The 5 Lessons to Understand When Creating Customer Emails

Ah, email marketing. It is absolutely the tried-and-true method of communicating with your customers and others who are interested in your work.

But email marketing marketing has gone off the rails! You are either getting slammed with emails from senders who act like they know you - and they know nothing about you or your business - or you are actually receiving the email you want to read. Today, email marketing need to be managed with sophisticated and nuanced skill and strategy to truly meet your audience where they are.

So let's buckle up and take a look through the evolution of email marketing – from its humble beginnings to the glam and glory of modern-day techniques.

Did you know that the first marketing email was sent in 1978 by Gary Thuerk of Digital Equipment Corp. It generated $13 million in sales and laid the groundwork for what would become email marketing. No wonder everyone wanted “IN!”

Chapter 1: The Wild West

In the 1990’s with the intense rise of the consumer internet and AOL-style inboxes, mass email blasts became common. In those early days, it was truly the Wild West. Emails were sent as often as possible, with little regard for user experience or personalization. This resulted in a flood of spam-filled poorly targeted mail, causing many users to simply block or ignore these unwanted messages. As email technology advanced, this practice needed to improve - and fast! - to keep up.

Chapter 2: The Golden Age

As email providers began to root out spam and give users more control over their inboxes (thank you very much: CAN-SPAM Act of 2003) to regulate unwanted email., email marketing underwent a transformation. The focus shifted to creating engaging, personalized content that users would actually want to read. The companies that were managing this - mainly MailChimp and Constant Contact - were creating all sorts of options for the senders including past behavior, demographics, and interests. Companies began A/B testing their emails to see what worked best, and email design became an art in its own right - especially if you were a master at subject lines! This connection became a valuable tool for generating new leads and nurturing customer relationships.

Chapter 3: The Renaissance

Email marketing today is a true renaissance. We've come far from the "blast” mentality into a focused, highly-targeted, and personalized delivery. They critical learning here in The Renaissance was to maintain connection and messaging that resonates consistently. directly to consumers' inboxes. The options included a multi-channel approach – integrated with social media, website content, and even SMS messaging that creates seamless customer experiences.

The magic in this period, as marketers, is to constantly gather and analyze data to optimize the next delivery for maximum effectiveness. The possibilities became virtually limitless.

Chapter 4: Today

Email remains one of the highest producers when it comes to return on investment (ROI). Chat GPT tells us that “For every $1 spent on email marketing, the return is often cited around $36–$42!” That’s still alot!

Email is no longer a stand-alone delivery, and arrives with all sorts of interactivity. We use CRM systems to target and deliver, links for promotions, videos, sign-up options for sales, and so much more.

One quick note about today’s email is that it also pulls in some bad actors. Cybersecurity is now a central issue in email marketing. Over 90% of cyberattacks begin with a phishing email. This has fundamentally changed how marketers operate and how readers are losing trust - so it’s even more important to maintain trust and connection with your audience. As marketers, we are well aware of the IT tools in our toolkit that protect our clients.

Chapter 5: The Future

Cyber threats are now inextricably linked to email marketing. If you’re not thinking about security, your email program is a liability—not an asset. The best email marketers are working hand-in-hand with IT to secure the channel, protect customers, and maintain trust.

As AI becomes more and more sophisticated, it will be able to better predict what users want and need, making email marketing even more effective. And with email's consistently high ROI, we can be sure it will remain a crucial component of any company's marketing strategy.

As small business owners, we must always stay ahead of the curve. By focusing on personalized, high-quality content and utilizing the latest technology and tools, you can create a powerful email marketing campaign that drives engagement and conversions.

In 2025, it remains essential—but only for brands that treat the inbox with respect, creativity, and data intelligence.