#EmailIsNotDead

[laurafaritos]

HDMS051. Email Isn’t Dead — You Just Weren’t Using It Right

If I had a dollar for every time someone told me “email is dead,” I’d have enough money to ignore open rates completely.

But here’s the thing: email is very much alive — and outperforming social media in ways most creators and comedians don’t realize.

With an average click-through rate of 2.91% (higher than most display ads), email marketing is still one of the most powerful tools in the game — if you know how to use it.

In this post, I’m breaking down what I learned from Module 4.2.3 of the Harvard Digital Marketing Strategy course, why email works so well, and how I plan to use it to connect with my audience (without feeling like a pushy salesperson).

If you’re a creative who’s been sleeping on email because it sounds boring, here’s your wake-up call.

This module closed out the Owned Media section by focusing on one of the most underrated tools in digital marketing: email. And listen — I used to think email campaigns were just those 10% off Bed Bath & Beyond coupons clogging up my inbox. But no. When done right, email is a direct line to people who actually want to hear from you. That’s rare.

We looked at how email can be used for both customer engagement (aka building trust with people who already follow you) and customer acquisition (aka converting new people who are just starting to sniff around your brand). The big takeaway? Email works so well because it’s personal, targeted, and sits in a space people check every day: their inbox.

💡 Bonus stat that blew my mind: the average click-through rate (CTR) for marketing emails is 2.91%. That’s way higher than most paid ads. Especially in industries like hobbies, home & garden, and media — which are basically just code for “your aunt’s Etsy store, my plants, and this blog.”

We also looked at a case study from OOFOS, a shoe brand that segments their email lists between Workout Warriors (people who need post-run support) and Pain Sufferers (people who just need to walk without crying). Their strategy? Use email to educate, offer value, and follow up based on real user behavior — like cart abandons and past purchases. And guess what? It works.

So here’s the thing — I’ve avoided email marketing for years. Not because I didn’t believe in it, but because I didn’t want to become the human version of a JCPenney sale notification. You know? That fear of being annoying is real, especially when you're a creator who’s used to building community, not blasting offers.

But this module made me realize something: email doesn’t have to be loud to be powerful. It just has to be relevant. And when you’re building your own brand — with no algorithm to save you — email is one of the few tools where you own the audience. No shadowbans. No reach drops. Just direct communication with people who already said, “Yes, I want to hear from you.”

For me, that means building a segmented email list — one for comedy fans, one for fellow creatives/producers, and one for people who want behind-the-scenes content like the HDMS series. I’m not trying to send the same newsletter to someone who came to a live show and someone who wants email templates for comedians. Different needs, different vibes.

I’m also planning to make it feel personal — like a letter from a friend, not a brand. Whether it’s sending reminders about upcoming shows, sharing new podcast episodes, or dropping digital products, I want my emails to feel like a continuation of the relationship I’m already building on stage and online.

If you’re a creator who never studied marketing, here’s the truth no one told us in art school: you don’t need a huge audience to make email marketing work. You just need the right people on your list. Even 20 real humans on your list > 2,000 ghost followers on Instagram.

Here’s how to start using email without overthinking it:

Build your list early, even if it’s small. Got 5 people who DM you after every show? That’s your first email list. Make a Google Form. Add it to your Link in Bio. You’re already collecting an audience — now make it intentional.

Keep it conversational. Your emails should sound like you, not like a brand that panic-Googled “professional tone.” A little chaos, a little personality, a little “I almost forgot to send this” energy? Iconic.

Send emails with actual value. This doesn’t mean a free PDF or a whole course — sometimes the value is just reminding people you exist. Think: show dates, new content, lessons from behind the scenes, or a spicy meme that didn't make the IG cut.

Use basic segmentation. It sounds fancier than it is. Just ask people what they’re into when they sign up: “Do you want live show updates? Comedy deep dives? Producer tools?” Then tag them accordingly.

Don’t let perfectionism block you. Your first emails won’t be flawless. That’s fine. Start messy. Adjust as you go. Email is one of the only platforms where you can mess up quietly and fix it later — no algorithm judging you.

If you’re neurodivergent or easily overwhelmed, make it a monthly ritual. Light a candle. Write the email. Send it. Reward yourself. Email marketing isn’t just business — it’s intimacy at scale. It’s the difference between performing in a loud bar vs. writing someone a letter they’ll actually read.

Email isn’t dead. You just weren’t using it right — and tbh, neither was I. This week’s HDMS takeaway is simple: email works because it’s personal, permission-based, and actually gets seen.

Whether you're selling tickets, sharing content, or just trying to stay out of the algorithm’s chokehold, email lets you show up on purpose — not by chance.

If you’re a comedian, creator, or creative producer trying to market yourself without selling your soul, email might be your new best friend. Start small. Be real. Stay consistent.

And don’t forget to hit “send.”

I hope this blog post was as helpful to you as it was to me!!!

Tchau tchau <333

[mikezimov]

Every. single. word. is. important. Choose them wisely.

Week after week Google and Facebook release new updates to optimize ads better. There was retargeting from videos, then messenger ads, chatbots, Instagram story ads, now Facebook story ads.

With each new release, theres a wake of advertisers believing this new feature could be the answer to their crappy campaign.

None of these are the answer to the one thing that matters when it comes to creating profitable ads...

Your message.

The message (and the offer within that message) is what will make your ad convert.

Below are the results of an email sequence I wrote for a client. It's a small test and perfectly illustrates how important your message really is. This client had a 2% conversion rate on their old email campaign.

Now.. Look at it go!

[kimthib-blog]

📧 Email Marketing is DEAD... 📧 Or so "they would have you believe... 📧 And if you were one of the recent unlucky ones that got booted off of Aweber (like me), you might be inclined to believe it... 📧 But it's NOT true, and if you take the time to look around and do some research, you can find autoresponders friendly to online marketing... 📧 "The MONEY is in the LIST' has never been more true, what with all of the changes in algorithms in Google, IG and FB... 📧 But you have to have the right products, and you have to work consistently to build and then mail that list... 📧 If you need some help with regard to a friendly autoresponder, I can hook you up... 📧 And if you'd like some great training regarding how to build and email a list, as well as having a great product, too, I'd love for you to take a look at The Digital Affiliates... 📧 If you'd like to know more, just say "Know More" in the comments, and I'll tell you all about it... 📧 Or if you want to check it out for yourself first, there will be a link to an informative webinar in the comments for you... 📧 So--go forth and EMAIL! #TDADailyWin #Emailisnotdead https://ift.tt/33vjjqz