Why Email Marketing Still Delivers Massive Value In 2026

If you’ve seen the stat “every £1 you spend on email marketing returns around £40”, you’re not imagining it. That number remains a solid benchmark because email remains one of the most profitable marketing channels for businesses today. With average returns often sitting between £35 and £42 for every £1 you spend, email marketing consistently outperforms most other digital strategies.  

But let’s be clear: that figure isn’t a guarantee — it’s an average. What really drives success is how thoughtfully you build and use your email strategy.

What Makes Email Marketing So Powerful

At its core, email is a direct line to your audience. Unlike social media posts that get buried, or ads that disappear when you stop paying, an email lands straight in someone’s inbox — a space they check regularly. Because of this, emails with personalised, relevant content are far more likely to get opened, clicked and converted into revenue.

And the beauty of email is that once you’ve set up your systems — your lists, your flows, your segmentation — it can keep driving revenue with minimal extra spend. That’s where the magic of high ROI comes from.

Realistic Expectations for ROI

Here’s a snapshot of what many businesses can expect today:

• Strong average returns: Most reports show £35-£42 back for every £1 spent.  
• Top performers: Brands with advanced segmentation and automation often see returns above that range.
• Underperformers: Businesses treating email as an afterthought typically fall below average.

What this tells us is straightforward: execution matters. The better you nurture your subscribers and deliver value, the stronger your return.

How to Make Email Work Even Harder for You

If you’re aiming to maximise your email’s impact, focus on these areas:

1. Grow and maintain a quality list
Forget buying lists. Invest in opt-ins that truly want to hear from you.

2. Personalise your communication
Emails tailored to your audience’s interests and behaviours perform significantly better than generic blasts.

3. Use automation strategically
Welcome series, abandoned cart sequences and customer journeys can generate revenue on autopilot.

4. Measure and refine
The difference between average and exceptional ROI often comes down to constant testing and optimisation.

The Bottom Line

Yes, the idea of £1 turning into around £40 in revenue through email marketing is still a useful rule of thumb in 2026. But more importantly, it reflects the deeper truth that email remains one of the most effective, scalable, and revenue-driven channels you can invest in — when you use it thoughtfully.

If you want help building an email strategy that hits these kinds of returns, I can walk you through a framework tailored to your business. Just ask!