10/06/25



I’ve written more emails than some people have deleted.

While it’s still one of the best ways to communicate directly with your audience, a lot of brands have lost the ability to get people stoked to open their emails beyond an occasional discount.

The problem is, brands are pushing out emails because they’re supposed to. Like it’s another item to check off a list. Not because they have something good to share.

I think there’s a few ways to fix this.

  1. Bring in an outsider. Someone who can look at what you’re doing objectively, and give you honest feedback. Often, we’re too close to spot the real problem.
  2. Take a deeper look at your messaging approach. If people can’t tell your brand apart from another in writing alone, that’s an issue. If people don’t connect with what you’re saying, that’s an issue.
  3. Have a clear goal for each send. The New York Times shares news. Tracksmith shares running gear. Sweetgreen shares new menu items.
  4. Don’t romanticize it. Don’t treat it like improv. Don’t send out BS. Treat your emails with care, consistency, and strategy.

Email marketing is equal parts art and science like anything else we create. Your team should swell with pride when you craft a damn good email. Not relief for getting it off their plate.

Take the time to fix your email marketing strategy. Or save our inboxes from the bloat.