Whether you’re…
- Not collecting email addresses yet (we need to talk)
- Collecting them but never sending anything
- Sending newsletters now and then, but with no clear strategy
- Or you’re already consistent, strategic, and checking your stats like a boss
… this blog is for you.
Let’s start with this: the very first email was sent in 1971. Wild, right? It’s come a long way since then – and it’s still one of the highest-performing channels for marketing today.
The ROI speaks for itself: For every £1 spent on email marketing, the average return is £36.
So why do we spend more time stressing over an Instagram caption than an email to our warmest audience? If that’s you – you’re not alone, but let’s flip the script.
Your email list is the backbone of all your marketing. It…
- Drives traffic to your website
- Improves brand recognition
- Increases sales
- Retains customers
- And it’s cost-effective
Here are my 9 top tips to help you make email marketing work – without the overwhelm.
1. Lead with value
Time is precious. Your subscribers are giving you a spot in their inbox – make it worth it.
Each newsletter should offer a takeaway – a handy tip, useful insight, or exclusive update – that your reader will be glad they didn’t miss.
If they leave your email thinking, “that was useful,” they’re far more likely to open the next one.
2. Use templates
Please don’t start from scratch every time.
Most platforms (like MailerLite, Flodesk, or Mailchimp) have template functions – use them. Set up 2–3 branded templates for different types of emails: sales, updates, stories. Include your logo, brand colours, fonts, and footer links.
It’ll save you hours in the long run.
3. Nail your subject line
You’ve got eight words or less to grab attention – so bring the jazz.
Test lines like:
- “How to stop hating your inbox”
- “Your free guide is inside”
- “11 ways to save time this week”
- “Thank me later”
Think: what’s the benefit for the reader?
Try this formula:
[What they get] so they can [solve a pain point]
Example: Get more done so you can reclaim your evenings.
4. Repurpose like a pro
Your newsletter doesn’t need to reinvent the wheel.
Use it to spotlight a blog post, share a reel, repurpose a social caption, or link to a recent Google Business Profile update. You’re pointing people to what you’ve already created – and reinforcing your message across platforms.
5. Try A/B testing
It sounds techy, but it’s simple.
Write one email, test two subject lines. Half your list gets one version, half gets the other. Then check your stats to see which performed better. Easy, powerful insight.
6. Focus on organic growth
It’s not about a big list – it’s about an engaged list.
I’d rather see 100 subscribers with a 50% open rate than 1,000 subscribers and nobody reading.
Some ways to grow your list:
- Offer a free lead magnet (checklist, guide, quiz)
- Add a subscribe pop-up or footer box on your website
- Include CTAs in your social media posts
- Invite blog readers to join your list
7. Let unengaged subscribers go
Most platforms charge based on audience size, not engagement. Don’t pay for seats that aren’t being used.
Every 3–6 months, audit your list. Look for:
- Unsubscribed contacts
- Hard bounces
- No opens in 12+ months
Archive them. It’ll improve your metrics and potentially reduce your costs.
Example:
- 100 subscribers, 10 opens = 10% open rate
- Archive 20 inactive people → 80 subscribers, same 10 opens = 12.5% open rate
Look at you go 📈
8. Write like a human
Ditch the corporate speak. Talk like you.
If you’d say “hell yehhh” or “gotta” in real life – go for it. You’re building relationships, not writing essays.
Read your emails out loud before hitting send. Does it sound like something you’d actually say over coffee? If yes – you’re good to go.
9. Include a clear CTA
You’ve got their attention – now what?
Every email should have a simple next step, like:
- Read the blog
- Check out the reel
- Download the freebie
- Reply and let me know
- Book a call
Don’t be afraid to tell them what to do next.
Final thoughts
Feeling inspired to finally sort your email strategy?
Whether you’re starting from scratch or ready to level up, I can help – from setting up your platform and templates to writing, scheduling, and analysing your emails for impact.
✨ Done-for-you setup (branding, forms, templates, welcome automation + tutorial)
✨ Ongoing email support (weekly, bi-weekly or monthly – you choose)
Sound good? Let’s chat – it all starts with a cuppa and a conversation.
