What Is Email Marketing and How Does It Work?
Email marketing has been around for decades. In fact, it’s been here long before social media, and I can’t see it going anywhere in the near future.
As social media becomes saturated with AI-generated fluff, your client’s inbox will become a place of sanctuary. A place away from all the noise. A place where you have nothing but their attention.
Which is a great situation to be in. Especially if you want to sell your product or service.
What Is Email Marketing?
Email marketing is how you stay in touch with your audience by landing directly in their inbox, without relying on social media algorithms. Whether you’re sharing tips, telling stories, or promoting offers, it’s one of the most effective ways to build trust and stay top of mind.
And more importantly turn your followers into loyal customers.
You own the list. You control the message. - You’re no longer at the mercy of being Zucked…
And when done right, it works like a charm.
Why Email Marketing Is More Than Just Newsletters
Because email marketing isn’t just about sending out a weekly “what we’ve been up to.”
Urgh… Those emails usually take up much of your time and deliver little in return. Plus, they’re pretty boring, especially if that’s all you’re sending to your audience.
Email marketing is (and should be) a full-blown communication system.
You can:
Welcome new subscribers
Follow up with leads
Check in after a sale
Re-engage people who’ve gone quiet
Launch a new offer
And more…
All without lifting a finger once it’s set up.
Think of it like having a sales and customer service team working behind the scenes 24/7, building trust, dropping value, and nudging your ideal customer closer to buying without being pushy.
And sure… Newsletters are part of it.
But they’re just one tool in a much bigger toolbox.
Why Email Marketing Is Still So Effective in 2025
Email marketing isn’t going anywhere. It’s here for the long term. It outlasted MSN, Myspace, Bebo, and all other social platforms of the past. Hell, I’d wager it’ll be here long after Facebook, Instagram & TikTok.
So why is it so prevalent?
Email vs Social Media: What Gets More Attention?
Social media is noisy. You’re competing with memes, reels, ads, and cat videos. Even if someone follows you, there’s no guarantee they’ll see your post. Algorithms decide what gets shown.
But with email, you land directly in their inbox. No middleman. No guesswork. Just your message, sitting right there waiting to be opened.
And the stats back it up.
Email consistently gets higher engagement and click-through rates than social platforms.
Plus, people check their inbox daily. I know I do. Sometimes obsessively.
It’s a place where I can only hear from people I want to.
So when your email shows up in a potential customer’s inbox, you’ve got a much better shot at actually being seen. AND there’s a far higher chance they’ll buy from you.
Ownership Matters - You Control Your List
On social media, you’re building an audience on borrowed ground. One algorithm tweak or account ban, and BOOM… Your entire following can vanish in a puff of smoke.
You don’t own the platform, the followers, or the rules.
To me, relying only on social media for your business is a bad move. Trust me, I’ve been there.
Think of email like owning a house, not just renting a room.
When someone joins your list, you’re not relying on a third party to reach them. You have the keys. You decide when and how to show up.
That control gives you stability and predictable revenue.
You can build trust, stay front of mind, and sell on your terms without worrying about the next big platform change or disappearing reach.
How Email Marketing Actually Works (Step by Step)
New to email marketing? I’ve got your back. It can sound more technical than it really is. But at its core, it’s a simple system.
You build a list of people who want to hear from you, send them valuable content, put offers out when the time is right, and make money.
Here’s how the process works from start to finish:
Step 1: Choose the Right Email Marketing Platform
Before you do anything else, pick the platform that’s going to power your email strategy.
There are loads of tools out there, like MailerLite, Kit (formerly ConvertKit, Klaviyo, and ActiveCampaign.
My favourites are Kit, Klaviyo and ActiveCampaign. I know a few people using MailerLite, but never personally used it.
The best one for you depends on your needs and your level of tech comfort. If I’m being honest, Kit is a great place to start. And has a great free option which should cover you if you’re a beginner.
Look for something that’s easy to use, allows for automation, and gives you clear stats on opens, clicks, and most importantly… SALES.
Don’t get distracted by shiny features. Start simple and build from there.
Step 2: Build or Import Your Email List
Once your platform is ready, you can start building your list.
You might use a lead magnet, a sign-up form on your website, or even collect emails in person if you’re running a local business.
