Once someone’s on your list, whether they’re a lead or an existing customer, the question becomes: what do you actually send them? The honest answer is: whatever’s genuinely useful to them, not just whatever’s convenient for you to write.
A simple starting mix
- A welcome email when someone joins your list
- Follow-up after an enquiry or purchase, checking in and offering help
- Occasional useful tips related to what you sell
- Announcements, but only when there’s something worth announcing
You don’t need to email constantly. A short, useful email once or twice a month, that people actually want to open, beats a weekly email nobody reads.
What to avoid
Avoid emailing only when you want something. If every email is a sales pitch, people unsubscribe. Mix in genuinely helpful content, and the sales emails land better when they do arrive.
See how Cherry Lemon sets up customer email systems that do this automatically.