Quality Over Quantity: An Alternative Approach to Email Marketing
If you’re new to marketing your business, the sheer number of possible channels (LinkedIn, Instagram, Print Ads, YouTube, TikTok…) can feel exhausting. And if the words “email marketing” make you want to sigh and click unsubscribe, you’re not alone. Yet, when used thoughtfully, email can actually be a powerful, proven tool for cutting through the marketing noise.
Let’s be honest: none of us want to receive 2-3 emails a week (or even one email a week!) from a business, no matter how much we like its products or services. Yet somehow we now live in a world where both household names and independent brands will spam our inbox as a best practice. In short, most email marketing has become downright annoying.
Yet therein lies the opportunity. Sending a thoughtful monthly or quarterly email that provides tangible value to your customers automatically sets you apart from other brands. In fact, we continue to be shocked by how many people tell us they actually like (or love!) our own Cognoscenti Quarterly emails, specifically because they can tell how much time and intention we bring to each edition.
That’s why we started offering email marketing as an add-on service for our branding or website clients. Specifically, we now offer an email “Welcome Series” that automatically follows up with new in-person customers or newsletter subscribers, to help them get to know the mission, values and people behind your brand. We’ve also helped several clients work on focused email campaigns to address the needs of a specific target audience or address common FAQs.
But don’t take our word for it. We’ll let client Andrea Uzarowski, the owner of Süti & Co. in Boulder, share her firsthand experience:
“I’ve seen an immediate benefit from the emails Carly and Lauren have created for my business. They translate to increased foot traffic and online engagement in the following 24-48 hours, and I’ve even received messages from customers on how much they enjoy the email content and design.
Most importantly, I love that the emails aren’t salesy or talking about trends. Instead, they invite customers to be a part of our lives—keeping them up to date on happenings at the café, while making them also feel like they are a part of our community.”
This is the type of feedback that lets us know we’re onto something—that even makes us feel a little emotional or hopeful about email as a channel for meaningful customer connection. We’re so grateful to the clients who have trusted us with this more human, thoughtful approach, and we truly believe it can benefit a wide range of businesses.
So in summary, this is our email philosophy:
We’re all about quality over quantity—cutting through the noise with strategic storytelling, rather than more frequent, less impactful emails.
We execute focused campaigns that provide value to your customers and make them feel like they know the team behind your business.
We design beautiful, reusable email templates that you can repurpose for future email marketing.
If that sounds like brand communications you might actually like to send (or receive!), we’d love to chat.