With social media feeds moving faster than ever and SMS notifications fighting for attention on our phones, it’s easy for email marketing to feel like the veteran quietly sitting on the sidelines. But look a little closer, and you’ll find it’s still one of the most powerful, reliable, and return on investment (ROI)-driven channels in the entire digital marketing toolkit.
So, before you move your entire budget to TikTok, let’s talk about how email marketing stacks up against other big digital players, and why it’s still one of the smartest investments you can make.
Email Marketing: The OG
If we want to know which marketing channel is likely to generate the highest ROI, we need to look at what customers gravitate toward. And according to the 2023 Square Future of Commerce report, among the 86% of consumers who welcome marketing messages, 60% say email is their preferred way to receive them.
To marketers, this isn’t a huge shock – email marketing has consistently topped the charts in terms of ROI performance, often working as the backbone of many businesses’ marketing strategy.
So why is it so successful? Well, you’re landing straight in someone’s inbox; a place they likely check daily (source), meaning you’re not relying on an algorithm or paid ad to reach them. And, because email allows for detailed segmentation, personalisation, and testing, brands can tailor messages that are more likely to convert – rather than simply gain ‘likes’.
Social Media: The Engagement Powerhouse
Now, don’t get us wrong, we love social media (we practically live on it). It’s a great channel for storytelling, visibility, and brand personality.
Social media builds community, helps create a strong brand voice and personality, and invites continuous engagement with your audience. It’s a great choice for growing your clientele – if you’re a customer-focussed business – but it doesn’t quite hit the mark when it comes to ROI.
The algorithm is entirely unpredictable and going ‘viral’ is practically a myth. One single algorithm change can make engagement drop overnight. And while paid social adverts can drive conversions, organic reach alone often isn’t often enough to deliver a strong direct return.
Rather than a source for strong ROI, social media is better used as a place to reach new customers, tell your story, and build that all-important brand voice.
SMS Marketing: The Instant Attention-Grabber
SMS marketing has made a real comeback lately and for good reason. It boasts a 98% open rate, with 90% of messages opened within just three minutes (source).
If we’re being honest, that’s hard to beat for immediacy.
SMS works brilliantly for short, time-sensitive messages. Think flash sales, event reminders, appointment confirmations, or urgent updates. It’s personal, direct, and gets noticed fast.
But it does have its limits. Text messages are short, meaning that it has little to no space for storytelling or branding, and they often lack a useful CTA (call to action).
So, while SMS can be powerful in the right context, it’s most effective when used as part of a broader mix, often to support an email or social campaign rather than replace it.
So, What Makes Email’s ROI So Strong?
Let’s break it down. Email delivers such a high return because:
- It’s permission based – your audience has opted in, which means they actually want to hear from you.
- It’s personal – with segmentation and automation, you can send tailored content that feels relevant to each subscriber, from recommendations to reminders.
- It’s measurable – open rates, click-throughs, conversions, every part of the journey can be tracked. That clarity makes it easy to tweak and improve.
- It’s easier to control – you decide when it goes out, who sees it, and who doesn’t.
Together, these factors create a channel that’s not only cost-effective but consistently outperforms others in long-term ROI.
Stronger ROI Starts With a Multi-Channel Strategy
Here’s the truth: it’s not about choosing one strategy over the other, it’s about using them together.
Imagine this: You post an engaging video on socials that drives followers to sign up for your newsletter. From here, the new followers receive a welcome email that shares your business story, values, and next steps. Then a few days later, an SMS is sent out with an exclusive offer.
That’s when marketing really works – when multiple channels collaborate, not compete.
What to Consider When Choosing Where to Invest
If you’re trying to decide how to split your time and budget, here’s a simple framework to help:
- If you need visibility: social media is your stage.
- If you want conversions: email is your best bet.
- If you need speed: SMS wins for instant impact.
But most importantly, start with your audience. Ask yourself: where do they engage most? What feels natural for them?
A beautifully designed email means nothing if your audience prefers DMs, just like a viral TikTok won’t help if your customers only ever check their Outlook inbox. The best ROI always comes from meeting your audience where they already are.
The Takeaway
Email marketing might not be the newest tool in the box, but it remains one of the most reliable and cost-effective. It builds trust, drives conversions, and keeps your audience close, while social media and SMS bring energy, engagement, and immediacy.
When you combine them, you get something even better: connection, consistency, and measurable results.
So, if ROI is what you’re chasing, don’t overlook the humble inbox. It’s not just where messages land, it’s where relationships grow.
We can help
We are a multi-channel agency, so we can help businesses create marketing strategies that connect – no matter the platform of choice.
Reach out to find out how we can help.