Somewhere between the mountains and the Midwest, I started thinking about why email marketing matters more now than ever.
As I look out the window on a gray, gloomy afternoon, I’m sitting in Morgantown, West Virginia—and feeling surprisingly grateful for it.
Yes, Morgantown… at least for now.
We’re staying in an Airbnb-style townhouse for a few months. It’s close to Jason’s work and, most importantly, it keeps us together as a family during another season of change.
Moving back to the East Coast wasn’t on our 2025 Bingo card, but here we are.
In late October, Jason accepted a new role with Boeing at a facility in Southwestern Pennsylvania. He started remotely while we coordinated—yet again—another cross-country move. Our fourth in 11 years.
“Why would you do that to yourselves?”
A fair question.
We’d only moved to the Seattle area in May 2022. A move back meant leaving behind friends and routines. But sometimes the harder choice is the one that brings you closer to what really matters: happiness, peace, and alignment.
Big changes reset your internal compass
They force you to slow down.
To take stock.
To ask better questions.
And as I ease into this first work week of 2026, that’s exactly the mindset I’m carrying with me—both personally and professionally.
Taking Stock: Email Marketing
One thing I consistently stress with builders and remodelers is this:
You only truly own two digital marketing assets:
- your website
- your email list
You don’t own social platforms.
You don’t own algorithms.
You don’t own visibility on YouTube, Instagram, or Substack.
But you do own your website and your email list.
If those assets have been neglected, January is the perfect time to take stock.
I’ve worked with builders and remodelers for nearly 20 years, and email is still one of the most underused—and misunderstood—marketing tools in the industry.
That’s especially risky right now.
Search behavior is changing (rapidly).
Social platforms are unpredictable.
Visibility can disappear overnight.
Email is different.
Your email list is a direct line to people who’ve already raised their hand and said, “Yes, I want to hear from you.” No algorithm required.
And yet, many email systems are messy, outdated, or treated as an afterthought—missing huge opportunities to build trust and long-term visibility.
What I did (and documented for you)
One of the first things I did in 2026 was review my own email marketing system.
This included:
- cleaning out spam sign-ups
- fixing broken forms and links
- reviewing automations
I do this every January.
This year, I documented the entire process.
That’s what led to the free 4-week Email Foundations Challenge—built around the same steps I use myself.
It’s intentionally simple:
- one task per week
- 30–45 minutes max
- no overcomplication
The goal isn’t to do more marketing.
It’s to fix what’s underneath so your email system actually supports your business.
A steadier way forward
As we settle into this new year, I’m reminding myself that clarity doesn’t come from doing more.
It comes from paying attention to what’s already there and making sure it’s working the way it should.
January doesn’t have to be about chasing trends.
It can be about strengthening your foundation and making thoughtful improvements that last.
That’s also why community matters.
The Construction Collective exists to give builders, remodelers, and marketers a place to talk through these shifts, share what’s working, and move forward with more clarity and confidence—together. Our next Shop Talk is January 15.