Email marketing performance slipping? It’s not always about data and segmentation.
Email marketing remains one of the most effective tools in a marketer’s arsenal, outperforming other digital channels in both B2B and B2C contexts.
Yet, many marketers struggle to unlock its full potential, often falling into the traps of over-segmenting, relying on tools that don’t fit their organisation, or neglecting the creative power of a well-told story.
By combining the right technology with a thoughtful strategy and emotionally engaging content, you can significantly boost your email marketing performance.
In short
- Why email marketing continues to dominate engagement and ROI.
- The importance of finding an email marketing tool that works for your team, not just one with the most features.
- How focusing too much on technology or segmentation can dilute your messaging.
- Why bulk emails, when done right, still deserve a place in your strategy.
- The art of crafting short, emotionally engaging stories to grab attention.
leads the pack
The enduring power of email in a noisy world
When it comes to engaging consumers directly, few channels can match the power of email marketing.
Email consistently outperforms social media and paid ads in driving conversions because it’s personal, direct, and lands in a space people actively check multiple times a day. Moreover, email has the highest average attention span among digital channels, with recipients spending between 10 and 15 seconds per email (depending on your source) compared to the split-second impressions of social media ads, online videos or banner placements.
Even within a B2B context, email serves as the backbone of lead nurturing and decision-making processes. It’s trusted, measurable, and often the preferred method of communication for professionals.
marketing tool IS CRUCIAL
What really matters when picking an email platform
Finding the perfect email marketing tool is often harder than it seems. Demos are designed to highlight the best features, leaving out the day-to-day challenges users might face. This makes it tough to make an informed choice. Worse, the decision often ends up being influenced by the loudest voice or team in the room—leading to tools that are either overly complex and user-unfriendly or so simple they lack the technical depth you need.
The right tool isn’t just about the features; it’s about finding a platform that aligns with your team’s needs and skills. A good platform should empower you to focus on creativity and connection, not bog you down with unnecessary complexity.
At June20, we’ve guided countless brands and companies through this process, helping them choose tools that fit both their goals and their workflows.
DICTATE YOUR MESSAGE
Let technology serve your message, not replace it
The excitement of new technology often overshadows what really matters: your audience. Once marketers start seeing recipients as data points rather than people, their messaging becomes just as lifeless, dry, transactional, and forgettable. This is a common trap, especially with tools that showcase advanced features like predictive analytics or dynamic content. While these functionalities are valuable, they should enhance your message, not define it.
should be targeted
TO DELIVER VALUE
Marketers are often taught that hyper-personalised, segmented campaigns are the only path to success.
The result?
Hours of work spent crafting individual messages for smaller and smaller groups, all in the name of creating a “targeted” experience. But here’s the truth: not every email needs to be tailored to deliver value. In fact, some of the most effective campaigns are broader, well-crafted messages sent to a larger audience.
This isn’t about reverting to generic blasts; it’s about understanding that a strategically crafted email can resonate widely without needing countless variations. The real problem arises when bulk emails are treated as bulk creation, rushed, uninspired, and sidelined in the marketing mix. A well-thought-out mass email can be efficient, cost-effective, and still drive substantial ROI.
HOLD BIG IMPACT
How emotion turns emails into experiences
Imagine the joy you’d feel if the average view length of your online video ad was between 10 and 15 seconds. You’d be over the moon ecstatic!
With email marketing, you have that same timeframe to grab your reader’s attention. While 10–15 seconds isn’t much, it’s a valuable opportunity to distill your message into its most impactful form.
Emotion is what makes a story memorable, and that’s true even in email. The best emails don’t just inform, they make the reader feel something. Whether it’s excitement, curiosity, or a sense of urgency, emotional storytelling hooks your audience and drives them to act.
Consistency in tone and design reinforces your brand, while creativity ensures your emails stand out in a crowded inbox.
The result?
A message that leaves a lasting impression, long after those 10 seconds are up.
How can June2O help you?
At June20, we know that successful email marketing isn’t just about the tools or the data—it’s about the strategy, creativity, and human connection behind every send. That’s why we offer a Free Email Marketing Performance Scan to help identify the gaps in your approach.
We helped companies like MB Presents, improving their click through rate from 1.01% to 1.71%, just by changing to a better suited platform.
If your campaigns feel stuck, let’s talk.
Biography
Tom Vanlerberghe
TOM VANLERBERGHE, strategist at June20, began his marketing career on the client side, working with notable companies such as Kursaal Oostende, Enfinity, Smartphoto, Flyer.be, Flyeralarm, and LensOnline. With over €1 million in marketing budgets under his management, he has successfully led and challenged international marketing teams across multiple continents.
Passionate about integrating online and offline strategies, Tom has a deep expertise in marketing automation, content marketing, and privacy. His extensive experience of over 15 marketing automation platforms makes him a versatile strategist who bridges creativity with technology.
