Emails are a traditional part of any marketing mix and for good reason: they work. In the US, companies average a $44 return on every $1 spent on email. With ROIs like that, email isn’t going anywhere anytime soon.

What may be getting overlooked however, is how this powerful marketing tool can help influence other marketing channels and even company divisions.

Website and social content

AB testing via email is far more efficient that on a website. This means that after an email send it is possible to go into the analytics and see what worked and what didn’t. Even without an AB test, just looking at what products or articles were most clicked on should direct how items are featured displayed on a website.

The same applies to social. Which images and subject lines resonated? Using these insights will likely also result in better performing Facebook content.

Facebook audiences

If you are using Facebook advertising, your email list can also be a valuable tool in this space. Facebook gives marketers the ability to upload lists to retarget subscribers on their network, as well as create “Lookalike audiences” to reach similar responsive segments.

Customer service

For community or service oriented businesses, email marketing can make a customer service team’s life a lot easier. If the marketing department maintains a regular dialogue with their customer-facing counterparts, they can stay on top of what common problems and questions are arising and try and address them in their communications.

For retailers, learning what common queries customers have then including links from transactional emails (e.g., in a shipping confirmation send, include a link to the company returns policy) makes everyone’s lives easier.


The bottom line with these tips is cross-departmental communication is key. Take a wider look at the marketing team and at the organisation as a whole, think outside the email bubble and go solve some problems.