You’re a smart business owner, you know email marketing is supposed to be the key to big money success. But it’s so overwhelming, and you don’t know where to start with email. 

You aren’t alone. 

Many business owners know email is an important part of marketing, but they often feel behind, overwhelmed, or just don’t know what’s important enough to start with.

So they throw it to the side and wait, hoping it works enough not to be an expense. 

As a professional copywriter, I know the power of email marketing. And over the past 5 years of writing and consulting with all types of business owners, I’ve seen the good, the bad, and the downright ugly.

That’s why today I’m going to give you the grand tour of email marketing. When you’re done with this blog, you should know exactly where to start and feel confident that you’re taking the best steps towards a more profitable effort.

Why Email Marketing Still Matters in 2025

“Email marketing is dead!” The big gurus say right after they check their email. Let’s face it, about 99% of email users check their email daily. That’s a very powerful thing. But there’s more to the power of email marketing, yes, even in 2025. 

Return on Investment

When it comes to email marketing, there’s no better return on investment. 

According to recent industry studies, email marketing delivers an average ROI of $36 to $42 for every $1 spent. That means for every $100 you invest into writing, sending, and optimizing emails, you could be looking at $3,600–$4,200 in return. 

Let that sink in.

One email, used time and time again, making you money every time you hit send. 

Compare that to social media or paid ads, where CPMs and competition keep rising, and suddenly email looks less like an “extra” channel—and more like a profit engine hiding in plain sight.

It’s crazy to ever think that email is “dead”. Now, bad email, that’s a different story. 

Why Does Email Convert So Well?

There are some key elements to the big “why” when it comes to email success. However, email is a direct connection to your favorite person, aka your customers. Making email marketing the perfect way to build trust without struggling with forever-changing algorithms. 

It’s Personal

Emails land directly in your subscribers’ inboxes. Not on a feed where you’re fighting for attention with cat videos, memes, and a hundred other brands. It’s almost like a small personal meeting.

It’s Intent-Driven

People opt into your list. That means they’ve already raised their hand and said, “Yes, I want to hear from you.” That makes email a warm audience, not a cold scroll-by. These people want to be a part of your business, making them more receptive to engaging with your emails.

It Builds Trust Over Time

Unlike a one-time ad, a well-crafted email strategy allows you to build a relationship. Good email marketing isn’t just about sales. It needs to educate, inspire, and convert naturally.

Email vs Social Media: Ownership Is Everything

Here’s the truth most creators and business owners learn too late:
You don’t own your Instagram followers. Or your TikTok views. Or your YouTube subscribers.

Daily in your own feed, I’m sure you see those copy and pasted posts, “I don’t give Facebook permission to use…..” 

But they don’t realize, to use the platform, you have to check the little box that says you agree to their TOS, and that includes them being able to control your images, posts, and shut down your page.

Social platforms are rented space. The algorithm decides whether your post reaches 100 people or 10,000. Regardless of how hard you worked on it. Regardless of whether your audience wants to see your posts. In some cases, it’s nearly impossible to win.

But your email list?
That’s your owned asset.

No matter what happens to social media trends, new platforms, or algorithm changes, you’ll always have direct access to the people on your list. And when you pair that ownership with strong email copy and automation, you can generate sales even while you sleep.

Common Myths About Email Marketing That Hold You Back 

Don’t let these myths about email marketing stop you from starting. Many of these things are often paired with bad email practices. But you’re here reading this, so you won’t be doing that. 

Let’s get busting.

Myth #1: “I Don’t Have a Big List”

This is one of the most common email marketing fears. And also one of the most limiting.

You think you need hundreds or thousands of subscribers before it’s “worth it.” But the truth? You don’t need a big list. You need a warm, engaged list.

After all, everyone starts somewhere.

Imagine this: You’re in a room with just 25 people who are genuinely interested in your product or service. Would you ignore them just because the room isn’t packed? Of course not! You’d show up, start conversations, and make offers.

Email works the same way.

Bust it:

Think of each email address as a real person who gave you their trust and permission to talk to them. Whether you have 10 people or 10,000, that’s a direct line of communication that social media can’t touch.

