So, you did it. You set up a sign-up form on your website. Maybe you ran a little contest. However it happened, you’ve got a list of email addresses from people who are at least a little bit interested in what you do.
That’s huge! That list is pure gold. It’s a group of people who raised their hands and said, “Yes, tell me more.”
But now… silence. Your list just sits there. You open your email marketing platform, and your mind goes blank.
“What do I send them?”
“I don’t want to be annoying.”
“If I send a sales email, they’ll all unsubscribe!”
“I have nothing important to say.”
If this is you, take a deep breath. You’re not alone. This is the single most common problem for small business owners. You’ve built an audience, but you have no idea how to talk to it.
The good news? It’s simpler than you think. The goal of your email list isn’t to just “blast” offers. It’s to Automate Your Customer Relationships. To Turn Subscribers into Paying Customers on Autopilot.
Let’s break down exactly how to do that.
The Biggest Myth to Forget Right Now
First, let’s get one scary idea out of your head. You are not “bothering” people.
These people signed up for your list. They want to hear from you. Your job is not to shout at them with sales pitches. Your job is to deliver on the promise they signed up for. If they signed up for tips, send tips. If they signed up for news on new products, send that news.
Think of your email list like a conversation with a new friend at a coffee shop. You wouldn’t walk up, shake their hand, and immediately say, “BUY MY THING!” That would be weird, and you’d be drinking your coffee alone.
Instead, you’d chat. You’d share stories. You’d offer helpful advice. You’d build trust. And then, eventually, it would feel natural to say, “Hey, you know what? I actually run a business doing this. If you’re ever interested, I’d love to help.”
Your email list works exactly the same way.
What Should You Actually Send? The 4 Types of Emails Your List Needs
A healthy email mix is like a healthy diet. You can’t just eat one thing. You need a balance. Your email list needs a balance of four types of emails.
1. The “Value Bomb” Email (The Helpful Friend)
This is the most important type of email you will send. This email has nothing to do with selling. Its only goal is to help, educate, or entertain your subscriber.
Why it works: It builds massive trust. It shows you’re an expert who cares about them, not just their wallet. When you consistently provide value, people look forward to your emails. They see you as a helpful resource, not just another store.
Ideas for Value Bomb Emails:
A helpful tip related to your industry: A baker sends a email titled “The #1 Mistake Everyone Makes with Butter (And How to Fix It).”
An answer to a common question: A plumber sends an email with a video showing “How to Unclog a Sink in 30 Seconds with Stuff You Already Own.”
A curated list of resources: A graphic designer sends links to their three favorite free font websites.
A behind-the-scenes look: Show how you make your product or prepare for your service.
Subject Line Examples:
“3 ways to make your morning easier 👇”
“You asked, I’m answering!”
“A little trick I learned…”
2. The Storytelling Email (The Real Human)
This is where you connect on a human level. People buy from people they know, like, and trust. Stories are the fastest way to build that connection.
Why it works: It makes you relatable. It transforms your business from a cold, faceless company into a real person with passions, problems, and a purpose.
Ideas for Storytelling Emails:
Why you started your business: Share the “origin story” that lights you up.
A mistake you made and what you learned: This makes you vulnerable and trustworthy.
A customer success story: (With their permission!). Share how you helped someone and the difference it made.
What you’re passionate about outside of work: Are you a gardener? A hiker? A movie buff? Share a little piece of your life.
Subject Line Examples:
“Why I almost quit last year…”
“A lesson I learned the hard way.”
“You won’t believe what happened last week!”
3. The “Soft Sell” Email (The Natural Recommendation)
This email mentions your product or service, but it’s not a direct, hard-hitting sales pitch. It’s a natural recommendation, just like you’d tell a friend about a great movie you saw.
Why it works: It introduces your offer without pressure. It’s educational and shows how your product/service solves a specific problem.
Ideas for Soft Sell Emails:
A case study: “Here’s how Sarah used our planning service to save 10 hours a week…”
A demo of a specific feature: “Did you know your subscription includes this hidden tool? Here’s how it works.”
Share a blog post or video you created: Then, at the end, gently mention the product related to it. “If you want to put these tips into action, our [Product] can help.”
Subject Line Examples:
“How our customers are saving time”
“Have you seen this feature?”
