The Strange State of Email Marketing

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In this episode of Working Broken, Nick Richtsmeier and Brad Farris take a deep dive into the world of cold emails—why they’re everywhere, why people swear by them, and whether they actually work. Spoiler alert: they’re not fans.

The conversation kicks off with a story about a salesperson convinced that blasting out 50 cold emails a day would bring in business. Months later? One booked meeting. That sets the stage for a bigger discussion about why businesses keep turning to cold outreach, even when it’s painfully ineffective. They explore how digital marketing strategies have changed, why email is still hanging on as a go-to tactic, and the psychological appeal of avoiding rejection through automation.

But the real heart of the episode isn’t just about why cold email doesn’t work—it’s about what does. Nick and Brad reflect on how business used to be done, back before inboxes were flooded with generic pitches. They talk about the power of relationships, trust, and actually taking an interest in potential clients rather than treating them like numbers in a system. The contrast between transactional outreach and genuine engagement is a big theme, and they make a compelling case for why businesses should rethink their approach.

By the end of the episode, they address email marketing's impact on company’s culture in ways that might not be obvious at first. Turns out who we spam and how says a lot about who we are.

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