how to make your email list work harder (so you don’t have to)
You’ve probably heard whispers that “email is dead” - usually from someone trying to go viral on TikTok. But the truth? Email is still one of the most powerful tools in your marketing toolbox. And not in a boring old newsletter kind of way. In fact, email might just be the most underrated way to connect with your audience, build trust, and make sales (not just likes).
I'm sure you'll agree that email is not dead but you might not realise just how "un-dead" email actually is.
Let’s break down the facts:
Here are some mind blowing email stats to get you in the e-mood:
According to Statista, global email users are projected to grow to 4.6 billion by 2025–2026. (yep, more than half the planet!);
Email subscribers are 10x more likely to engage than social media followers (source: Campaign Monitor);
A study by Neil Patel found a list of 1,000 engaged email subscribers brings in $582/month on average (compared to just $79/month from the same number of social media followers); and
60% of consumers say they’ve made a purchase via email, compared to just 12.5% on social media (source: Constant Contact).
Why Your Business Needs an Email List
If you’re still relying solely on social media to connect with your audience, you’re building on borrowed land. Algorithm changes, platform outages, and shifting trends can all impact your reach overnight. The best way to create stability in your business is to own your audience—and that starts with building an email list.
An engaged email list gives you direct access to your ideal clients, allowing you to nurture relationships, share valuable content, and sell your offers without fighting against social media noise.
Having a strong email list means:
You’re in control - No more worrying about Instagram reach tanking, TikTok being banned, or Facebook groups disappearing overnight.
Higher engagement - Emails land directly in inboxes and are more likely to be seen and opened - leading to more clicks, conversions, and real conversations.
Warmer leads - People who join your email list have actively opted in to hear from you, making them more likely to engage with and buy from you.
A safety net for your business - If social media disappeared tomorrow (or, as in my experience, Instagram randomly disables your account), your email list will still be there (like a warm hug), allowing you to connect with your audience and generate sales.
The bottom line? Email marketing isn’t just a nice-to-have; it’s a crucial part of your marketing strategy.
How to get the most from your email list
Email isn’t dead however it is wildly underused by most service providers who are too busy chasing the next algorithm update. When done right, your email will work way harder behind the scenes than most of your Instagram posts.
The following are smart, simple ways to make email work harder for your business - without increasing your workload.
Treat your emails like content - not announcemenTS
Too many service providers send “updates” instead of valuable content. If you’re only using email for the odd announcement or sales push, you’re seriously under-using one of your most valuable assets. Think of your emails like mini blog posts or Instagram captions: tell a story, share a tip, or give your reader a “lightbulb moment.” Make opening your emails feel like a treat, not a chore.
Use the P.S. section strategically
People always read the P.S. so use it to highlight your call-to-action, link to a freebie or even sneak in a testimonial. You can also tease an upcoming offer (such as my Content Co~Pilot program) to plant the seed early.
Recycle social content with a twist
If you have a Reel or post that performed well, turn it into a story-driven email with extra depth. Social content grabs attention, but email gives you space to nurture that attention into action.
Create a “Greatest Hits” email
Once a month or quarter, send a round-up of your most-read emails or most helpful content. It’s great for new subscribers and encourages binge-reading - fast-tracking that know/like/trust factor.
Use conditional content
If you're using tools like ConvertKit or Flodesk with segmentation, send the same email but tweak a paragraph or CTA depending on who's receiving it. It feels personalised without writing multiple emails.
Set up evergreen automations
A short nurture sequence is great, but why stop there? Add an evergreen “value loop” of 3–5 emails that drip out over time and guide readers toward your core offer, a lead magnet, or helpful resource page.
Resend to unopens with a new subject line
Most platforms let you resend to people who didn’t open the first time. It’s an easy way to boost your open rate with zero extra content creation.
Ask questions that start conversations
Use “hit reply” prompts to spark engagement (great for deliverability and building relationships). Try:
“Have you tried this?”
“Want help figuring this out?”
“Stuck on this? I’ll help.”
Optimise your email signature
Add a link to your freebie, booking link, or latest offer in your signature. People often click when they're curious - don’t waste that space!
Where to begin?
Step 1: Create a First-Class Lead Magnet
People won’t sign up for your email list just because you ask them to. You need to give them a reason to hand over their email address and risk being bombarded with spammy emails (yes, we’ve all been there!).
That’s where a lead magnet comes in.
A lead magnet is a free or low-cost “product” (usually digital) that solves a specific problem for your ideal client in exchange for their email address.
The best lead magnets are:
Quick and easy to consume: Think checklists, guides, templates, or short video trainings.
Directly related to your paid offers: Your lead magnet should attract the right people - those who will benefit from and eventually invest in your services.
Highly valuable: If your free content is amazing, people will trust that your paid offers are even better.
Below is a lead magnet I prepared earlier (*wink*) ⬇️
It’s a lead magnet about creating a lead magnet!! This high-value training + workbook for service providers, coaches + course creators naturally leads people towards my email marketing mini course (Your Email Runway).
Free training: Start growing your email list today
If you don’t have an email list yet (or it’s feeling a bit like a ghost town), get my free training: Landing Leads. It’ll show you how to create a freebie people actually want and start growing a list that buys - not just browses.
FREE TRAINING
Grow your email list and attract high-intent subscribers with an irresistible freebie
Your email list is a direct line to the people most likely to buy from you and it deserves more than the occasional “just checking in” broadcast.
Whether you’re repurposing content, adding a clever “P.S.”, or setting up automations that work while you sleep, there are plenty of simple ways to get more mileage from your emails. When you begin treating your list like the valuable asset it is, you’ll start seeing it deliver real results.