The Only 4 Emails You Need to Stay Consistent With Your Email Marketing

One of the fastest ways to lose momentum in your business is to stop emailing your list every time you don't have something to sell. Because it sounds logical, right? I'll just wait until I have an offer. I don't wanna be annoying. I don't wanna send emails for no reason. But what that actually does is reset your relationship with your audience. Every single time. So today I wanna show you what to send instead, using a simple framework that I teach inside my programs, so you can stay consistent, build trust, and make selling feel a whole lot easier when the time comes. Let's dig into it.

Are you a female business owner frustrated with battling the algorithm and looking for growth strategies that don't involve awkwardly pointing or dancing online or throwing cash at paid ads? Welcome to the Email Growth Show. I'm your host, Kylie Kelly, visibility and email marketing strategist. I grew my email list from zero to almost 10,000 subscribers in less than two years, and the same is possible for you, too. Are you ready to build your email list and start making more money in your online business? Let's head into today's episode.

Hey, hey, welcome back to the Email Growth Show. Now, this episode is for the woman who wants to be consistent with email, but feels like she needs a reason to send one, and usually that reason is "I need to be launching something." But here's the truth. Some of your most important emails will be sent when you are not selling anything at all, because this is where trust is built. And trust is what makes sales feel simple later. So let's talk about the real role of non-selling emails.

When you're not selling, your job isn't to convert. It's literally to build trust, familiarity, connection, authority. Because when you do sell, that's what people are actually buying. So this is the shift I want you all to make. You don't build demand when you launch. You actually build demand in the weeks before anyone knows you're about to. So I wanna make this really tangible for you, and I wanna run you through the four types of emails that I recommend. Inside my programs I teach four core types of emails, and if you rotate through these, you never run out of things to say. So grab your pen and paper and get ready to take some notes.

Email type number one is connection emails. These are about you. These are your thoughts, your stories, your experiences, your behind the scenes moments. This is where people start to feel like they actually know you, and that matters more than people realise. Why? Because people don't buy from an email list. The reason email converts so beautifully is because it builds connection. If you are sending these types of emails, then they feel more connected to you. They feel like they know you, and then they buy from people that they feel connected to. The sales will definitely come. So that's email type number one, connection emails.

Email type number two is teaching emails. This is where you shift how someone thinks. Perhaps it's a reframe, an insight, a pattern you're seeing, a framework. Not necessarily more information, but better thinking. I wanna say that good teaching doesn't overwhelm, it creates clarity. It gives them an insight into something that they can think about a little bit differently. So if you have a process, a framework, a belief, a value system, what do you teach in your world, in your business, to your clients, that you could then bring into your email list? Perhaps not as deeply, but you can bring that into your email list to start sending teaching emails.

Email type number three is invitation emails. This is where people get stuck, because they think, "If I don't have an offer, then I don't have anything to invite people to." But invitations don't have to be sales. They can be, but they don't have to be. You can invite people just to reply, to share their thoughts, to join your community, to listen to your podcast, to be a part of something that you're building. Because the thing is, we need to be constantly looking for ways to move our audience to action. If your audience isn't moving, they're drifting. They're just hanging out, which is fine, and there's a place for that. But what we wanna try to do with everything that we send is either connect to them deeper or get them to take some kind of action. Even clicking a button, opening the email, is an action. So we wanna always be asking them to move. With invitation emails, if you don't have an offer yet, please don't get stuck on this. Think about what else you could invite your audience to do that's gonna bring them closer to you, closer to your world.

And then email type number four, spotlight emails. This is where you show what is possible: client wins, stories, moments, even your own journey. These are beautiful when you're in a collaboration, when you need to promote a bundle or a summit, anything that you want to spotlight, because sometimes people don't need more teaching. I see that all the time. When clients start to work with me, they're so used to sending education, value-based emails, because they've been taught that value emails nurture. Just send value emails all the time. Over give, and then people will feel bad and they'll buy. No, no, no. We don't do that around here. What I wanna shift you to is thinking about this: instead of sending so many teaching, value-based emails, sometimes people don't need more teaching. They need to see that it works for someone like them, which is why client wins and case studies can be so powerful. Proof that it's happened for somebody else is going to build belief faster than information and knowledge ever will.

