Email Is Not Dead, You’re Just Doing It Wrong
or it's dead, who knows right?
Let’s get one thing out of the way: email is not dead. It’s not even on life support. If anything, it’s alive and well, quietly outperforming most of your favorite flashy marketing channels. But if your open rates are terrible, your click-throughs are in the gutter, and unsubscribes are piling up like laundry... the problem probably isn’t email.
The problem is how you're using it.
“No One Reads Emails Anymore.” Really?
People check their inbox every day, some of us every few minutes. We check emails before brushing our teeth. We scroll through them in line at the grocery store. So the issue isn’t that people aren’t reading emails. The issue is that they’re not reading yours.
Why? Most marketing emails still read like cold, robotic billboards. They’re transactional. Bland. Forgettable.
If your emails feel like a chore to write, imagine how they feel to read.
Here’s What’s Actually Killing Your Email Results
Let’s unpack a few things I see all the time in eCommerce email marketing:
1. Your Subject Lines Are Snooze Buttons
No urgency. No curiosity. Just “August Newsletter” or “Our New Collection Is Here.” That’s not a hook. That’s background noise.
Fix it: Write subject lines like you're texting a friend. Spark curiosity, emotion, or a clear benefit. Try “This shirt sold out in 3 hours” instead of “Shop now.”
2. You’re Talking Too Much About Yourself
Every brand loves to say “we’re excited to announce” or “we’re proud to present.” Cool, but what’s in it for the reader?
Fix it: Flip the focus. Your email should answer the question “Why should I care?” within seconds.
3. No Story, No Soul
People buy from people. Yet so many emails are all call-to-action, no connection.
Fix it: Tell a quick story. Introduce a staff member. Share a behind-the-scenes moment. Even in eCommerce, a story builds trust.
4. You Don’t Respect the Customer’s Time
Long blocks of text. No visuals. No clear CTA. It’s like sending a wall of noise.
Fix it: Use formatting wisely. Short paragraphs, scannable headers, and a single clear CTA per email.
So, What Still Works in Email? A Lot.
Let me tell you what does work, even in 2025:
Welcome series that greet new subscribers like humans, not just leads
Abandoned cart emails that feel like helpful nudges, not guilt trips
Personalized offers based on browsing or buying behavior
Plain-text emails that feel more intimate and less “salesy”
Story-driven product launches that walk people through why the product matters
I’ve seen brands 5x their email revenue just by getting these basics right. No shady tricks. No massive list required. Just better storytelling, clarity, and genuine value.
Final Thought: Email Isn’t Dead, It’s Just Misunderstood
When done right, email builds relationships, not just revenue. It gives you a direct line to your customers that algorithms can’t mess with. And the best part? It’s still yours. No ad platform. No reach throttle. Just a solid inbox connection.
So before you write off email, ask yourself:
Am I really using it the way people want to receive it?
You might just find your best-performing channel is the one you already have.