Why DTC Founders Tolerate Unreliable Email Marketing Partners

I don't know about you but I'm knee-deep in the middle of Black Friday madness right now.

For whatever reason this time of year always reminds me of my time working as a sound engineer in New York City.

It brought back this memory of working the CMJ Music Festival in October.

Three days of twelve hour shifts mixing thirty bands per shift.

It’s absolute chaos, and I loved every second.

The name of the game at festivals is you cannot be late.

If you're five minutes late between bands, everything gets completely FVCKT and the promoter will be on your ass.

It's just madness. And I crushed those festivals, man.

One year we had two interns.

One of them, I can't even remember his name. Let's call him Dave.

Dave spent the entire festival hiding in the back of the room. I'd have to hunt him down just to get him to plug something in.

The other intern was my man Gideon.

He was on stage the whole time asking what to do next.

One step ahead. He could see what was coming.

Still a top sound engineer to this day crushing it.

So what's the point of this story?

I just got off a call with a founder doing $7M a year with their growing e-commerce brand.

I asked how email marketing was going. "I think things could be better."

Who's managing it? That's when the pain came out.

Two years of chasing down the same freelancer. Missed campaigns.

Having to send reminder texts "basically every day" just to get emails out.

Why haven't you fired her? "She understands our aesthetic."

They're sending maybe 3 to 4 campaigns a month. Seven on the high end.

And they're having to hunt this person down for every single one.

Imagine how much money they've left on the table over those two years.

I haven't even audited the account yet and I already know what I'm going to find.

This is the trap. Email marketing is easy to hide under the radar.

It's not like Facebook ads where someone wastes $20K and you know immediately.

So you tolerate a Dave to run email marketing.

And everything is "meh" forever.

I'm here to tell you that you and your brand deserve better.

You shouldn't settle for mid.

If you're stuck in this cycle, let's talk. You deserve better.

Got something you’d like me to talk about? Reply to this email, I do my best to reply to them all.

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