Win It:

Start with what you have—even if that’s just 1 person. Use a welcome sequence to warm them up and give them value. As you grow, your emails will already be doing the heavy lifting.

Myth #2: “I Don’t Want to Be Spammy”

Nobody wants to feel like “that brand”. We all know the one. Always pushing hard sells and flooding inboxes with discounts and hype. (I’m looking at you, Bath and Body Works!) But here’s the truth: Spammy isn’t about sending emails, it’s about sending the wrong emails.

If you’re showing up with helpful, relevant, well-timed content that your subscribers actually want… that’s not spam. That’s service. And that’s why they are on your list. 

Bust it:

You can send daily emails and not be spammy. In fact, I’m on a few lists with daily emails. Here’s the catch, if each one adds value, your audience will show up. On the other hand, you can send one email a month and still be spammy. Don’t send all “buy now” pressure with zero connection.

Win it:

Start by mapping out 3–5 emails that simply offer value:

• A helpful tip
• A behind-the-scenes look
• A personal story related to your product/service
• A quick FAQ
• A how-to or tutorial
  

Add a soft call-to-action (CTA) at the end, but keep the focus on the reader. You’ll instantly feel more confident. And your audience will feel more connected.

Myth #3: “I Don’t Have Time or Know What to Say”

If writing emails feels like climbing Mount Everest, you’re not alone. Between running your business, posting on social, and everything else… writing emails every few days might seem impossible.

But you don’t need to write long essays. You don’t need to be a copywriter. (You’d get much better results if you did have one, but starting is better than not.) 

You do need a simple system and a clear message.

Bust It:

You don’t need perfect emails—you need to hit send. The more you email, the easier it gets. And the beauty of email marketing is that you can automate 80% of it.

Write one welcome sequence. Set it. Let it work for you. Then add one live email a week (even short ones). That’s it.

Win It:

Start with a template. Use a simple format like:

• Hook headline
• One relatable story or thought
• Lesson or takeaway
• CTA or reply request
  

Even a 5-sentence email can build trust and drive sales when it’s intentional.

Pro Tip: Keep a running list of content ideas on your phone or in Google Docs. When inspiration hits, jot it down. Soon, you’ll have weeks of ideas ready to go.

The 3 Must-Haves Before You Start 

Email Zero. That’s what I call this little section. Because you need to do this before you start sending emails. 

A Clear Target Audience

Before you worry about what email platform to use or what your welcome sequence should say, you need to answer one simple question:

Who are you talking to?

Because if your emails try to speak to “everyone,” you’ll end up connecting with no one.

Why Targeting Matters in Email Marketing

Every successful email strategy starts with understanding who your ideal customer is and what they care about. Not just their age or location, but their desires, struggles, values, and buying triggers. This is the time to go deep and really understand your #1 fan.

This isn’t just about being relatable—it’s about relevance, and relevance is what drives opens, clicks, and conversions.

Ask Yourself:

• What is my reader struggling with right now?
• What result do they want more than anything?
• What language or tone will they actually respond to?
• What objections or fears do they have about buying?
  

When you can answer these questions, you don’t just send emails—you send exactly what your audience needs to hear.

Quick Win: Use a Target Audience Worksheet to Get Crystal Clear

If you’re feeling stuck trying to define your audience (or worried you’re attracting the wrong people), you’re not alone. Many business owners struggle with this step. And unfortunately, it shows in their marketing results.

You can streamline the process by using a Target Audience Worksheet. This worksheet will walk you through the exact questions and prompts I use with my coaching clients. 

It’s simple, fast, and will save you hours of second-guessing every time you write an email.

Want to Go Deeper?

I also wrote a quick start guide on how to build your customer avatar step-by-step, including examples and mistakes to avoid.
 

Read: How to Build a Customer Avatar in 5 Minutes

An Email Marketing Platform

Once you know who you’re emailing and why, the next step is picking the right tool to send those emails. That’s where your ESP, Email Service Provider, comes in. But how do you know what system is right for your business?

An ESP is the platform that stores your email list, helps you design and send emails, and gives you analytics to track what’s working.

Some of the most popular beginner-friendly options include:

• Klaviyo – Ideal for eCommerce brands. Deep Shopify integration, smart segmentation, powerful automation.
  
