People have been announcing the death of email for fifteen years. Yet it is still the channel that gives me the best results: it is the only one you truly own. No algorithm between you and your audience. As long as you respect it.
Email, the only channel you own
Your social media followers do not belong to you: a platform can change its rules or disappear overnight. Your email list, however, is yours. It is an asset, not an expense. That is why I treat it with care.
Less noise
Most brands send too much, without thinking. The result: unsubscribes, spam complaints, and an audience that stops reading. My rule is simple: only send an email if you have something useful to say. One relevant email a month beats four empty ones a week.
More meaning
A good email speaks to a person, not a crowd. That comes down to three things:
- Segmentation: not everyone gets the same message. A new contact, a loyal client and an inactive prospect do not have the same needs.
- Relevance: the content answers a real problem for the reader, at the right point in their journey.
- Consistency: a regular touchpoint builds a habit and a relationship, while sporadic sends are forgotten.
What really gets an email opened
High open rates do not come from a subject-line trick. They come from trust: if your last emails delivered value, the next one will be opened. The subject line attracts, but accumulated reputation decides.
Where to start
- Clean your list: 500 engaged contacts beat 5,000 ghosts.
- Build a welcome sequence for new subscribers.
- Set a sustainable rhythm and keep it. Regularity beats intensity.
Email is not dead. It simply punishes laziness and rewards respect for the reader.
Frequently asked questions
Is email marketing still effective?
Yes. It is the only channel you truly own, with no algorithm between you and your audience. Done well, it remains one of the most profitable.
How often should you send emails?
Only when you have something useful to say. One relevant email a month beats four empty ones a week.
How do you improve your open rate?
Through accumulated trust: if your recent emails delivered value, the next one gets opened. Segmentation and consistency matter more than a subject-line trick.
Want to apply this to your brand?
Book a discovery call