I've spent this whole series telling you that email doesn't retain customers.
So you might be wondering ... does email matter at all?
Yes. Absolutely.
But not in the way most brands use it.
Email is a megaphone. It amplifies what's true.
If your customers are succeeding, email helps them recognize it. It reinforces the timeline. It guides behavior. It normalizes the ups and downs. It celebrates milestones.
But if your customers aren't succeeding?
Email just amplifies confusion.
More sends won't fix unclear results. Better subject lines won't fix a missing timeline. Prettier templates won't fix inconsistent usage.
Email can't create outcomes. It can only support them.
Here's what email is excellent for …
Delivering guidance (the one next step)
Reinforcing the timeline (what to expect and when)
Providing interpretation support (what's normal, what's not)
Celebrating progress checkpoints
Reassuring customers that "non-linear is normal"
Here's what email cannot do …
Replace a product that doesn't work
Create results the customer isn't having
Fix an offer that doesn't match the transformation timeline
Manufacture belief out of thin air
When you understand this, everything shifts.
You stop asking, "How do we write better emails?"
You start asking, "How do we help customers succeed ... and then use email to support that?"
That's a completely different question. And it leads to completely different results.
Tomorrow, I'll wrap up this series with a simple action plan. Something you can do in the next 30 days to start building real Results Architecture.
See you tomorrow,
Jeremiah
P.S. If your email revenue is going up but your repeat purchase rate is flat or falling ... you're optimizing the megaphone while ignoring what it's amplifying. The fix isn't more emails. It's better outcomes.
100% Typo Guarantee … This message was hand-crafted by a human being … me. While I use AI heavily for my research and the work I do, I respect you too much to automate my email content creation.
There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.
Anonymous Data Disclaimer … Most of my clients prefer that I not share the inner workings of their businesses or the exact details of the marketing strategies we develop. In order to be able to share my own proprietary intellectual property without violating the sensitive nature of my relationship with them, I often anonymize what I share with you. This may include changing the specifics of their industry, what actually happened, or what we developed together. When I make these changes, I work to preserve the success principle I want to convey to you while obscuring sensitive data. This is necessary.