Your email list can be your most reliable revenue channel. You have subscribers and you send emails, but if revenue is flat and unsubscribes are rising, the problem is not the channel. It is the approach. Modern email works when it feels like a helpful friend, not a generic broadcast.
Most email programs rely on generic blasts and basic automations that do not reflect real customer behavior. The result: low engagement, wasted opportunity, and a list that underperforms.