Post by Inaara Touryani

every email should have a reason to exist. when i first started working in email marketing, i thought the more ideas i had, the BETTER. 🍝 acutally that’s one of the things i love most about marketing - there’s ALWAYS something new to learn, create or experiment with. but over time, my thinking changed. i realised that good email marketing isn’t about implementing every good idea, it’s about knowing which ideas actually DESERVE your time. before creating any email, i now find myself asking these questions: 🧵 what business goal is this supporting? 🧵 where does this fit in the customer’s journey? 🧵 who is this email actually for? 🧵 what action do we want someone to take after reading it? 🧵 if we removed this email completely, would it actually make a difference? i think that’s where STRATEGY comes in. because it’s easy to get excited by new ideas, trends and inspiration but not every idea ALIGNS with your brand. 🍒 not every trend fits your audience. sometimes the best decision is improving what’s already there or it’s testing a small change instead of building something new. basically, the don't start with, “what should we send next?” instead ask, “what are we actually trying to achieve?” because once you’re clear on that, the messaging, creativity and execution become much more intentional 👏