Sept 23, 2025
Emails that get read, build trust, and drive results.

Open any marketing feed and you’ll see it: growth graphs that point endlessly upward. More subscribers, more revenue, more launches. The promise is always the same: if you’re not growing every day, every week, every quarter, something must be wrong.

But here’s the myth: constant growth doesn’t exist — not in nature, not in business, not in your inbox.

And believing it does can burn you out faster than any algorithm ever will.

Look outside. Trees don’t grow taller every single day. Rivers don’t expand endlessly. Even your own body has cycles — growth spurts, plateaus, seasons of rest.

Yet, in business, we pressure ourselves to be the exception. To grow endlessly without pause, without reflection, without seasons.

But authority and trust — the true foundations of email marketing — don’t grow on straight lines. They grow in rhythms. Seasons of planting. Seasons of harvest. Seasons of rest.

If nature doesn’t demand constant growth, why should your inbox?

The danger of believing in constant growth is that every plateau feels like failure.

·       Subscriber count stalls? You panic.

·       Open rates flatten? You assume you’re doing something wrong.

·       Revenue dips after a big launch? You question everything.

But here’s what’s actually happening: you’re in a season. Not a collapse. Not a failure. Just a season.

The truth is that growth is uneven by design. Sometimes you’re planting seeds — writing a new evergreen sequence, experimenting with a new lead magnet. Sometimes you’re harvesting — cashing in on the work you sowed months ago. Sometimes you’re resting — regrouping to make sure your next move is sustainable.

The myth of constant growth robs you of perspective. It makes you fight the natural rhythm instead of working with it.

In fact, plateaus are powerful.

Think about fitness. When you hit a plateau in training, it’s not because your body is broken. It’s because it has adapted. You’ve reached a new baseline.

In email, plateaus mean the same thing:

·       Your list has normalized to a new size.

·       Your current content has reached everyone it resonates with.

·       Your offer is stable but ready for its next iteration.

Plateaus are proof that you’ve grown into stability. They’re not the absence of growth — they’re the consolidation of it.

The problem isn’t plateaus. The problem is expecting them not to exist.

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Think of your email business as an ocean.

·       Some days, the waves are big — a viral post drives 500 new subscribers.

·       Some days, the tide is low — growth feels slow and quiet.

·       But if you zoom out, the ocean is alive. It ebbs and flows, but it sustains.

Your growth works the same way. The spikes aren’t the whole story. Neither are the still waters. It’s the rhythm between them that creates sustainability.

That rhythm is why evergreen systems matter so much. They keep you stable through the dips, so when the next wave comes, you’re ready to ride it.

I once knew a creator named Alex who fell into this trap.

Alex measured success by weekly subscriber counts. If his list didn’t grow by at least 5% each week, he panicked. That pressure made him send more emails, launch more often, and chase new tactics constantly.

At first, it worked. But eventually, his audience burned out — and so did Alex. His unsubscribes rose, his trust fell, and ironically, his growth slowed.

Meanwhile, another creator, Maya, took a different approach. She built steady evergreen systems, respected the seasons, and embraced plateaus as a chance to deepen her relationship with her existing list. Today, Maya’s list is smaller than Alex’s once was — but it’s healthier, more responsive, and more profitable.

Growth at any cost doesn’t last. Sustainable rhythm does.

If constant growth is a myth, how should you measure progress instead?

Here are three healthier metrics to track:

1.     Engagement over expansion. Do your readers reply, click, and act on your advice? A small engaged list beats a huge passive one.

2.     Depth over breadth. Are you building trust that lasts through seasons, or just chasing spikes in attention?

3.     Stability over speed. Can your systems sustain you through quiet seasons without panic?

By shifting your focus, you’ll start to see the beauty of rhythm instead of chasing an impossible line.

As we move further into September, here’s your reset question:

Am I judging myself against the myth of constant growth, or am I respecting the natural rhythm of seasons?

The former will exhaust you. The latter will free you.

Because here’s the secret: when you stop forcing constant growth, you actually create space for sustainable growth — the kind that compounds quietly and lasts.

This week, look at your numbers differently. Instead of asking, “Am I growing?” ask, “What season am I in?”

👉 If you’re in planting season, create one evergreen asset.
👉 If you’re in harvest season, maximize an offer that’s already working.
👉 If you’re in resting season, give yourself permission to pause — because rest is part of growth too.

To help, I’ve put together a Seasonal Growth Map for Email Creators — a simple visual that shows how planting, harvesting, and resting cycles fit together. [Download it here].

Growth isn’t constant.
But practiced in rhythm, it becomes unstoppable.

— From Inbox to Income

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