✨Make It Click: Why Email Is Still My Favourite Tool as a Creative Business Owner
...and how I turned my email list into a cosy space for connection, creativity, and growth
For years I avoided investing real time in my email list. I relied heavily on instagram as a way to connect with my community and market my products and services. It took me a long time to recognise that this was not a sustainable way to connect with my audience, especially with how quickly things can change on social media. I decided I was to build more spaces for my community that I had more ownership over; like my Patreon, my website and, yep you guessed it - my email list. I completely changed my approach to my email marketing and in the space of a few months went from inbox crickets to my email list actually being my biggest converter! Here’s how I did it…
My Simple Formula for a Creative Email List That Works
1. Start with the who and why
Before writing a single email, I asked myself: Who do I want to connect with? Why do I want them on my list?
For me, it’s other creatives, customers who love my art, and future students who want to build a creative business of their own (like you maybe 😉); knowing who I was speaking to changed how I showed up — I started thinking about my emails like pieces of content so that I could start to invite in and engage with the right kind of people for the world of my work!
2. Make a plan that sustainable for you
Forget daily emails or complicated workflow automations. I started by showing up once a or twice week, in a format that’s simple:
A creative update
A tip or story from behind the scenes
A featured resource or offer
A link to my latest video or blog post
That’s it. It felt doable, sustainable, and true to me. Over time I built out that format; I created behind the scenes mini series in the lead up to new products launching, blog and YouTube updates and waitlist exclusive emails for my courses. But my weekly community email content, that provides updates and value, is still my favourite to create (and always has the highest click rates). If weekly feels too much, start with monthly. Just pick a rhythm that works for you and stick with it.
3. Offer a little gift (aka a lead magnet)
People love signing up for things that feel good — especially if there is a freebie involved!
I created a few fun freebies like:
✨ The Glimmer Workbook
📓 The Creative Spark Challenge
🎨 Wallpapers, printable quotes, or content checklists
Each one ties into a different part of my audience, has a specific goal behind who it’s inviting into my list and I love knowing that someone gets a spark of inspiration in their inbox the moment they sign up.. be careful though - creating the wrong kind of lead magnet just for the sake of getting more sign-ups, will only fill your list with people who aren’t actually interested in being there.
4. Share your sign-up link more than once
I used to post about my newsletter once or twice a year, then wonder why no one joined. Now? I talk about it regularly. I put the link in my bio, on product pages, at the end of blog posts (PS. if you’re reading this and you’re not on my email list, you can sign up here), and in my YouTube descriptions. People need reminders — and honestly, if you believe in what you’re sharing, then why not shout about it from the virtual rooftops?
💡 Ready to Make It Click?
If this post has you thinking “Okay, I actually want to do this…” But also “Where do I start without it feeling overwhelming or cringe?” — I’ve got something just for you: ✨ Make It Click is my cozy, creative mini course that shows you how to build a beautiful, personality-packed email list — without complicated automations or salesy strategies.
Inside the course, I’ll help you:
Create a simple, beautiful email design that feels so you
Plan an email series that actually builds connection
Know what to send (and when) without burning out
Build a list of the right people — the ones who get you and your work
Whether you're starting from scratch or ready to fall back in love with your list, this is your sign to make it happen ✨
