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Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is email marketing?

Last Updated on September 17, 2026

What is email marketing? — Whito
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Whito’s view (UK)

Email is the one audience you own rather than rent. While AI answers and algorithm changes cut website clicks across the UK, an email list keeps a direct line to past customers that no platform can throttle. For most businesses it is the highest return per pound of any channel, and the most neglected. Treat it as an asset, not an afterthought.

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Ethan Whitmore Co-founder and Analyst
Ethan Whitmore is a co-founder of Whito. He has spent over nine years in SEO and ecommerce inside global SaaS platforms, enterprise brands and payments companies. His work covers technical SEO, content strategy, conversion and video production.
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Jacob Whitmore

Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito to help UK businesses cut through marketing noise. Every article is researched, written, and fact-checked with one goal: giving you clear, practical guidance you can actually use. Whito doesn't sell marketing services or take commissions that compromise recommendations. Structure before scale.

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Whito is committed to providing accurate, unbiased marketing guidance for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.