Email Isn't Dead — But Your Strategy Might Be. Here's How to Revive It

Let's address the elephant in the inbox.

Email marketing isn't dead. It's not outdated. It hasn't been replaced by TikTok, Threads or an army of AI bots. In fact, email is still one of the most reliable, highest- ROI marketing channels in your arsenal — if you actually use it right.

But here's the inconvenient truth: most businesses don't. They treat email like a leftover tactic from 2009, not the strategic revenue engine it can be. So when their campaigns fail, the blame is often directed at the platform, the audience, the open rates — everything except the real culprit: a broken system.

I've had enough client calls that start the same way to spot the pattern. "We've been sending emails for years," they say. "Newsletters, sales promos, special offers. But it's just not working anymo