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Email: the OG of Digital Marketing
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Watch or Listen | My 2 Cents Podcast Episode #3

Email Marketing Insights | Zac King [The Fractional Exec Community]

In this episode, our guest is Zac King, Fractional VP Sales and Founder of the Fractional Exec Community. With experience in GTM strategy, building outreach campaigns, and pipeline reviews, he gave us lots of great insights into the role of email in the current digital marketing landscape.
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Zac King: Email - OG of Digi... Jul 21 · My 2 Cents Marketing Pod... 23:25   ​

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Email: the OG of Digital Marketing | Survey Results

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103 Aussie Marketers contributed to our survey - thank you!

Q: We asked marketers about the email's revenue contribution

Email marketing is one of the most powerful digital channels in Australia, yet many businesses may be underestimating its potential. While only 1 in 3 Australian businesses include email in their marketing mix, it's second only to organic social media. For businesses using email, it drives an average of 25% of sales – four times more than any other digital marketing channel.

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Our survey reveals a slightly different picture:
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• 31% of businesses derive less than 10% of revenue from email marketing
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• A further 26% report earning between 11–25% of revenue from email.

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The maths on this is pretty simple: more than half of Australian businesses derive less than 20% of their income from email. A further 19% are unsure of emails revenue contribution. This suggests a couple of different scenarios:

• While some digitally savvy businesses and online retailers are achieving strong results, there’s a clear gap for others to close. Tapping into email’s revenue-driving power could represent a major opportunity.
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• Are businesses focused on the right metrics? While direct revenue (last click) may be a good fit for E-commerce, more nuanced analysis might be needed to understand how email serves brand performance (and indirectly, sales).

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Q: We asked what email tactics were most successful?

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Our results show that segmentation and personalisation are the clear winners when it comes to email marketing success, with automation and abandoned cart tactics strong performers as well. And it’s not just us – international trends back this up too. Studies consistently rank segmentation, personalisation and automation as the most effective strategies for driving results.

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It’s a strong reminder that a “one-size-fits-all” approach to email is rarely enough – the more relevant and tailored your emails, the better they perform.

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Key Takeaways: we will leave you with three interesting quotes to ponder:

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• Automation keeps leads warm without us babysitting the inbox
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• Abandoned cart emails practically pay our monthly email software bill by themselves!
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• The monthly newsletter keeps us top‑of‑mind; it’s not a quick win but it builds trust, especially for our B2B clients.​
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