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

What is email marketing?

Last Updated on July 16, 2026

What is email marketing?
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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 small 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
Ethan Whitmore is co-founder of Whito and an SEO and ecommerce specialist with over 9 years of experience driving growth, visibility, and revenue for global SaaS platforms, enterprise brands, and ecommerce businesses. His expertise spans SEO strategy, technical optimisation, content marketing, and digital media production, bridging creative execution with data-driven performance. Ethan has led SEO initiatives across major technology and payments companies, delivering scalable strategies that increased rankings, traffic, and conversions across complex enterprise ecosystems. His key strengths include ecommerce trading and conversion optimisation, technical and on-page SEO, data-driven performance reporting, video production, and content strategy. At Whito, Ethan brings this experience to help UK small businesses cut through the noise and focus on what actually works.
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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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