Why Your Email Plan Isn’t a Strategy

Having a plan doesn’t always mean you have a strategy. But having a strategy doesn’t mean creating something complicated.

In this short video, I share three signs your email marketing might be more reactive than intentional - and why that could be holding back your results. If you're stuck in a cycle of “just getting something out,” it might be time to rethink what strategy really looks like.

Transcript: You're Sending Emails. But What's the Plan?

So you're sending emails. Great, but what is the plan? It's very easy for email activity to tick along quietly in the background, especially when there are other channels that feel louder, faster, and more urgent.

Here are three signs your email activity may be lacking a proper strategy, and why that's really worth paying attention to:

1. You're sending without a clear objective.

If the goal is to get something out the door, then it's time to pause. Each email you send should have a purpose, whether that's to drive conversions, deliver value to your subscribers, or simply keep your brand front of mine in a clever yet relevant way.

2. You haven't reviewed your email activity in months.

This is something that's easy to do when you're bogged down with day to day activity, but email is a fantastic channel because it gives you pretty much instant results. We're looking at opens, clicks, conversions, unsubscribes. But if no one's looking at that data, reporting on it, adjusting the plan accordingly, then you're not utilizing the channel for its biggest strengths.

3. You're saying the same thing to everyone.

Not every subscriber needs the same message. Even some simple segmentation in your data, like customers versus non customers, could make such a significant difference to your email engagement and performance.

This isn't about doing email perfectly. This is about recognising when your activity has become activity just for the sake of it. And instead, why not take the time to step back, have a look, and go and create something with some more intention.

Believe me when I say that making just a few small changes can make all the difference.