If you’ve ever opened Klaviyo (or Mailchimp… or anything) and just stared at a blank screen thinking, “What am I actually meant to send?” You’re not the only one.
This is exactly what we covered in the Spring Send-Off workshop, because honestly, this is where most people get stuck with email.
Most small business owners don’t get stuck on the tech or the design. It’s knowing what to say.
And what usually happens is one of two things:
- You only email when you’ve got something to sell
- Or you overthink it so much that you don’t send anything at all
I’m Elle, Shopify and Klaviyo expert, and your go-to Ecommerce BFF. I spend my days helping small business owners cut through the tech overwhelm, boost conversions, and actually feel excited about running their online shop again.
So let’s make sending emails feel a lot simpler.
First things first… email still matters (a lot)
I know it can feel like everything is about Instagram or TikTok right now.
But email is still one of the strongest channels you have.
- You’re not relying on an algorithm
- You’re speaking directly to people who chose to hear from you
- And it converts better than social
We’re talking roughly 4.3% conversion for email vs 1.6% for social .
So if email has been on the back burner, it's worth making it a priority again.
Why email feels harder than it should
This is the bit that usually clicks for people.
Email feels hard when you try to make every email do everything.
You sit down and think it needs to:
- tell your story
- be helpful
- look good
- sell something
- build trust
- feel “on brand”
All at once, so no wonder it feels like a lot.
But not every email needs to do everything, so instead, we split them into different jobs.
The 3 types of emails (this is where it gets easier)
Once you understand this, everything starts to feel more manageable.
There are just three types of emails you need.
1. Nurture emails
These are your “this brand gets me” emails.
They’re not about pushing a sale. They’re about building trust and connection.
Think:
- tips or how-tos
- styling ideas
- behind the scenes
- founder stories
- FAQs
You’re helping people, answering questions, showing them you understand them.
And this matters because most people aren’t ready to buy straight away.
2. Convert emails
These are your “I want that” emails.
The ones where you actually sell.
- product spotlight
- new in
- restocks
- offers
- bestsellers
- gift guides
This is where you ask for the sale.
And I know this can feel a bit uncomfortable, but if you don’t ask people often won’t buy.
3. Retain emails
These are your “I love this brand” emails.
They’re about keeping customers coming back and making them feel valued.
Think:
- thank you emails
- loyalty reminders
- early access
- customer milestones
- feedback requests
These are the ones that turn someone from a one-time buyer into a repeat customer.
The bit most people get wrong: they only send one type.
Usually convert or sometimes only nurture.
And then email “doesn’t work”, but really, it’s just because they feel unbalanced.
The mix that works (and keeps things simple)
You don’t need to overcomplicate this.
A really good starting point is:
- 50% nurture
- 30% convert
- 20% retain
It doesn’t have to be exact, but it just gives you a bit of structure so you’re not guessing every time.
How often should you actually email
This comes up every time and the answer is always the same:
Consistency matters more than frequency.
If you’re starting from scratch:
- 2 emails a month is a great start
- 1 email a week is a really solid rhythm
- more than that is optional (usually for busier seasons)
You don’t need to jump straight to loads, but make sure you pick something you can stick to.
What to send right now (when you’re stuck)
If you’re sat there thinking “this is helpful but I still don’t know what to write”
Come back to this.
Ask yourself:
- What is my customer thinking about right now?
- What do they need help with?
- What do I want to sell right now?
- What would make them come back?
That’s it. That’s where your ideas come from.
A really simple plan for your next 4 emails
If you want something practical to leave with, use this:
- Nurture – help your customer with something
- Convert – sell a product or collection
- Nurture – build connection or trust
- Retain – reward loyalty or invite engagement
And then just repeat and don't overthink.
A quick note on consistency (because it matters more than you think)
One of the biggest issues I see is people disappearing for months and then suddenly emailing with a sale.
From a customer point of view, that feels a bit random.
Regular emails help you:
- stay familiar
- build trust over time
- warm people up before you sell
Not every email needs to make a sale, but together, they all contribute to it.
Common mistakes (so you don’t fall into them)
Just to call these out quickly:
- only emailing when you’re selling
- only sending “value” and never selling
- overthinking every email
- trying to make everything perfect
- overcomplicating things too early
If email feels heavy, it’s usually one of these.
The main thing to take away
If email has felt like something you should be doing but keep putting off, this is your sign to simplify it.
- You don’t need a complicated plan.
- You don’t need perfectly designed emails.
- And you definitely don’t need to send more just for the sake of it.
You just need to start showing up with the right mix.
Focus on helping your customer, talking about your products, and building that connection over time. That’s where the results come from.
So instead of overthinking your entire strategy, just ask yourself: What’s one email I can send this week?
Start there and if you’re still not sure, go back to the framework:
- Plan your next 4 emails.
- Keep them simple.
- Send them.
Then do it again next week.
That’s how you build consistency. And that’s what actually makes email work.
