We’ve come a long way in digital marketing. AI, automation, and data analytics have redefined how we approach our customers. Yet, when it comes to email marketing, too many businesses are stuck in the past, doing it like it’s still 2012. That’s a problem.
At a recent webinar, Evan Samruin said something that stuck with me: “Most are doing email marketing like it was 2012.” It hit home. Because while the digital landscape has evolved, many are still sending the same kind of emails, to the same generic lists, with the same outdated metrics in mind, and wondering why they’re not seeing ROI.
Let’s break this down.
Deliverability Isn’t Just About Sending
Most people confuse delivery with deliverability. Your emails may be delivered, but are they getting through? Meaning, are they reaching the inbox or languishing in spam folders?
Deliverability goes far beyond your email tool. You need proper email authentication (SPF, DKIM, DMARC), a clean sending reputation, and consistent engagement. Tools like Google Postmaster Tools give insights into how Gmail sees your domain. And if you’re using Keap as your email tool, their Deliverability Dashboard helps you monitor and improve your performance over time.
If you’re not monitoring deliverability, you’re flying blind.
Authentication: The Gatekeeper to Trust – Not Optional
Major inbox providers (Gmail, Outlook, etc.) are tightening the screws on email authentication. If your domain isn’t properly authenticated, your emails are at risk.
This isn’t just technical hygiene; it’s foundational to trust. Your brand’s deliverability and credibility start with proper SPF, DKIM, and DMARC setup.
Unfortunately, too many businesses still treat email authentication as a set-it-and-forget-it task, rather than an active part of their ongoing deliverability strategy. Without regular checks and proper domain alignment, even legitimate messages can get flagged or blocked. Authentication isn’t a one-time tech box to tick, it’s the starting point of every successful campaign.
That’s why deliverability needs to be seen as a broader concept. Authentication is the entry ticket, but it’s only the beginning. Engagement, list hygiene, sending consistency, and domain reputation all work together to determine whether your emails land in the inbox or disappear into spam. Without this ecosystem in place, even the best-written email won’t stand a chance.
The Content Must Follow the Customer Journey
The days of sending everyone on your list the same monthly newsletter are over, or should be. Today’s subscribers expect content that matches where they are in the customer journey, whether they’re new leads, warm prospects, or long-time buyers.
What’s needed?
- Onboarding sequences for new leads
- Value-driven emails for nurturing
- Behaviour-based follow-ups
- Re-engagement campaigns for dormant contacts
This is where tools like Keap shine, making segmentation and automation easier without needing a tech team or 3 additional employees.
Segmentation is the New Personalisation
Segmentation isn’t a bonus, it’s a necessity. Sending relevant content to the right people is what drives engagement and keeps your sender reputation high.
Segment by:
- Lead source
- Ad/Lead Capture messaging (what messaging attracted them in the first place)
- Engagement history
- Behaviour (clicks, visits)
- Purchase history
- Customer type or lifecycle stage
Your CRM is your best friend here. Tag and segment contacts and trigger automations based on those tags.
Tools Are Only as Good as the Strategy
Even with all the best email tools, if your strategy is outdated, results will disappoint. Good tools don’t fix bad habits. Think long-term, think customer journey, think behaviour.
Modern email marketing isn’t about shouting into the void. It’s about showing up with the right message, at the right time, for the right person.
Final Thoughts: Email is Not Dead. But Old Habits Should Be.
Email marketing isn’t broken. It’s misused. When done well, with the right strategy, tools, and respect for the modern buyer, it’s still one of the highest ROI channels in digital marketing.
But only if we stop doing it like it’s 2012.
Need help modernising your email strategy? At Pine3 Marketing, we specialise in building email journeys that convert. We’re also Keap Certified Partners, and can help you make the most of your email tools, from authentication to automation.
Let’s fix your email marketing. One smart sequence at a time.