• MailerLite – Budget-friendly and easy to use. Great for small businesses, coaches, and solopreneurs.
  
• Kit (Previously Convert Kit) – Built with creators in mind. Excellent for selling digital products, courses, or running newsletters.
  

There are dozens of platforms out there, but the right one depends on your business model, your goals, and your tech comfort level.

Learn more about some of the most popular email marketing platforms in-depth here.

A Lead Magnet (or Reason to Join Your List)

So you’ve picked your email platform and you’re ready to grow your list. But here’s the thing:

Nobody gives away their email address for free.

If you want people to subscribe, you need to offer something valuable in return. That’s where the concept of value exchange comes in.

What Is Value Exchange?

Value exchange is the simple idea that people will happily give you their email address if they get something worthwhile in return.

Examples of Lead Magnets That Convert

Lead magnets don’t have to be complicated. In fact, the best ones are fast, actionable, and focused on a single problem your audience cares about. However, if you really want to stand out, you’ll want to go big. 

Here are a few proven types of lead magnets you can create—even with no design or tech skills:

• Checklists
• Worksheets or Templates
• Swipe Files or Scripts
• Short eBooks or Guides
• Mini Video Series or Tutorials
• Quizzes or Assessments
• Whatever helps them fix one of their problems fast

Final Tip: Match the Magnet to the Problem

If you want high conversion rates, make sure your lead magnet speaks to a very specific pain point your audience already has.

A good lead magnet:

• Solves one clear problem
• Is easy to consume
• Delivers instant value
• Builds trust in your brand

What Should I Send? The First Emails to Write 

It’s been a huge process so far. Great job getting to this exciting step. After all, you’ve built your perfect customer avatar, set up all of your email zero, and now you are ready to…

Stop staring at a blank new email page.

It can easily feel overwhelming. And this is why so many people give up. The key here is you’ll have to do 1 of 2 things. 

First, write, publish, write, publish, review, pivot, repeat. To just get good at it naturally. (And remember, learning a new skill can take 1,000 hours of practice to get good.) 

Or, you can easily outsource email strategy and writing to a freelancer. You’ll often get better results quicker. 

But as a business owner myself, I know how rewarding the learning (and lack of budget) can be. So here is exactly what you should be sending your list. 

Start With a Welcome Sequence

While setting this up is really a part of email zero, its still something that needs to be written and sent out the moment they join your list. Most email CRM’s have some sort of automation feature. (Kit has one on their free plan, so bonus points.)

Why a good welcome sequence matters.

You only get one chance to make a first impression—and in email marketing, that chance is your welcome sequence.

Most business owners focus on growing their list, but what happens after someone subscribes is just as important. (Maybe even more.) A well-crafted welcome sequence acts like your business’s friendly concierge: it greets your new subscribers, shows them around, builds trust, and subtly sets them up to buy. (Yes, you should be making sales from day 1.)

Emails your welcome sequence should include.

Here’s a simple, beginner-friendly framework that works for product-based brands, service providers, and coaches alike. And it’s the one I’ve used for years that helps my clients get amazing results. So I know it will work for you too.

Email 1: Warm Welcome

Make a memorable first impression and deliver what you promised. Thank them for subscribing and remind them what they signed up for. This is also where you’ll deliver your lead magnet and establish expectations. 

Email 2: Share Your Story or Values

Build connection and trust. You must make it relatable and honest, including your own “why” helps reinforce that they are in the right place. 

Email 3: Deliver a Quick Win or Free Value

Prove your value by helping them solve a small problem quickly. On top of your lead magnet, you’ll want to give them a power move. This positions you as the go-to expert. Pro Tip: A case study works great with this.

Email 4: Introduce Your Product or Service

Transition from helpful to intentional. You’ll want to introduce your one main offer and showcase how it’s helped others who are just like them. To be done right, this needs to be 100% about them. Not you.

Email 5: Call to Action / What to Do Next

Give clear next steps. You should be doing this with every email, but you want to be crystal clear on this final welcome email because confused subscribers don’t convert.

Want to skip the guesswork?

I offer custom welcome sequences that are ready for you within a week. You’ll check one thing off your list and never worry about “Did I do this right?” Grab yours now.

