Email Isn’t Dead. It’s Just Lazy.

A myth-busting guide to what actually works in email marketing today.

If I had a dollar for every time someone said “email is dead,” I could buy the domain name emailisnotdead.com and redirect it to this post.

Here’s the truth:

Email isn’t dead - but lazy email is.

Template-heavy, gimmick-packed, CTA-stuffed messages that feel more like a sales pitch than a real human trying to connect?

Yeah. That kind of email should be buried.

But strategic email copy, the kind that builds trust, sparks engagement, and actually converts? That’s still very much alive (and thriving).

The Problem: Email Has a Reputation Problem

Let’s be real.

Email marketing gets a bad rep for being:

• Spammy

• Boring

• Overwhelming

• “Too techy”

• Something people say they’ll do... but never do

But that’s usually because they’ve only seen the lazy version.

The kind that:

• Leads with a “just checking in” vibe

• Has no personality

• Reads like a robot wrote it during a lunch break

And when that’s all you’ve seen, it’s easy to write it off entirely.

So What Is Good Email Copy?

Good email copy isn’t louder. It’s clearer.

It doesn’t try to trick people - it talks to them.

Here’s what strategic email actually does:

• Warms up cold leads without being awkward

• Teaches value in bite-sized, human ways

• Sounds like a brand (not a funnel)

• Nudges, not nags

• Converts over time - without needing 7 “just following up” messages

And the best part?

It works for solo creators, coaches, and small teams without needing a full-time marketing department.

Why It Matters for Your Clients (and Your Agency)

If you run a digital marketing agency that works with coaches or consultants, you’ve seen it:

A brilliant coach...

Posting every day...

Getting likes, but not clients.

They don’t need more content.

They need better connection. And email is still the highest-leverage way to do that; when it’s done right.

It’s not about being everywhere.

It’s about being where trust is built.

That’s where email wins.

TL;DR (Because You’re Busy):

• Email isn’t dead - it’s just been misused

• Lazy email = generic, robotic, forgettable

• Strategic email = trust-building, clear, and designed to convert

• Your agency (and your clients) can win more with email - but only if it sounds like a human wrote it