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Have you ever opened your inbox and wondered… “Is anyone out there actually reading this?” Or worse: “Am I just sending helpful tips into the void without ever making a sale?” If email marketing feels like a mystery to you, today’s coaching session is about to lift the fog.
Andrea Astner, also known as The Productivity Witch, is a coach who helps overwhelmed ADHD solopreneurs find flow and structure in their business in a way that works with their unique brain, not against it.
Through her Human Design Productivity Readings and dreamy digital Notion workspaces, Andrea is all about making productivity feel intuitive and aesthetic.
Today, we’re flipping the script: she’s the one asking me the questions in our coaching session!
We’re digging into her biggest challenges around email marketing and list-building, including how to attract the right people, create a newsletter that actually converts (without being spammy), and what metrics are really worth tracking when you’re building a business with intention.
If you’ve ever felt confused about what to say in your emails, how to balance value with sales, or how to grow an email list that actually leads to paying clients, this episode is for you.
Don’t wait. By this time next year, you could have an email list that’s driving sales, creating freedom, and supporting your big dreams!
Now, let’s dive into my coaching session with Andrea.
Build a List That Speaks Directly to Your Dream Client
Andrea’s first question had to do with something so many entrepreneurs get stuck on: How do I make sure the people joining my list are actually my ideal audience?
I told her to start by looking at what you’re offering in exchange for their email. If your opt-in freebie is too broad, you’re likely attracting a mix of people who aren’t necessarily a fit for your services. On the other hand, if it’s too specific, you might limit your reach unnecessarily.
The key is to find that sweet spot where your freebie speaks directly to a very specific problem that your dream client is already trying to solve.
You don’t need to filter your list at the top of the funnel. Your email content can do that work for you. You can guide people through a nurturing process where they self-identify whether or not your offer is for them.
Think of your lead magnet like a bouncer at the door. If it’s specific and intentional enough, it helps ensure the people coming in are the ones who are most likely to benefit from working with you!
Make Your Emails Work for You with a Rhythm That Feels Good
So many people make email marketing harder than it needs to be. I love looking at email content in three simple “energies” that make up your flow: nurture, invite, and convert.
Nurture emails are designed to connect and serve. They don’t have any links and they aren’t trying to sell anything. They’re simply there to provide value and deepen your relationship with your reader.
Invite emails gently bring people further into your world. You might share a podcast episode, blog post, or tool you’ve found helpful. These emails still serve, but they also encourage engagement.
Then, there are convert emails. These are your actual sales emails where you invite your audience to take the next step, whether that’s a purchase or booking a call.
The rhythm doesn’t have to be complicated. If you’re emailing once a week, you can simply rotate through those three energies. This structure gives your list consistency without making every message feel like a pitch. It’s about building a relationship, not pushing a product.
Set Up a System That Nurtures While You Sleep
One of Andrea’s biggest wins was creating a longer-form nurture sequence that automatically sends over several weeks.
I love this idea because it builds in longevity and sustainability! You can focus your energy on writing evergreen content that will still serve six months from now.
If you don’t have a welcome sequence yet, start there. A simple series of three to six emails introducing yourself, your values, and what readers can expect from you is a powerful way to start the relationship.
From there, you can layer in additional emails that share timeless tips, stories, or blog content. I always encourage creators to write these emails with the intention of letting them work behind the scenes long after they’re written.
Once you have those sequences in place, it becomes easier to add creativity and spontaneity into your live emails. You’re not always scrambling to figure out what to say because you’ve already created a strong foundation.
And if you’re wondering what kind of content belongs in those sequences, I cover exactly that in my free email list building mini course. It’s a great place to learn how to build a list that’s primed to buy and trusts you before you ever make an offer!
Focus on the Right Metrics (and Let the Rest Go)
There’s no shortage of data when it comes to email marketing, and it’s easy to get overwhelmed. My advice is to choose one metric to focus on for each email you send.
If it’s a nurture email, your open rate is the most important because it tells you whether your subject line did its job. If it’s an invite email, click-through rate matters more because it reflects how clear and compelling your call-to-action was. If it’s a sales email, conversions and replies are your most important data points.
Beyond the numbers, pay attention to the signals. Are people replying to your emails? Are they showing up to calls after reading them? Do they mention your stories or advice? These qualitative pieces of feedback are just as important as the data points on your dashboard.
And don’t forget to clean your list regularly. If someone hasn’t opened an email in 90 days, it’s okay to let them go. Keeping a healthy, engaged list is far more powerful than chasing a big number that isn’t aligned with your goals!
Final Thoughts
Email marketing doesn’t have to feel heavy or confusing. When you think of it as an extension of the relationship you want to have with your audience, it becomes a place of connection and service!
Whether you’re writing to ten people or ten thousand, your emails can make a real difference. Seriously!
You don’t need to be on Instagram every day, fighting the algorithm to get noticed. With the right strategy and systems in place, your email list can become one of the most impactful parts of your business.
Andrea’s questions in this episode were incredible, and I hope the answers give you clarity, confidence, and a sense of ease as you build your own email ecosystem. Be sure to connect with Andrea on Instagram and check out her website if you need help structuring your business!
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