Email Marketing Channels

The common wisdom is to niche down and differentiate. Yet the reality is that 75% of companies are generic. Does niche vs generic actually have meaningful impact on revenue? I analyzed one of the biggest product categories - email marketing tools (633 companies listed on G2), and only 25% have some sort of differentiation or niche focus. 75% of email marketing tools are plagued by sameness: the combined effect of being too similar in their offers, poorly differentiated in their branding, and indistinct in their communication. What the generic tools are doing: 1. They highlight the same core features, which are considered "table stakes" Things like basic automation, templates, segmentation, analytics, drag-and-drop editor, integrations, a/b testing, mobile-friendly. Literally everyone has these things. Yet they dedicate their entire home page to them. 2. They try to appeal to everyone Most claim they are for businesses of all sizes: "Perfect for small businesses, agencies, eCommerce, and enterprises." "Whether you're a startup, a freelancer, or a large organization, our platform scales with you." "Designed for marketers, entrepreneurs, and businesses looking to connect with their customers." 3. They use vague, buzzword-heavy marketing language ("Powerful yet simple email marketing for your business"). Here are the most common phrases: "Grow your business with email marketing." "The all-in-one email marketing platform for businesses of any size." "Send beautiful emails with ease." "Reach your audience with personalized email campaigns." "Boost engagement and conversions with automation." "Simple, powerful, and affordable email marketing." "Get real-time insights into your email performance." "Drag, drop, and send!" "Connect with your audience like never before." "Industry-leading deliverability." The 25% that are different, here's how they differ: A. Use cases: unique features tailored to specific industries (eCommerce, B2B sales, newsletters, nonprofits, etc.). B. Positioning: focused on one audience or problem (e.g., abandoned carts for eCommerce, sales automation for B2B, newsletters for content creators). C. Messaging: more specific ("Email automation built for Shopify stores.") D. Product differentiation: wins through deep integrations, specialized workflows, or unique functionality. Now the money question: does niche vs generic actually matter? Over the last five years, niche email marketing platforms have generally outpaced (often 50%+ YoY) generic ones in growth (low double digits or single digits). Yet there are examples of generic tools making lots of money. Constant Contact, Campaign Monitor, GetResponse, Aweber, iContact. But: these are all pioneers in th category. Mailerlite bootstrapped to $20M ARR, sold for $90M - but they also got started in 2010. Looks like being generic is fine if you're early. But what if you're not?

✅ Your Email List is Your Greatest Asset: Start Treating It Like One Why Your Email List is So Valuable 1️⃣ It’s Yours: Unlike social media or paid ads, your email list is something you own and control. You’re not subject to an algorithm or platform changes. 2️⃣ It’s Direct: Your emails land directly in your audience’s inbox, where they’re already checking for important messages. No distractions, no competition for attention. 3️⃣ It Builds Trust: When you nurture your email list with helpful, value-driven content, you build a loyal audience that trusts your expertise and is more likely to convert. 4️⃣ It’s Scalable: Whether you’re a solopreneur or running a larger business, your email list is something you can continue to grow, segment, and leverage as you expand. 5️⃣ It’s a Long-Term Asset: With every email you send, you’re building a relationship with your audience. Over time, this relationship becomes a key asset that drives revenue.

There is no degree for email marketing. The career path tends to look like "Oh, yeah, I just kind of fell into it." Which is amazing. The barrier to entry is incredibly low and that's created a ton of opportunity. But it's also created a lot of hacks, who are really good at saying one thing and then doing something else. Namely running your email program into to ground. And likely setting you up for a whole lot of liability by violating anti-spam laws. So how do you tell the good from the bad? ✨ They treat your list like gold. Good marketers will push back when you want to increase frequency or volume without reason. They understand your subscribers are real people, not just numbers. 🚫 They talk about deliverability like it's their religion. If they can't explain SPF, DKIM, and domain reputation, they don't know what they're doing. 🧩 They're obsessed with segmentation. "Blast" isn't in their vocabulary. They'll ask about your customer journeys and different audience needs. Or, better yet, they’ll tell YOU about them. ⚖️ They can explain compliance in plain English. No buzzwords. They'll tell you exactly how they'll keep you out of legal trouble with CAN-SPAM, GDPR, CASL, TCPA, CCPA, and other various acronyms. 🤔 They ask the hard questions. Like "Why are you sending this?" and "What value does the subscriber get?" Bad marketers just do what they're told. 📊 They show you their work. Real pros have processes, can explain decisions, and back up strategies with data. ⏳ They're realistic about results. Anyone guaranteeing specific open rates or overnight success is selling snake oil. Good marketers talk about testing, optimization, and gradual improvement. I've seen alllll of this firsthand — from careless former coworkers to clients who’ve been through it. The difference between a good email marketer and a great one isn't just in the metrics—it's in how they respect both your business goals and your subscribers' inboxes. Choose wisely; your brand reputation depends on it.

