Email Marketing Isn’t Dead – Bad Email Is
If you’ve ever wondered, Is email still worth it, or is it dead? you’re not alone. Small business owners hear it all the time: Nobody reads email anymore. But here’s the truth – email isn’t dead. Bad email is dead.
Think about it: do you actually hate email? Or do you hate boring, irrelevant, pushy, and lazy email? That’s the real killer. The businesses still winning with email aren’t spamming inboxes – they’re doing something very different.
And here’s the kicker: done right, email still delivers one of the highest ROIs of any marketing channel – $36 back for every $1 spent (DMA data). That’s not pocket change. That’s small-business-growth fuel.
So, what separates bad email from business-building email? Let’s dig in.
Why Bad Email Marketing Fails
Here’s why so many businesses get frustrated with email:
- Irrelevant blasts: Here’s our newsletter nobody asked for.
- Sales-first, value-never: Every subject line screams buy now with no trust built.
- Generic templates: Nothing feels personal. No brand voice. No connection.
- Inconsistency: A burst of emails one month, then radio silence the next.
Sound familiar? That’s not a strategy – that’s noise.
When small businesses use email as a megaphone instead of a conversation tool, customers tune out faster than you can say unsubscribe.
What Winning Email Marketers Do Differently
So what do the winners know that others don’t? Here’s the one thing successful businesses do differently:
👉 They treat email as a relationship, not a billboard.
That mindset shift changes everything. Here’s what it looks like in practice:
- Deliver value first. Share insights, tips, stories, or offers that matter to your audience.
- Personalize like you mean it. Use names, preferences, and purchase history. Show you’re paying attention.
- Make it conversational. Write like a human, not a press release.
- Stay consistent. Weekly, bi-weekly, or monthly – set a rhythm and stick to it.
- Segment smartly. Don’t send the same thing to everyone. Different audiences, different needs.
📌 Pro tip: If you’re not sure what resonates, ask your customers. Use a quick poll or question inside your emails. You’ll get data and build engagement in one move.
And if you want to swap ideas with other small business owners figuring this out, jump into the Ask KP Exchange → keithparnell.com/ask-kp-exchange/.
Small Business Email Marketing Examples That Work
Having worked with these clients first-hand, here’s how different types of small businesses are using email the right way:
Retail Store:
Instead of blasting 20% off everything every week, one boutique owner highlights a Customer Favorite of the Week. They share a short story, styling tip, or customer testimonial – plus a limited-time offer. Result: more clicks, fewer unsubscribes.
Restaurant:
A local café sends a Weekend Insider Menu email every Friday. Subscribers get first dibs on new dishes or cocktails, plus a behind-the-scenes chef note. Result: regulars feel special and show up more often.
Service Business:
A home services company uses segmented emails: Seasonal Maintenance Tips for homeowners vs. Property Investment Advice for landlords. Each list gets what matters most. Result: trust goes up, calls increase.
eCommerce Brand:
A handmade soap shop doesn’t just sell product – they send Self-Care Sunday emails with relaxation tips and stories about their ingredients. Result: open rates climb, repeat orders follow.
Creative Professional:
A photographer sends before-and-after project highlights with a quick note about how the shoot helped the client. It’s part storytelling, part portfolio, and 100% engaging.
See the pattern? It’s not about volume. It’s about relevance, personality, and timing.
Want to brainstorm how this looks for your business? Bring your question to the Ask KP Exchange and I’ll help you map it out → keithparnell.com/ask-kp-exchange/.
Actionable Takeaways: How to Fix Your Email Strategy
Here’s your Email Marketing Checklist for Small Business Growth:
✅ Audit your current list. Who’s engaged? Who’s dead weight?
✅ Reframe your emails. Is this useful to my reader, or just useful to me?
✅ Create a content rhythm. Pick a frequency and stick with it.
✅ Segment for relevance. Stop sending one-size-fits-all.
✅ Measure, don’t guess. Track open rates, clicks, and conversions – then adjust.
When in doubt, ask yourself: Would I open this email? Would I forward it to a friend? If the answer is no, rewrite it.
And yes – if you’re struggling to figure out what works, that’s exactly the kind of challenge we tackle daily in the Ask KP Exchange.
Email Is Alive and Profitable
Here’s the bottom line: email isn’t going anywhere. But lazy email will get ignored. If you want your email marketing to actually drive growth, you’ve got to treat it as a relationship-building tool.
When you deliver real value, personalize the experience, and stay consistent, email becomes one of your smartest, fastest growth levers.
And you don’t have to figure it out alone. Join the conversation, ask your burning questions, and swap ideas with other business owners inside the Ask KP Exchange.
Because in Quantum Marketing, it’s not about doing more – it’s about doing the right things smarter and faster.
