“I love getting your emails!” – what a lovely thing that was to hear from one of my networking friends this week. Every month I put out a free email that is all about the value and nothing about the sales – just copywriting insights and tips around different themes, and a link to further reading on this very blog. I have to put aside a chunk of time to do it every month, but it’s a very high priority for me – much greater than social media – because I know from my 60%+ open rate that she is not the only person who likes getting it.
What a great opportunity and privilege that is: to be a welcome arrival in someone’s inbox, adding value, and there in their minds when they have a question about writing or need my services.
I don’t say this to flex my 60%+ open rate (although I am rather proud of that) – I say it to demonstrate how valuable your value email can be. Getting sign-ups to your mailing list is good – getting opened and read by those sign-ups is far, far better, and putting out a regular value email with no strings attached is one of the best ways to do it.
So this month, I’ll talk you through why your mailing list is so important, why a value email is so valuable to you and them, and a few ideas about what to put in yours.
Your list is an asset (especially now)
Your mailing list is one of the few channels available to you that will allow your expertise to go right front of people directly, without an algorithm standing in the way – people who are already interested in what you have to say.
Readers are very much getting over the generic, machine-written noise that their social media of choice has chosen to show them, and they want to hear from a real expert – you. Your email list is a direct line to people who’ve chosen to hear from you. With AI content at every turn online, your distinctive voice, experience and point of view are worth their reading time and a lot more memorable.
Email keeps more people engaged with you
Social media is essential for social proof and for building trust, but it’s a broadcast channel governed by algorithms, ads and endless scrolling. Even your best posts reach only a fraction of your followers, and engagement rates are low compared to email.
Email, by contrast, is in your control. The delivery, timing and messaging are all up to you, and while you can’t control the open rate, you can make it more tempting to do so.
People have a limited amount of time that they’re willing to give to reading emails – yes, even that one you’ve spent ages crafting – so it’s got to be worth their while to open. Offer discounts and money off if you like, but it’s far more sustainable to give them something to consider, or a bit of insider information about your area of expertise. If they know they’re going to get that every time your value email arrives, they are far more likely to open it, read it and remember you.
Make your priority email value-only (not salesy)
Emails to your mailing list work best (and are more likely to be opened) when they focus on connection and useful information, not hard selling. When your primary monthly email is packed with tips, insights or a simple story that helps, you nurture trust in you, and you’ll stay in your readers’ periphery and awareness. That doesn’t mean you should never promote or sell, but there’s a time and place for it – give first, and over time that generosity pays off in loyalty and referrals. It really does work.
What to include in a monthly value email
Tailor content to your niche, but aim for one clear, helpful idea each time. A wellness business could offer a short seasonal tip ( “Three ways to reset after a busy week”), a simple breathing practice to try, or a link to a free resource: a checklist, guide or short video.
Virtual assistants could offer a process tip that saves clients time (inbox management, or a meeting prep template), along with a downloadable checklist.
Coaches, consultants, and creatives – think about a plain-English explanation of a common problem and how to spot it early, and a themed round-up: one article, one tool, one idea that helped you or a client.
Essentially, all that your brilliant email needs to contain is some of your perspective and insight as an expert, presented in a conversational, useful way. One clear theme or takeaway, and one call to action – that could be to read your blog, or just “reply and tell me what you’re working on” – and hey presto, you’ve got an email that adds value.
Start creating that value today
If you don’t have a mailing list, start now: add a simple signup form to your website, mention it in your email signature and social bios, and think about creating a small freebie as a lead magnet in exchange for an email address.
Your mailing list is your most reliable marketing asset, so reward the people who’ve signed up to it with a regular value email. You’re storing up trust and staying present in their minds as an expert, ready for when they next need your services, or when they encounter someone else who does.
Supporting clients with their value emails is one of my top services. I can help you plan the year, write them for you, or just give you the nudge you need every month. Give me a shout and we’ll get yours going too: Rebecca@RLCWords.co.uk
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