Not every email should go to every subscriber. Generic blasts result in cluttered inboxes and low open rates.

If every email is a pitch, you’re spamming, not serving. Your email list can (and should) help you sell, but only after you’ve delivered value.

Every email tells you something. Even the ones that flop. If you’re not looking at open rates, click-throughs, and unsubscribes, you’re missing an opportunity to create a stronger strategy.

Writing an email can make us weirdly formal. But if your emails are suddenly totally opposite to your normal brand voice, your customers will feel disoriented.