An email doesn't end at the click.

When I build an email, I'm not only thinking about the email.

I'm thinking about what happens next.

What does the button say? Where does it go? Does the landing page continue the same promise? Does the page make the next action obvious? Does it work for search? Could we send Google Ads traffic there? What happens if someone leaves and searches for the company instead?

Email marketing is part of a much larger mechanism.

You can't be a good email marketer if you only think about the email.