Issue #217 All About Email

Hi, {{first_name|friend}}. 👋

Welcome to Issue #217 of All About Email!

Last week, I shared a huge announcement from Beehiiv.

This week, it’s a thought piece, and it’s one I’ve been thinking of writing for a while, but keep putting off. “Is Email Marketing Too Hard”?

Let’s go! 👇

It’s been a while since I wrote a “thought piece”.

🚨 This time, it’s more of an observation, “an awareness” if you will, it’s not me complaining or even remotely thinking of packing in email marketing.

The last time was back in Issue 209, when I discussed “Critical Thinking”.

I often get asked by colleagues, “How do you know so much about email marketing?” and my answer is twofold:

Sometimes, I get pushback on the first point, “Where do you find the time?”…in the email world, I find that very ironic. 🤭

Believe it or not, I don’t use AI (currently) to read all the articles I link to in these emails; I read them, and that takes a lot of time (and that doesn’t include articles which don’t make it into these newsletters), so it’s a legitimate pushback.

🤔 I think if you work at an email agency or a full-service agency that has a dedicated email team, this might not be a question you ask much, but for me, a company of one, I find myself asking it more and more.

This year, I’ve seen myself move more toward a consultancy level, and I’ve no issues with that, but I love the practical work:

However, what has become very apparent in replies to this weekly newsletter, conversations around it in Email Geeks, on social media channels, and IRL (remember that one!🤭), is that I can help many more people than just my clients by doing less work in the trenches.

The problem with everything becoming pure consultancy is that it can become purely theoretical, and I start to lose my technical marketing skill set that can actually “do the stuff”.

And like I said, {{first_name|friend}}, I love “doing the stuff”!

😮‍💨 I know a lot of people in this list work in teams, but I know there are a lot of you who, like me, are doing it solo, and it’s hard.

To make things more manageable, some of you might have a specific niche, perhaps you don’t code, or you only work in a particular platform, or maybe you are like me and try to do it all? 🫠

This isn’t an exhaustive list (and I’ve probably missed something as I’m late sending this 🤦‍♂️), but here’s a list of things that I think an email marketer needs to know to various degrees and in no particular order:

😄 I would love to hear your thoughts, especially this week, {{first_name|friend}}. Just reply to this email and let me know.

That’s it for this week. 👋

Now, {{first_name|friend}}, I can’t let you go away without a BFCM tip. I was recently asked to contribute to Jordie van Rijn’s annual article (in the news section below).

💡 My tip for this year:

I do have a special offer for my readers, and it’s the last time I will be posting about it for a while!

I started on Beehiiv’s free plan, but I’ve been on the Scale Plan for a year now, and I’m delighted! However, after last week’s email, I am now tempted by the Max Plan.

Anyway…here’s that special offer. 👇

Get a 30-day trial + 20% OFF for 3 months.

Welcome to Curiosity Corner! Each week, I throw one question your way… not always about email marketing, but always worth a reply.

This week’s question is about Email Communities. 👇

In last week’s poll, I asked if you were happy with your ESP and “Yes - Very happy and Yes - Mostly happy” led the way with 35.29% of the vote each! 👇

Want to know what I'm listening to while I write?

Every week, when the newsletter drops, I'll share the track of the moment to create an unbelievably eclectic playlist just for your inbox.

🚨 If you’re interested in sponsoring the “All About Email” newsletter, you can find all the details in this Google Doc.

This week's excellent and insightful email news & tips:

If you have any questions about this email or email marketing, please reply, and I will answer you as soon as possible.

I hope you have a great week! 👋