INTERVIEW
Maria Melaniia, Email marketing concierge to CEOs and founders
Every company email is an opportunity to tell your brand's story and extend the connection with the customer far beyond the sale. After all, newsletters are about relationship building, not just sales, and a powerful tool in every brand's arsenal they can fully own.
We spoke to Maria about how to create an effective communication strategy, why AI and automation are there to help busy marketing managers, and the common pitfalls to avoid.
We spoke to Maria about how to create an effective communication strategy, why AI and automation are there to help busy marketing managers, and the common pitfalls to avoid.
What’s the role of email marketing? Should it be about selling, or is there a different focus?
Email marketing is definitely a sales tool, but it’s also about building a relationship with your subscribers. People sign up because they’re interested in your brand, but they’re also looking for value.
For example, if you're in the beauty industry, some emails might be about sales, but others can provide helpful content, like makeup tutorials using your products. That way, your emails aren’t all about pushing products. They also provide something useful, which helps strengthen the connection.
Can you recommend a strategy or a process for creating an effective email newsletter?
The strategy should align with your overall business goals. What do you want to achieve with your email marketing? What value can you provide to your subscribers? Understanding these key questions will guide the content and format of your emails.
Next, once you’ve identified your audience segments, think about what specific messages you want to deliver to each group. Not everyone on your email list may be the same as your social media followers, so you shouldn’t send the same content across all channels.
Lastly, you don’t necessarily have to call it a "newsletter." Sometimes, calling it an “email list” or simply inviting people to “sign up” can feel less committal, which could encourage more sign-ups.
Email marketing is definitely a sales tool, but it’s also about building a relationship with your subscribers. People sign up because they’re interested in your brand, but they’re also looking for value.
For example, if you're in the beauty industry, some emails might be about sales, but others can provide helpful content, like makeup tutorials using your products. That way, your emails aren’t all about pushing products. They also provide something useful, which helps strengthen the connection.
Can you recommend a strategy or a process for creating an effective email newsletter?
The strategy should align with your overall business goals. What do you want to achieve with your email marketing? What value can you provide to your subscribers? Understanding these key questions will guide the content and format of your emails.
Next, once you’ve identified your audience segments, think about what specific messages you want to deliver to each group. Not everyone on your email list may be the same as your social media followers, so you shouldn’t send the same content across all channels.
Lastly, you don’t necessarily have to call it a "newsletter." Sometimes, calling it an “email list” or simply inviting people to “sign up” can feel less committal, which could encourage more sign-ups.
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The format and frequency depend on your audience and your goals, but being clear on what you want to achieve and who you’re talking to is crucial.
What common mistakes do companies make with email marketing, and how can they avoid them?
One is sending generic, one-size-fits-all messages to their entire list. Segmentation is essential. If you send irrelevant content, you risk losing subscribers.
Another mistake is focusing too much on talking about the brand rather than the needs and interests of the subscribers. Phrases like “we’re excited to announce…” might sound great, but the audience is more interested in how your email benefits them. Make sure the copy speaks to your subscribers’ interests and needs.
Another big issue is neglecting your email list. It’s easy to put email marketing on the back burner, but when you stop sending emails for several months, you lose touch with your audience. When you finally try to pick it back up, you may find your list is outdated, and you might not know what your subscribers want anymore. The key is consistency - send regular emails to stay top of mind.
Also, simplicity is important when it comes to design. Keep it clean and easy to scan. Too much text or too many images can overwhelm readers. A simple, well-organised design helps your audience easily navigate your content.
One is sending generic, one-size-fits-all messages to their entire list. Segmentation is essential. If you send irrelevant content, you risk losing subscribers.
Another mistake is focusing too much on talking about the brand rather than the needs and interests of the subscribers. Phrases like “we’re excited to announce…” might sound great, but the audience is more interested in how your email benefits them. Make sure the copy speaks to your subscribers’ interests and needs.
Another big issue is neglecting your email list. It’s easy to put email marketing on the back burner, but when you stop sending emails for several months, you lose touch with your audience. When you finally try to pick it back up, you may find your list is outdated, and you might not know what your subscribers want anymore. The key is consistency - send regular emails to stay top of mind.
Also, simplicity is important when it comes to design. Keep it clean and easy to scan. Too much text or too many images can overwhelm readers. A simple, well-organised design helps your audience easily navigate your content.
Email marketing services like MailerLite are simple and intuitive to use
Are there any future trends in email marketing companies should be aware of?
