When people hear "email marketing," they picture giant corporations sending weekly newsletters with ten sections and a team of designers behind them. That's not what we're talking about here.
We're talking about one email. Once a month. That takes you maybe 20 minutes to write and keeps you top of mind with every single person who's ever walked through your door.
Why one email a month works
Your clients like you. They genuinely do. But if they don't hear from you, you drift out of their awareness. One email a month is enough to stay in the conversation without being annoying. It's the digital equivalent of running into someone you like at the grocery store. Short, friendly, leaves them with a good feeling.
What to actually say
This is where most business owners freeze up. You don't need to write an essay. Your monthly email can be as simple as:
- Something new at your business (a service, a product, a team member)
- A seasonal tip that's relevant to what you do
- An event or special you're running
- A quick reminder that appointments are available
- A genuine story from your week that your clients would enjoy
The goal isn't to inform. It's to remind. Remind them that you're there, you're great at what you do, and they should probably come see you soon.
The one thing every email needs
A clear next step. Every email should make it easy for someone to take action, whether that's booking an appointment, claiming a special offer, or just replying to say hi. Don't make your clients work for it. Put the link front and center.
Make it easy on yourself
The reason this doesn't happen in most small businesses isn't lack of desire. It's lack of time and a system. Here's what makes it sustainable: write it in whatever notes app you already use, keep it short (seriously, five to eight sentences is fine), and send it at the same time every month so it becomes a habit rather than a project.
And if you want to take it a step further, tools like Mailchimp, Klaviyo, or a simple CRM can let you schedule these in advance, so you write a few at once and they go out automatically. One afternoon of writing, three months of consistent client communication. That's a good trade.
Your clients want to hear from you. They just need you to show up in their inbox once in a while.