time it takes to update their platforms, they would likely be shocked by how much they could save by moving to a next-generation solution.

Team and Expertise

Ryan Phelan, CEO of RPE Origin, highlighted the need for smarter investment in the team behind the email. “We’ve been doing the same emails for years,” Ryan noted, explaining that there’s been a lack of innovation in both technology and team development. “There’s a failure to focus on making teams smarter, which in turn hampers innovation.”

Scott Cohen added that one of the biggest problems is the underinvestment in the people who manage the email channel. “Because email is considered cheap, teams are often too small or lacking in the right skills to fully leverage the channel’s potential.”

Strategic Planning

Kath Pay, founder of Holistic Email Marketing, pointed out that many brands lack a long-term strategic plan for email. “I rarely see written strategies,” Kath said. Most brands operate on a reactive basis, responding to what happened last month without a clear roadmap for the future. A proper strategy requires a significant investment in planning and execution, but it’s essential for brands to move beyond the “last-minute email blast” mentality.

How to Secure That Investment

So, how can you convince the C-suite that email is worth a greater share of the budget? The panelists offered practical advice for making a compelling case.

Tie Investment to Business Goals

Kara Trivunovic advised that aligning email goals with overall business objectives is crucial. “You have to ask the right questions and understand what motivates your C-suite,” she explained. By demonstrating how email can directly contribute to business outcomes, you can make a stronger case for increased funding.

Build a Business Case

Kath Pay emphasized the importance of data in building a business case for more budget. “Do an audit. Understand where the missed opportunities are and rank them according to the highest return on investment.” Once you’ve identified the areas where investment can make a measurable impact, present those findings to leadership in a clear and compelling way.

Focus on Speed to Market

Scott Cohen suggested that one way to win over executives is to focus on the speed at which additional investment can help your team achieve goals. “Explain what you can do with your current budget and how much faster you could deliver results with more resources.”

Highlight Missed Opportunities

Chris Marriott recommended keeping track of every instance where your current platform or resources fall short during the busiest periods, like the holiday season. “Make a list of everything your platform couldn’t do and what that cost you,” he said. Use that list to demonstrate how a new platform or additional resources could prevent those missed opportunities in the future.

Conclusion

At the heart of the discussion was the understanding that email marketing, while highly effective, is often underfunded and undervalued. However, with a solid strategy, the right team, and the right technology, email has the potential to deliver even greater results. As the panellists emphasised, now is the time to push for greater investment in email, especially with the 2025 budget cycle approaching.

Don’t miss out on all the insights, questions, and answers from the full event, “Now Is the Time to Invest in Email,” available to watch on demand! Many thanks to our special guests for their expertise and insights as well as to our live audience for their valued participation and questions.

Related read: Want better email results? Invest more and demand more