{"id":10596,"date":"2025-11-25T18:44:41","date_gmt":"2025-11-26T00:44:41","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10596"},"modified":"2025-11-25T18:44:41","modified_gmt":"2025-11-26T00:44:41","slug":"stop-blasting-and-start-connecting-with-better-email-strategy","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10596","title":{"rendered":"Stop blasting and start connecting with better email strategy"},"content":{"rendered":"
\"A<\/div>\n

I\u2019m an email marketer at heart. I love the ability to personalize a message and deliver that message at the right moment in time\u2014I love delivering those messages, and I love receiving them. When email marketing is done right, there is just no better way to communicate with a prospect. And that\u2019s a hill I will die on.<\/p>\n

Imagine my shock and horror when, at a recent digital marketing event, I encountered a growing number of marketers who visibly grimaced at the mention of email marketing.<\/p>\n

\u201cUgh, email marketing\u2014you mean spam?\u201d was the general theme. Spam! My email marketer\u2019s heart broke just a little more every day.<\/p>\n

Dig deeper: 6 steps to writing emails that get opened and acted on<\/a><\/em><\/strong><\/p>\n

But you know what? They\u2019re not wrong. Too many organizations\u2014particularly in the B2B and SaaS space\u2014have abused email as a channel. Because it\u2019s free, because you can \u201cdeliver\u201d a message that you want to anyone with an email address, and because it\u2019s \u201ctrackable\u201d to see who engages, we have mistaken email\u2019s true purpose\u2014to build a relationship between a brand and a person\u2014with our own selfish purposes\u2014lead generation.<\/p>\n

If your organization is losing trust in email marketing, or if email is no longer an effective channel for you, let\u2019s consider what might be amiss and how you can fix it.<\/p>\n

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Unlock Actionable AI for GTM<\/h2>\n

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Email marketing isn\u2019t free<\/h2>\n

Just because you have someone\u2019s email address does not mean you should email them. Getting an opt-in\u2014a consented email address\u2014has a cost associated with it. Sometimes that\u2019s a real cost\u2014the cost of advertising, or event engagement, or content syndication. Sometimes, that\u2019s an intangible cost, like the value of trust and relationship.<\/p>\n

Every time you send an unexpected email, or one that a person can\u2019t deduce why they might have received this email from you, you are putting the cost of email acquisition at risk. At best, they will delete and ignore your email. At worst, an unsolicited or unexpected email will trigger spam complaints and unsubscribes.\u00a0<\/p>\n

In short, if your recipients can\u2019t logic their way to why you sent them this message, don\u2019t send it at all.<\/p>\n

It\u2019s the relationship, always the relationship<\/h2>\n

Email is not a lead generation tool. It is a relationship-building tool, designed for a two-way conversation between your brand and a human being. This is especially true if you\u2019re a service provider, as it is nearly impossible to \u201cclick to buy\u201d in B2B email. We don\u2019t sell sweaters! B2B and SaaS organizations are working on long-term sales that involve many parties, fluctuations in budget and needs, and changes to the business that could impact timing. It is wholly unrealistic to expect anyone to \u201cbuy\u201d directly from a B2B email.<\/p>\n

Instead, ask yourself\u2014what is my opportunity to build a relationship with this person? Is it providing them with the exact right article for what their intent signals say they are researching? Is it to give them an invitation to an event that closely aligns with their interests? Is it to educate them on a change in the market?<\/p>\n

Dig deeper: Your nurture strategy is lazy marketing<\/a><\/em><\/strong><\/p>\n

Email marketing should center on the recipient, not the sender<\/strong>. It doesn\u2019t matter what your sales team wants to say to them, what value propositions you can present or what you want the recipient to do next (probably book a meeting).\u00a0<\/p>\n

What matters in email marketing is showcasing your brand as a trustworthy and reliable resource that can help your prospects and clients navigate their business with greater efficiency.\u00a0<\/p>\n

Timing is everything<\/h2>\n

I once subscribed to emails from a clothing brand that I really liked\u2014only to receive an email with links to buy a new sweater every single day.<\/p>\n

In email marketing, less is more. Send something valuable only when you have something useful to send.<\/p>\n

Gone are the days when a newsletter has to go out on Tuesday at 11 a.m. because \u201cthat\u2019s what we\u2019ve always done.\u201d Gone are the days when you need to include five content slots. Only have one thing to say? Just say that. Don\u2019t have anything noteworthy this Tuesday? No need to send an email.<\/p>\n

When you tailor your frequency to match the actual needs of your recipients, you have more room to send important communications without noise or distraction, and overall, you\u2019ll see higher engagement with the emails you do send.<\/p>\n

No blasting, please<\/h2>\n

List management is just as important as minimizing noise. Effective email marketing is tailored to the specific audience\u2014a general rule of thumb is that you should rarely have an occasion to send an email to everyone on your list at once.\u00a0<\/p>\n

Think about how you can segment your audience and get creative. You might consider:<\/p>\n