My Template for Email Marketing

If you’ve been hanging out in our Boss Mom community for any amount of time, you know I love talking about ways to make things just a little easier. Today, I want to dive into something that I hear all the time from you: email marketing. Yep, that thing we know we “should” be doing but somehow always ends up last on the list. So let’s change that, because email doesn’t have to feel like a chore – in fact, it can be a game-changer for building real connections with your audience. I’m walking you through my email marketing template: how I plan, structure, and write my emails in a way that’s fun, friendly, and totally me. Let’s get into it.

Step 1: Let Go of Seriousness

This is my number one rule: seriously, stop being so serious! I used to get totally stumped sitting down to write an email. Ever feel that? Like, it’s one thing to chat with a friend, but a blank email feels like a whole different beast. Here’s the trick: write like you’re talking to your best friend. Don’t overthink it. If you’d use humor or a little sarcasm with a friend, bring that into your email. You don’t have to be “formal,” and actually, being too serious can keep people from connecting with you.

Step 2: Be You

This leads us to the second point – be you. I can’t stress this enough. Email is one of the most personal ways to connect with your audience, so let your personality shine. Whether you’re quirky, have a dry sense of humor, or love a good meme, let those things come out in your writing. Throw in those little asides, inside jokes, or parenthetical comments that sound just like you. That’s what will make your email unique and engaging.

And it’s not just about personality – share stories! If something funny, weird, or even kind of embarrassing happened to you recently, it’s worth sharing. People love a good story, and storytelling is one of the best ways to connect with your readers.

Step 3: Don’t Be Shy About Selling – Just Do It Naturally

So many of us feel weird about “selling” in emails, but guess what? It’s okay! If you’ve got something to share – whether it’s a summit, a course, a free guide, or a special event – let people know. Just do it in the context of a story. One of my favorite examples is Melissa Cassera, who talks about her products or offers in the middle of funny or engaging stories. You’re like, “Oh yeah, I want that!” without feeling like you’re being sold to. Keep it natural, and don’t be afraid to tell your audience about the things that will help them.

Step 4: Remind Them More Than Once

Here’s the thing – one email isn’t enough. If you send out an email about something important once and expect your list to go crazy over it, that probably won’t happen. Life is busy! People get a ton of emails every day, and they might miss yours even if they want to open it.

I always aim for seven different touchpoints with each main thing I’m sharing. That doesn’t mean seven identical emails. It could be an email, a post on social, a mention in a podcast, a reminder in a group, etc. The idea is to spread it out, so your audience has multiple chances to see it and take action.

Step 5: Planning It Out

Here’s where I get a bit more practical – planning. For me, Trello is my go-to, but honestly, whatever works for you is fine! Here’s what I do:

1. Weekly Planning: Every week, I create a Trello card with a checklist for each day of the week. For each email, I note the basics: who it’s going to (e.g., everyone, a specific segment), the day it’s going out, and the main message.
2. Segmenting: I divide my list based on interests so I can tailor my emails. Some people want the “Boss Mom of the Week” highlights, while others are more interested in new business episodes. This helps keep things relevant and interesting.
3. Scheduling: I love to print out my checklist and mark things off as I go. (Yes, I’m that person who loves paper!) But you could also set up reminders on your phone, use a digital planner, whatever helps you stay on track.

Step 6: Writing the Content (AKA, Where the Fun Happens)

Now for the actual writing! When I sit down to write, I don’t always plan far in advance. I love to write based on what’s going on in my life right then. So if I fall down the stairs (it happens!), I’ll probably end up writing an email about balance and how not to rush around. If you’re stuck with a case of writer’s block, check this out.  Writer’s block happens to everyone, it’s just par for the course.

Quick Tips to Write Your Email

Here are a few little rules I follow:

• Have a Story: Connect your main message to a story or recent event. It’ll feel natural and conversational.
• Avoid Overthinking: Don’t worry about it being “perfect.” Done is better than perfect.
• Be Real-Time When You Can: Don’t be afraid to write an email the day of – your audience will love hearing what’s fresh on your mind.
• Start a Checklist: Whether it’s Trello, Asana, or a good old notebook, just jot down the essentials: what, who, and when.

The Tools I Use

If you’re wondering about email tools, here’s what I use:

• Flodesk: My main email system that keeps everything organized.
• ConvertKit: A great option if you’re looking for something simpler and more affordable.

Nurture Your List and Make More Sales Without the Hustle!

Remember: show up. Don’t overthink, don’t stress – just show up in people’s inboxes. You’ve got something valuable to share, and when you bring your unique personality, your audience will look forward to your emails. Even if you’re just starting or only sending one email a week, just keep going.

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