Email is one of the highest-ROI marketing channels. For every $1 spent on email marketing, the average return is $42. Unlike social media where algorithms control who sees your content, with email you own the relationship with your subscribers.
A lead magnet is a free resource people get in exchange for their email address. For Worthy & Co., effective lead magnets include:
- Free proposal template + writing guide
- Contract review checklist
- "10 Email Templates for Following Up on Invoices"
- "Freelancer's Legal Document Starter Kit"
The key is making it immediately valuable and relevant to your product.
- Blog post popups (after someone scrolls 50%)
- Exit-intent popups (when they're about to leave)
- Dedicated landing page for your lead magnet
- Footer signup form on every page
- End of each blog post
A drip campaign is a series of automated emails sent to new subscribers over time. Here's an effective sequence for Worthy & Co.:
Day 1: Welcome + Deliver Lead Magnet
- Thank them for subscribing
- Deliver the promised resource
- Set expectations for future emails
Day 3: Educational Content
- Share a helpful blog post
- No product mention yet
Day 5: Social Proof
- Share a case study or testimonial
- Show how others have benefited
Day 7: Soft Product Introduction
- "Here's how we can help you even more"
- Explain your product's value
- Offer a discount code for new subscribers
Day 10: Last Chance
- Final reminder about discount
- Create urgency
Your newsletter doesn't need fancy design. A simple text-based email often performs better. Use this format:
1. Personal greeting: "Hey [First Name],"
2. One tip: Share one actionable piece of advice
3. One resource: Link to a blog post or tool
4. One CTA: Clear next step (read article, try product, etc.)
5. Sign-off: Keep it friendly and personal
It's better to send a simple email every week than to stress about creating the "perfect" newsletter once a month. Pick a schedule (weekly or bi-weekly) and stick to it.
Not all subscribers are the same. Segment based on:
- Free users vs. paying customers
- Interests (proposals vs. contracts vs. invoices)
- Engagement level (opens emails vs. doesn't)
Send targeted content to each segment for better results.
Free Options:
- Mailchimp (free up to 500 subscribers)
- ConvertKit (free up to 1,000 subscribers)
Paid Options (if you grow):
- ConvertKit ($29/month) - Best for creators
- EmailOctopus ($20/month) - Budget-friendly
- ActiveCampaign ($29/month) - Advanced automation
Track these metrics:
- Open rate: Percentage who open your emails (aim for 20-30%)
- Click-through rate: Percentage who click links (aim for 2-5%)
- Unsubscribe rate: Should be under 1%
- Conversion rate: Percentage who take desired action
Improve your open rates with better subject lines. Improve click-through rates with clearer CTAs and more valuable content.
1. Choose an email service (start with Mailchimp or ConvertKit free tier)
2. Create your lead magnet
3. Add signup forms to your website
4. Write your welcome email sequence
5. Plan your first newsletter
6. Send consistently
Email marketing is a long-term investment. Your list grows slowly at first, but compounds over time into one of your most valuable assets.