Over the years, I’ve sent over 18 million emails. That’s a lot of data, insights, and lessons about what works (and what doesn’t) in digital marketing. While some principles from a decade ago still apply, the landscape has changed dramatically. Today, getting someone to open your email is harder, inboxes are cluttered, and attention spans are shorter than ever.
Here’s what I’ve learned from millions of emails, and how modern businesses can adapt their email strategies to succeed today.
The Golden Days of Email Marketing
If you go back 12+ years, email marketing was a goldmine. Studies showed open rates of 28% or higher, and opt-in rates were much easier to achieve. A well-crafted email could reach hundreds or thousands of prospects and generate leads almost instantly.
Back then, the focus was on volume and reach. Businesses often built large email lists, sent one or two high-quality emails a month, and saw significant engagement.
Why Email Marketing is Harder Today
Times have changed. Several factors make email marketing more challenging in 2025:
1. Opt-In Rates Have Dropped
People are cautious about sharing personal information. Email addresses are now a valuable commodity, and audiences expect a clear reward for signing up. Simple lead magnets like “Subscribe to our newsletter” no longer cut it.
2. Open Rates Are Lower
Inbox clutter, aggressive spam filters, and sheer volume of marketing emails have reduced open rates significantly. Even a well-written subject line may go unnoticed if it’s lost in a crowded inbox.
3. Customers Are Overwhelmed
Your ideal customer receives dozens, if not hundreds, of emails daily. Cutting through the noise requires relevant content, strategic timing, and repeated engagement.
What Worked in the Past
For years, I relied on custom audiences and pixels to drive engagement. The process was simple yet powerful:
- Track visitors to specific pages on your website.
- Create custom audiences based on this behavior.
- Run targeted ads to these visitors.
This approach is still effective today, but the environment has shifted. It’s no longer enough to rely solely on tracking and retargeting. Email must provide real value to earn attention and clicks.
Email Marketing Today
We still use email marketing, but it requires more effort and more reward:
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Offer real value for opt-ins. Free guides, useful tips, or exclusive insights can convince people to join your list.
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Consistent communication is key. Sending one email isn’t enough. Many emails need to nurture the relationship over time.
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Combine with digital ads. Use pixels and custom audiences alongside email to reinforce your message.
In short, email marketing is no longer a “set it and forget it” tool. It’s part of a broader engagement strategy.
Modern Email Marketing Strategies
Today, successful email marketing is about quality, relevance, and persistence. Here’s how to adapt:
1. Offer a Reward for Opt-Ins
A free e-book, checklist, or exclusive insight can motivate people to join your email list. The key is to make the reward so compelling that giving their email feels like a clear benefit.
2. Send Multiple, Thoughtful Emails
One email rarely builds trust. Modern email marketing is a journey:
- Welcome emails set expectations.
- Follow-up emails nurture the relationship.
- Value-driven emails provide insights, tips, or offers relevant to your audience.
3. Combine Emails with Ads
Custom audiences and pixel tracking still work. Pairing emails with ads can reinforce your message. For example, someone who opens your email but doesn’t click may see a retargeted ad on social media or Google. This increases brand visibility and improves conversion rates.
4. Segment Your Audience
Segmenting your list ensures that each email is highly relevant. For example:
- Prospects vs. customers
- Industry-specific segments
- Past engagement behavior
Segmented emails outperform generic blasts because they address the specific needs of each group.
5. Focus on Subject Lines and Timing
A great subject line is your first impression. Short, clear, and benefit-driven subject lines often perform best. Timing also matters—experiments show engagement increases when emails arrive at times your audience is most active.
Key Takeaways
After analyzing millions of emails, here are the top takeaways:
- Quality Over Quantity
It’s tempting to send frequent emails to grow engagement, but too many emails can backfire. Focus on delivering useful, actionable, and relevant content. - Trust Matters More Than Ever
People are protective of their inboxes. Build trust by being consistent, transparent, and delivering real value. - Reward Opt-Ins
A clear incentive for signing up is essential. People need a reason to give you their most valuable digital asset which is their email. - Consistency Wins
Engagement is not about one-off emails. Nurture relationships over time with a planned sequence of emails. - Use Multiple Channels
Email is powerful, but it’s stronger when combined with retargeting, social ads, and other touchpoints. - Adapt and Experiment
Email marketing isn’t static. Open rates, opt-ins, and engagement patterns change. Continuous testing like subject lines, content, send times, is critical.
How Businesses Can Apply These Lessons Today
Whether you’re a small business or a broker like us, here’s how to use these insights:
- Create a high-value lead magnet: A free guide on buying or selling a business can attract the right audience.
- Segment your email list: Separate potential buyers from sellers, and tailor emails to each group.
- Nurture with multiple touchpoints: A combination of email, retargeting ads, and personalized offers improves results.
- Test continuously: Subject lines, content formats, and email timing should always be tested to optimize performance.
Final Thoughts
Sending 18 million emails taught me that numbers alone don’t guarantee results. The real power lies in building trust, offering value, and engaging consistently. Email marketing is not dead but it has simply evolved. Today, success requires a thoughtful strategy, multiple touchpoints, and a focus on the audience’s needs.
If your inbox is crowded, don’t despair. Focus on quality content, consistent communication, and smart targeting, and your email campaigns can still deliver powerful results.
