{"id":12331,"date":"2026-06-23T10:37:23","date_gmt":"2026-06-23T18:37:23","guid":{"rendered":"https:\/\/flodesk.com\/blog\/?p=12331"},"modified":"2026-06-26T10:01:44","modified_gmt":"2026-06-26T18:01:44","slug":"what-should-i-send-to-my-email-list","status":"publish","type":"post","link":"https:\/\/flodesk.com\/blog\/what-should-i-send-to-my-email-list\/","title":{"rendered":"What should I send to my email list?"},"content":{"rendered":"<div data-animate-children class='p-block'>\n<p>You&#8217;ve built a list. Now the cursor is blinking. What do you actually send?<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>It\u2019s one of the most common questions new email senders ask, and most of the answers out there list content types without addressing the real question: <em>What makes an email worth sending in the first place?<\/em><\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>The honest answer? A great email does one of three things: build trust, deliver value, or invite action. Every email you send should accomplish at least one of those. If they don\u2019t, subscribers disengage, and disengaged subscribers are the single biggest driver of <a href=\"https:\/\/flodesk.com\/blog\/why-emails-go-to-spam\/\">deliverability problems (sending your emails to spam)<\/a>.<\/p>\n<\/div>\n\n<div id=\"the-three-types-of-emails-every-list-needs\" name=\"the-three-types-of-emails-every-list-needs\" data-animate data-destination=\"the-three-types-of-emails-every-list-needs\" class=\"heading-wrapper\">\n<h2 class=\"wp-block-heading\">The three types of emails every list needs<\/h2>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Most lists benefit from a mix of three email categories: relationship-building content, direct value content, and promotional content. The mistake most people make is defaulting too heavily to one\u2014usually promotional\u2014while neglecting the others.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p><strong>Relationship-building emails<\/strong> keep your audience engaged between sales moments. They&#8217;re personal, low-ask, and focused on who you are rather than what you&#8217;re selling. A behind-the-scenes look at your process, a story about why you started your business, your honest take on something happening in your industry\u2014these are the emails people forward to friends.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p><strong>Direct value emails<\/strong> solve a problem or answer a certain question your subscriber has. Think tutorials, curated resources, templates, tips, event access, important updates. The test: if someone forwarded this to a friend, would the friend be glad they got it? <a href=\"https:\/\/flodesk.com\/blog\/email-list-segmentation\/\">This is also where subscriber segmentation becomes a big help<\/a>. <\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p><strong>Promotional emails<\/strong> drive revenue\u2014launches, sales, waitlists, new offers. They work best when the audience has been warmed up by the first two types. Subscribers who get nothing but promotions will eventually stop opening your emails.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>A reasonable starting mix for most senders is two to three relationship-building or value emails for every one promotional email. Adjust from there based on what your engagement data tells you.<\/p>\n<\/div>\n\n<div id=\"what-to-send-based-on-where-your-subscriber-is-in-their-journey\" name=\"what-to-send-based-on-where-your-subscriber-is-in-their-journey\" data-animate data-destination=\"what-to-send-based-on-where-your-subscriber-is-in-their-journey\" class=\"heading-wrapper\">\n<h2 class=\"wp-block-heading\">What to send based on where your subscriber is in their journey<\/h2>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>The best framework for deciding what to send isn&#8217;t &#8220;what type of content should I make?&#8221; It&#8217;s &#8220;where is this subscriber in their relationship with me?&#8221;<\/p>\n<\/div>\n\n<div id=\"new-subscribers-030-days\" name=\"new-subscribers-030-days\" data-animate data-destination=\"new-subscribers-030-days\" class=\"heading-wrapper\">\n<h3 class=\"wp-block-heading\">New subscribers (0\u201330 days)<\/h3>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>New subscribers are at peak curiosity. This is when open rates are highest and when you should be investing most in establishing who you are.