Every few years, someone in the marketing world tries to declare that email is dead. After knowing each other for over a decade and working through the trenches of digital marketing, my friend John W. Hayes and I are still here, we are both a little grayer, and email is stronger than ever. John is the Product Marketing Manager at Upland Adestra, a content strategist, and the author of Becoming the Expert. On this episode of the HMBT Podcast, we dive into the realities of the modern inbox: moving away from spammy cold outreach, navigating tighter spam filters, and building media channels you actually own.
Why Cold Email Fails and Warm Outreach Wins
Buying a list of 100,000 names and hitting send is a fast track to getting your domain burned. Mailbox providers are increasingly aggressive with content fingerprinting and reputation tracking. As John points out, cold email has always been an uphill battle because business runs on human relationships. Instead of blasting strangers, your focus should be on building familiarity. By the time an email lands in someone’s inbox, they should already recognize your name, know your face from social platforms, or know your content from an industry community.
The Discipline of Consistency: Keep Pedaling
Visibility does not happen by accident. John uses a cycling analogy: you do not get anywhere unless you keep pedaling. Whether you are posting practical lessons on LinkedIn, participating in communities on Reddit, or publishing on Substack, you have to establish a steady cadence. John highlights a realistic truth: 80% of what you put out might fall flat, but the 20% that connects will build the relationships and pipeline you need.
Rented Channels vs. Owned Media
Publishers and brands are learning a hard lesson: search algorithms and social platforms can wipe out your traffic overnight. Relying purely on rented reach leaves your business vulnerable. That is why media companies and independent creators are turning toward owned platforms like Substack, Beehiiv, and dedicated email newsletters. Readers and customers are willing to support high-value, original content.
Key Takeaways
- 🤝 Focus on Warm Leads over Cold Blasts: Scraping and blasting cold contact lists only damages your sender reputation. Focus on building human relationships through content and community first so your emails are welcomed.TXT+ 1
- 🚴 Pedal Every Single Day: Consistency is everything in marketing. Accept that 80% of your posts might get modest reach, but the compounding effect of the 20% will drive your growth.TXT+ 1
- 🏰 Own Your Audience: Social media algorithms and search engines change without notice. Direct your traffic toward owned channels like email newsletters and private communities where you control the line of communication.TXT+ 3
- 🛠️ Embrace Growing Up in Public: You do not need pristine, high-budget video production to start. Gary Vaynerchuk’s early videos looked like hostage tapes, but putting in the public reps builds authentic connection and authority.TXT+ 1
- 🎯 Put a Price on Commitment: Free masterminds and low-friction offers often lead to zero engagement. Charging an upfront fee for private groups or advanced consulting filters for people who have skin in the game and will actually take action.TXT+ 1
- 💡 Provide Value Before Asking for the Sale: Use diagnostic tools like quizzes, helpful checklists, and interactive landing pages to provide upfront utility before pitching your services.TXT+ 2
Conclusion
Building a real brand is a marathon, not a sprint. Stop chasing quick automation shortcuts that treat prospects like numbers, and focus on delivering genuine value across platforms.
📧 If you’re looking for a cost-effective transactional and broadcast email platform, check out Anypost.
🤓 For ongoing business growth discussions, join our community at SMB Marketing and Business Tips on Skool.
Connect with John on Linkedin
Check out Upland Adestra
Check out John’s Book, Becoming the Expert
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