Last Updated on April 8, 2026
What email marketing is
Email marketing means sending regular emails to people who have agreed to receive them from you. These emails keep your business in their inbox and drive repeat business.
Why it still works
Email remains one of the highest ROI channels for small businesses. People check email regularly and expect to see messages from businesses they’ve engaged with. Unlike social media, you own your email list, so algorithm changes do not affect your reach.
Newsletters are regular emails you send to your whole list (weekly, monthly, or whatever schedule works for you). Automated sequences are emails triggered by specific actions, like a welcome email when someone signs up. Most effective strategies use both.
Key metrics to track
Open rate tells you how many people opened your email. Click rate shows how many clicked a link. These metrics help you understand what content resonates with your list.
GDPR and UK businesses
UK businesses must have explicit consent before emailing people. Use double opt-in when possible and always provide a clear unsubscribe option. Make sure you have a legitimate reason to contact each person.
Email tools worth considering
There are many email marketing tools available. Whito reviews the best email marketing tools for UK businesses to help you choose the right fit for your needs.