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>A welcome sequence should do three things:&nbsp;<\/p>\n<\/div>\n\n<div data-animate-children class='list-block'>\n<ul class=\"wp-block-list\">\n<li>Introduce yourself and your work&nbsp;<\/li>\n\n\n\n<li>Set expectations for what they&#8217;ll receive and how often<\/li>\n\n\n\n<li>Deliver the value you promised when they signed up (your freebie, discount, resource, or offer).<\/li>\n<\/ul>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Most people underinvest here, but a single&nbsp; welcome email is a missed opportunity. A three-to-five email sequence over the first two weeks builds the kind of familiarity that keeps people coming back long-term.<\/p>\n<\/div>\n\n<div id=\"engaged-subscribers-opens-regularly\" name=\"engaged-subscribers-opens-regularly\" data-animate data-destination=\"engaged-subscribers-opens-regularly\" class=\"heading-wrapper\">\n<h3 class=\"wp-block-heading\">Engaged subscribers (opens regularly)<\/h3>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>These people are already bought in. They want more of you. This is your best audience for:<\/p>\n<\/div>\n\n<div data-animate-children class='list-block'>\n<ul class=\"wp-block-list\">\n<li>Behind-the-scenes content and early access<\/li>\n\n\n\n<li>Personal essays or opinions that deepen the relationship<\/li>\n\n\n\n<li>Offers;they&#8217;re ready for them<\/li>\n<\/ul>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Don&#8217;t under-communicate with engaged subscribers because you\u2019re worried about bothering them. An audience that hears from you every Tuesday knows what to expect. An audience that hears from you whenever inspiration strikes has to re-evaluate every email from scratch.<\/p>\n<\/div>\n\n<div id=\"lapsed-subscribers-no-opens-in-6090-days\" name=\"lapsed-subscribers-no-opens-in-6090-days\" data-animate data-destination=\"lapsed-subscribers-no-opens-in-6090-days\" class=\"heading-wrapper\">\n<h3 class=\"wp-block-heading\">Lapsed subscribers (no opens in 60\u201390 days)<\/h3>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>If someone hasn&#8217;t opened in 60 to 90 days, don&#8217;t keep sending as if nothing changed. A re-engagement sequence\u2014two or three emails specifically designed to win them back\u2014can be helpful, but only if your sender reputation is strong.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>If you\u2019re not seeing great engagement on your emails to your \u201cengaged\u201d audience, hold off on the re-engagement to avoid any further damage to your reputation. Archive these subscribers and come back once your engagement has improved.<br><\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>A strong re-engagement email leads with something genuinely useful or surprising, names the situation directly (&#8220;We haven&#8217;t heard from you in a while&#8221;), and gives them an easy way to signal they still want to hear from you. If they don&#8217;t engage with the sequence, archive them. This protects your sender reputation and keeps your engagement rates accurate.<\/p>\n<\/div>\n\n<div id=\"dont-overlook-email-design-as-a-variable\" name=\"dont-overlook-email-design-as-a-variable\" data-animate data-destination=\"dont-overlook-email-design-as-a-variable\" class=\"heading-wrapper\">\n<h2 class=\"wp-block-heading\">Don&#8217;t overlook email design as a variable<\/h2>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Most senders pick a template and stick with it forever. But how an email looks affects how it feels\u2014and how it feels affects whether people read it, click it, or reply to it.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>A fully designed email with imagery, buttons, and a polished layout signals brand and professionalism. It works well for promotions, product announcements, and anything where visual presentation carries the message. A text-focused email with minimal design elements reads more like a personal note. It works well for relationship-building content, direct conversations, and moments when you want subscribers to feel like you&#8217;re writing to them specifically.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>A hybrid approach\u2014a single branded header image followed by a clean, conversational body\u2014sits in between. You get the brand recognition of a designed send with the intimacy of a text-focused one. It&#8217;s a format worth testing, and we&#8217;ve seen it perform well at Flodesk.