Most businesses aren’t making the most of email marketing when it comes to generating leads. Part of the source recently, is over-reliance on AI tools like ChatGPT to create the message, and missing the mark by using basic prompts that produce generic content.

The result is bland messaging that, at best, feels forgettable and mass produed. It’s even worse when you start seeing the exact same phrases in someone else’s email that it provided you on your last prompt. Ouch. AI can provide research and frameworks, but when companies ask it to “write a great email,” – the output will be just as bland as the prompt.

Conversion-focused email marketing isn’t just about content; it’s about timing and sequence. Lead with a sales pitch, and your deliverability rates will fall off—along with engagement. The modern approach avoids this lazy, mass-blasting method. Instead, it builds on a content series that sends educational emails first and follows up with targeted, sales-driven messages.

Example. A landscaper might start with “Top 3 Ways to Improve Your Yard This Spring.” Only after gauging interest do they send a targeted follow-up asking engaged readers if they’d like a quote. The order here matters; starting with the pitch is a surefire way to end up in spam. If I’m not already interested or thinking of landscaping and you ask me for a quote, I’m likely going to have the feeling that you didn’t connect with me previously to know that.

Done well, this approach produces steady conversions, high engagement, and fewer spam complaints. If your email marketing isn’t generating these results, it might be time to evaluate your strategy.