Now, if you are sitting there listening and you're like, "Yeah, but Kylie, I don't have anything yet. I don't even know what I would put in these emails." I know some of you are listening and thinking, this all sounds great, but I don't have an offer yet. I don't have clients yet. I don't have anything to invite people to, anything to spotlight. I wanna quietly challenge that, because you have more than you think. If you're just starting out, your job isn't to sell. It's to share what you're learning, to document your journey, build your voice, start conversations. Your invitations and your spotlights might look like: "Reply and tell me where you're at." "I'd love to hear what you're working on." "I'm building something and I would love your input." That all counts. That all matters. That all builds connection.

So you don't need a finished offer to start building demand. You are building a relationship. I want you to always come back to the fact that your subscribers on your email list are a relationship that you are building. If these email types help you cycle through, fantastic, but at the heart of everything, you are building a relationship. You do not need to have everything worked out to start emailing your list consistently. You just need a voice and a willingness to show up. I believe everyone listening to this podcast has that, and honestly, some of the strongest audiences are built before the offer even exists.

If I reflect back on my journey, when I hosted my very first summit at the start of 2022, I didn't even know what I wanted to do. All I knew was that I wanted to help women in business. At the time I thought it was mothers in business that were trying to balance building a business and raising children, because that's what I was struggling to do. That's what I was doing, right? So that's what that first summit was about. I grew my audience full of women in business that had children as well. With that first event, I didn't know what I wanted to help them with or how I would help them, and I didn't have an offer. I didn't even have a website properly done. But the relationship that I got to build, some of those summit participants are still on my email list today, and the relationship that I've gotten to build is because I started to focus on relationship first before everything else was worked out. So please don't let that get in the way of you just starting to build this relationship with your email subscribers.

Now, why do these four email types, connection emails, teaching emails, invitation emails and spotlight emails, work so well? It's not just because you're being consistent. You are actually building much deeper than that. The connection emails are building trust. The teaching emails are building authority. The invitations are getting your audience to move and take action, and the spotlight emails are helping them believe it's possible for them as well. And when those four things are happening, cyclically and consistently, selling becomes a natural extension. It's not this hard launch, it's not this big event. It actually becomes quite a natural part of the process.

So what happens if you are only emailing when you're selling? Let's just talk about that as we wrap this up. Let's be honest. When you disappear between launches, people don't feel connected. They don't feel warmed up, they don't feel ready, they don't feel like they know you. They feel surprised, like, "Oh my God, she's selling something again." And that's not the energy that any of you want. I firmly believe that inconsistency doesn't break trust. It just quietly weakens it over time. So if you are only popping into that inbox when you have something for sale, slowly but surely that trust is going to dissipate. And it's such a shame, because we work so hard to build it up. I don't want you to lose it.

So again, you don't need to wait until everything is ready. You don't need the perfect offer. You don't need the perfect plan. You just need to start showing up, because like I said, consistency builds trust. Trust builds demand. Demand makes selling easier later.

And of course, if you wanna get better at this, if you want more support, if you have questions about email marketing, if you wanna know how to build an email list that actually supports your business, come and join my school community. We talk about this all of the time. So if you've been feeling stuck on consistency or you're not sure what to send, I would love to see you inside. You can simply go to kyliekelly.com/group, or the link to join is in the show notes.

I hope that you have found this helpful. Please give it a try. Try to cycle through those four email types. I know it's gonna make writing emails feel a whole lot easier for you, as well as doing great things to the relationship that you are building with the subscribers on your email list. Alright, my loves. That is it for me this week. Have a beautiful Easter and I will see you next week for the next episode. Bye for now.

Thank you so much for tuning into this episode of the Email Growth Show. I hope you found valuable insights into the next steps you can take to grow your email list and boost your business without relying on social media or paid ads. If you enjoy this episode, please take a moment to rate and review the show and share it with others. Your feedback helps me reach more female entrepreneurs just like you, who are ready to say goodbye to social media and leverage email marketing to grow their business and make a bigger impact. Thank you so much for listening, and I'll see you in the next episode.