“Email Doesn’t Work for Us” (Usually Means This)

When a team says email doesn’t work, they’re rarely describing a channel problem. They’re describing a rhythm problem — mixed intent, inconsistent cadence, and promotions that arrive cold.

I’ve heard it in nearly every industry:

• “Our audience doesn’t read emails.”
• “We’ve tried newsletters.”
• “We send updates but nothing happens.”

And then I look at what’s being sent.

Usually, it’s one of two extremes:

• Long silence → followed by a sudden “Buy now.”
• Constant promotion → where every email feels like a request.

Email doesn’t break. Trust does.

The real failure mode: mixed intent

Mixed intent is when an email tries to be a relationship builder and a closing device at the same time.

Even when the words are polite, the reader can feel the underlying pressure:

• “Here’s value… and now please click.”
• “Quick insight… and now book a call.”
• “Helpful tip… and now here’s our offer.”

Over time, readers learn the pattern and start skimming for the ask — or they stop opening altogether.

B2B adds decision latency

B2B buyers aren’t just “busy.” They’re managing risk, stakeholders, timing, and budget.

That creates decision latency: the normal gap between interest and action.

If your email strategy assumes instant decisions, you’ll read the silence as rejection — and then you’ll either stop emailing or start pushing harder.

The fix is not more persuasion

The fix is a rhythm that matches reality:

• Beats keep engagement alive while timing catches up.
• Bursts create a clean, focused moment to decide.

Stop trying to sell in every email. Let engagement mature, then promote intentionally.