Email Marketing for Course Creators and Consultants

35 Ways for Black-Owned Brands to Catapult Conversions with Email Marketing

Email marketing is one of the most effective ways to make sales and drive revenue for your business.

Whether you’re a B2B or B2C company, email is an ultra-powerful tool for building long-lasting customer relationships, promoting products or services, establishing customer retention, and driving sales.

In this post, we’ll explore 35 ways to make sales with email, including tips and strategies for creating effective campaigns, building your email list, and driving conversions.

Let’s also get a definition of customer retention and the lifetime value of a customer since these marketing terms will advance your ROI and let you know the effectiveness of your campaigns.

Retention marketing with email is a strategy that focuses on engaging and retaining existing customers through email communication.

The goal is to keep customers engaged and loyal to the brand by providing personalized and relevant content, exclusive offers, and other incentives.

Retention marketing with email can involve a variety of tactics, such as drip campaigns, post-purchase follow-ups, and loyalty programs. The ultimate objective is to increase customer retention, drive repeat purchases, and increase lifetime value.

Customer Lifetime Value:

To determine customer lifetime value with email, you can use the following formula:

CLTV = (AOV x AL) x CR

  • AOV: Average order value
  • AL: Average customer lifespan (in years)
  • CR: Customer retention rate

For example, if your AOV is $50, your AL is 3 years, and your CR is 70%, your CLTV would be:

CLTV = ($50 x 3) x 0.7 = $105

This means the average customer will spend $105 with your business over their lifetime. By understanding your CLTV, you can make informed decisions about how much to invest in customer acquisition and retention strategies.

But, before we jump in, let’s set the foundation with a few statistics:


As you can see, email marketing is a dominant industry for every business. The main thing to remember is if you’re not consistently using email, you’re missing out.

Sending emails and learning as you go is better than leaving money on the table.

Creating Effective Campaigns: Use Story-Telling

  1. Personalize your messages – Use subscriber data to personalize your emails and make your messages more relevant and engaging.
  2. Use clear calls-to-action – Make it easy for your subscribers to take action by using clear, prominent calls-to-action in your emails.
  3. Segment your list – Segment your email list based on subscriber behavior, interests, and other factors to send targeted messages that resonate with your audience.
  4. Use storytelling – Use storytelling to create a narrative that engages your audience and builds an emotional connection with your brand.
  5. Keep it simple – Keep your messages simple and focused to avoid overwhelming your subscribers and increase the chances of conversion.
  6. Use social proof – Use customer testimonials, reviews, and other forms of social proof to build credibility and establish trust with your audience.
  7. Use urgency – Create a sense of urgency in your messages by using limited-time offers, countdown timers, or other techniques to encourage subscribers to take action.
  8. Use humor – Use humor to make your messages more memorable and engaging, but be sure to keep it appropriate for your audience.
  9. Use video – Use video to create engaging content that resonates with your audience and drives conversions.
  10. Use images (sparingly) – Use high-quality images to make your emails more visually appealing and engaging.

Building Your Email List

black and gray digital device
Photo by Torsten Dettlaff on
  1. Use lead magnets – Use lead magnets, such as ebooks, whitepapers, or webinars, to incentivize subscribers to join your email list.
  2. Use pop-ups – Use pop-ups to capture visitors’ attention to your website and encourage them to join your email list.
  3. Use social media – Use social media to promote your email list and encourage followers to subscribe.
  4. Use contests – Use contests to encourage people to subscribe to your email list and engage with your brand.
  5. Use referral programs – Use referral programs to incentivize subscribers to refer friends and family to your email list.

Driving Conversions

women in ankara dresses using macbook
Photo by PICHA Stock on
  1. Use abandoned cart emails – Use abandoned cart emails to remind subscribers of items they left in their cart and encourage them to complete their purchases.
  2. Use welcome emails – Use welcome emails to introduce new subscribers to your brand and encourage them to engage with your content and offerings.
  3. Use post-purchase emails – Use post-purchase emails to thank customers for their purchase and encourage them to leave a review or refer friends and family.
  4. Use re-engagement emails – Use re-engagement emails to win back subscribers who haven’t engaged with your emails in a while.
  5. Use upsell and cross-sell emails – Use upsell and cross-sell emails to promote related products or services to customers who have already made a purchase.
  6. Use birthday and anniversary emails – Use birthday and anniversary emails to make your subscribers feel special and encourage them to make a purchase.
  7. Use surveys – Use surveys to gather feedback from your subscribers and gain insights into their preferences and interests.
  8. Use drip campaigns – Use drip campaigns to send a series of targeted messages to subscribers over time, building relationships and driving conversions.
  9. Use exclusive offers – Use exclusive offers, such as discounts or special promotions, to incentivize subscribers to make a purchase.
  10. Use social media integration – Use social media integration to encourage subscribers to engage with your brand on social media and drive conversions.
  11. Use retargeting ads – Use retargeting ads to reach subscribers who have engaged with your brand but haven’t made a purchase.
  12. Use testimonials – Use customer testimonials to build credibility and establish trust with your audience, encouraging them to make a purchase.
  13. Use influencers – Use influencer marketing to reach new audiences and build brand awareness, driving sales and conversions.
  14. Use mobile optimization – Ensure your emails are optimized for mobile devices to reach subscribers on the go and increase the chances of conversion.
  15. Use A/B testing – Use A/B testing to test different elements of your emails, such as subject lines, calls-to-action, or images, to determine what resonates best with your audience and drives conversions.

View Email Marketing Case Studies and Learn Which Strategies Work Best

The following screenshots are actual case studies from clients I’ve worked with as an email copywriter. I will outline three main strategies that work with both eCommerce and B2B brands.

  1. Follow-up frameworks: This is a series of emails that can serve as a follow-up to sales emails you’ve sent. Keep it simple and ask the audience if they have any lingering questions. You can use a subject line like: ‘Did you forget this?’ to increase open rates drastically. (This generates 34% more revenue for the average brand be it B2B or B2C)
  2. Controversial yet relatable storylines: Think about what topics are controversial in your industry and support your overall brand tone and vision. This is the perfect opportunity to make your emails stand out and create a community that identifies with your mission.
  3. At the start of any email sequence you create (welcome, sales, abandoned cart etc…) be sure to include a line similar to this so your audience will open your emails, you’ll avoid spam, and create a top-notch experience for your audience.

Other client case studies:


Plenty of black-owned businesses are missing out on the powerhouse that is email marketing. We can say no more and use this global multi-billion dollar industry to bring more attention to the worldwide impact we’re trying to make.

By creating effective campaigns, building your email list, and driving conversions, you can build relationships with customers, promote products or services, and ultimately drive success for your business.

Use these 35 strategies and tips to create effective email campaigns that resonate with your audience and drive the results that matter most to your business.

// Want to work with me directly to accelerate the growth of your business with email? Schedule your consultation here:

Leave a Reply

Want 21 Unique Marketing Strategies? This 6-Day Email Course is perfect for service providers who need to uplevel their marketing!

You have successfully subscribed to the newsletter

There was an error while trying to send your request. Please try again.

Tiffany Garside | Content Strategist & Copywriter will use the information you provide on this form to be in touch with you and to provide updates and marketing.
%d bloggers like this: