Marketing Strategies: Designing Better Email Campaigns
How a veteran-turned-brand-strategist develops simple, effective email marketing campaigns to build real connections and how you can, too.
When I left the military and started my business, I had no marketing degree, just a whole lot of structure and discipline.
Like most small business owners, I was wearing every hat: branding, client work, admin, you name it. I didn't have time for complex marketing strategies, so I decided to focus on something I could master, something that would reach the people I wanted to serve: email marketing.
Social media is noisy. People are bombarded with content all day, every day–standing out is nearly impossible. But email? It’s personal. Intentional. People might scroll past dozens of your social media posts, but a good subject line will catch their attention. Sure, some might end up in the trash, but often enough, they will spark a second look.
More importantly, emails give you the chance to speak directly to someone, not just at them. When done right, they feel like a one-on-one conversation, allowing you to cut through the noise and drive action.
But how to get it right?
There is a lot of information out there about designing “perfect” campaigns, maybe too much. It's easy to feel overwhelmed. I did until I realized that the "right" strategy didn't have to be complicated. What worked best for me was a straightforward structure that kept the tone warm and the pace natural, alongside some automations to handle the repetitive tasks.
Writing Effective Emails
- Start with the problem or dream outcome: From the very first line, I focus on the challenge or goal my audience is facing. This helps them see themselves in the message right away, which keeps them reading.
- If you’re a military vet trying to build a business, I say that.
- If you’re feeling overwhelmed and burnt out, I speak to that.
- Clearly state how you can help: There’s no need for vague, jargon-filled phrases. Instead, focus on what you can actually do for them and show how you can solve their specific problem.
- Build trust through real stories and testimonials: People trust people, not promises. That’s why I include real stories, testimonials, and screenshots whenever I can.
- End with one clear call to action: People appreciate clear guidance without pressure. At the end of every email, I keep it simple: one clear call to action. Whether it’s scheduling a call, watching a video, or learning more about a service, I give people one clear, actionable step.
Automation Through Email Sequences
As a solo entrepreneur, I already have so much to do. Following up with every lead manually often fell to the bottom of my to-do list. To fix this, I developed a simple, automated sequence that helps ensure that my clients get what they need from me without needing to babysit them.
- A welcome email with a quick, personal video that introduces me and sets the tone for the relationship.
- A follow-up message that includes booking info or next steps.
- A check-in a few days later, to see if they need anything or if they have questions.
You’d be surprised how many new clients tell me, “I booked because your email felt personal.” That’s the whole goal.
Simple automation like email sequences frees up my time for the things that really need my attention, while helping me maintain that personal touch. They reduce manual labor, while letting me stay in touch with my audience in a way that feels genuine.
The goal isn't to make the sequence long or complicated, but to create something that is clear, valuable, and that consistently reflects your core messaging.
That’s the approach I’ve taken with my email campaigns, and I believe it’s one that can work for you too.
Keep it simple. Stay personal. And above all, be consistent.
Stay Connected with Teresa
Teresa is a Certified Brand & Marketing Strategist and U.S. Army veteran with over 15 years of experience in online business and social media management. She has empowered over
2,550 brands to streamline processes, scale effectively, and increase revenue.
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