Email Marketing: The Inbox Goldmine You’re Probably Ignoring
I know, I know… we spend more time hitting “delete” on emails than we do reading the newsletters we subscribed to. But here’s the thing—despite our inbox fatigue, the money is STILL in the newsletter!
This phrase traces back to early direct marketing legends like Frank Kern, who popularized the idea that email lists are the most reliable revenue stream for businesses. And guess what? It’s still true today. If you’re not using email marketing to its full potential, you’re leaving money (and customer loyalty) on the table.
Why Email Marketing Matters
Email isn’t just a communication tool; it’s one of the highest-performing digital marketing channels out there. According to industry data, for every $1 spent on email marketing, the average return is $36. That’s insane ROI. And yet, so many businesses let their newsletters languish—or worse, flood inboxes with uninspired daily emails.
When done right, a well-crafted email:
- Keeps your brand top of mind.
- Builds relationships with your audience.
- Drives traffic, sales, and engagement consistently.
Newsletters Don’t Have to Be a Chore (or Boring)
Let’s bust the myth that email marketing has to be complicated. The best newsletters are simple, engaging, and purposeful.
What Makes a Great Newsletter?
Brevity: Nobody has time for a novel in their inbox. Keep it short and sweet unless you’re sharing valuable long-form content.
Clarity: What’s your message? A sale? A product launch? A blog post? Make the focus crystal clear.
Visual Appeal: Use images strategically—whether it’s one bold photo or a gallery of visuals, make it on-brand and eye-catching.
Examples of Stellar Newsletters
Marie Forleo: Her emails are upbeat, clear, and action-oriented. I learned everything I know about emails from her class, The Copy Cure which I highly recommend if you love to write, like me. She makes it easy to absorb her message and always includes a compelling call-to-action (CTA).
Seth Godin: His daily newsletters are short and thought-provoking. On occasion, he mentions a new book launch or special product release which in my opinion bring tremendous value.
Domino’s Pizza: Their emails are longer but cleverly segmented into bite-sized nuggets of info—think clickable deals, mouth-watering visuals, and timely promotions.
The Skimm: Short, punchy, and informative. They’ve mastered the art of consistent, easily digestible content. I’ve been a subscriber for a decade and I highly recommend that you subscribe too. Check them out here.
The Psychology Behind a Consistent Newsletter Campaign
A consistent presence in someone’s inbox creates memory muscle. When your audience sees your name pop up regularly, they’re reminded of your value. Even if they don’t open every email, they’ll remember you when they need your product or service.
Play by the Rules: Permission is Key
Whatever you do, don’t add people to your email list without their consent. It’s not just annoying—it’s bad for your reputation and could get your account flagged by email providers.
Thankfully, tools like Mailchimp, ConvertKit, and Flodesk make it easy to manage permissions. For example, if you collect emails at an event, these platforms allow you to import those contacts and send them a welcome email to opt-in before you start sending regular campaigns. But be careful!
IMPORTANT: Don’t send emails to people who haven’t subscribed or you could get some pretty hefty fines depending on the size of your distribution list. To avoid big fines for spamming people’s inboxes, take one minute to learn about the CAN-SPAM Act right here.
Why You Shouldn’t Email Every Day—Unless You’re Seth Godin
Sending daily emails is a fast track to your audience’s unsubscribe button—unless you’re delivering exceptional value every single day. Ask yourself:
- Is this entertaining or educational?
- Is this part of a limited-time countdown?
- Does my audience actually want daily content?
If not, stick to a more strategic schedule. Weekly or bi-weekly emails give your audience breathing room while keeping your brand top of mind.
Worthy of note, here: In addition to The Skimm, If there’s one daily email I actually look forward to, it’s Seth Godin’s. Why? Because he’s not selling anything. Instead, his emails deliver short, sweet, and often profound insights that challenge the way you think. His consistency isn’t about pushing a product—it’s about building trust and offering value. That’s the gold standard for daily email content: something your audience will want to open daily.
When planning your email marketing strategy, ask yourself: What kind of value can I deliver that’s worth opening daily? If you’re not Seth Godin, that might mean focusing on quality over quantity.
The Critical Role of the CTA
Every email should have a clear call-to-action. What do you want your audience to do next? Click a link? Buy a product? Register for an event? Marie Forleo’s newsletters are perfect examples—her CTAs are direct, encouraging, and impossible to miss.
Big or Small, You Can Do This
You don’t need a massive budget to create impactful emails. Platforms like Canva offer beautifully designed templates, while tools like MailerLite and ActiveCampaign provide robust features for automating your campaigns. Even with a smartphone, you can whip up visuals that rival those of big brands.
Not Sure What the Voice of Your Brand in Your Newsletters Should Be?
I wrote this article to help you! And you can download the questions, too!
Ready to Transform Your Email Marketing?
At Social Nectar, I help businesses of all sizes craft email strategies that engage, inform, and convert. Let’s create emails your audience actually wants to read—and take your marketing game to the next level.
Interested in learning how a sales funnel can improve your email ROI? Read my article here.
