AI Summary:
This strategic and practical blog is a must-read for business owners and their marketing VAs who want to turn email into a reliable sales system. It outlines why email marketing still delivers the highest ROI, how to guide leads through the buyer journey, and how to build a complete email ecosystem — from lead magnets and segmentation to automation, personalisation, and reporting.
Key takeaways include:
- How to ethically build and warm up your list
- The difference between tags, lists, and segments
- Building automations for onboarding and lead nurturing
- Creating reusable, high-converting email templates
- Writing subject lines, preheaders, and CTAs that drive action
- Using ChatGPT to support idea generation (not replace strategy)
- Reading reports, cleaning your list, and making data-driven decisions
- Avoiding spam triggers and email design mistakes
- Understanding the difference between campaigns and newsletters
- How OBMHub (high level) simplifies it all for teams managing marketing, and how we offer the ULTIMATE in support (FREE)
Why Email Marketing Still Works (Even in 2025)
Email isn’t dead, it’s your most powerful online marketing asset.
It cuts through the noise, builds trust, and moves leads through your funnel without needing ad spend. In fact, it outperforms social media for ROI and sales by over 40% according to multiple global studies.
And best of all? You own it. Unlike your social followers, your email list belongs to you, and can’t be taken away by algorithms or platform changes.
Email That Nurtures and Converts (The Buyer Journey)
To build a system that delivers consistent leads and sales, email must align with the buyer’s journey:
- Attract: Create compelling lead magnets that build your list with qualified prospects
- Nurture: Send value-based emails to earn trust
- Convert: Present relevant offers at the right time
- Onboard: Reduce buyer’s remorse and build loyalty
- Delight: Offer more value, upsells, and referrals
OBMHub supports this journey with integrated funnels, automations, and CRM features — all in one dashboard.
First: Build and Warm Up Your List Properly
Before you send anything, make sure you’re compliant and strategic:
How to Get People on Your Email List (The Right Way)
- Use opt-in forms on your website, pop-ups, landing pages, and social profiles
- Offer something valuable: a checklist, quiz, masterclass, event, or guide
- Make it clear what they’re signing up for
- Include a privacy disclaimer and confirm their subscription
Never buy email lists. Not only is it illegal in many regions, but it destroys your domain reputation.
Warming Up a Cold List
If you haven’t emailed your list in a while, don’t go straight into sales.
Instead:
- Send a re-introduction email with value (e.g. “Here’s what I’ve been working on for you”)
- Share a free guide or helpful content
- Invite them to reply or click so your deliverability improves
OBMHub helps track engagement and can automatically tag cold subscribers for reactivation or removal.
The Anatomy of a High-Converting Email
How to Create a Reusable Email Format
You can build a consistent structure inside your platform. Here’s what to include:
- Header: Brand logo or your name
- Preheader Text: Short teaser visible in inbox previews
- Greeting: Use a personal name merge field (Hi [FirstName])
- Opening Hook: A sentence that captures attention
- Value or Story: 1 clear topic or insight
- Call to Action: A single, strong CTA (button + hyperlink)
- Footer: Unsubscribe link, contact info, social links, legal details
OBMHub lets you save these as reusable templates, so you (or your VA) aren’t starting from scratch every week.
How to Send Personalised-Looking Emails (That Get Read)
Personalisation makes emails feel 1:1, even if you’re sending to 5,000.
Use:
- First name tags in the greeting and body
- Behavioural segmentation (“I noticed you downloaded the guide on…”)
- Timing based on engagement (send X days after an action)
- Remove all banners and graphics so it looks personable.
Plain-text style emails often outperform graphic-heavy ones. They look like a personal message from a real person.
The 9-Word Email That Re-Engages Leads
This simple format is incredibly effective to revive stale leads:
“Are you still looking for help with [insert solution]?”
Examples:
- “Are you still wanting to grow your audience online?”
- “Are you still looking for support with your VA?”
Why it works: It’s short, personal, curiosity-driven — and prompts a quick reply.
Use this sparingly for leads who ghosted after showing interest.
