Many business owners believe email marketing is outdated. They chase social media trends, hoping for virality, while neglecting one of the most powerful client attraction tools they already have, email.
Tom Ruwitch, Client Attraction Strategist and Founder of Story Power Marketing, built and sold his own email service provider company. He has spent decades helping businesses write emails that people actually want to read.
In this episode of the Garlic Marketing Show, Tom shares how he sends up to eight emails a day without annoying his list, why most businesses fail at email marketing, and how AI can be used the right way to enhance content, not replace it.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
The Biggest Email Marketing Myth: 80/20 Value Content is a Lie
Many marketers push the idea that 80 percent of emails should be “value” and only 20 percent should sell. According to Tom, that mindset trains your audience to ignore your offers.
Instead of treating sales pitches like an interruption, he integrates them seamlessly into every email. When done right, every email should be entertaining, valuable, and drive action.
The Essential Email Campaigns Every Business Needs
Tom emphasizes that businesses cannot just collect emails and hope for the best. The real work starts after someone joins your list.
At a minimum, every business should have:
- A welcome email sequence that sets expectations and introduces your brand.
- A lead nurturing campaign that keeps people engaged long term.
- An offer sequence that moves prospects toward a buying decision.
Without these, businesses end up losing potential clients before they even realize they were interested.
Why Social Media Alone Is Not Enough
While platforms like YouTube, LinkedIn, and Instagram help businesses get discovered, they do not replace email.
Tom warns against depending on rented platforms. Algorithms change, reach gets restricted, and businesses are left scrambling. Email puts you in direct control of your audience, making it the best long-term strategy for growth.
How to Write Emails That People Actually Open
Most business owners obsess over subject lines, but Tom believes the real key to high open rates is the sender’s reputation.
If your audience knows and trusts you, they will open your emails no matter what the subject line says. The goal is to create consistent, engaging emails so that subscribers look forward to reading them.
Using AI for Content Without Losing Your Voice
AI can speed up content creation, but it cannot replace human storytelling. Tom stresses that before using AI for writing, businesses need to:
- Define a clear framework so AI follows a structure that fits your brand.
- Control what AI accesses because random internet sources will dilute your message.
- Keep testing and refining content because AI cannot think for you, but it can be a powerful tool when used correctly.
The Right Way to Use Email for Business Growth
Email marketing is not dead. Most businesses are just using it wrong.
Tom Ruwitch has spent years perfecting a system that allows businesses to send emails consistently without losing subscribers. By using engaging storytelling, smart automation, and the right email sequences, businesses can convert more leads and grow their audience.
Watch the full episode now, and make sure to leave any questions or comments you have about the episode.