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 had in-depth conversations with a creative agency owner, a speech language pathologist, a divorce mediator, a relationship coach, and a website designer, among others. In all of these session, I noticed a 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 have 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, which makes email platforms see you as more trustworthy, which means more of your emails get delivered. It's counterintuitive, but a smaller, engaged list will always outperform a bloated one.
Consider removing subscribers who haven't opened an email in 6-12 months. Send them a re-engagement campaign first, but if they still don't respond, it's time to let them go.
2. Email More Often Than Feels Comfortable
Most people worry about emailing too often when the real problem is not showing up enough. 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. 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.
Even if you're only emailing once a month, stay consistent 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 myself.
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.
Your authentic voice is what makes your email marketing strategy 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! 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? Industry average is around 20-25%, but this varies by industry. Welcome emails can see open rates up to 90%, which is why your first impression matters so much.
How do I clean my email list? Most email marketing platforms allow you to segment by engagement. Create a segment of subscribers who haven't opened an email in 6-12 months, send them a re-engagement campaign, and 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.