Email Marketing Reality Check

Email Marketing is full of disappointments and reality checks, marketing people. I hate to break this to some of you:

1. If you send 2567% more email YoY, your UcTR will be lower. Deal with it.
2. If you have not cleaned your list, you will run into deliverability issues, and it's your fault.
3. You get what you paid for, period.?
4. Never trust a strategist who spews "best practices" from a book and who hasn't actually run a program or pushed email out. They need to understand your world, not some utopia.
5. AI is not going to solve the email problems your program has.
6. Any idiot can criticize an email program based on what they see. It's those that know that should shrug off the ignorance.
7. Generating only pretty pictures from data is worthless. Telling a story and drawing insights is what you have to pay for.
8. One ESP's definition of UcTR might be different from another. Not all metrics are created equal.
9. If you are sending email like it's 2013, you're screwed.
10. Quit making everything a fire drill. If everything is a fire drill, then nothing is a fire drill.
11. Screw the people who want to make a case that email is dead. They do it for attention and want you to engage in a debate you will never win.
12. There is no secret sauce, silver bullets, unicorns, or rainbows in email. It's hard work, and those who want to shortcut success should be punished.
13. Claiming ignorance for something foolishly done for quick gain is weak. There are so many places to learn and interact with people about the right way to do things in this industry; it's ridiculous.
14. If you don't know, you are not stupid; ask. If you do know, share it with others so that we can make this a better industry.
15. Revenue is only sometimes the key to success in email; deal with it.
16. Open rates do not keep the lights on; no one cares if your open rate is 39%.
17. Benchmark studies are lead-generation tools for companies.?
18. Your subscribers are in charge of your email program, not you.
19. Every ESP sucks. You must find the one that sucks the least and gives the service you need and expect. (see #3)
20. Everyone has an opinion about your email program because they have an inbox.?

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