Big changes are coming to the Email Marketing agency sector. AI tools are hitting the market at a rapid rate, and it's impossible for both brands and agencies to ignore. Everyone will start using tools that replace copywriters and email designers. This will happen at scale quicker than you think. There are some REALLY impressive tools, and we're only in the first inning of this new game. So, where is the email marketing agency sector headed and how will Dispatch stay differentiated? When you think about it, there are three main groups in the current agency landscape: 1. Churn and Burn Agencies: About 75% of the market. These agencies survive on a high turnover business model, optimizing for cutting costs and providing sub-par deliverables. With new AI tools, they'll cut costs even further, replacing copywriters and designers with AI. Their deliverables will suffer, and brands will eventually do the same work in-house with minimal manpower. These agencies will likely die out. 2. Creative-Driven Agencies: These agencies deliver great creative, witty copy, and pretty designs, following industry-standard best practices. They get good results, but as creative becomes commoditized, they’ll need to evolve. They’ll either offer higher-level strategy or triple down on human-led creative. Top brands will still want unique, inspired creative, which AI isn't fully capable of yet. 3. Strategy-Led Agencies: I've been saying this for a while - strategy matters most in marketing, including email marketing. An agency excelling in strategy will achieve better results than one with just amazing creative every single time. What's coming up in the near future? Most agencies will be forced to reduce their prices as brands become more capable of handling their creative in-house using the same tools agencies use. This will lead to a significant cost-cutting trend across the board, resulting in a race to the bottom for 90% of the market. Many will move to monthly AI-generated PDF reports, cutting out account management to maintain margins. However, the future holds promise for agencies that excel at strategy and understand what’s cutting edge. These agencies will thrive if they resist the urge to cut costs and instead, invest heavily in account management and strategic services that brands need for growth. How do we plan to thrive in this new landscape? - We’ll continue to hire and train the best retention strategists in the industry, staying laser focused on our primary strength, which is understanding how to generate incremental revenue through retention channels. - We’ll be at the forefront of new AI tools, giving our clients an edge. - We’ll continue to offer best-in-class human-led creative for top brands that want their branding to remain differentiated. I'll start sharing which tools we are testing and reviews that can help smaller brands that can't afford an agency. Stay tuned for more insights and tool reviews!

As a brand owner, I’ve hired and fired 3 different email marketing agencies in just 18 months. None of them could get it right because they were all operating under a one-dimensional and transactional system. Their approach was always the same: “Here’s the copy, do you approve?” “Here’s the design, do you approve?” But beyond that, I got nothing. No insights, no data, no strategy, and no detailed breakdowns of our retention channel performance. You don’t want your agency falling under this umbrella. And if it currently does, take a step back and really understand how your service fits into the bigger picture. Look at it from a 30,000-foot view and consider: - Is your offering a commoditized service? If it is, then you’re in a race to the bottom. - Are you undercharging your retainers? I see a lot of people charging super low retainers because they’re straight-up lacking confidence in their services. Brands can find that kind of work on freelancer websites if all they want is someone to “batch and blast” emails. - What unique value can you offer beyond the commoditized services available everywhere else? With AI and tech advancements, menial tasks will be replaced. How do your services go beyond this? My agency, for example, positions itself as a team of retention specialists. We offer a level of consulting, strategy, data, and reporting that goes way deeper than companies offering standard email and SMS services. We’re giving our clients: - Deep Insights into Consumer Behavior - Consistent Reporting - Strategy & Product Consultations - Physical Mail & Mobile App Management - Vendor Management, & more AI can not replicate this tailor-fitted approach, and standard one-dimensional agencies will never compete. If you can’t offer something unique or specialized, you risk becoming just another name on a long list, easily replaced by the next cheapest option. You MUST be going beyond the basics. Offer something that others can’t. Show your clients why they need you, not just today, but tomorrow, and for the future success of their business. You should create real value for your clients and become indispensable—something they can’t afford to lose. That’s how you’ll stay relevant and consistently retain your clients.

