Do You Have that Deer-in-the-Headlights Feeling?

Email Marketing is straightforward, yes, but can be daunting

When I ask people what keeps them from doing email marketing, they get that Deer-in-the-Headlights look. I interpret that to mean that they don’t know where to start. Email marketing for small business can be overwhelming but it doesn’t have to be.

Woman looking frightened of email marketing for her small business
Many small business owners get that deer-in-the-headlight look when they consider the task of email marketing.

I have that feeling about a lot of things in life, but I have figured out that email marketing is not nearly as scary as it might seem.

The main concern most people have: “what information do I share?”

And this is a reasonable concern for anyone who is walking around this life with a headful of knowledge.  We have so much that we want to share that it feels impossible to know what to share first.  Well, here’s the thing: there is no one right thing.

The second reasonable concern is “What are my clients interested in?”

This question is even easier to answer: practically anything that is relevant to your business offering is what they will find interesting from you.

Here is a list of very brief Dos and Don’ts:


  • share liberally
  • communicate with empathy  


  • be afraid to look human
  • talk over their heads or use too much industry jargon

You certainly want to deliver information that is relevant to your audience, but if they open your email based on the fact that it came from you, they will be interested in practically all you have to offer as long as you are talking at their level.

Here are some ideas for inspiration:

  • Provide them with a behind-the-scenes story of your business or office environment
  • Tell them about a special offer or special event you are having
  • Do you have a new product line or service line they need to hear about?
  • Photos or stories that your client-customers have shared with you
  • A recap of your favorite blog posts
  • Frequently Asked Questions (always a big seller!)
  • Case studies or product launches
  • Industry news
  • New job openings at your business

Still stuck? Reach out, and we’ll brainstorm about what things might interest your audience.

If you are serious about email marketing, but just don’t know if you have the bandwidth, read more about what you need to consider in undertaking the task.

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