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  • Writer's pictureJoanne Butcher


Email marketing isn’t breaking news. But if you’re not using it as part of your overall marketing strategy, you’re losing potential customers—and money.

If you want to learn how to get started with email marketing, then this blog is definitely for you.

It is designed for those who know it would be good for their business but have no idea how to begin.

Regardless of your business and your target market, email marketing is a fabulous way to nurture leads and build a long-term relationship with your ideal clients and customers.

Start with the basics

If you're new to email marketing, the whole thing can seem daunting. But the best way to start is to start small. When you set up a new email marketing campaign, don't try to do everything at once. Start with the basics. Here I break it down into three easy steps.

1. Choose The Email Marketing Software

First of all, you’ll need the right email marketing software. This will let you create, send, track and measure your emails in one dashboard.

There are plenty of options out there and it’s a good idea to try a few to see which one you find easiest to use. Most of them start off with a free version, which is perfect for individuals and small businesses. Personally, I like Mailerlite, as it is easy to use, has some really good features on their free version and has a super responsive help desk. To find other options do a Google search for “free email marketing tools” and see which ones offer the functions you need.

Most email marketing platforms can integrate with your website via a simple plugin, so you can receive email sign-ups through the site.

2. Build an email list

For you to pull off successful email campaigns, you need an active email list.

This is a database of email contacts who have expressed interest in receiving marketing communications from your brand.

There are many ways to build an email list.

One of the easiest is to create a lead magnet (also called an offer) that your target audience will be interested in, in exchange for their email addresses.

Remember that under GDPR rules, you can only send marketing emails to someone who has specifically opted in or subscribed to your list. Or to an existing customer who is given a clear option to opt-out if they wish. On all your emails, you must legally include a clear ‘Unsubscribe’ link.

NB: Whatever you do, don’t be tempted to purchase an email list. Email marketing is all about building and nurturing relationships. Therefore connecting with a smaller list of quality contacts will be more impactful than blasting out messages to contacts that don’t even know your business.

3. Develop your lead magnet

The lead magnet needs to be something that solves a problem for your ideal client. It also has to be ‘actionable’, which means it promises AND delivers a solution to the problem your ideal client is facing.

In this blog post I go into more detail about how to create an irresistible lead magnet to attract your ideal clients.

I suggest creating a standalone landing page for your lead magnet. This can be done through your website, or by using whichever email marketing software you have decided to use.

This page needs to present the problem your ideal client is facing and the solution you are providing them in a clear and concise way.

Things to think about when you are designing this page:

  • Keep it focused on one idea.

  • Make sure it is something that your ideal client will want - keep it relevant to them.

  • Make sure the call to action is enticing and clear.

  • The signup box should be easy to see.

Nurturing your Email List

Now, it’s time to talk about what to do with your new subscribers. You will first start to build your relationship with your new subscriber through the email sending the lead magnet. Then you will continue to nurture the relationship through weekly newsletters.

1. Emailing the Lead Magnet

It’s a big deal for somebody to sign up for your lead magnet. So now you’ve got to give them what you promised. It’s time to send the delivery email where you link to the lead magnet in the email. You can set this up to be sent automatically through your chosen email marketing software.

Your ideal client likely gets many, many emails in their inbox so you need to make sure yours stands out. Do this is through an intriguing or descriptive subject line.

In the email, you want to remind them why the lead magnet is good for them or will be incredibly helpful for them. Remember, most people are wondering “What’s in it for me?” Tell them.

2. Weekly Newsletter

Your email newsletter has two very specific goals:

  • To build a real connection with your existing subscribers over time, week by week; and,

  • To encourage your subscribers to engage in your weekly original content (your blog post, your podcast episodes, or videos).

In order to create real relationships with your subscribers, your mission is to email your subscriber every single week offering help, valuable insights, tips, inspiration, motivation, and guidance.

Keep the newsletters short. They shouldn’t be too overwhelming (to you or to your list). They should give value and keep to a single subject or focus.

Examples of newsletter content could be:

  • Link to an article you’ve written

  • Link to your latest podcast or video

  • Short tip

  • Link to an article someone else has written that your ideal client would find of interest


  • Use images here and there to spice things up, but use sparingly as too many can trigger the email to end up in their spam folder.

  • Keep the tone light and friendly - person to person.

  • Keep paragraphs short - no one wants to read a great wall of text.

  • The subject line is important, I suggest coming up with at least 5 subject lines for every email and then you can decide which one is the most clickable.


Don't be intimidated by email marketing, start small and build your way up. It’s definitely worth investing the time and effort in. And if time isn’t something you have to spare, then outsourcing the setup, the newsletter creation, or both - is always an option.

This is something I can help you with. Book in a free discovery call with me to find out more.


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