The blog
Thinking out loud about email.
Strategy, copy, and campaign thinking for small business owners who want email to do more than sit in a drafts folder.
- Email basicsHow often should a small business send emails?There's no universal right answer, but there is a practical framework. The right sending frequency isn't a calendar rule. It's a function of what you're sending and why. · 6 min read
- Email designWhy a good-looking email still doesn't get clicksA beautiful email with a low click rate isn't a design problem. It's usually a clarity problem dressed up as a design problem. Here's how to tell the difference. · 7 min read
- Campaign breakdownsHow to build a seasonal offer into a real campaignMost small businesses treat a seasonal offer like a single email. That's the mistake. A seasonal offer is a campaign, and the difference shows up in the booking numbers. · 9 min read
- Campaign ideasEmail campaigns that fill a local service calendarMost local service businesses are sitting on the easiest marketing list they'll ever have. Here are the campaigns that actually turn that list into bookings. · 8 min read
- Email basicsThe difference between an email newsletter and an email campaignMost small business email programs underperform because they're sending newsletters when they should be sending campaigns. The difference is bigger than it sounds. · 5 min read
- Email basicsWhat should a small business email their customers about?Most small business owners don't have a writing problem. They have a starting problem. The question 'what should I send?' usually has an answer hiding in plain sight. · 6 min read