RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.
Is your email marketing mindset holding you back? You’re not alone.
The thing is, it’s not “just an email.” It’s an ecosystem.
If you’re a marketer who’s ever had email suddenly dumped on your desk, I see you. I’ve been there, too. Thirteen years ago, I was handed “email” as part of my job — no training, no guidance, just “here’s how to pull a list, build it in the ESP, get sign-off, and hit send.”
That’s how most businesses treat email. No strategy. No planning. No optimisation. Just execution.
Before you know it, email becomes the forgotten channel. It drops to the bottom of the priority list, seen as cheap, easy, fast, and “not that important.”
Email marketing becomes a checkbox activity when you’ve got loads of other marketing tasks on your list, right?
But email marketing done well is one of the most powerful, direct and cost-effective channels you have… and most businesses are wasting it.
You can become an amazing email strategist - even whilst juggling all those other marketing plates - but first, you need to change how you think about it.
Let’s get into how to do just that.
Myth: Email is a throwaway tactic.
Fact: Email is great when you do it right.
Email is:
You’re the Sherlock Holmes of email marketing now.
Well, not quite. But you ask why constantly. Why are we sending this? Why to this group? Why now? Why email?
If you don’t have a solid answer, you pause and go back to the drawing board.
You know that email doesn’t exist in a silo.
Email connects with everything, including CRM, website, ads, sales touchpoints, and support.
You think in terms of flows, automations, lifecycle journeys, and cross-channel consistency.
No campaign is ever “done.” Testing subject lines, improving segmentation, adjusting timing, refining content — it never stops. And that’s a good thing!
The best email marketing mindset to have is that everything is a continuous process of trial and error, or more accurately, trial and improvement.
Email isn’t just a channel. It’s an ecosystem.
This mindset shift is the foundation of my PPPP™ Framework (Pillars, Pyramid, Principles, Plan), which helps marketers build sustainable, high-impact strategies rooted in data, systems, and empathy.
It’s all well and good knowing that email is great, and even better knowing the mindset shift required to reap the rewards, but let’s face it — convincing leadership to invest in email is one of the biggest hurdles.
More often than not, leadership sees email as cheap, “already handled,” and low-impact.
So, how do you shift that mindset?
Like any marketer worth their salt knows, targeting pain points is a surefire way to hammer home a point. First, you need to lay the groundwork for the issues that need to be tackled.
The problem is simple: email isn’t easy, deliverability is complex, strategy is often non-existent, attribution is murky, and most companies are winging it.
Now, the all-important pain points!
You really need to convey how email done badly can mean:
You might think that simply not doing anything to or with your email marketing is better than trying and failing.
The thing is, though, if you’re not evolving your email, you’re making it obsolete.
The longer you ignore it, the harder it becomes to fix, the more your deliverability degrades, and the more you need to spend on acquisition to compensate.
Put simply, email doesn’t fix itself. Either you invest in doing it right, or you pay for it elsewhere.
This one is for the brave, we know! Saying “no” to more emails isn’t easy, but it is essential.
Here’s how you can do it [deep breath].
I help marketers just like you to stop winging it and start winning with email, whether it’s strategic advice, a complete overhaul, or a simple check-up that you’re looking for.
Get in touch to find out more - I can’t wait to hear from you!
RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.