Email Marketing 101 for Female Founders: Why Your Inbox Is Your Secret Sales Weapon

Laura Mackenzie
May 23
3 min read

I feel like it's so common these days for creatives, founders and businesses rely completely on Instagram, or social media in general, to grow their business. I definitely thought that same when I first started out with Kelp. I loved the creative side of it, the instant engagement, the feeling of community. But I quickly realised something: social media is borrowed ground. If Instagram goes down (remember that panic that one time it happened?), or your reach flops, you’re at the mercy of an algorithm.

But your email list? That’s yours. It’s the only marketing channel where you control the message, timing, and audience. Whether you’re selling services or products, your email list is a direct line to your most engaged customers.

So firstly, if you wanna join MY email list (I would love to have you there!) you can do that here.. Now, let’s talk about why you need it, how to build it, and how to use it.

Why I Love Email Marketing (and You Should Too)

Email marketing is:

Direct – No algorithm. Your message lands straight in their inbox.
Personal – You’re building a relationship, not shouting into the void.
Profitable – Email consistently delivers one of the highest ROI of any marketing channel.
Sustainable – You can repurpose content, schedule ahead, and automate key flows.

And the best part? It works for everyone.

For Service-Based Businesses: Lead, Nurture, Convert

Here’s how to use email marketing in your service-based business:

1. Create a Freebie or Lead Magnet Give your audience a reason to sign up. Think: a PDF guide, checklist, mini course, or workbook that solves a small problem and shows your value.

2. Build a Welcome Sequence Once someone downloads your freebie, take them through 3–5 automated emails:→ Deliver the resource→ Introduce who you are + what you do→ Share results or client love→ Gently introduce your offer or service

3. Send Regular Newsletters Don’t ghost them! Send weekly or biweekly emails with tips, thoughts, behind-the-scenes, or updates. Keep them warm, engaged, and thinking of you.

For Product-Based Businesses: Incentivise & Sell Authentically

1. Offer a Sign-Up Bonus This could be a 10% discount, free shipping, or early access to a new collection.

2. Create a Welcome Sequence Introduce your brand, story, bestsellers, and reviews. Nurture that first sale.

3. Use Newsletters to Build Community & Sales Use your emails to highlight new drops, share the story behind your products, or give early access to loyal subscribers. Make them feel special.

The Key Point? You Own the Relationship

Social media is great for visibility. But email is where the trust and sales happen. Your email list is like a group of people raising their hands saying: “Yes, I want to hear from you.” Don’t take that lightly. Talk to them, connect with them, and give them reasons to stick around.

My Email Platform Recommendations

Flodesk – Gorgeous and simple. Perfect for service-based creatives. I also have an affiliate link for Flodesk so you can get 50% off your first year, you can get that here.
Klaviyo – Robust and ideal for eCommerce. Integrates seamlessly with Shopify.
Shopify Email – Great if you’re just starting and already using Shopify.