Why you need to ramp up your email marketing right now.

The latest news in the UK economy, according to experts, is that we have fallen into a shallow recession. Arguably one that shouldn’t last too long, or as the word shallow implies, it won’t be too deep.

So, why should you ramp up your email marketing right now?

The word recession can be daunting, with businesses like ours, and yours, wondering what we can do both to cut our own costs and to continue to grow in a time where public spending is at a low.

We’re taking a deep dive into how your digital marketing efforts can not only remain consistent, but optimised through email marketing to maintain your sales during this period.

Relating to customers when money is tight

The likelihood in coming months will be that your customers will continue to be conscious of what they are spending their money on. There are two key points to be made about relating to your customers when they potentially have less disposable income:

Provide each customer with something of value

Email marketing is excellent for this as it has lots of potential for personalising content, from first names to the actual offers you include. If you can base these recommendations on, for example, past orders or known interests, it is more likely that customers will see value in your offers and continue to engage or convert.

Avoid tone-deaf marketing messages

The economic landscape significantly influences consumer behaviour and needs. Digital marketers must proactively adapt their content strategies to address these shifting priorities. Craft targeted campaigns that offer genuine value, such as exclusive discounts or cost-saving tips. During a recession, customers are likely to be seeking cost-effective solutions, practical insights, and authentic connections.

The cost of email marketing

Email marketing remains a cost-effective way of getting the word out about your business. In 2023, whilst economic decline was in action, email marketing maintained a return on investing of around £42 pound for every £1 spent. This means that a bit of money invested into email marketing might be wise to work into your budget in the coming year. There are none of the physical costs e.g. printing associated with other types of marketing. In fact, there are many free options available for email marketing, although there can be benefit for paying for a more premium service – see our write up on free versus paid services to help you decide.

Compared to paid search engine or social media advertising, email marketing is sure to reach your audience. You can use free social media platforms to encourage potential clients to sign up to your email marketing.

Email marketing providers such as mmunicMail include expert support and assistance with email campaigns within our costs, which means that you do not need to be particularly well versed in email marketing, or hire somebody who is, to be successful.

The impact of email marketing

Email marketing can have an excellent conversion rate, meaning that recipients of your emails will potentially go on to make purchases. This is true even for email campaigns where open or click rates are below average for that sender.

Email marketing is also useful in that it turns out really specific analytics. You can view who was most interested in your campaign, who clicked what, who unsubscribed – the list goes on and on. this information can prove invaluable as it means you can tailor your future campaigns to be more successful based on this information.

With email, you can also test different versions of your campaigns (known as A/B testing) to allow you to see what is working with your audience. For example you could use different subject lines or images in your email and see which one brings in the most engagement.

With email marketing data, businesses can identify high-value customers, create customer retention strategies, and nurture leads. An example of this would be crafting a “welcome” sequence for people who are new to your mailing list – these can be crafted to send automatically so do not require a large amount of your time.

Best practice to improve your return on investment

To make the most of your email marketing spending and efforts, it is essential that you work on maintaining a good sender reputation. This means following the “best practices” in email marketing so that your campaigns definitely find their way into your audiences inboxes. With tighter marketing budgets, it is vital to maximize the impact of every email campaign. Some examples of this include:

  • Keep email recipient lists updated and accurate – including removing inactive users. Some platforms, like mmunicMail, are able to do this for you automatically.
  • Provide easy ways for people to unsubscribe to your emails.
  • Make sure that you have the correct “authentication protocols” in place – whilst it may seems a bit technical, you need to enforce specific records within your sending domain so that mailbox providers know you are who you say you are.

If you’re still unsure, maybe considering a paid email marketing account where you can receive support with these measures would be a worthwhile investment.

While the current ‘shallow recession’ poses challenges for businesses, it also provides opportunities for innovation and growth. Email marketing can provide a cost-effective alternative to other marketing strategies to continue promoting sales during economic uncertainty. By staying attuned to evolving consumer needs, businesses can continue to leverage email marketing to build customer loyalty, drive conversions, and thrive even in uncertain times.

Written by

Picture of Rebecca Phoenix

Rebecca Phoenix

Email and Social Media Marketing Assistant.


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