Tags, Lists & Segments — What’s the Difference (And Why It Matters)
This is where many business owners and VAs get confused, but it’s simpler than it seems once you know the purpose of each:
- Lists are your broad categories — like “leads or clients,”. Think of them as static groups based on who someone is.
- Tags track what someone does. For example, if they download a lead magnet, book a call, or become a past customer, they get tagged. Tags show their behaviour or journey.
- Segments are smart filters you create based on tags, list status, or actions. For instance, you could create a segment of “leads who downloaded the guide but haven’t booked a call yet”, and send them a targeted email.
OBMHub automates tagging through workflows, so your system stays clean and smart without manual effort. This makes your email marketing more personalised, effective, and easy to manage.
Campaigns vs. Newsletters: What’s the Difference?
- Campaigns are purpose-driven sequences (e.g. sales push, product launch, event promo)
- Newsletters are regular updates with curated value (e.g. tips, blogs, episodes)
Rule of thumb: Don’t treat newsletters like news dumps. One focus, one message, one CTA.
High-Converting Email Content Ideas:
Calls-to-Action (CTAs)
- “Book a Free Strategy Call”
- “Grab Your Free Checklist”
- “Start Your 14-Day Trial”
- “Watch the Training Replay”
- “Secure Your Spot Now”
- “See the Pricing Options”
- “Get This Before It Expires”
Value-Based Offers
- Lead magnets (guides, checklists, cheat sheets)
- Free trainings or webinars
- Case studies or before/after transformations
- Testimonials or social proof
- Bonus content for fast action
- VIP access to something new
- Member-only discounts
Engagement Triggers
- “Hit reply and tell me…”
- “What’s your biggest struggle with ____?”
- Polls or 1-click survey links
- Feedback or testimonial requests
- “Still interested in ____?” (the 9-word email)
Link-Worthy Inserts
- Blog articles with actionable tips
- YouTube video or podcast episode
- FAQ pages or comparison charts
- Feature walkthrough or demo
- Calendar booking link (hyperlinked + button)
- Resource libraries or login areas
Psychological Triggers
- Scarcity: “Only 3 spots left”
- Urgency: “Doors close Friday at 5pm”
- Curiosity: “You’re probably missing this simple fix”
- Social proof: “1,300+ business owners already use this”
- Authority: “As featured in XYZ / 20 years of experience”
Visual & Formatting Enhancers
- Emojis (used sparingly to draw the eye)
- CTA buttons (limited – visually distinct)
- Short paragraphs and bolded key lines
- Images or GIFs showing the offer in action
- Testimonials in quote boxes or pull-outs
Using Canva Images in Emails — Value vs. Hindrance
The Appeal (Why People Do It)
- Looks polished and matches your brand beautifully
- Easy to design if you’re not confident writing long emails
- Quick to replicate for promotions or newsletters
- Canva templates can feel less intimidating than writing HTML or plain text
The Downside (And It’s a Big One)
- Poor Deliverability
Emails that are just one big image often trigger spam filters. Inbox providers can’t “read” the content inside the image — and they view image-only emails as suspicious or promotional. - Accessibility Issues
Not all recipients can see the image, especially if they have image-blocking on by default. That means your beautifully designed message might show up… as a blank space. - No Click Tracking Inside the Image
You can’t track link clicks unless you hyperlink the entire image — and even then, that can feel spammy or confusing for users. - Not Mobile Friendly
Many image-heavy emails don’t scale properly on mobile — text gets tiny, layouts break, and buttons become unclickable. - Not Personalised
You can’t insert someone’s name, behavioural tags, or dynamic content into an image. Personalisation boosts open and click rates — so this is a missed opportunity.
Best Practice Instead:
- Use Canva for headers, banners, or small design elements
- Write your actual email content in text (with personalisation, links, and tracking)
- Use a hybrid layout: image + text + button = visually appealing and effective
- OBMHub and most email platforms let you save styled templates that look great and perform
Tip: Use Canva to complement your email, not replace the copy.
An email that looks pretty but can’t be read, tracked, or clicked isn’t doing its job.
