Is Email Marketing Dead: Email Marketing Fundamentals

This is a question that I’ve asked myself before. After all, you might be thinking that outside of communication for work purposes, you rarely open your email. And on top of that, when you DO check your email, it’s filled with seemingly random and boring ads, spam from people you don’t know, and straight-up scams from shady people trying to steal your information with a link in your email.

What good is a marketing channel that so often has a negative connotation given to it by the people I mentioned above? These are valid questions and concerns, let’s be real. But if you can learn to leverage email in the right way, I’m going to try and win you over for why it is one of the best channels that you can be using, and why you need to start taking advantage of it right away, if you aren’t. We’ll also check out some tips to help you get a leg up in the email game if you want to take advantage of this digital marketing platform.

The Truth About Modern Email Marketing

So, let me tell you why I’m still bullish on email marketing in 2024 and beyond. 

The thing is, we’re all guilty of it – rolling our eyes at yet another promotional email hitting our inbox. I get it. I’ve been there, hovering over that “unsubscribe” button more times than I can count. But here’s where it gets interesting: the very fact that we all have this shared experience is exactly why email marketing is more powerful than ever.

You see, when everyone else is doing it poorly, doing it right becomes your superpower.

The Power of Standing Out

Think about the last email newsletter that you actually looked forward to receiving. Maybe it was from that indie coffee roaster who shares fascinating stories about their bean-sourcing adventures. Or perhaps it was from your favorite author who sends thoughtful, personal updates about their writing process. These emails stand out precisely because they break the mold of traditional marketing emails.

And that’s the first big secret: email marketing isn’t dead – bad email marketing is.

Transforming an Email List

Let me share a quick story. A girl I know of runs a small skincare business. When she first started, she did what everyone told her to do – blast out promotional emails every other day with “BUY NOW!” and “LIMITED TIME OFFER!” splashed across the subject line. Her results were as you’d expect. Crickets. (I think I even unsubscribed, but don’t tell her that.) And a steadily declining open rate.

Then she tried something different. She started sharing her journey of formulating new products, the science behind ingredients, and even her personal struggles with skin issues. She began writing like she was talking to a friend over coffee. Something magical happened – her open rates shot back up, and more importantly, her customers started writing back. They weren’t just buying products anymore; they were joining a community.

Why Email Marketing Works

This is what modern email marketing looks like. You can’t just shout into the abyss. (Remember what Nietzsche said, “If you gaze long into an abyss, the abyss also gazes into you.”) If there’s one thing that you hear from any of our content, it’s this: TALK TO YOUR AUDIENCE LIKE THEY ARE YOUR FRIENDS.

Because at the end of the day, they are. They are the people who support you and your business. And if they hear you talking AT them rather than TO them, it’s game over.

But back to what I was saying.

Here’s what really gets me excited about email marketing today: it’s one of the few digital marketing channels where you truly own your audience. Think about it – your social media followers? They belong to Meta, Twitter (sorry, X), or whatever platform you’re using. Your SEO traffic? One Google algorithm update could wipe it out overnight.

Your email list? That’s yours. Nobody can take it away from you. Direct access to YOUR people, 24/7.

The Secret to Email Marketing Campaign Success

Now, I know what you might be thinking: “That’s great and all, but how do I actually do this right?” 

The key is to shift your mindset from “How can I sell more stuff?” to “How can I add more value?” Every time you sit down to write an email, ask yourself: “Would I want to read this if it landed in my inbox?”

Start by sharing stories. Real ones. Talk about your failures as much as your successes. Share behind-the-scenes glimpses of your process. Be human. In a world of automated messages and AI-generated content, authenticity is your greatest asset.

The Evolution of Marketing Emails

And here’s a little secret that most people miss: the best email marketing doesn’t feel like just another piece of content marketing at all. It feels like getting a text from someone you trust and respect. Someone who respects your time and attention enough to make every email worth opening.

Remember those spammy emails we talked about earlier? They’ve actually done us a favor. They’ve set the bar so low that when you show up with genuine value and authentic communication, you stand out like crazy.

Quick Tips to Write More Effective Email Campaigns

I almost forgot to give you what I promised haha. Right below this, I’ve got some rapid-fire tips that will help you take your email game from the spam box to the inbox.

• Text-based emails. Yes, your branding might look amazing, and your colors might be on point, but a simple text-based email every now and then hits people’s inboxes like a friend just sent them a message. Guaranteed to be opened.
• Unconventional subject lines. When was the last time an email subject line took you by surprise? Well, this happened to me last week. I subscribe to the newsletter for a jewelry brand that I love, and they took me completely off guard. This was what it looked like: “RE: discount for the subscribers for Christmas.” Why is this surprising? Because at first glance, it looked like I had sent them an email (which I hadn’t) and they were responding. But this was just a regular promotional email phrased as internal communication between the CEO and one of the marketing execs. Crazy good promo right there.
• Emojis. Yep. I said it. Emojis in your subject line or preview text can take people off their guard and help your open rate.
• Crazy preview text. This is the text that you can read just a part of from your main email service provider dashboard. The secret to using it well? It doesn’t show up in the actual email, unless your preview text and the first part of the email match. With that knowledge, you can use the preview text as a secondary subject line. Say something crazy to get the open, and once they do, the preview text doesn’t show up. ex. “AMERICAAAAA RAHHHH 🦅🦅🦅” (Use this one at your discretion of course.)

The Future is Personal

The truth is, email marketing isn’t just alive – it’s evolving. While others are chasing the latest social media trends or trying to game the latest algorithm update, smart marketers are building direct relationships with their audience through thoughtful, valuable email content.

So, no – email marketing isn’t dead. But maybe the old approach to it needs to be. The future belongs to those who understand that email isn’t just another marketing channel – it’s a relationship-building tool. And in a world where genuine connections are increasingly rare, that’s more valuable than ever.

Are you ready to rethink your approach to email marketing? Because the inbox isn’t just another battlefield for attention – it’s an opportunity to build something meaningful. Something that lasts longer than a viral social post or a trending hashtag.

It’s time to stop thinking about email marketing as a necessary evil and start seeing it for what it really is: a chance to build real connections in a digital world that desperately needs them.