Email marketing: build a list you own
Social platforms can change their rules overnight, but your email list stays yours. A small list of people who want to hear from you is worth more than a big one that ignores you.
The four parts of good email marketing
Whatever tool you use, successful email programmes get these four things right.
Permission
Only email people who asked to hear from you. It keeps you legal and keeps your emails out of spam.
The welcome email
Your first email gets the most opens. Use it to say thanks, set expectations and deliver what you promised.
Subject lines
A clear, specific subject line tells people why this email is worth opening now.
Deliverability
Authenticating your domain and cleaning inactive contacts helps your emails land in the inbox.
Before you send your next newsletter
A quick check before every send saves you from the mistakes that hurt open rates.
A simple four-week plan
Choose an email tool
Pick a service with a free plan and signup forms you can add to your site.
Add a signup form
Place it where readers finish your content and offer a clear reason to join.
Write a welcome email
Thank new subscribers and tell them what they will get and how often.
Send on a rhythm
Pick a day and frequency you can keep, such as every Monday, and stick to it.
Quick answers
How often should I email my list?
Weekly or every two weeks works for most blogs and small businesses. Whatever you choose, be consistent.
Why are my emails going to spam?
Common causes are a missing domain authentication, emailing people who never opted in, or sending from a free address like Gmail.
Is email marketing still worth it?
Yes. Email reaches people directly without an algorithm in the way, and it usually brings some of the best returns of any channel.
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