Start simple: offer something valuable, like a free guide, tip sheet, or resource. Share it everywhere—your website, social media, even word of mouth. Make joining your list an easy action to take and a clear win for your audience.

Think of it as staying in touch with friends. Share stories, quick tips, or updates they'll actually care about. If it's helpful, interesting, or even a little entertaining, they won't mind hearing from you. A lot of messaging is about repetition.

It depends on what feels sustainable for you. Weekly is a sweet spot for many businesses, but consistency matters more than frequency. Show up regularly, and your readers will expect—and welcome—it. Events and launches are different matter.

Absolutely! Tools like ChatGPT, Jasper, or even built-in AI features in email platforms can brainstorm subject lines for you. You can give a prompt like, “Write 5 friendly subject lines for an email about…” and see what works. Test it out if appropriate.

Yes, but you’re still the boss! AI can draft a starting point, which saves a lot of time. But you’ll want to tweak it to add your voice. And that happens within the prompt you use, like telling AI, “Make this more conversational, warm, and human.” This works well, and you can subsequently ask for different variations until you're happy with the output.

AI tools like ChatGPT can help you brainstorm ideas, outline a checklist, or write a quick guide fairly quickly. Just ask, “Give me 5 ideas for a lead magnet for [your audience].” It saves time and gets you unstuck fast! Just know that layout and design will still be needed.

Mix it up! Share stories, helpful tips, and little surprises that make their day. Don’t just talk at your list—ask questions, encourage replies, and make it a two-way convo.

Create a plan with a mix of excitement and value. Start with teasers, share the benefits, and build up to the big “here it is!” email (or emails). Keep it light, friendly, and consistent in messaging of the value of your launch. Timing and email content will come into play and you will need a specific campaign outside of your normal email cadence.

These can be treated as two separate concerns. Avoid spam by using a recognizable sender name, with clear and engaging subject lines, plus maintaining a clean email list, balancing text and images, and authenticating your domain (SPF, DKIM). When it comes to the Promotions folder, I wouldn't worry about it. People are used to it and check their Promotions regularly. Plus on mobile, there's no distinction. Worry-be-gone.

Not at all! Send a “Hey, I’ve missed you” email. Be honest, explain where you’ve been, and let them know what to expect moving forward. A little humor goes a long way here. Check out my Re-engagement Checklist for additional tips and steps on how to do this.