(And Why Most People Build It Backwards)
Hello again, and welcome back. If you’re watching this on YouTube, welcome back to the channel. If you’re reading this on the blog, welcome back here.
Today I want to talk about email marketing strategy, because the strategy I recommend for small businesses is very different from what I’d recommend for a big business.
If you’re a global giant with tens of thousands of subscribers, you have to segment. Country, time zone, interests, behaviour. All of that matters when you’re working at scale.
For small businesses, it usually doesn’t.
Most small businesses are selling one customer, one core problem. That’s it.
And that’s actually a good thing.
Small and Scalable Beats Clever and Complicated
The first thing I want to say is this: don’t feel overwhelmed by your email strategy.
What you want is something small and scalable.
Most email systems fail because they’re built backwards. They focus on questions like:
How do I sell next?
What do I promote next?
What does my bottom line need?
Unfortunately, that’s not how your subscriber thinks.
To turn a subscriber into a customer, you need to send what they need next — not what you want to sell next.
Where You Are Is Not Where They Are
This is why automation matters so much.
Where you are in your business is not where your subscriber is.
They’re moving through a journey — from uncertainty, insecurity, and confusion, into calm, confidence, reassurance, and eventually respect.
And respect works both ways.
They need to respect you.
And you need to respect them.
That’s why having a step-by-step map matters. Not just for your newsletters, but for your automation as well.
Automation brings everyone to the same place, even if they arrive by different routes.
Why Email Feels Heavy (And Gets Avoided)
What I see over and over again is this.
People start with what to send instead of what the subscriber needs.
Email starts to feel heavy.
Confusing.
Easy to avoid.
It gets pushed to the bottom of the to-do list.
You start thinking, I’ve already talked about this.
I’ve already sent this promotion twice.
What do they need next?
That uncertainty is usually what stops people from writing at all.
Study People Who Are Already Doing It Well
There are two simple things you can do here.
The first is to listen to me.
The second is to sign up to the email list of someone you genuinely admire — someone who is already successful in your space — and study what they send.
You’ll notice something interesting.
Most people don’t send a promotion once.
They send it four, five, sometimes six times.
But each email comes from a different angle.
They focus on the need, not the sale.
The Panic Pattern I See All the Time
Let’s talk about the average small business for a moment. Let’s say you’re a coach.
You collect emails.
You send the odd newsletter.
Then you panic.
You realise you need to sell something.
That usually happens once a quarter, and that’s often when I get the phone call.
So you either over-email — a sudden flurry of messages — and people unsubscribe.
Or you disappear for weeks, then feel awkward about coming back.
If that’s you, you’re not broken.
Your system is.
And it’s actually very easy to fix.
The Simple Strategy: Every Email Has Three Jobs
Here’s the strategy.
Every email needs to do three things.
1. Welcome Them
Yes, you have a welcome sequence. I’ve talked about that before.
But you also need to welcome people every time.
Remind them why they signed up.
That might be:
- A familiar way you say hello
- A phrase you always use
- A small shared memory
As a small business, your brand is you.
That’s a huge advantage.
2. Onboard Them
Next, you onboard them.
You remind them how to get value from you.
Even if you have a formal onboarding sequence, this still matters in every email.
You’re reinforcing why you’re useful, relevant, and worth paying attention to.
3. Sell the Next Step
The final job is to sell.
That doesn’t always mean buy this course.
Selling can be:
- Download this
- Read this
- Book this
- Watch this next
Every step you ask someone to take is a sale.
And when that becomes natural and consistent, something interesting happens.
Why Selling Stops Feeling Awkward
By the time you do have something bigger to sell, it doesn’t feel forced.
It feels like the next logical step.
You already know:
- Who opens regularly
- Who engages occasionally
- Who is just kicking the tyres
So when you say, I’ve got spaces available, the right people take it.
They’re ready.
And yes, I’m exaggerating slightly when I say £100,000 business class — although I genuinely hope you get there one day.
Email Works When Each Piece Hands Off Cleanly
Most people either jump straight to selling.
Or they stay stuck in welcome forever.
Email works when each stage has one clear job, then hands off to the next.
That applies to:
- Your automation
- Your newsletters
- Every single email you send
Don’t Underestimate What Your Newsletter Is Doing
Newsletters do a lot of heavy lifting.
They build connection.
They build authority.
They build familiarity.
Don’t underestimate that.
If you’re panicking about what to send, pause.
Give yourself the time to think about what your audience actually needs, instead of thinking, Oh god, it’s Friday afternoon and I need to send something.
If You Don’t Enjoy This, Something’s Off
Talking to your customers should be enjoyable.
If you don’t enjoy talking to your customers, why are you in business?
You should be in business for your favourite people.
You are definitely my favourite people.
And I hope the people you sell to are yours too.
Take care — and until next time.