This cold email offer got 8 positive replies from 2,400 emails: (Without changing a single aspect of our service delivery) One of our clients, Brendan, sells email marketing services to ecommerce brands. Instead of pitching standard "email marketing services," we created a proprietary offer: "We'll write your emails from an AI Avatar named Charlie who acts as a friend to your customers." Same service but with a completely different positioning. 8 positive replies from 2,400 emails, which is considered solid for email marketing outreach. Here are 4 more examples of how we transformed standard services into proprietary offers: 1) SEO Sprint Package Instead of "monthly SEO services," we positioned it as a 4-week intensive sprint with specific deliverables. Same SEO work, just packaged differently. 2) Cold Email System Build Rather than "done-for-you cold email," we sell a one-time system build that clients own forever. We're setting up the exact same system, but the ownership angle creates a unique value proposition. 3) Financial Statement Creation Instead of "bookkeeping services," we offer a standardized monthly financial statement package with industry benchmarks. Same financial work, just positioned as a specific deliverable. 4) Klaviyo Tech Placement Rather than "email marketing management," we place a dedicated Klaviyo specialist into their business. Same email expertise, positioned as talent acquisition. The market is saturated with generic service offerings. When prospects compare you to 5 other agencies offering the same thing, you're forced to compete on price or guarantees. With proprietary positioning, prospects have no one to compare you to. They're buying YOUR unique solution, not a commodity service. And you don't even have to change your fulfillment process at all since you're delivering the same service, just packaging it in a way that stands out.

✅✅✅✅✅✅✅✅✅✅10 green flags that show you've found the right email marketing agency to partner with:  — 1 - Strong Portfolio & Case Studies They showcase a variety of successful email marketing campaigns they've conducted for other clients, demonstrating their expertise and versatility. — 2 - Understanding of YOUR Industry They demonstrate an in-depth, nuanced understanding of your specific industry, its challenges, and customer behaviors. — 3 - Overly-Clear Communication They are clear, consistent, and transparent with communication, so you're always in the loop about strategies and results. — 4 - Customized Strategies Rather than a one-size-fits-all solution, they tailor their strategies to fit your business goals and target audience, which are proven in your industry. — 5 - Data-Driven Approach They emphasizes the use of data and analytics to drive decision-making, not just relying on what has worked in the past (Newsflash: THINGS CHANGE) — 6 - Positive Client Testimonials They have a track record of satisfied clients, and their testimonials reflect positive experiences and results. Bonus points if they have worked with a company you know in your niche. — 7 - Up-to-Date with Trends They are current with the latest email marketing trends and technologies, demonstrating a commitment to innovation and continuous improvement. ESPECIALLY important with updates coming for Gmail in 2024. — 8 - Collaborative Approach They view themselves as partners in your success, involving you in the process and valuing your input and feedback. — 9 - Transparent Pricing Clear, upfront information about their pricing structure, no hidden costs or surprises. — 10 - Focused on ROI They focus on campaigns that drive measurable results, emphasizing return on investment (ROI).  This means transparency about outcomes, and not cherry-picking metrics to make things appear rosy.

"Email is dead!" 🤦♂️ Just this week, a client, with a brilliant product but struggling with engagement and retention, hit me with that old chestnut when I asked about their email strategy. Look, email isn't just alive; it's thriving. While others chase fleeting trends, smart founders leverage this direct, owned channel. Data proves it: perceived email value has doubled since 2021! People want useful content in their inboxes. Why email is your growth superpower: 👉 Retention MVP: New customer acquisition costs 5x more than retention. 👉 Email slashes CAC, boosts CLTV, turning users into loyal advocates. 👉 Direct Engagement: Existing customers want your emails. Higher open/CTR means your message lands. 👉 Hyper-Personalization: Beyond "Dear [First Name]." Behavior-triggered content (AI-powered!) feels mind-reading. Segmented campaigns? Up to 760% revenue increase! 👉 Building Loyalty: Foster relationships, deliver consistent value, transform customers into passionate advocates. Ready for tactical gold? My "Email Marketing Improvement Cycle" (see visual!) is your roadmap to success: 1️⃣ Re-Engage "Limbo" Customers: Win back those who've gone quiet. 2️⃣ Benefits, Not Features: Show how your product solves problems. 3️⃣ Subject Line Sorcery: Intrigue, personalize, create urgency. 4️⃣ Listen to Feedback: Your customers hold growth insights. 5️⃣ Reward Loyalty: Make them feel special, keep them engaged. 6️⃣ Deep Personalization: Tailor content by behavior/lifecycle (AI helps!). 7️⃣ Integrate Channels: Email amplifies other marketing efforts. 8️⃣ Test & Iterate: Optimize constantly; small tweaks yield big wins. So, next time someone claims "email is dead," smile, nod, and go build your growth empire. For lean startups, email isn't just a channel; it's a strategic imperative. What's your go-to email tactic? Share your wisdom! 👇 #EmailMarketing #GoToMarket #CustomerRetention #AI #Personalization #GrowthStrategy