Other Ideas to Send

• Educational content
• Behind the scenes
• Product highlights
• Promo emails (briefly introduce this, and link to a future/pillar post)

How to Grow Your Email List 

Once you’ve set up your email platform and welcome sequence, it’s time to focus on growth, because a powerful list doesn’t build itself. Seriously, building it doesn’t mean people just show up. 

The good news? You don’t need a massive following, viral content, or a big budget to grow an engaged email list. You just need the right systems, placed in the right spots, that offer the right value.

Buckle up and get ready to put some work in. Let’s break it down by strategy.

On Your Website

Your website is your digital home. And you need to make sure it’s built to capture visitors before they leave. This asset is also one of the most powerful. You can use multiple techniques to gain followers and get those subscribers.

Pop-Ups

Bad pop-ups can be annoying. But the right pop-up (with good timing and a strong lead magnet, aka value) can convert 3–10% of your visitors. The average is between 3-5% with very few making more than 10% (but it can be done!). 

Embedded Forms

Place signup forms throughout your site, especially on high-traffic or high-value pages. However, you can put them everywhere. And you should. Try to keep it to only one or two max per page. You want it to be easy, not annoying.

Where to embed forms:

• Homepage (hero section or mid-page)
• Blog posts (end of post or inline)
• Footer
• Product pages (if eCommerce)
  

Blog CTAs (Calls to Action)

My personal favorite. Blog posts are prime real estate for email growth. Readers are already engaged. A simple on-topic “get more of this on my list” can go a long way.

Pro Tip: Make each offer feel relevant to the blog post topic. That’s where the magic happens. And bonus points if you have a lead magnet that applies. 

You can offer different lead magnets by segmenting your list, and this can be a powerful tool for gaining subscribers through blog posts.

Social Media

Don’t just use social to entertain. Use it to build long-term relationships before they get on your list. However, the real trick is to tempt them with social media content and then offer them more if they join your list. 

Here’s how to make the most of your social media.

Link in Bio

Always link to a lead magnet or opt-in form. Make it direct and make it easy. You can also use tools like Linktree, Later, or a simple custom landing page to rotate opt-ins. CRM’s like Kit also offer built-in landing pages to make list-building easy. 

Pinned Posts & Highlights

Pin your lead magnet promo at the top of your Instagram, Facebook, or X profile. Add it to Highlights so it’s visible 24/7.

Tip: Use a short, casual Reel or carousel to explain the value of your freebie.

Stories & DMs

Use Stories to run polls, tease your freebies, or show social proof (“50 people downloaded this today!”). Then drop the link in replies or a sticker.

The biggest trick in social media is to keep people “on site”. You’ll have to trick the algorithm. Make sure any links are either in your bio or in the comments. And as often as possible, don’t use “link in bio” in your main post.

Lead Magnet Campaigns

If you want to grow your list fast (without waiting around for your website traffic to magically take off), there’s one little secret. 

Create one irresistible offer—and treat it like a product.

Seriously. Don’t just slap a sign-up form on your homepage and hope someone stumbles across it. Promote your lead magnet the way you’d promote a new launch. Talk about it, show people the value, and tell them why they need it now.

I never said it was easy. 

The good news? This doesn’t have to be complicated or time-consuming. Here are three lead magnet formats that are perfect for beginners.

PDF Downloads

This is the easiest and most popular type of lead magnet—and for good reason. It’s also a little boring. But people love quick wins that they can save and use right away.

• Checklists
• How-to guides
• Swipe files
• Tip sheets
• Templates
  

These work especially well if you can solve one small, specific problem in less than 3 pages.

Pro Tip: You don’t need a fancy design to start with. A simple PDF made in Canva can look great and work just as well. However, you will want to upgrade later.

Giveaways (Done Right)

Want a spike in subscribers? Run a giveaway. But the trick is to do it strategically.

Instead of just giving away an iPad or random swag, choose a prize that only your ideal customer would want. So it might take a little thinking effort. But it will be well worth it. Because the people joining your list are actually potential buyers, not just “freebie chasers”.

Even better? Partner with a few like-minded brands and run a co-branded giveaway so you can all share the spotlight (and the leads).

Challenges or Mini Courses

If you really want to create connection and momentum, this is your go-to.

