You can’t truly do email marketing without hitting send, Reader,

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You might be thinking, Duh, Kelly. I know, but hear me out...

Too many teams get stuck over-editing, over-collaborating, and overthinking.

They want the perfect headline, perfect graphic, perfect call to action.

I had a client like this.

They’d circle and circle on drafts, debating tiny details like banner color.

But without actually sending, we had nothing to act on.

The wheels were spinning, but we weren’t moving forward.

And you can’t make something better if that something doesn’t exist.

Just like a writer can’t get better without writing, or an EdTech brand can’t grow without marketing.

So, when we finally moved past the perfectionism stage and started hitting send, we got some data to work with:

692 people completed the inquiry form on the website.
325 converted.
That’s 46.9%.

In another sequence of 1,775 recipients, the conversion rate was 3%.

Most would argue that 3% conversion is great because it's 'industry standard'.

But when you stack 3% against 46.9%, you start to see the cracks.

Benchmarks are called standard for a reason.

And, last I checked, averages aren’t earth-shattering; they’re the participation trophy of marketing.

Good email marketers stay employed.

Great ones become revenue drivers.

Here’s a simple litmus test to know if your own 3% is worth celebrating or if it’s masking untapped potential:

If your 3% came from a cold list, low-friction CTA, or top-of-funnel, celebrate.

If it came from warm leads, high-friction CTA, or bottom-of-funnel, you’re underperforming.

See you next week.

And as always, I'm rooting for you 👏. Kelly

PS. On a personal note, my dad passed away last month. It's why I've been quieter here.

I spoke at his funeral, and sharing those words was one of the hardest, but most meaningful, things I’ve ever done. If you’d like to read it, I’ve shared it here.​

Whenever you’re ready, here are a few ways I can help you win more district deals.

1. EdTech Email Alchemy — Join the waitlist (Re-opening this fall).
2. Strategy Power Hour — Book a 1:1 hour-long sesh with me (And, if we decide to continue our work together, that first hour’s on me.)
3. Case Study Blueprint — Turn ‘nice story’ into ‘district proof’. Buy now.​
4. Say👋 on LinkedIn — Connect with me there.