Email marketing has had a very roller-coaster ride in the last decade. We’ve got some fantastic movements and benefits many years ago but then because so many companies resorted to spam, it became a bit of a negative for many people. The good news is that if you complete email marketing in the right way and for the right reasons, there are significant amounts of benefit for yourself and your business. However, the language around email marketing, in fact, good and great email marketing is chalk and cheese. And often, there are some clear distinctions between how we should use email marketing and how many of us actually do. The language around the setup and pre-framing our own thoughts is crucial before we even think about putting pen to paper on the copy or content itself. Let’s ensure we keep these small factors in mind right now, so that we can get the most out of our email marketing and ensure that it is compelling, understanding, and compassionate and packing loads amount of value for all of our clients moving forward.