If you’re sending emails and hearing crickets, you’re not alone. Plenty of small business owners put effort into email marketing, only to get disheartening results. But the good news? You don’t need to start from scratch. A few small changes can make a big difference.
Whether you’re a coach, course creator, or run a local business, better emails can help you stay connected with your audience and grow your bookings or sales. Let’s look at four simple ways to get more out of every email you send.
1. Write subject lines people actually want to open
Your subject line is your first – and sometimes only – chance to grab someone’s attention. If it feels dull, vague, or salesy, it’ll likely be ignored. Keep it short, to the point, and a little curious. Show there’s something worth opening, without giving it all away.
A good subject line might say: “Quick tip to fill your calendar faster” or “Missed this? You’re not alone.” Avoid all caps, too many exclamation marks, or words that make it look like spam.
2. Segment your list so you’re not sending the same thing to everyone
Not everyone on your list cares about the same things. Some are ready to book. Others are new and just looking around. Some might have signed up through a freebie about a specific topic.
Group your contacts based on their interests, location, or how they came to you. That way, you can send more relevant emails that actually speak to them. It doesn’t have to be complex – even a couple of basic segments can lead to better engagement.
3. Make it personal (and not just by adding their name)
Adding someone’s first name is a start, but great email marketing goes a bit deeper. Speak directly to what your audience needs. If you know they’re interested in a certain topic, send content that helps with that. If they opened a specific link before, follow up with more on that subject.
The more your readers feel like your email was written just for them, the more likely they are to open, click, and take action.
4. Stick to one clear Call To Action
When your email includes a bunch of links, buttons and messages, it’s easy for the reader to do… nothing. Instead, keep your email focused on a single next step.
Whether it’s “Book your spot now,” “Download the guide,” or “Reply and let me know,” give your reader one simple, direct action to take. This removes guesswork and makes it more likely they’ll click through.
Small changes, real results
Email still works – when you do it right. If you’re not seeing results, don’t give up. Start by tweaking what you’re already doing. Better subject lines, clearer calls to action, and a bit of personalisation can go a long way.
Want some help with setting it up? Wattman AI makes it easy to send smarter emails and track what’s working. Whether you’re new to email marketing or ready to level up, we’re here to help.
Ready to turn your emails into bookings and sales? Reach out to us at Wattman Consulting – and let’s make your list work harder for you.
