Sending email marketing campaigns should feel like connection—not chaos.
— And why one keeps you stuck while the other sets you free.
There’s nothing more frustrating than putting in the effort to writing and sending email marketing campaigns… and still feeling like nothing’s working.
You’re writing.
You’ve been showing up.
You’re hitting send.
But somehow, it still feels like shouting into the void.
If your list isn’t growing, your emails aren’t converting, and your confidence is hanging on by a subject line—don’t panic.
You’re not bad at email. You’re just missing the strategy part.
Let’s break down the difference between sending and strategizing—and how to start turning your inbox into an actual business asset (not just a guilt machine).
1. What “Just Sending Emails” Usually Looks Like
This isn’t a call-out. It’s just what most of us are doing by default (especially when we’re juggling content creation, client work, and our own nervous systems).
You’re probably sending emails if:
- You only write when you’re promoting something
- You send weekly-ish emails when inspiration strikes (or guilt kicks in)
- You don’t really know who’s on your list or what they’re engaging with
- You don’t have any automations in place
- Your emails don’t connect to a bigger flow—they’re one-offs that live and die in the inbox
It’s not that these types of email marketing campaigns are bad.
Basically, what I’m saying is, without a system behind them, they’re exhausting to keep up with—and rarely convert the way you want them to.
What Strategic Email Marketing Campaigns Look Like
A strategy is what connects the dots between your values, your voice, your offers, and your reader’s journey.
It’s how you move someone from “random subscriber” to “ready-to-book.”
Here’s what goes into a strong email marketing campaign system:
A Welcome Sequence
Not just “hey, thanks for signing up,” but a series of 4–6 emails that:
- Introduce you and your values
- Show how you help
- Share helpful, shareable content
- Gently guide them toward your paid offers or next step
BONUS: There are opportunities to strategically sell in your welcome series. As a result, every time someone subscribes to your list, there’s an opportunity for you to monetize—without lifting a finger.
Evergreen Nurture
Emails that go out automatically to keep new subscribers engaged while you focus on your actual business. Think:
- A story about burnout that leads into your services
- A quick tip or mindset shift your audience needs to hear
- A link to your most helpful content or podcast episode
Behavior-Based Automations
This is where the magic happens. Instead of sending the same email marketing campaign to everyone, you can trigger emails based on:
- What someone clicks (e.g. mindset content vs productivity tips)
- What they download (freebie A vs freebie B)
- What they buy (and what they didn’t buy)
It lets you personalize without being glued to your screen 24/7.
Post-Purchase Flow
So, someone bought your product or booked your service—now what?
- Send a thank-you
- Offer helpful next steps
- Upsell gently if it makes sense
- Keep the relationship going
List Segmentation and Tagging
No more guessing who’s who.
By organizing your list based on behavior, interests, or stage of business, you can send the right message to the right people at the right time—without spamming the rest. This keeps your list warm and your deliverability high.
Strategic Goals
What’s the purpose of your emails?
To sell a course? Book a service? Grow trust for future launches?
Every email should play a role in your bigger business goals.
Real-Life Example: From Random Sends to a Strategic Email Marketing Campaign
Let’s say you’re a burnout coach who helps overwhelmed creatives set better boundaries.
Right now, you’re only sending emails when you remember. Although have a freebie, there’s no follow-up. And every time you launch, you start from scratch.
Now imagine this instead:
- Someone downloads your free guide: “5 Boundary Scripts for Burnout Recovery”
- They enter your welcome sequence where you share your story, how you work, and 1–2 helpful mindset shifts
- They click a link about “people pleasing” in one of your emails—so you automatically tag them as interested in boundary-setting-people-pleasing
- A few days later, they receive a nurture email about why saying “no” is a strategy, not a failure
- Finally, a week after that, they’re invited to a free workshop or soft-sold your 1:1 coaching offer
You didn’t send a single extra email manually.
You just set up the system—and let it do the work.
4. How to Audit Your Own Email Strategy
Want to move from sending to strategizing? Start here:
- Check if you have a welcome sequence
If not, start with 4–6 emails that introduce you, offer value, and invite them into your world. - Map out your email ecosystem
What happens after someone signs up? Buys something? Clicks a certain link? Write it out like a flowchart. - Segment your list
Even basic tags like “Client,” “Freebie – XYZ,” or “Clicked – Productivity” can make a big difference. - Build one automation this week
Keep it simple. So, if someone clicks a link about burnout, send a follow-up email about your burnout recovery tips. That’s it. - Track what content connects
Start noting what gets clicks, replies, or unsubscribes. Your strategy gets stronger the more data you collect.
Ready to Build Email Marketing Campaigns That Actually Work?
All in all, if you’re tired of feeling like your emails don’t go anywhere, it’s probably time for a strategy—not more pressure.
Grab the Email Momentum Map if you want a free mini-framework to start making progress without the mental chaos.
Or if you’re ready to set up a real strategy from the start, check out the Sunshine Starter Pack—my fill-in-the-blank email system to help you finally send with purpose.
Either way, you deserve email marketing campaigns that work for you—not just from you.
