Companies and brands may have the most vibrant presence on social media, the best-targeted ads on Google, and an influencer promoting their services and/or products with all the conviction in the world. But if they don’t have the right email, at the right moment, speaking to the right person... they will fall short.

This is where email marketing continues to prove its value. Far from being outdated, it is one of the few channels that can still reach the user with some attention and without distractions. But this doesn’t happen by chance.

The secret lies in the starting point — and that point is rarely the "send" button. Most of the time, it’s the website itself. Because it’s on websites that everything begins: when someone subscribes to a newsletter, responds to a form, or leaves a full cart waiting for a reminder.

Without that bridge, no channel will work. And no matter how effective email marketing is — and the data proves it is — it needs the website as a springboard for action.

Let’s look at the facts. According to the “2023 Email Marketing Benchmarks” report by Mailchimp, the average open rates for emails in the B2B sector are around 35%. Automated emails, such as welcome messages, record significantly higher open rates — sometimes above 50%, depending on the sector. Personalized campaigns also tend to perform better, although the increase in conversion rates depends on multiple factors and variations by industry. Regarding abandoned cart reminders, Barilliance reported an average sales recovery rate of about 15%, but these values can vary significantly depending on the strategy and type of business.

None of this happens by magic. Effectiveness comes from how we know — and respect — the user. Segmentation helps us send the right message, at the right pace, with the right tone. It’s no longer about sending a generic email to the entire database. It’s about creating small targeted campaigns based on each user’s behavior: what they searched for on the site, what they purchased, what specific service they need, where they clicked, what they ignored.

Equally important is personalization. Simply addressing the recipient by name is no longer enough. True personalization involves tailoring the content to the behavior and preferences of each user. The difference between an ignored email and a successful conversion lies in the ability to make the communication meaningful for the recipient.

It’s about showing them what makes sense, in the right context. In fact, when the content is genuinely relevant to each recipient’s profile, the interaction is effective and meaningful.

Finally, there are the details that make all the difference: testing two different subjects through A/B testing can result in open rates with a 50% difference. A button with a more effective call to action can increase clicks by over 300%. These are details, yes. But these adjustments transform an irrelevant email into a sale or a new opportunity.

All of this only works if the website is prepared to capture, nurture, and deliver value. Because email marketing does not exist in isolation: it is the logical extension of a well-thought-out digital experience. The website attracts, the email retains, and together they build a relationship with the user that can last well beyond the first click.

At its core, what’s at stake is simple: are we taking full advantage of the potential of digital? Or are we merely following old formulas in a new reality?

Email marketing continues to be a powerful tool. But like any tool, it is only effective when used strategically. And that strategy always starts — at home. On our website.