Does email marketing still work?

Published 2026-09-28 · 2 min read

The short answer

Yes, especially for online stores, B2B companies, and services customers come back to. Its value is that you own the list and don't depend on a platform's algorithm. But it only works with a genuinely opted-in list and useful messages, not a stream of promotions.

When it fits

A store that wants customers to buy again.
A service that needs trust before a decision, like training and consulting.
A B2B company that needs professional follow-up.

Build the list with consent

Collect emails through a clear form with a reason to subscribe, such as a useful guide or a first-order discount. Don’t send to people who didn’t agree, and include an unsubscribe link in every email. Check your local personal data protection rules.

Emails that get read

A welcome email right after signup.
Useful content tied to why they subscribed.
Abandoned-cart reminders for stores.
Offers for existing customers before anyone else.

Send from your company domain

Sending from an address on your own domain, with proper authentication settings, improves trust and inbox delivery.

Frequently asked questions

How often should I send?

As often as you have something useful. Weekly or every two weeks is a better start than empty daily emails.

Should I buy email lists?

No. Bought lists hurt your sender reputation and may break the law.