Podcast Summary: Beyond Blind Blaming / YAP Media

Episode: Why Most Email Marketing Fails and How to Fix It | Liz Willits

Date: December 23, 2025
Host: Kevin D. St.Clergy
Guest: Liz Willits, Email Marketing Strategist & Copywriter

Episode Overview

This episode dives deep into why most email marketing campaigns fall short and how to address both the tactical and psychological obstacles that hold businesses—especially high-achievers—back. Host Kevin D. St.Clergy explores the nuanced “hidden truths” with guest Liz Willits, a leading voice in email marketing and copywriting, uncovering everything from common mistakes, mindset limitations, best practices for list building, to practical advice for maximizing ROI. The conversation weaves expert strategies with relatable stories, offering a roadmap for listeners to break out of ineffective habits and rejuvenate their email marketing efforts.

Key Discussion Points & Insights

1. Email Marketing’s Core Problems & Myths

(05:31, 21:03, 22:00)

• The greatest mistake: Not doing email marketing at all.
  “Mistake number one, not doing it. …A lot of companies just are not doing anything of email marketing. And it's understandable because...they think it's outdated...there is some complexity to it.” —Liz (05:36)
• The myth that email marketing is “dead” is persistent but false.
  “I've heard that ever since I started working in the email industry…people say email marketing is dead, and then like five minutes later, they're checking their email." —Liz (21:20)
• Email is still ubiquitous, cross-generational, and conversion-rich.
  “Look at any data, email's widely, widely used. …Most people don't love email, but it doesn't really matter because people use it." —Liz (23:51)

2. The Importance of Fundamentals & Avoiding Trend Chasing

(15:36, 16:00, 17:30)

• Chasing every new tool or trend leads to instability and ineffective strategy.
  “They're changing their email strategy like every other day…Let's not try something that's unproven.” —Kevin (16:00)
• A/B testing protects what’s working while cautiously welcoming innovation.
  “Never say to anyone don’t do it because what we've always done is working…But what I also wouldn’t say is throw out what you’re doing that’s working.”—Liz (17:03)
• Effective fundamentals:
  • Permission-based opt-ins
  • Creating and sticking to a regular cadence/content plan
  • Ongoing list hygiene and engagement-based segmentation

3. Overcoming Hidden Obstacles/Blind Spots

(08:40, 15:55, 28:34)

• Mindset blocks are huge: fear of “annoying people” leads to inaction.
  “I was so scared that I was going to make people mad that it was keeping me from doing the things I needed to do in regards to email marketing…what I found was most of the time those people…probably not the people I want to do business with anyway.” —Kevin (10:30)
• Email deliverability is a technical and misunderstood pain point.
  “Internet service providers…don’t really want you to know their algorithms for why an email gets delivered versus why it doesn’t…Quality engagement, email deliverability, and then ROI, getting sales from email is…[where] people struggle.” —Liz (08:40)
• Chasing trends (like AI-generated emails) without A/B testing can hurt proven strategies.
• Buying email lists is almost always a mistake.
  “[Buying lists] was ineffective…they hadn’t expressed any interest…even if you do buy a list, it can have a huge negative impact on your email deliverability.” —Liz (28:34)

4. List Growth, Engagement, and Maintenance

(06:47, 12:58, 18:42, 28:33, 32:18)

• Regular engagement is crucial—don’t disappear except when it’s time to sell. “A regular email newsletter can prevent this…It could be once a month…or companies that send daily…But a regular email newsletter is definitely really key.” —Liz (32:18)
• Remove disengaged (“lurker”) subscribers to keep deliverability high. “Cleaning your email list…finding those disengaged subscribers and getting them off the list, removing them…because a disengaged email subscriber affects your deliverability.” —Liz (18:42)
• Never buy email lists: poor ROI, deliverability nightmares, and potential blacklisting.
• Guide new list members with a clear welcome/email onboarding series.

5. Content & Copywriting for Email

(25:11, 26:58, 27:28)

• Don’t rely on personal preference or “gut;” prioritize what works for your target customers. “It doesn't really matter what your personal opinion of the copy is…What matters is what the target market thinks…are they converting?” —Liz (27:28)
• Conversion-focused copy may break internal conventions (length, tone), but data drives decisions. Test before judgment.
• Overcoming internal resistance: Educate stakeholders with test results, not opinions. “Sometimes you have to take some risks and sometimes you have to do things that are different…especially if it's something that they're unaccustomed to.” —Liz (25:11)

6. Building Relationships and Personal Investment

(33:59, 34:12, 34:25)

• Invest in authentic relationships with your audience over time. “The biggest competitive advantage you have in any business is the quality and quantity of the personal relationships you take the time to build.” —Kevin (33:59)
• Never lose sight of value-first communication; don’t just sell.
• Stay sharp: Read, attend conferences, learn from courses, and listen to quality podcasts. “I love to read…so I read a lot of books…I also take courses…and go to conferences…” —Liz (34:25)

Notable Quotes & Memorable Moments

• On Trends vs. Strategy:
  “Never say to anyone don’t do it because what we've always done is working…But what I also wouldn’t say is throw out what you’re doing that’s working.”—Liz (17:03)
• On Unsubscribes:
  “Any time you want to be off the list, totally get it. If these emails aren't helping you, here's the unsubscribe link…Best thing they can do is unsubscribe.” —Liz (11:16)
• On the Myth That Email is Dead:
  “People will say email marketing is dead, and then like five minutes later, they're checking their email.” —Liz (21:56)
• Best Practice for Building a List:
  “Even if it takes longer and you have a smaller List, get your own list. Get permission from those people that want to hear from you. Never buy email lists.” —Kevin (28:33)
• People’s Reactions to Mistakes:
  “I had a typo in my email…someone emailed me angry…I'm like, listen, while every marketer should try to avoid every typo, typos happen. I don't think it's the end of the world.” —Liz (13:25)
• On Copywriting Approval:
  “It doesn't matter if you like the channel or not. Does the channel work?” —Liz (23:51)

Timestamps for Important Segments

• 00:28–03:21 – Liz’s background and Draw to Email
• 05:31 – Biggest mistakes in email marketing
• 08:40 – Hidden obstacles in email marketing
• 10:30 – Overcoming “fear of annoying people”
• 12:58 – Handling angry unsubscribers and quality over quantity
• 15:36 – Chasing trends and strategy pitfalls
• 17:30 – Testing new strategies and role of A/B testing
• 18:36 – List cleaning explained
• 21:03 – Why “email marketing is dead” persists
• 25:11–27:28 – Internal buy-in for good copywriting
• 28:33 – Buying lists (“don’t do it!”)
• 32:18 – Tips to nurture and convert subscribers
• 34:25 – Investing in yourself: reading, learning, networking
• 36:15 – How to contact Liz and get her resources

Guest Resources & Contact Info

• LinkedIn: Liz Willits
• Website: lizwillits.com
• Free Guides: Find on Liz’s LinkedIn profile (includes open rate guide, LinkedIn hooks, and more)

Final Takeaways

• Don’t blame algorithms, trends, or customers: Most email marketing failures come down to avoidable mistakes and mindset traps.
• Focus on permission, engagement, and consistent value.
• Test new strategies safely but keep what’s working at your core.
• Your audience—not your personal taste—should judge your copy and strategy.

For more tools and resources, see links in the episode description.