---
name: Email Marketing
description: Permission, relevance, value.
---
# Email Marketing

Email is the highest-ROI channel because it's the only one you own — no algorithm decides who sees it. That privilege dies the moment you abuse it.

## Foundations
- **Permission is the asset.** Bought lists poison your deliverability and burn your reputation. Grow organically; the list size matters less than the trust.
- **Subject line is the only thing that matters first.** No open, no anything. But deliver on the promise, or the next subject line won't get opened.
- **One goal per email.** One CTA, one idea. Multiple CTAs split attention and conversion.
- **Segmentation beats blasting.** The same email to everyone underperforms a relevant email to each segment. Relevance is the lever.

## Deliverability
Warm IPs, authenticate (SPF/DKIM/DMARC), and keep complaint rates low. The best copy in the world fails in the spam folder.