If you’ve already got a list of customers or contacts, most platforms let you upload them easily.
The key here is consent.
I can’t state this enough. Data is a commodity nowadays and you DO need permission to email people, especially marketing material.
Always get permission before adding someone to your list. A small, engaged list will always outperform a big one full of cold leads.
Step 3: Create and Send Targeted Emails
Now you start writing. Seriously… It’s that simple.
Depending on your strategy, you might send a welcome sequence, weekly tips, or product offers.
The goal is to deliver value first, sell second.
But here’s the kicker… Good copy makes a big difference here.
Write like you’re talking to one person. Keep it relevant. And always have one clear goal per email, whether that’s booking a call, reading a blog, or making a purchase.
Step 4: Track Performance and Improve Over Time
Now here’s the part I geek out over…
Once the emails go out, the data starts rolling in.
Pay attention to open rates, click-throughs, and unsubscribes.
These tell you what’s working and what needs tweaking.
Email marketing isn’t a one-and-done thing. It’s a long-term channel that gets stronger the more you learn about your audience. Test subject lines, experiment with offers, and keep improving bit by bit.
Oh, and I know I said to keep an eye on unsubscribes… But they’re not overly important in my eyes.
Likelihood is those who unsubbed wouldn’t have bought from you anyway. So you’re the real winner here, you end up with a smaller, more engaged list of people who know, like and trust you… ‘Aka’ BUYERS.
The 3 Most Common Types of Email Campaigns
If the idea of writing regular emails feels overwhelming, don’t panic. You don’t have to reinvent the wheel every time you hit send.
I mean… You can do, but that’ll take up a lot of time.
Instead, most businesses run a mix of three core email types, each with a clear purpose. Nail these and you’ve got the foundations of a strong email strategy.
Welcome Sequences (Make a Great First Impression)
A Welcome Sequence is a series of emails your subscribers receive when they first join your list.
Think of it like a digital handshake.
It’s your chance to introduce yourself, explain what you do, and set expectations.
A good welcome sequence builds trust fast and keeps new subscribers from going cold. And if you want, you can even sell a low-ticket item in this sequence to turn new subscribers into buyers.
Weekly Value Emails (Keep Them Engaged)
Weekly value emails, or as they’re often called, “Broadcast Emails”, are emails designed to keep your audience warm.
You might share tips, behind-the-scenes stories, mindset nuggets, or helpful content related to your niche. The goal here is to deliver value without asking for anything in return. When done right, these emails position you as the go-to expert and make people look forward to hearing from you.
Sales and Promo Emails (Turn Interest into Revenue)
These are emails where you sell your programme/product, consultation, or whatever fits your offer.
The key is timing and relevance.
If your audience is used to hearing from you and getting value, they’re far more likely to pay attention when you present an offer. After all, you’ve given them a lot of value, so you’ve earned the right to sell them something.
These emails can be one-offs or part of a short sales sequence, depending on your strategy.
Who Should Be Using Email Marketing?
Email marketing isn’t just for big brands with slick graphics and huge lists.
It’s one of the most accessible tools out there for solo coaches, service providers, and small business owners looking to increase revenue smartly and sustainably.
It's Not Just for Big Brands
You don’t need a huge following or a full-blown marketing department to make email work.
In fact, smaller businesses often have the advantage… They can be more personal, more consistent, and more direct.
A well-written email from a real human will always outperform a flashy one that feels like it came from a robot.
Why Email Works for Solo Coaches and Small Teams
If you’re running a lean operation, email becomes your silent business partner.
It builds relationships while you’re sleeping, books calls while you’re coaching, and keeps you front of mind even when you’re off the grid. It’s low-cost, high-impact, and scales with you as you grow.
Final Thoughts: Ready to Start?
Email marketing doesn’t need to be complicated or overwhelming.
With the right setup, a clear message, and a bit of consistency, it can become one of your business’s biggest revenue generators.
You don’t need a huge list.
You don’t need to be a tech whiz.
You just need to start.
It really is as simple as that. Building an email list is one of the most important things you can do for your business in 2025.
And if you want help with emails that actually get opened, read, and clicked, from strategy and writing to implementation and list management, get in touch.
I’ll help you turn your email list into a reliable, consistent revenue stream.
