Email Marketing Strategy: 5 Steps to Make Your List Actually Work

I recently spent more than 6 hours talking with business owners about email marketing strategy. I put out a call to my own email list, offering a free "strategy snapshot" in exchange for letting me do some brain picking. I wanted to know more about what people are struggling with when it comes to their email marketing. (Side note: If you've never offered free sessions like this, I cannot recommend it enough. You learn so much!)

I had in-depth conversations with a creative agency owner, a speech language pathologist, a divorce mediator, a relationship coach, and a website designer -- a wide range. In these sessions, I noticed one consistent pattern: most of us aren't making our email lists work hard enough.

There's SO much you can be doing with the email addresses people willingly (gleefully?) shared with you. But most business owners are leaving money on the table by treating their list like an afterthought.

Email marketing consistently delivers one of the highest ROIs of any marketing channel, with some studies showing returns of $36-$42 for every dollar spent. Yet so many small business owners struggle to use it consistently.

Here's a quick and dirty, "do the bare minimum" guide to making email your hardest working team member.

1. Start by Cleaning Your List

I know, I know: it's not easy to let go of people when you have to work so hard to grow a list. But if they're not opening your emails, they're actually hurting your deliverability.

Removing unengaged subscribers helps your open rates, and higher open rates make email platforms see you as more trustworthy. That means more of your emails get delivered. It's counterintuitive, but a smaller, engaged list outperforms a bloated one every time.

Consider removing subscribers who haven't opened an email in 6-12 months. (Some people would say 3 months and I'm cool with that, too.) Send them a re-engagement campaign first, but if they don't respond, it's time to let them go. There are so many reasons people stop opening emails and most of the time it has absolutely nothing to do with you or your content. I used to feel so bad unsubscribing from someone's list -- especially if I'd met them in person -- but now I realize if I'm not opening their emails, I'm actually making things harder for them.

2. Email More Often Than Feels Comfortable

People worry about emailing too often when the real problem is not showing up enough. If you take nothing else away from this article, please take that in. Consistency builds familiarity, and familiarity builds trust. The more you show up with value, the more people look forward to hearing from you.

If you're only emailing once a quarter when you have something to sell, you're essentially a stranger asking for money. You're not a trick-or-treaters. Your email marketing strategy should include regular touchpoints — at minimum, once a month.

3. Go for Consistency Over Perfection

When you have a business to run, it's so easy to let "send regular emails" slip off your to-do list. You start telling yourself you'll send one next week. Months go by. And when you've got something to launch or sell, your list barely remembers who you are.

When people ask what a good cadence is, my answer is always the same: it's the one you can actually sustain. If you can only write one a month, then your cadence is monthly. If you write twice-weekly, that's your cadence. In most cases, I think more than twice a week is too much. But I also know people who've had a lot of success with short daily emails. Find your own rhythm but stick with it.

Your subscribers would rather hear from an imperfect you regularly than a polished you never. This is one of the most important email marketing best practices: showing up beats being perfect every single time. (Ask me how I know.)

4. Use a Strategic Mix of Selling and Value

Too much selling is kind of a turn-off, but never selling is just dumb. Create a fun little cocktail of content that keeps people engaged while moving them toward action.

For example, in a month you might send:

• Week 1: A story that builds connection with your audience

• Week 2: A pitch for your offer

• Week 3: A quick win or actionable tip

• Week 4: Your most popular email from the archives

See? That's a whole month of content. You’re welcome! A balanced approach is key to effective email marketing for small business owners who need to nurture relationships while also driving sales.

5. Sound Like Yourself

When someone uses ChatGPT to write their emails and sends out a lightly-edited version, I can spot it within the first few words. Honestly, if they can't be bothered to write it themselves, I can't be bothered to read it.

People trust people. And it's way better to be a person who makes typos or rambles a little bit than to send that overly smooth and glossy robot copy. I actually really, really loathe that AI-generated style. There's no texture to it and it always feels...off.

Your authentic voice is what makes your email marketing strategy work. Hell, it's what makes your marketing strategy in general work. It's what differentiates you from every other business in your space.

The Bottom Line

The ROI on email is unbeatable. It consistently outperforms social media, paid ads, and pretty much every other marketing channel. But only if you actually use it.

Stop letting your email list collect dust and start treating it like the asset it is. Watch what happens when you show up consistently with value and personality. And don't be afraid to ask for the sale. Or the call. Or the sign-up -- whatever it is you're trying to do with your emails. Even if the results aren’t spectacular out of the gate, it’s infinitely better than not emailing at all!

FAQ: Email Marketing Tips

How often should I email my list? At minimum, once a month. Ideally, once a week. The key is what’s sustainable for you and your business. Pick a frequency you can maintain and stick with it.

What's a good email open rate? Average is around 20-25%, but this varies wildly by industry. Welcome emails can have open rates up to 90%, which is why your first impression matters so much. (You do have a welcome sequence, right?)

How do I clean my email list? Most email marketing platforms let you segment by engagement. Create a segment of subscribers who haven't opened an email in 3-12 months and send them a re-engagement campaign. Remove anyone who still doesn't respond.

Should I worry about unsubscribes? Not really. People who don't want to hear from you are doing you a favor by leaving. It improves your deliverability and helps you focus on engaged subscribers who actually want what you offer.

What should I write about in my emails? Mix it up: share stories, provide quick wins, make offers, and repurpose your best content. The goal is to stay top-of-mind while building trust and moving people toward buying, signing up, joining or whatever your CTA is.

Want help creating an email marketing strategy that actually works for your small business? Let's talk about how I can help you turn your email list into your most valuable asset.