Ever find yourself hovering over the "send" button, second-guessing whether you should really hit publish on that email?
I get it. Just last week, I had three different clients confess their email marketing fears to me: "What if I'm annoying my subscribers?" "Maybe I should wait…" "They probably get too many emails already…"
Sound familiar? You're not alone, and I'm here to help you move past these fears and into confident, intentional emailing.
The Truth About Your Subscribers' Inbox
Let's start with a reality check: Your subscribers aren't sitting around with a scorecard, marking down every time you email them. (Shocking, I know!)
Here's what actually happens in their inbox:
They scan emails quickly (we're talking seconds!)
Open what catches their eye in that moment
Ignore (not hate!) what doesn't feel relevant right then
Miss some emails entirely in the shuffle
And you know what? That's totally normal and OK!
The Permission Paradox
Here's the thing that most people forget: Your subscribers CHOSE to be on your list. They literally raised their hand and said, "Yes, I want to hear from you!"
When you don't show up consistently, you're actually:
Disappointing people who genuinely want to hear from you
Missing opportunities to serve your audience
Letting valuable relationships go cold
Making it harder for yourself when you do eventually email
Value Includes Selling (Yes, Really!)
Let's bust a big myth: Providing value and selling your services aren't mutually exclusive. In fact, if your services can genuinely help your subscribers, not telling them about it is doing them a disservice.
Think about it this way:
Teaching something useful? That's valuable
Solving a problem? That's valuable
Offering your paid solution? That's ALSO valuable!
The Truth About Selling in Emails
Here's something I want you to stick on a Post-it note next to your computer:
"My services help people. My subscribers signed up because they want my help."
When you're solving real problems for real people:
Free help builds trust
Paid offers provide deeper solutions
Both are equally valuable to your subscriber
Finding the Right Balance
Here's my tried-and-tested email mix:
70% Pure value (tips, insights, how-tos)
20% Stories and relationship building
10% Direct offers and promotions
Remember: Your subscribers aren't mind readers. If you don't tell them about your services, they won't know how you can help them!
Finding Your Email Sweet Spot
The key isn't to email less - it's to email better. Here's how:
Be Consistent, Not Random
Instead of randomly popping up when you "feel like it," create a sustainable email rhythm. Whether it's weekly, bi-weekly, or monthly - pick a schedule you can stick to.Make It Easy to Leave
Yes, really! Having a clear, simple unsubscribe process actually builds trust. When people know they can easily opt-out, they're more likely to stay.Give Them Choice
Let subscribers control their experience:Offer frequency options
Provide topic preferences
Allow them to pause communications
Make it easy to update preferences
Focus on Purposeful Content
Every email should have a clear intent:Teaching something new
Addressing a specific challenge
Sharing relevant updates
Offering solutions (free or paid)
When People Unsubscribe (Because They Will!)
Here's another reality check: Unsubscribes are healthy!
They mean:
Your list is self-cleaning
You're reaching the right people
Quality matters more than quantity
And Here's The Most Important Part…
An unsubscribe is NOT:
A personal rejection
A reflection of your worth
A sign you're doing something wrong
A reason to stop emailing everyone else
Think about your own inbox for a second. Have you ever unsubscribed from an email list? Maybe it was a perfectly good newsletter, but it just wasn't right for you at that time. That's exactly what's happening when someone leaves your list.
Remember: Every unsubscribe makes room for your true audience to find you.
Building Trust Over Time
Think of your email list like a garden - it needs regular nurturing:
Show Up Consistently
Keep providing value whether they buy or not:Helpful tips • Industry insights • Success stories • Behind-the-scenes peeks • Relevant offers
Share Real Results
• Client success stories • Case studies • Testimonials • Your own learning experiencesBe Human
• Admit when things go wrong • Share what you've learned • Celebrate wins (big and small) • Ask for feedback
Your Permission to Email with Confidence
Here's what I want you to remember:
Your subscribers WANT to hear from you
Your expertise is valuable
Your offers can genuinely help people
Regular emails keep relationships warm
Clear selling is part of good service
Ready to Show Up in Those Inboxes?
Here's your action plan:
Schedule your next 4 value-packed emails
Plan one email sharing your services
Draft a welcome sequence that sets clear expectations
Create a simple way to gather subscriber feedback
P.S. If you found this helpful, you'll love my weekly emails where I share more insights like these, plus real examples from my own business and client success stories. Subscribe below
