There’s a common myth in digital marketing that email is outdated. That Gen Z doesn’t use it. That DMs have taken their place. But here’s the truth: email marketing is far from dead—in fact, it’s one of the most powerful tools beauty and lifestyle brands can use to build lasting relationships and drive consistent revenue.

At Bleum, we help multicultural brands cut through the noise of social media with email strategies rooted in storytelling, cultural fluency, and data-driven results. While the algorithm decides who sees your content on Instagram or TikTok, your email list is yours. It’s your direct line to your most loyal audience.

In this article, we’ll show you how to revive (or finally launch) your email marketing strategy—and why it’s still essential for brands that want to grow with intention.

Your Email List is Your Most Valuable Digital Asset

The truth is that social media is borrowed space. Your Instagram followers may not see you if the algorithm undergoes a change or two, and if the platform shuts down tomorrow or your account gets hacked, you lose access and communication to them. But your email list? That’s your owned audience.

Email gives you control. You decide when and how to show up. You’re not at the mercy of the algorithm– and for multicultural brands trying to build authentic relationships, that control is critical.

Whether you’re launching a new product, announcing a sale, or telling your brand story—email ensures it lands directly in your audience’s inbox, not buried in a feed they may never scroll.

Why Email Still Works (When You Do It Right)

The reason some people think email marketing doesn’t work is because they’ve only seen it done poorly.

Lazy blasts. Generic templates. Boring subject lines. Emails that feel like spam instead of value. Not to mention the common misconception that their younger audiences aren’t checking their inboxes like we used to do (news flash: they are!).

But when done right? Email marketing becomes an extension of your brand voice—a space where you nurture trust, drive urgency, and deliver value.

What makes a good email strategy:

• Strong segmentation (so the right people get the right message)
• Clear subject lines and preview text (to boost open rates)
• Personalized content (even if it’s just using their name or referencing their last purchase)
• Consistent cadence (so your audience knows what to expect)
• Calls to action that lead somewhere specific (buy, read, join, reply)

Storytelling Over Selling

For multicultural beauty and lifestyle brands, authenticity is everything. Your email strategy should reflect the same cultural awareness and nuance that your brand brings to your products.

This means:

• Sharing your brand story, not just your products
• Highlighting community wins or customer testimonials
• Giving behind-the-scenes access or founder insights
• Educating around cultural beauty rituals or trends
• Celebrating holidays and moments that matter to your audience

Emails are an intimate format. Treat your subscribers like insiders—not just buyers.

Campaigns vs. Automations: You Need Both

There are two types of email marketing you should be using:

1. Campaigns: One-off emails you send to your list (product drops, event announcements, seasonal content).

2. Automations: Pre-written sequences that get triggered based on actions (welcome sequences, abandoned cart emails, re-engagement flows).

Automations do the heavy lifting. They ensure new subscribers get a strong first impression. They recover missed sales. They keep your brand top of mind without you needing to write every email in real time.

At Bleum, we help brands build automation flows that feel human, not robotic. That welcome people with warmth, not just a discount code.

How Email Supports Your Entire Funnel

Think of email as the glue that holds your marketing funnel together.

• Discovery starts on social → email keeps them engaged.
• Interest grows after a quiz or lead magnet → email nurtures it.
• Purchase happens after trust is built → email drives the CTA.
• Loyalty grows post-sale → email strengthens the relationship.

From launch sequences to post-purchase check-ins, email fills in the gaps where other platforms fall short.

Metrics That Actually Matter

Vanity metrics (like list size) don’t mean much if no one’s opening or clicking.

Instead, focus on:

• Open Rate: Are your subject lines and timing effective?
• Click-Through Rate: Is your content engaging and actionable?
• Conversion Rate: Are people taking the next step (buying, booking, etc.)?
• Unsubscribe Rate: Are you sending too much? Or not offering value?

Track what works. Tweak what doesn’t. And most importantly, stay consistent.

Final Thoughts: Your Email Strategy Deserves More Love

If you’ve been sleeping on email, consider this your sign to wake up!

At Bleum, we help multicultural beauty and lifestyle brands craft email strategies that feel like love notes, not sales pitches. We believe that inboxes are sacred—and that with the right strategy, your emails can turn casual followers into ride-or-die customers.

Need help building your list, writing emails that convert, or setting up flows that do the work for you? Reach out to us and book a discovery call! Because email isn’t dead, it’s just waiting for you to get intentional.