Ever watched a rugby match and thought, "Hey, this could totally apply to email marketing?" No? Well, stick with me.

Last weekend, I caught a local rugby game and witnessed a moment that perfectly captures the highs and lows of managing an email marketing team — and the leadership mindset every manager needs to nail success.

The Gap in the Defence: Mistakes Happen

Imagine this: during a tight game, one of the players (let's call him Number 12) slips out of position, leaving a crucial gap in the defensive line. The opposing team spots the opening, charges through, and although another player steps up to tackle, he ends up injured in the process.

The result? The team doesn't concede a score, but Number 12 is crushed with guilt, head down, feeling like he's let everyone down.

Sound familiar? In email marketing, a small slip — like a misconfigured campaign, a broken link, or a delayed send — can feel like that gap in defence. It's the kind of mistake that puts your whole campaign at risk, your data security on the line, and your brand's reputation in the balance.

Why Your Reaction as a Manager Matters More Than the Mistake

When errors happen in email marketing teams, the immediate response can often be frustration or anger.

But here's the truth: venting won't fix anything. Just like on the rugby pitch, where a captain's calm leadership keeps the team focused and motivated, your role is to manage, support, and guide your team back on track.

Your team members already know when they've messed up — they don't need a verbal tackle on top of it. Instead, what they need is a steady hand, constructive feedback, and encouragement to do better.

The Rugby Captain's Leadership Playbook: Lessons for Email Marketing Managers

• Stay Calm and Lead with Confidence. The rugby captain didn't yell or blame. He jogged over, gave a reassuring pat, and said a simple but powerful "Come on!" That kind of leadership keeps morale high and eyes on the prize.

• Treat Mistakes in Context. Not every error is a crisis (on infinite Earths). A missed tackle isn't a lost game, and a small campaign glitch isn't the end of the world (no matter how much you think it is). Knowing when to address an issue firmly — and when to let it slide — keeps your email team focused without burning them out.

• Communicate Clear Roles and Responsibilities. In rugby, every player knows their position and role. In email marketing, clarity about who handles what — whether it's copywriting, segmentation, or compliance — prevents gaps and overlaps that lead to errors.

• Build a Culture of Accountability and Support. When your team knows they won't be torn apart (by the Bear-Manager) for mistakes but will be supported to improve, they'll take ownership and grow. That's how you build a resilient, high-performing team.

Why This Matters for Your Email Marketing Success?

Email marketing is a team sport — from strategists and designers to data analysts and copywriters. One weak link can create a hole in your campaign defence, leading to lost conversions or worse, data breaches.

By leading like a rugby captain — calm, clear, and supportive — you create a team environment where mistakes become learning opportunities, and everyone plays their best game.

Takeaway: Be the Captain Your Email Marketing Team Needs

Next time an email campaign stumbles or a slip-up happens, channel your inner rugby captain. Don't react with blame or frustration. Instead, tally your email marketing team, keep their heads up, and focus on winning the next play.

Because in email marketing, just like rugby, it's not about avoiding mistakes — it's about how you recover and push forward that wins the game.