Measuring Success: Reports, Tracking & Cleanups
Track What Matters
Reading your email reports isn’t just a “nice-to-do”, it’s a must-do if you want better results. Regularly review your open rates, click-throughs, and conversions to spot what’s working (and what’s not). Track which emails lead to booked calls, downloads, or purchases, and use that data to improve future campaigns. And don’t forget to clean your list: remove cold subscribers who haven’t engaged in months. It protects your deliverability, increases your open rates, and ensures your messages are reaching people who actually want to hear from you.
Content That Converts: Subject Lines, Emojis & CTAs
Subject Lines That Increase Open Rates
- Ask a question: “Is your marketing VA doing this yet?”
- Tease a benefit: “A trick to get more leads without ads”
- Use numbers: “3 ways to make email marketing easier”
- Add a relevant branding emoji or even brackets
Preheader Text
Don’t leave it blank. It supports your subject line.
Examples:
- “Free checklist to help your VA with email marketing”
- “Why your emails aren’t converting (and how to fix them)”
Use of Emojis
Use sparingly to:
- Draw attention in inboxes
- Break up text in email copy
- Add tone or emphasis
Match them to your brand style — and avoid using more or looking like you used chatgpt
Personalisation, ChatGPT, and Smart Sending
ChatGPT is your secret weapon for generating ideas, outlines, and subject line variations. But remember: add your human touch.
Content Ideas:
- Draft educational tips or stories
- Repurpose social content into emails
- Brainstorm 9-word email ideas
- Podcasts or Blogs
- Success Stories
But always review and personalise before sending. (Im personally not a fan of chatgpt subject line suggestions)
Email Frequency & Best Practices
How often should you email? Check your reports to check effectiveness.
Minimum:
- 1x per week (consistency builds trust – relevancy)
Ideal:
- Weekly newsletter
- Timed automation journeys (onboarding, post-webinar, post-lead magnet)
- Ad-hoc campaign emails (event, promo, offer)
Always monitor:
- Open Rates (above 25% = strong, below 15% = tweak subject lines)
- Click Rates (2–5% average; if low, simplify your CTA)
Avoid the Spam Folder: What NOT to Do
To stay out of the spam trap:
Don’t:
- Use ALL CAPS in subject lines
- Overload with images or links
- Send from a free Gmail/Yahoo account
- Use spammy words like “Buy now!!!” or “Guaranteed”
- Hide your unsubscribe button
Do:
- Authenticate your sending domain (SPF, DKIM)
- Use plain text occasionally
- Send to people who opted in and regularly engage
- Prune inactive subscribers
OBMHub helps monitor your sender score and makes compliance easy with built-in tools and unsubscribe handling.
CRM, Automations & Internal Alerts = Next-Level Email
Email works best when it’s connected to your full marketing ecosystem.
Here is how you can get best results from email marketing:
- You can trigger automations based on behaviour
- Notify your VA or sales team when someone clicks or books (leads)
- Move deals through your pipeline in real time (scoring)
- Send targeted follow-up without lifting a finger
Why Building (Not Buying) Your Email List Is Critical
Your email list is an income-generating asset, but only if it’s built ethically and nurtured consistently.
Here’s why it matters:
- You own the connection
- You build trust over time
- You can retarget engaged leads
- You reduce reliance on ads and social algorithms
OBMHub gives you everything to attract, tag, nurture, and convert your leads — on autopilot.
Final Tips for VAs & Business Owners
| DO THIS | AVOID THIS |
| Personalise your greeting | Buying email lists |
| Use one theme, one CTA | Overloading content |
| Segment your list | Sending from free email accounts |
| Use ChatGPT to help | Copy-paste without reviewing |
| Send regularly | Ghost your list for months |
Ready to Simplify and Scale Email Marketing?
If you’re a business owner or marketing VA looking to create email marketing that actually works, you don’t need more apps — you need a smarter system.
Email Platforms like OBMHub gives you:
- Drag & drop email builder
- Templates + automations
- CRM + internal alerts
- List building tools
- Behaviour-based tagging
- Email reports + insights
Take Your Marketing Gaps Quiz here.
Choose a time to chat if you want a strategy and implementation framework.
Start Email Marketing with OBMHub Now – Simplify. Systemise. Scale.
