Let’s explain how we got here...
If you’ve been in the Houston nightlife scene for a while, you’ve probably heard someone say:
“Nobody reads email anymore.”
After more than 20 years in nightlife marketing, I can tell you that’s only partially true. The reality is much more interesting.
Before Social Media... There Was Email.
Long before Facebook pages, Instagram ads, TikTok videos, SMS marketing, and AI-powered automation, email was one of the most powerful marketing tools available.
Every Thursday or Friday we’d send one email announcing the weekend lineup. That single email could influence hundreds—even thousands—of people deciding where to spend their Friday night.
My Journey (circa 2000)
For nearly a decade, I helped build CHEERS Friday at Carrington’s Sports Bar into one of Houston’s premier mature happy hours.
Every week we consistently attracted more than 1,500 guests. Email played an important role. So did SMS. But more importantly, understanding our audience did.
Then Everything Changed.
Corporate IT departments became more aggressive. Spam filtering improved, security policies tightened, and promotional email started going to promotions folders, spam folders, junk folders—or nowhere at all.
Many owners reached the wrong conclusion: “Email marketing doesn’t work anymore.” That’s not what happened. The rules changed.
Today Is Actually Better Than Ever.
Local businesses now have access to better marketing technology than most Fortune 500 companies had fifteen years ago.
- Welcome every new customer
- Send birthday offers
- Remind customers about events
- Reward VIP customers
- Win back inactive customers
- Coordinate email and SMS journeys
So What’s the Real Problem?
The technology isn’t the problem. Most businesses simply aren’t using it correctly.
Common issues include poor deliverability, low open rates, weak subject lines, no segmentation, generic promotions, no automation, no SMS strategy, and no revenue measurement.
The Good News
These are not permanent problems. They are fixable. The goal isn’t to send more emails. The goal is to generate more profitable customers.
My Philosophy
I’ve spent my career in two very different worlds: one helped fill Houston nightlife venues; the other helped build lifecycle marketing programs for enterprise organizations.
The tools may have evolved. The strategy hasn’t: understand your customers, communicate consistently, deliver value, and build relationships.
Final Thoughts
Email marketing isn’t dead. Poor email marketing is.
When your marketing works, you don’t just get more opens. You get more reservations, more ticket sales, more repeat customers, and ultimately more profit.
Have a challenge you want to talk through?
Tell me when you would like to meet. I’ll reply with a Google Meet invitation.
Email Chad to request a meeting