A 3–5 day email challenge or mini-course builds trust fast because you’re showing up every day in their inbox, helping them make real progress.

People love structure and accountability—especially if it’s simple and gets them closer to a result they want.

Strategic Collaborations

Sometimes, the fastest way to grow is by tapping into other people’s audiences. This one takes a bit of skill, but it can be a big win.

Bundle Collaborations

Partner with other business owners in your niche to create a resource bundle. Everyone contributes a freebie, and you all share the leads.

Guest Content

Write a guest blog post or co-host a live training for a brand with a similar audience. Add your lead magnet at the end for opt-ins.

Cross-Promotion in Newsletters

Swap shoutouts with a trusted business owner. You promote their freebie, they promote yours. Simple and effective.

Tip: Look for small but mighty accounts—you don’t need influencers to grow, just relevance and trust.

What Makes a “Good” Email 

Let’s be real for a moment. Writing marketing emails is a daunting task. When you sit down to write a marketing email, it’s easy to get stuck in your head.

“Is this too long?”…“Will anyone even open this?”…“What if I sound salesy or awkward?”

And it makes the entire process suck. 

The good news is, you can get better at this. They say it takes 1,000 hours to get good at doing anything. But to get to hour 1,000, you have to work through the first 999 hours. 

Writing a good email doesn’t require a degree, but it does take strategy, some psychology, a lot of clarity, and a willingness to sound like… well, you. 

Here are the most important aspects you need to pay attention to when writing not just sales emails, but all emails. 

The Subject Line: Your First Impression

Think of the subject line as the headline of your email. It’s the first thing your reader sees. 

And more importantly, it determines whether your email gets opened or ignored.

If your subject line doesn’t catch attention or spark curiosity, the rest of your message won’t even get read.

Quick tips:

• Keep it short (40–60 characters is a sweet spot)
• Hint at value or intrigue without giving everything away
• Personalize it if you can (use the reader’s name or “you”)
• Avoid sounding too promotional. (You’re not writing a sales ad, and you don’t want to trigger spam filters.)
  

Pro tip: Write 3–5 subject line ideas before choosing one. The best one usually isn’t your first. You can also A/B test them.

The Hook: Make Them Want to Keep Reading

Once they open your email, you’ve got about 3 seconds to convince them to stick around. That’s where the hook comes in.

A hook is your first 1–2 lines. It needs to be something impressive. 

• A surprising stat
• A relatable story
• A question they’ve probably asked themselves
• A strong opinion
  

Think of it like this: if your subject line gets the door open, the hook invites them to sit down and stay awhile.

The Structure: Keep It Simple and Scannable

We live in a scroll-happy world. Your subscribers aren’t reading your email like a novel. They’re skimming. So make it easy for them.

Here’s how:

• Write short paragraphs (1–3 lines max)
• Use bolding, bullet points, or line breaks to separate ideas
• Stick to one main message per email
• Add a clear call to action (CTA) at the end—tell them exactly what to do next

The Voice: Write Like a Human, Not a Brand

Forget trying to sound “professional.” Your emails should sound like a real person having a real conversation.

If your ideal customer bumped into you at a coffee shop and asked, “Hey, can you help me solve this problem?” How would you respond?

That’s how your emails should feel.

Try this:

• Use contractions (you’re vs. you are)
• Write how you talk
• Use simple, clear language (get rid of all that industry jargon) 
• Don’t be afraid to show a little personality
  

You don’t need to impress people. You just need to connect with them.

Consistency Over Perfection

You don’t need the “perfect” email. You just need to send the next one.

The biggest mistake most business owners make? They wait too long, overthink every word, and send one email every three months.

And they wonder why it “doesn’t work”. 

Email marketing only works when you show up consistently—even if it’s imperfect. (Imperfections also make you a real person and not just an AI machine.)

Start with once or twice a week. Keep it short. Keep it simple. You’ll get better with practice.

How to Know If It’s Working

Once you start sending emails regularly, it’s easy to fall into two traps:

1. Obsession: Refreshing your analytics 17 times an hour.
   
2. Avoidance: Never looking at your stats because you’re scared they’ll disappoint you.

Let’s skip both, shall we?

