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Leigh discusses how small business owners can effectively use email marketing by focusing on relevance rather than volume.

She shares practical advice on when and what to send, emphasizing quality content that provides value and builds genuine connections.

takeaways

• Focus on sending emails that provide real value or genuine connection.
• Send emails when you have something worth saying, not just because of a schedule.
• Once a fortnight is a sustainable rhythm for most small businesses.
• Relevance is the key to maintaining high open rates and engagement.
• Don't apologize for gaps in your email schedule; just send valuable content.
• Write for your actual audience, not an imagined 'average' subscriber.
• Use real-time updates and stories to keep your emails authentic.
• Build a loose, sustainable email rhythm that doesn't rely on a strict content calendar.

key topics

• The importance of relevance over frequency in email marketing
• How to determine what to send and when
• Building genuine customer connections through email
• Strategies for re-engaging after a gap in communication
• Optimal email frequency for small business owners

Chapters

00:00 The Importance of Email Communication

02:27 Understanding Email Relevance Over Volume

05:09 Crafting Meaningful Content for Your Audience

07:48 Navigating Gaps in Communication

10:40 Practical Steps to Improve Email Engagement

keywords

email marketing, small business, content strategy, relevance, engagement, email frequency, storytelling, customer connection