Email marketing is evolving fast. Amidst this, hiring the wrong agency is the easiest way to stunt your brand’s growth. Here are 4 red flags to watch for: 1. Are they doing more than the bare minimum? If all they’re offering is setting up basic campaigns and automated emails, run. Seriously. They’re just the 57894256th agency doing that. You could hire someone from a lower-cost country for half the price and get the same results. What you need is an agency that gets your business beyond just "let's make more revenue.” They should be able to optimize for the real metrics: customer lifetime value, profit margins, the impact of discounts on your bottom line, etc. Better yet, they should be able to spot blind spots you didn’t even know existed. If they don't, they’ll just burn your cash in the name of “testing.” — 2. Are they smart about AI? AI isn’t the future. It’s the now. Just take one of your Shopify CSV files, upload it on ChatGPT, and you'll see. It will give you everything you need to spot trends: purchase times, high-value customers, best-performing days, etc. All for free. Imagine what a skilled agency with a little budget and advanced tools can do. They'll *literally* be leveraging AI on steroids. Not to replace humans with bots but to make their team 10x more efficient. And if they’re still pretending AI isn’t a thing, guess who pays for that inefficiency? Yep. You. With slower work, poor targeting, and bloated invoices. Big. Red. Flag. — 3. Are they obsessed with deliverability? Until 3 years ago, no one cared about deliverability. Now? It decides whether you land in your customers' inbox or get dumped into spam. I’ve seen entire cold email agencies wipe out from one algorithm update. And email marketing isn’t exempt from this. If your agency isn’t obsessing over algorithm changes and monitoring deliverability like their life depends on it, they’re playing with fire. And you are the one getting burned. — 4. Do they know the laws? Email marketing feels like the Wild West right now. Agencies are bending rules, ignoring accessibility, and flirting with legal gray zones. But just because the sheriff hasn’t shown up yet doesn’t mean it’s safe. Whether it’s CAN-SPAM in the U.S., GDPR in Europe, or Canada’s CASL, your agency needs to know what’s legal (and what’s not). If they don't, they are setting you up for fines and lawsuits down the road. And when that happens, you’ll wish you’d vetted them better. — These are just a few of the many filters to run an agency through. Ask the tough questions. If they can’t answer confidently? Walk. Away. #agency #marketing #email

𝐓𝐡𝐢𝐧𝐤 𝐞𝐦𝐚𝐢𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐬 𝐨𝐥𝐝 𝐧𝐞𝐰𝐬? 𝑻𝒉𝒊𝒏𝒌 𝒂𝒈𝒂𝒊𝒏. Here's why it's still one of the most powerful tools in your marketing arsenal 5 Reasons Email Marketing Will Boost Your Business 1. 𝐃𝐢𝐫𝐞𝐜𝐭 𝐀𝐜𝐜𝐞𝐬𝐬 𝐭𝐨 𝐘𝐨𝐮𝐫 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 Email lands right in your customer’s inbox, No algorithms, no distractions. You have their full attention. 2. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐚𝐭 𝐒𝐜𝐚𝐥𝐞 Segment your list. Tailor your messages. Speak directly to your audience’s needs and watch your engagement rates jump. 3. 𝐇𝐢𝐠𝐡 𝐑𝐎𝐈 For every $1 spent on email marketing, the average ROI is $36. Yes, you read that right—$36! 4. 𝐁𝐮𝐢𝐥𝐝 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 Regular, valuable content keeps your audience engaged and loyal. The more value you provide, The more they trust you. 5. 𝐄𝐚𝐬𝐲 𝐭𝐨 𝐌𝐞𝐚𝐬𝐮𝐫𝐞 Open rates, Click-through rates, Conversions —you can track it all. This means you can refine your strategy for even better results. 𝐏𝐫𝐨 𝐭𝐢𝐩: 𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐚 𝐤𝐢𝐥𝐥𝐞𝐫 𝐬𝐮𝐛𝐣𝐞𝐜𝐭 𝐥𝐢𝐧𝐞. If they don’t open it, nothing else matters. Keep it short, intriguing, and make them want to know more. Don’t sleep on email marketing. It’s not just alive—it’s thriving. --- P.S. Want to see a 40% boost in your email open rates? Start A/B testing your subject lines today.