Why Sending More Emails Isn’t a Strategy
(And What to Do Instead)

Every January, the same advice starts doing the rounds: “You should be sending more emails. Increase your frequency for more clients and customers.”

And sometimes, that’s true. But if your entire email strategy for the year is simply more volume, you’re probably starting in the wrong place because volume doesn’t fix unclear thinking.

The real problem isn’t how many emails you send.

If people aren’t opening your emails, the issue usually isn’t frequency; it’s one of two things:

• Your brand
  (Who is this? Why should I care?)
• Your subject lines
  (Boring. Vague. Sounds like spam.)

Sending more emails just gives people more opportunities to ignore you. And if they’re opening but not clicking?

This is where a lot of people get stuck. You see decent open rates and think: “Great! People are opening! I just need to send more.”

But if no one is clicking, replying, or taking action, volume still isn’t the answer. That’s a clarity problem. Your reader opens the email… and then silently asks:

• What is this actually about?
• Why am I reading this?
• What do you want me to do?

If they can’t answer those quickly, they leave.

Maybe your email strategy should actually be… a Strategy

Instead of asking “How often should I email?”, try starting with better questions.

Uncomfortable ones. Useful ones.

1. Are the Right People on Your List?

Not everyone who can be on your list should be. If your list is full of:

• freebie collectors
• people from an old offer you no longer run
• an audience you’ve outgrown
• family and friends (we love them, but they’re not your target audience)

No amount of clever copy will fix that.

2. What Do You Want Them to Do After Reading?

Every email should earn its place. Do you want readers to:

• remember you?
• visit your website?
• reply?
• buy something?

This decision should guide the structure and flow of the email. If you don’t know the action, your reader definitely won’t.

3. How Do You Want Them to Feel?

Emotion drives action. Before you write, decide the feeling:

• relief
• worry
• excitement
• curiosity
• a little FOMO

That emotional goal should guide:

• your opening line
• your examples
• your call to action

4. What Actually Piques Their Interest?

Your subject line isn’t a summary. It’s a hook. If you know what your audience:

• worries about
• wants more of
• is confused by
• is trying to avoid

…you can turn that into a subject line that gets opened.