Why Email Marketing Still Belongs In Your Content Strategy
If there’s one content marketing activity I recommend to every business, whether you’re just starting or scaling up, it’s email marketing.
Part of my job as a curriculum writer is to design lesson plans and instructional materials that help teachers introduce students to foundational marketing concepts like segmentation, personalization, and campaign strategy. In putting together these materials, I revisited a unit on email marketing I wrote for a high school digital marketing course. Rereading it reminded me of just how important this channel still is.
Email isn’t flashy. It’s not a hot new app or an algorithm-driven guessing game. But it works. It’s personal, purposeful, and deeply connected to how we build trust with an audience over time.
Stop Building Your Brand on Rented Land
You’ve probably heard the phrase: Don’t build your house on rented land. Well, that’s exactly what you’re doing when your entire brand lives on social media. Platforms can (and do) change the rules without warning. One algorithm tweak, and your visibility tanks.
But your email list? That’s yours.
It’s your direct line to the people who’ve said, “Yes, I want to hear from you.” No algorithm. No gatekeeping. Just a chance to show up, build trust, and offer real value.
Email Supports Every Stage of the Funnel
One of the reasons email is so effective is its flexibility. A strong email strategy supports every part of the customer journey:
Top of Funnel (TOFU): Welcome sequences, lead magnets, and helpful resources introduce people to your brand.
Middle of Funnel (MOFU): Education content, case studies, and story-driven newsletters nurture the relationship.
Bottom of Funnel (BOFU): Promotional offers, testimonials, and well-timed CTAs prompt action.
Post-Purchase: Thank you messages, feedback requests, and drip sequences keep the relationship going.
It’s not about bombarding people with messaging but rather showing up in a way that builds trust and adds value over time.
But First, You Need A List
If you don’t have a list, you don’t have a reason to email.
Building a subscriber list takes time, but it’s worth it. You’re not just collecting addresses, you’re building a community. A few strategies I offer in my course (and recommend for any business owner) include:
Offer a helpful freebie or resource in exchange for contact information
Make it ridiculously easy to sign up. Don’t make people hunt for the form
Tease your email content on social or in blog posts
Send consistently and with intention. People sign up for a reason. Honor that reason.
The goal isn’t a massive list—it’s a relevant one. A list of people who genuinely want what you’re offering. I’ve always said a small, engaged list is better than no list at all.
Email Is Personal—And That’s the Point
In a world full of noise, email offers something rare: a moment of focus.
And that’s why I keep recommending it—not just to students learning the basics but to businesses building their brand. When done well, email becomes a habit. A trusted source. A space where people actually want to hear from you.
As I tell my students:
Good marketing is about relationships.
And email? It’s one of the most personal, powerful tools we have to build them.
So, whether you’re a seasoned business owner or just getting started, take a closer look at your email strategy.
Is it consistent?
Is it adding value?
Is it leading your audience somewhere meaningful?
And if you’re not building your list yet, the best time to start was yesterday, but the second best time to start is NOW.
Next Up
In the next post, I’ll break down the anatomy of a high-performing email, from what goes in the subject line, how your preview text impacts open rates, and why your CTA deserves more attention than you’re probably giving it.
If you’ve ever wondered why some emails get opened and others don’t, stay tuned.
Want a sneak peek or have questions about email marketing?
Send me a note or connect with me on LinkedIn. I love meeting fellow educators, business owners, and multi-passionate folks who are navigating the digital space with heart and intention.
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