Blog Post

If you’ve ever thought, “I’m pretty sure I set up that email flow, right?” right before getting a spike in unsubscribes—this guide is for you.

Email marketing still packs one of the highest returns out there. But to make it work, you need more than just enthusiasm and an emoji-filled subject line. You need strategy. Specifically, knowing when to send regular updates versus when to use automated email journeys.

In this guide, I’ll walk you through everything I know (and use) when it comes to newsletters and email sequences. Whether you’re nurturing new leads or keeping your current list warm, I’ve got your back.

By the end, you’ll know how to:

• Spot the difference between newsletters and automated series.
  
• Choose which type suits your goal.
  
• Build your emails from scratch—or fix what’s not working.
  
• Set up automation that behaves like a helpful assistant (not a spam bot).
  
• Track performance using numbers that matter.
  

Let’s break this down simply.

A newsletter is like a regular check-in. You’re saying, “Hey, here’s what’s new or useful.” It could be weekly tips, monthly updates, or something else worth sharing.

A drip sequence is different. It’s a series of automated emails sent based on a specific action. Think onboarding emails after someone signs up. Or a lead nurture path after someone downloads a guide.

Both serve their own purpose—and when done well, they complement each other. If you want a deeper dive on this comparison, I’ve written more about it here.

Here’s the quick decision cheat sheet:

• Send a newsletter when you’ve got timely updates or consistent value to offer—like new blog posts, product news, or curated resources.
  
• Set up a sequence when you want to guide someone toward a goal—like making a purchase or learning about your service.
  

Need help crafting your newsletter strategy? Check this out: email strategy for small businesses.

This is where most email efforts go sideways. “Let’s send something to the list today!” is not a strategy.

Before you write anything, ask yourself:

• What action do I want readers to take?
  
• Who exactly am I writing to?
  
• What journey are they on?
  

Once you’ve got those answers, you can set up segmentation and write with purpose. If you’re looking to guide a new subscriber to becoming a customer, I highly recommend mapping out a basic lead path. You can see an example here.

This is where your voice matters most. Yes, even in business.

Here’s how I write emails people open (and don’t immediately delete):

• Keep subject lines short. If it sounds like clickbait, it’ll probably land in spam.
  
• Use simple, direct language. (You’re not writing a whitepaper.)
  
• One main call-to-action per email. More than one = no clicks.
  
• Use line breaks generously. Nobody likes a text wall.
  

Need help with copy? This guide might help: drip campaign copywriting.

Automation can be your best friend or your biggest headache. To keep it friendly:

• Choose a tool that’s easy to use (you don’t need 200 features—you need 10 that work).
  
• Create logical flows: one trigger → one outcome.
  
• Space emails out naturally. Nobody wants five emails in three days unless it’s a flash sale (and even then…).
  

This guide is a solid starting point: automated sequences that actually convert.

And if you’re building a welcome path, you’ll love this one: welcome email sequence guide.

Let’s be honest—some emails won’t land.

The good news? You can figure out why by watching the right numbers:

• Open rate tells you if your subject line worked.
  
• Click-through shows if your content hit the mark.
  
• Unsubscribes help you spot tone or frequency issues.
  

You don’t need to be a data wizard, but regular check-ins will keep you from wasting time. And if your open rate is flatter than a pancake, try small changes like adjusting your send time or simplifying your CTA.

Need a baseline? This will help: email newsletter best practices

I’ve made most of these so you don’t have to:

• Inconsistent timing: Whether it’s weekly or monthly, stick to a schedule.
  
•  Writing to “everyone”: Personalize, even if it’s just a first name field.
  
•  Not mobile-friendly: Most people open emails on their phones. Design accordingly.
  

 Too robotic: If it reads like an instruction manual, rewrite it.

More on this here: top 7 email mistakes

Here’s something many marketers forget: once someone converts, stop sending the same drip.

Your tools should let you automatically remove people from a sequence if they’ve taken the action you wanted—bought something, scheduled a call, downloaded your guide, etc.

This is why it’s worth using a smart email platform that plays nicely with your CRM. (Your future self will thank you.)

Here are a few things I’ve picked up that helped me get better results with less effort:

• Always preview your email on mobile before sending.
  
• Use behavioral triggers (e.g. clicked a link but didn’t convert) to start or modify a sequence.
  
• Reuse your best-performing content in multiple places—drips, newsletters, even social.
  

And yes, you’re allowed to re-send to people who didn’t open—just wait a couple of days and tweak your subject line.

You don’t need to be a marketing genius to make email work for your business. You just need a clear goal, a little empathy, and a willingness to tweak what doesn’t work.

Newsletters keep your brand top-of-mind. Drip campaigns move people through your funnel. Both are valuable, and both are surprisingly fun to build once you get the hang of it.

If you’re not sure where to start, try this guide: how to write a drip sequence that nurtures and converts

And if you’ve made it this far, here’s your next step: Open your email platform. Pick one segment. Send them something actually helpful.

No more blank screens or overthinking.

Just hit send.