In a world increasingly dominated by fleeting social media trends and AI automation, email marketing still reigns as one of the highest ROI marketing tools available. On a recent episode of The Business Narrative Podcast, host Aram sat down with email marketing expert, copywriter, and musician Tanya Brody to explore the enduring power of email.

Email Marketing: A Musician’s Gateway to Strategy

Tanya’s journey into email marketing began unconventionally with a Celtic music band and a clipboard. Before email platforms were mainstream, she was manually collecting addresses and sending tour updates. “We just passed a notebook around and asked fans to write their emails,” she shared. This grassroots approach eventually led Tanya into professional copywriting and full-stack direct response email marketing.

Consistency Is King: The Power of Nurture Campaigns

One of Tanya’s strongest points: “Don’t ghost your audience.” Too many businesses disappear after sending a lead magnet, only to reappear months later with a sales pitch. Tanya emphasized the need for regular nurture campaigns to build trust, keep brands top-of-mind, and drive sales.

“People buy from businesses they know, like, and trust. Regular emails build that relationship.”

Whether it’s weekly or monthly, consistency is key and Tanya believes it’s non-negotiable.

Overcoming Writer’s Block: Answer the FAQs

Staring at the dreaded “white screen of death”? Tanya’s advice: start with the top three questions your customers ask.

Answering FAQs not only fuels content but also positions your business as a trusted authority. As Tanya cleverly put it, “Your subject line can literally be ‘Why do my brake cables freeze up?’” Answer the question, offer a solution, and add a call to action.

Subject Lines Matter More Than You Think

Tanya offers a free resource with 30 subject line prompts to keep subscribers engaged. She highlighted that email marketing boasts an ROI of up to 4,400%, far surpassing paid ads, print, or social media.

So yes, people still open emails you just have to give them a reason to open yours.

Own Your List: Why Email Is Non-Negotiable

Tanya made a compelling case for email being the “hill to die on.” With social platforms changing algorithms or shutting down overnight, your email list is the only marketing asset you truly own.

“Social media is like shouting in a noisy club. Email is like having tea in someone’s living room.”

The one-to-one connection of email fosters deeper relationships, making it essential for business resilience.

The Human Touch vs. AI: A Balanced Approach

While Tanya acknowledges AI tools like ChatGPT for brainstorming and first drafts, she warns against relying on them completely.

“AI doesn’t know how to human yet. It can’t replicate emotion, story, or real connection.”

She encourages business owners to use AI for research or idea generation but insists the final copy must come from a human voice. “At the end of the day, it’s not B2B or B2C it’s P2P: person to person.”

Gen Z Loves Email Too—If You Speak Their Language

Contrary to popular belief, Tanya argues that Gen Z does read emails especially if the messaging feels relevant. From getting homework via email during the pandemic to managing daily tasks, Gen Z is very much in their inboxes.

To reach them effectively:

• Use their language
• Address their challenges and desires
• Mirror their tone and culture

“Whether it’s Gen Z or Boomers, the key is empathy and relevance.”

Tanya’s Final Advice for Entrepreneurs

Her message to aspiring business owners? Build genuine relationships.

“We all do better when we all do better. Take time to connect with customers, prospects, and each other.”