The other day, I read that Queen Elizabeth II sent one of the first emails back in 1976, and it struck me that this year marks 50 years since that day.
Email marketing wasn’t that far behind. It turns out that in 1978, Gary Thuerk sent what is considered the first marketing email. It was for DEC, and it reportedly made them millions of dollars. Well done Gary.
It prompted the question – half a century later, is email marketing still worth doing, or has the world moved on?
Email Marketing in 2026
There have been some pretty big shakeups that might make email seem like a dead-end technology for some. There’s the rise of social media, from Facebook and LinkedIn to Instagram and TikTok, plus there’s the whole AI thing – for many people, the argument is that email just isn’t where it’s at in 2026.
I’d venture to say they’re wrong.
Now, more than ever, emailing does a lot for marketeers. Let’s take a look.
Email Marketing vs. AI
OK, it’s not really a ‘vs’ sort of situation – email marketing and AI aren’t in battle. The fact is, AI is pretty good for email marketing and offers us a whole host of tools that can help, especially in the analytics department. Gone are the days when you had to crunch your own numbers and pore over complex spreadsheets to understand who your emails were being read by and when. AI tools are absolutely fantastic for giving you that info, plus offering a few suggestions on how to make the best use of the data.
That said, AI is not working well in every category. Badly written AI-emails are already wearing thin for many customers, which makes the resurgence of human-written (or at least human-sounding) content very much part of 2026.
In fact, email in 2026 is a very strong way to build trust on a modern internet where AI is sadly eroding that trust. By talking directly to your customers with well-timed and properly positioned emails, you let them know there’s still a person running your company and that you have their best interests at heart.
Email Marketing and Investment
No one has ever had to invest significantly in email. It’s one of the cheapest and most accessible forms of communication that has ever been. Developing an email marketing list and subsequent campaigns for your business just takes a little time and practice – that’s it. No super-clever hardware or obscenely expensive software subscriptions, no ads, no long training weeks out of the office, no need to redo the plumbing… just you, a keyboard, and your best promotion ideas.
Credible sources like the Data and Marketing Association and Litmus suggest that email marketing returns £36 for every £1 spent – that’s quite an ROI and well worth putting the time into.
With just a little effort and planning, you can start to make significant gains thanks to email marketing – it’s never too late to start.
Email Marketing in the Economy
It’s not often I write about the wider economy, but it’s relevant here. The fact is that for many of your customers, the current financial landscape is tough. This means they take longer to make a buying decision and are more likely to umm and ahh over spending.
Email marketing helps you keep in touch and nurture your audience, gently reminding them that you and your products or services are there for them. When the time comes for a final decision, your emails have kept you top of mind and click – they’re on board.
Low-pressure, gentle ‘we’re here when you need us’ sales greatly benefit from email marketing, and in today’s tight financial climate, that’s everything.
Email Marketing and Algorithms
Social media is great for marketing, it really is. Like anything, there are ups and downs, but I truly believe it’s a tool (or set of tools) worth integrating into your marketing strategy. But it’s also got one big problem – the lack of control. Getting yourself seen on social media is with the whim of the algorithm gods, and even if you plough money into it, those gods can still be pretty fickle.
Email marketing is direct – you choose who you send it to and when. The control is in your hands. There’s no need to hope your message pops up on a feed or comes up next when doomscrolling, it’s just there when you planned it to be.
Of course, you still have to work on it – make that subject line a true engaging grabber and time your emails for an optimal moment, but algorithmic whims? Not so much.
Email Marketing and Customer Confidence
Email marketing allows you to be consistent – consistent in your timing, consistent in your branding, consistent in your message. And if there’s one thing potential customers respond to, it’s consistency.
Consistency builds recognition and all-important customer confidence. Want to know more? I talk all about it here.
A Bright 2026 with Nathan Littleton
The world has definitely moved on since the Queen of England sent a message over ARPANET, but those 50 years have seen email marketing go from strength to strength, and there’s no sign of it letting up quite yet.
If you’re considering exploring email marketing or boosting your existing campaigns this year, why not speak to me, Nathan Littleton? I’m an email marketing specialist with all the expertise you need to make the most out of this modest investment. I might not be able to guarantee the millions of dollars Gary Theurk managed to secure for DEC with that first mass email, but I can definitely help put you on the right track.