“The secret to getting organized”
4. The “Hard Sell” Email (The Direct Ask)
This is the email that directly asks for the sale. It’s clear, it’s direct, and it has a call-to-action (CTA) like “Buy Now” or “Sign Up Today.”
Why it works: You can’t be shy about selling. People expect it. If you’ve been sending value bombs and stories, they won’t mind when you occasionally ask for the sale. In fact, they might be waiting for it!
Ideas for Hard Sell Emails:
A new product announcement: “It’s finally here! Introducing [New Product]!”
A special promotion or sale: “For the next 48 hours, get 20% off your first order.”
A limited-time offer: “We’re only opening up 5 spots for our coaching program this month.”
Subject Line Examples:
“🎉 Our biggest sale of the year is LIVE!”
“The wait is over: [New Product] is here”
“Your invitation inside 🎁”
How Often Should You Send Emails?
This is the million-dollar question. The answer is: Be consistent.
It’s better to send one email every single week than to send four emails one week and then disappear for two months. Consistency builds a habit for your reader.
A great place to start is one email per week. Maybe every Tuesday morning. This is frequent enough to stay top-of-mind but not so frequent that it feels spammy.
Your mix for the month could look like this:
Week 1: Value Bomb (Helpful Tip)
Week 2: Storytelling (My Biggest Mistake)
Week 3: Soft Sell (How a Customer Succeeded)
Week 4: Hard Sell (New Product Launch)
See how that feels natural and builds over time?
How to Sell Via Email Without Feeling Icky
The key to selling via email is the 80/20 Rule. 80% of your emails should be non-promotional (Value Bombs and Stories). 20% of your emails can be promotional (Soft Sells and Hard Sells).
This means for every four emails that help or connect, you earn the right to send one that sells.
Always, always, focus on the benefit, not the feature.
Feature: “Our coffee is shade-grown and organic.”
Benefit: “Enjoy coffee that tastes better and gives you a clean energy boost without the jitters.”
Tell them what’s in it for them. How will your product make their life easier, better, or more enjoyable?
Your “Set It and Forget It” Autopilot Machine: The Welcome Sequence
The most powerful automation you can set up is a Welcome Sequence. This is a series of 3-5 emails that are automatically sent to everyone the moment they sign up for your list.
Why is this magic? Because new subscribers are most excited right when they sign up. Your welcome sequence does the heavy lifting for you, 24/7, while you sleep.
Here’s a simple 3-email welcome sequence you can copy:
Email 1: The “Thanks!” (Sent immediately)
Subject: Thanks for subscribing! + [A free gift if you offered one]
Body: Thank them for signing up. Remind them what they’ll get from being on your list (e.g., weekly tips). If you promised a discount code or a free guide, give it to them here.
Email 2: The “Who I Am” (Sent 1 day later)
Subject: A little more about me…
Body: This is a storytelling email. Tell them your “why.” Why did you start this business? What are you passionate about? This builds the know-like-trust factor immediately.
Email 3: The “What I Do” (Sent 2-3 days later)
Subject: How I help people like you
Body: This is a soft sell email. Briefly explain your main product or service. Focus on the problem it solves for them. “Are you struggling with [Problem]? My [Product/Service] helps you [Achieve Benefit].” Link to your main website page.
Getting Started Is Easier Than You Think
You don’t need to be a tech wizard. Tools like Mailchimp, ConvertKit, or Constant Contact are made for beginners. They have templates and easy drag-and-drop editors.
Your action plan right now:
Log in to your email platform.
Write one Value Bomb email. What’s one quick tip you can share? Write it like you’re emailing one friend.
Schedule it to send to your entire list this week.
Open a new tab and start building that 3-email welcome sequence. It might take an hour, but it will work for you forever.
Your email list is the most direct line you have to your biggest fans. Stop leaving them on read. Start the conversation. Provide value, tell your story, and when it feels right, make the ask.
Do this consistently, and you’ll truly have a system that works on autopilot, turning subscribers into loyal, paying customers while you focus on running your business.
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Hi, I’m Heather.
Let me help you scale your Utah $1M+ biz to $20M+
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- Built & sold Queen of Wraps (yep, that’s my face on the side of I-15)
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- Zero Ivy MBA (just pioneer grit + market-tested tactics)
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