In this episode of Riffing with Reid, Reid Wicoff sits down with Digible’s own email wizard, Kaitlyn Kocsis, to talk about the channel many marketers love to ignore until they desperately need it.
Yes, we are talking about email marketing. The same channel people have been calling “outdated” since flip phones were a thing, yet somehow continues to outperform half the shiny new platforms we chase.
Why Email Still Works (And Why It Refuses to Die)
Email gives marketers something precious: direct access. No algorithms deciding your fate. No hoping the right renter just happens to scroll by. It lands right in the inbox, where prospects and residents already spend plenty of time.
It also gives multifamily brands space to tell a story that is longer than six words and a call to action. For an industry built on lifestyle, location, and experience, that extra room matters.
The Rise of Prospecting Emails
Most email providers stick to resident retention and generic nurturing. Digible’s approach goes further. Targeting renters who have leases ending soon has turned into one of the most effective ways to show up early, long before they start filtering by “pet friendly” and “natural light.”
“Email lets you get in front of someone before they even think about moving.” – Kaitlyn Kocsis
It is simple, effective, and surprisingly underutilized.
The Future Looks Bright for Multifamily Email Marketing
Kaitlyn is confident email will stay relevant in the multifamily space because people still check their inbox constantly. Personalization is improving, creatives are getting smarter, and brands are finally realizing email’s consistency is an asset, not a flaw.
New platforms may come and go, but email has something they do not: staying power.
AI’s Place in Email Marketing
AI is great for speed, ideas, and a little creative inspiration. But it cannot fix rendering issues, understand Fair Housing guidelines, or magically make a layout look right in every inbox.
Kaitlyn says, “AI helps with content, but humans make sure the email actually works.”
In multifamily especially, the technical side of email remains very human for now.
What Makes Multifamily Email Unique
Multifamily email marketing has its own quirks. Prices shift daily. Availability changes fast. Compliance rules shape everything. And data accuracy can make or break a campaign. Even with all that, email remains one of the best ways to show off the lifestyle, neighborhood, and real value of a community.
A paid ad might show the pool. An email can show why it matters.
What It All Comes Down To
Email continues to prove itself as one of the most reliable, effective, and personality-filled channels in multifamily marketing. It drives traffic, supports leasing goals, and builds brand identity in a way few channels can match.
As Kaitlyn puts it, email never went anywhere. The industry is simply remembering how powerful it is.
If you want a channel that consistently pulls its weight, the inbox is still one of the smartest places to be.
Want to Dive Into the Full Riffing with Reid Episode?
There is plenty more where this came from. If you want to hear Kaitlyn walk through best email practices that actually move the needle, tune into the full Riffing with Reid episode on Spotify, Apple Podcasts, or YouTube:
🎧 Spotify | 🎧 Apple Podcasts | ▶️ YouTube
Follow for more candid conversations and smart insights shaping the future of multifamily marketing.
