Email marketing is tough to crack, it faces the same challenges many forms of marketing encounter. Sending the right content, at the right time, to the right person, balanced with the right level of necessary engagement from your recipient. 

Dull subject lines are a turn off. Long text emails will put people to sleep. A long form fill on your website becomes far to much effort.

Email needs to get your target audience willing to make the journey from A to B and then do it in the fastest & most effortless way possible.