Sending regular emails but seeing no ROI? May’s email marketing roundtable diagnosed exactly why good-doing companies struggle with invisible asks, broken follow-ups, and treating email like a mere content calendar. Here is a look at the core strategic disconnects that turn high-effort campaigns into low-return channels.

February's roundtable was full of smart people who were willing to question the stats they've been told to trust. And they are worth questioning, for sure.

The bar is so low that just having intentionality about this channel makes you stand out. But the real opportunity isn't being ahead of average. Most brands still aren't close to what's actually possible with email.