Your email list is an incredible tool for building connections with your audience. But with inboxes fuller than ever, it’s easy to fall into the trap of sending emails that feel more like sales pitches than conversations.
To keep your subscribers engaged, here are five ways to make your emails feel like a friendly chat and help you stay at the top of your mind when buying time comes around.
1. Treat Your Email Like a Diary
Think of your subscribers as friends you’re updating regularly; like a diary entry to people who genuinely want to hear from you.
Share industry insights, tips, and even personal reflections in a way that feels conversational and warm. When your audience feels like they’re reading a genuine note from you, not a sales pitch, it builds trust and keeps them interested in what you’ll share next.
2. Forget the Hard Sell
Ironically, the most effective email marketing isn’t about selling.
When you shift the focus to connecting rather than converting, readers are more likely to engage and remember you when it’s time to buy.
By showing up regularly in their inboxes with useful, interesting content, you create a sense of familiarity that naturally encourages people to choose your offerings when they’re ready, without needing to be prompted by constant offers.
3. Keep It Simple; Ditch the Jargon
Nothing creates a disconnect faster than jargon or confusing acronyms. Aim to make your emails as simple and clear as possible, explaining concepts in a straightforward way.
If you find yourself overcomplicating, don’t hesitate to use an AI tool for quick editing to simplify your language. When emails are easy to read, subscribers are far more likely to stick with you and enjoy your updates.
4. Segment Your List for Relevance
If you know what drove your subscribers to join, consider creating different email segments for different interests.
Maybe some subscribers are more interested in corporate training tips, while others want insights on personal development. When you send emails that match their interests, you’ll create more value and engagement. With a segmented list, your emails will always feel relevant and personalised.
5. Keep the “Human” in AI Content Creation
If you use AI tools to help draft your emails, remember that it’s essential to review and customise the content to match your voice.
Make sure each email sounds like you and reflects your personality. AI can be a powerful starting point, but always take the time to edit, refine, and add your unique touch so that subscribers feel they’re hearing from a real person.
Bonus Tip: Find the Perfect Frequency
There’s no magic number for how often to email your list, so experiment to find what works for your audience.
Sending too many emails can lead to unsubscribes, but too few may leave people disengaged.
Test different sending schedules, monitor the impact, and be critical about what truly drives engagement. Finding the sweet spot is key to building a loyal, attentive audience.
More often than not, one email a week is perfect. In B2B (business-to-business), an email every 2 weeks might suffice and in B2C (business-to-consumer) you might even send two a week.
Final Thoughts
Think of your email list as a way to stay in touch with a wide network of interested friends and colleagues – just like we at The CPD Standards Office aim to be here for you with inspiration and tips every week.
When emails feel genuine, personal, and relevant, they become something people look forward to, not just another marketing message.
Start applying these tips, and let your email list become one of the most authentic ways to build long-term connections with your audience.