The truth is, email marketing becomes so much easier (and more fun) when you know which numbers actually matter—and how to use them to get better results over time.

Here’s a breakdown of what to track, why it matters, and what’s considered “normal.”

Open Rate – Are people seeing your emails?

Open rate is the percentage of people who opened your email compared to how many received it. It seems simple. But there’s more going on behind the scenes.

Here’s what most people don’t realize.

Open rates are tracked using a tiny invisible image that loads when someone opens your email. If that image loads, your ESP (like MailerLite, ConvertKit, or Klaviyo) counts it as an “open.”

So what’s the problem?
Some email platforms block images by default. Others preload emails in the background (especially on Apple devices), which can inflate your numbers. That means:

• Some people may have read your email but not triggered an “open”
• Others may not have actually read it—but it still counted as opened
  

So while open rates give you a general idea of how your subject line is performing, they aren’t 100% reliable. And this is not a metric that should keep you up at night, but it is still important. 

What’s a good open rate?

• Average: 20–30%
• Excellent: 35%+
• Low: Under 15% (consider testing your subject lines or sending at a different time)

Takeaway: Use open rate as a trend…not an exact science. Track how your emails perform over time rather than obsessing over one number.

Click-Through Rate (CTR) 

Clicks are where the magic happens. It’s also my personal favorite. A high CTR means people aren’t just opening your emails. They’re engaging, clicking, exploring, and hopefully buying.

CTR tells you:

• If your content is resonating
• If your call-to-action is clear
• If your links are easy to find and compelling to click
  

You’ll usually see a lower percentage than opens, but clicks matter more when it comes to conversion.

What’s a good CTR?

• Average: 2–5%
• Strong: 6–10%+
• Low: Under 1% (try simplifying your message or making the CTA more obvious)

Unsubscribe Rate 

Let’s be honest: no one likes seeing people leave their list. But unsubscribes aren’t always a bad thing. In fact, you’re better off when they do.

A small, steady trickle of unsubscribes is normal and even healthy. It means your list is self-cleaning, and the people who stay are the ones who actually want to hear from you.

What you want to watch for is sudden spikes, especially after a specific type of email. That could mean.

• The content didn’t match your audience’s expectations
• You emailed too often (or not often enough, then came on too strong)
• Your tone, offer, or message felt off
  

What’s a normal unsubscribe rate?

• Healthy: Less than 0.3%
• Watch it: Over 0.5% consistently

Takeaway: Don’t panic over every unsubscribe. Focus on keeping your content relevant.

Conversions/Sales – Is your email actually making you money?

At the end of the day, open rates and clicks are great. But you are a business and this metric is the most exciting one. Are your emails leading to sales?

Whether that means a product purchase, a booked call, a course sign-up, or a lead magnet download—it’s all about how well your emails drive action that supports your business goals.

Depending on your setup, you can track this with:

• UTM links (so you can see email traffic in Google Analytics)
• Unique discount codes tied to specific emails
• Built-in revenue tracking (Klaviyo does this especially well)
• Tags or goals in ConvertKit or MailerLite for non-monetary conversions like quiz completions or form fills

Takeaway: Even if you’re not selling right now, you can track smaller conversions like:
✔️ Clicks to your service page
✔️ Freebie downloads
✔️ Replies to an email
✔️ Survey completions

Final Thoughts: You’re Not Behind. You’re Just Getting Started

If you’ve made it all the way here, take a moment to celebrate. You’ve already done more than most business owners ever will.

Now you know the truth:

• You don’t need a massive list to make email work.
• You don’t have to be a professional writer to build connection and trust.
• And you definitely don’t need to stay stuck in “email overwhelm” mode forever.
• And so much more.
  

The truth is, email marketing works best when it’s simple, intentional, and consistent. It’s not about doing everything. It’s about doing the right things. And doing them with confidence.

Start small:
Write your welcome sequence.
Launch a lead magnet you’re excited to share.
Send one to two email a week that helps your customer.

And let the momentum build from there.

Your list will grow. Your confidence will grow. And yes—your sales will grow too.

Learn more about how to utilize email marketing like a pro by being a part of The Conversion Pulse. Join now!

Because email doesn’t have to feel hard.

You just have to hit send.