Email Marketing Still Matters in 2024. Here’s How to Do It Right.
A few weeks ago, I had a lovely dinner in San Francisco with an old friend who’s led email and performance marketing programs at some of the coolest companies in America. Now at Instacart, I was curious to hear how her team’s approach has evolved and what she thinks the future of email marketing looks like.
In a world where social media algorithms seem to change daily, you might assume email marketing is on its way out. But here’s what I learned: email isn’t dead—it’s more important than ever. The key? Doing it right.
And here’s the real advantage: unlike social media platforms like Facebook, Instagram, TikTok, or X where you’re constantly at the mercy of shifting algorithms, your email list is yours. You have direct access to the people who want to hear from you, and no algorithm can stand in the way of that connection.
Successful email programs prioritize relationship-building over transactions
Speaking of connection, first things first: email marketing isn’t about blasting sales pitches at your subscribers. It’s about building a relationship. When someone signs up for your list, they’re saying, “I’m interested in what you have to offer.” But too many companies still treat email like a billboard—shouting promotional messages and hoping something sticks. Yuck.
The key to getting it right? Knowing your audience. Without understanding your subscribers' demographics, interests, wants, and needs, it’s just guesswork. The brands that succeed with email are the ones that take the time to really understand their customers. They know who they’re talking to, and they tailor their emails to speak directly to those people. This personalization isn’t just about using their first name—it’s about delivering the content that actually matters to them.
Think of email like a conversation. Sure, you’ll make offers now and then, but 80% of your emails should provide real value—whether that’s educational content, behind-the-scenes exclusives, or resources that solve their problems. The more you understand what your audience cares about, the more personal your conversation can become.
Take Morning Brew, for example. They’ve nailed this approach! I read their emails almost every day because they deliver concise, smart content that’s spot on for busy professionals in business, tech, and media. Their audience loves tech news but doesn’t want to waste time, so Morning Brew delivers daily content in a quick, digestible format. It’s a perfect example of knowing your subscribers well and giving them what they want—no fluff, just value.
Platforms like Substack complement existing email strategies
Platforms like Substack aren’t killing traditional newsletters; they’re transforming them. Not just for marketing, but for building communities through subscription-based content. As of early 2024, Substack had more than 2.5 million paid subscribers—and the platform currently hosts more than 200,000 writers. This is an amazing testament to how email can help create deeper and more personal connections! Personally, I feel a rush whenever I get a new email from my favorite creators on Substack—just like the excitement I used to feel when my teen magazines arrived in the mail at the beginning of every month.
For brands, Substack can be a great complement to an existing email strategy. You could develop a monthly roundup newsletter that curates content from your other emails—like the best tips, behind-the-scenes moments, or highlights from blog posts—into a single, easy-to-digest email. This helps keep your audience engaged without overwhelming them.
Alternatively, you might reserve Substack for subscriber-only content—whether it’s early access to new products, in-depth insights, or special offers. This gives your most loyal readers a more exclusive experience, strengthening their connection to your brand and incentivizing them to stay on your list.
A gentle nurture journey is still the move
I’ve been shocked by big brands and marketing teams that still get nurture journeys wrong—throwing subscribers into the deep end of a sales funnel right after they’ve “met” is like asking someone to marry on the first date!
When someone first subscribes, a welcome email is a must. This is your chance to introduce your brand and set expectations for what they’ll get from your emails. You can even use this moment to gather more info about your new subscriber. Then, keep the momentum going with value-driven content, whether it’s a helpful tip or useful resource.
As the relationship grows, you can start weaving in social proof. Case studies, testimonials, and user-generated content (my favorite!) show that others trust you too. Glossier does this super well—their emails feel like a conversation and often feature product recommendations or content from customers. It’s subtle but effective because it’s all about building trust.
Eventually, you’ll want to make an offer—maybe a discount, a limited-time offer, or an exclusive deal. And don’t forget to send a “last chance” reminder as your nurture sequence wraps up. FOMO is real, after all.
Content should feel fresh and relatable, but old rules still apply
So much has changed over the past decade with platforms and content, but some foundational rules still hold strong. One of those principles is the “5 Cs of Email Marketing”—something I was reminded of while working on a recent project for Samsung. Need a refresher on really good emails? I’ve got you:
Connect: It all starts with the subject line. Think of it like a first impression when meeting someone new—you have one shot to grab attention, so make it count.
Content: Once the email has been opened, the content should offer real value. Whether it’s helpful tips, a quick lesson, or an exclusive info, this is where you build trust. Your subscribers need to know you’re there to help them, not just sell something.
CTA: Every email should have one clear call to action. It could be to read an article, download a resource, reply, or make a purchase. Whatever it is, make it clear and actionable. I was fascinated to learn that design matters here too—sticking with consistently styled buttons and link colors can go a long way with CTAs.
Conversion: The goal of every email is to drive action. Whether you want subscribers to learn something, share your content, download or buy something, make sure your message leads them toward that outcome.
Consistency: Balance is key. Too many emails can cause unsubscribes, but too few may cause people to forget about you. Consistently providing value means subscribers will look forward to hearing from you—and that’s when relationships thrive. Even in 2024.
As we look ahead to next year, bets are on that email marketing will remain an important, relationship-driven channel you can own—unlike social media platforms where algorithms rule. By understanding your audience, providing real value, and nurturing subscriber connections, you can make email a cornerstone of your strategy for years to come. It’s not just about sending messages, it’s about building trust that lasts.