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>The right answer depends on your audience, your content type, and what you&#8217;re trying to accomplish. The only way to find out is to experiment. Try sending the same type of content in two different formats over a few months and see what your open rates, click rates, and replies tell you.<\/p>\n<\/div>\n\n<div id=\"how-often-should-you-email-your-list\" name=\"how-often-should-you-email-your-list\" data-animate data-destination=\"how-often-should-you-email-your-list\" class=\"heading-wrapper\">\n<h2 class=\"wp-block-heading\">How often should you email your list?<\/h2>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>It depends on your audience and what you&#8217;re sending, but the research is consistent on this: irregular sending causes more disengagement than frequent sending.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Sending once a month, then ramping to daily before a launch, trains your audience to tune you out at exactly the moment you need them most. A consistent cadence\u2014even if it&#8217;s just twice a month\u2014keeps you in people&#8217;s inboxes in a way they can predict and choose.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Not sure where to start? Weekly is often manageable for most creators and small business owners, and it&#8217;s frequent enough to build real familiarity. If weekly feels like too much, commit to every other week. Consistency beats volume every time.<\/p>\n<\/div>\n\n<div id=\"what-makes-an-email-worth-sending\" name=\"what-makes-an-email-worth-sending\" data-animate data-destination=\"what-makes-an-email-worth-sending\" class=\"heading-wrapper\">\n<h2 class=\"wp-block-heading\">What makes an email worth sending<\/h2>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Before you schedule anything, ask: \u201cDoes this email do at least one of these things?\u201d<\/p>\n<\/div>\n\n<div data-animate-children class='list-block'>\n<ul class=\"wp-block-list\">\n<li><strong>Teaches something useful.<\/strong> A tip, framework, resource, or insight your subscriber will be glad they got.<\/li>\n\n\n\n<li><strong>Deepens the relationship.<\/strong> Something personal, honest, or behind-the-scenes that builds trust over time.<\/li>\n\n\n\n<li><strong>Makes a clear offer.<\/strong> A product, service, or invitation with a single, specific call to action.<\/li>\n\n\n\n<li><strong>Re-engages someone who has gone quiet.<\/strong> A targeted, high-value send designed to remind lapsed subscribers why they signed up.<\/li>\n<\/ul>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>If the email doesn&#8217;t do any of these things, skip it. The bar isn&#8217;t high, but it\u2019s worth protecting.<\/p>\n<\/div>\n\n<div data-animate-children class='p-block'>\n<p>Your list is made up of people who asked to hear from you. That&#8217;s a meaningful thing. Treat every email as an opportunity to make that trust worth their while.<\/p>\n<\/div>\n\n\n\n\t<a class=\"cta-block has-button\" style=\"background-color: #6B1030; color:#D8B0D3;\"\n\t   href=\"http:\/\/www.flodesk.com\/?utm_source=marketing&#038;utm_medium=blog&#038;utm_campaign=what-emails-should-I-send\" target=\"_blank\">\n\t\t\t<div class=\"cta-block__wrapper\">\n\t\t\n\t\t\t\t\t<h3 class=\"cta-block__headline\">Ready to build a sending rhythm that works?<\/h3>\n\t\t\n\t\t\t\t\t<div class=\"cta-block__text\">\n\t\t\t\t<p>Explore Flodesk email templates or set up your first automated sequence in minutes.<\/p>\n\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<button class=\"cta-block__button\" style=\"background-color: #FFFFFF; color: #000000;\">\n\t\t\t\tStart your free trial\t\t\t<\/button>\n\t\t\t<\/div>\n\t<\/a>\n","protected":false},"excerpt":{"rendered":"<p>You&#8217;ve built a list. Now the cursor is blinking. What do you actually send? It\u2019s one of the most common questions new email senders ask, and most of the answers out there list content types without addressing the real question: What makes an email worth sending in the first place? The honest answer? A great [&hellip;]<\/p>\n","protected":false},"author":33,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[112],"table_tags":[],"class_list":["post-12331","post","type-post","status-publish","format-standard","hentry","category-email-marketing-basics","tag-aeo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What should I send to my email list? | Flodesk<\/title>\n<meta name=\"description\" content=\"Not sure what to email your list? 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