AI is becoming a huge part of email marketing. Many platforms are now integrating AI tools that can help you generate email content, write subject lines, or even suggest optimal sending times. AI can also help with segmentation and personalisation, making emails more relevant to individual subscribers. However, while AI is powerful, it's still important to maintain a personal touch. You don’t want your emails to feel too automated or disconnected from your brand’s voice.
Another exciting trend is the use of email automation. When your email system is connected to other business tools (like your CRM or an e-commerce platform) you can automate personalised messages based on user behaviour.
For example, if someone schedules a consultation with you, that action can trigger a follow-up email with relevant information or offers. By automating these processes, you can deliver more tailored and timely content to your subscribers without having to manually track every interaction.
Can you give an example of how automation and AI could work together in email marketing?
Let’s say you use MailerLite to send your emails, and you also use a CRM like HubSpot to track leads and interactions. If someone signs up for a consultation, you can tag them in your email list as “Interested in Services.” That way, when you send your next email campaign, you can segment your list and send a targeted message to those who are specifically interested in your services.
Automation tools like Zapier can also connect your email platform to other software, allowing you to build a more detailed customer profile over time. For instance, after each consultation, you could use AI-powered note-taking tools to transcribe the conversation and extract key points. Those notes could be used to tailor future emails and create more relevant follow-up content.
AI is becoming a huge part of email marketing. Many platforms are now integrating AI tools that can help you generate email content, write subject lines, or even suggest optimal sending times. AI can also help with segmentation and personalisation, making emails more relevant to individual subscribers. However, while AI is powerful, it's still important to maintain a personal touch. You don’t want your emails to feel too automated or disconnected from your brand’s voice.
Another exciting trend is the use of email automation. When your email system is connected to other business tools (like your CRM or an e-commerce platform) you can automate personalised messages based on user behaviour.
For example, if someone schedules a consultation with you, that action can trigger a follow-up email with relevant information or offers. By automating these processes, you can deliver more tailored and timely content to your subscribers without having to manually track every interaction.
Can you give an example of how automation and AI could work together in email marketing?
Let’s say you use MailerLite to send your emails, and you also use a CRM like HubSpot to track leads and interactions. If someone signs up for a consultation, you can tag them in your email list as “Interested in Services.” That way, when you send your next email campaign, you can segment your list and send a targeted message to those who are specifically interested in your services.
Automation tools like Zapier can also connect your email platform to other software, allowing you to build a more detailed customer profile over time. For instance, after each consultation, you could use AI-powered note-taking tools to transcribe the conversation and extract key points. Those notes could be used to tailor future emails and create more relevant follow-up content.
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While AI is powerful, it's still important to maintain a personal touch. You don’t want your emails to feel too automated or disconnected from your brand’s voice.
Speaking about design, do you recommend working with a designer to create email templates, or can businesses handle this on their own?
If you have a designer on your team, it’s worth collaborating with them to create clean, effective templates. Designers can help you build sections that flow well and ensure that the layout is easy to read. They can also help with elements like dividers and images, which can make the email feel more polished.
However, if you don’t have access to a designer, you can still manage it on your own by focusing on a few key things: spacing, simplicity, and white space. Just make sure there’s enough space between sections and that the content isn’t overwhelming.
In terms of content, don’t try to put everything in one email. If you have a lot of information, break it into smaller, bite-sized pieces across multiple emails.
Focus on one key message per email — you want them to remember that one thing, not ignore everything else.
If you have a designer on your team, it’s worth collaborating with them to create clean, effective templates. Designers can help you build sections that flow well and ensure that the layout is easy to read. They can also help with elements like dividers and images, which can make the email feel more polished.
However, if you don’t have access to a designer, you can still manage it on your own by focusing on a few key things: spacing, simplicity, and white space. Just make sure there’s enough space between sections and that the content isn’t overwhelming.
In terms of content, don’t try to put everything in one email. If you have a lot of information, break it into smaller, bite-sized pieces across multiple emails.
Focus on one key message per email — you want them to remember that one thing, not ignore everything else.
Maria's website is full of tips to keep your brand top of mind
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You don’t want your emails to feel too automated or disconnected from your brand’s voice.
Is there anything else you think businesses should know about email marketing?
One thing I’d emphasise is that businesses need to stop overthinking email marketing. A lot of companies get too caught up in the details and hesitate to send anything at all. But email is one of the most effective marketing channels—it's one of the few you truly own, alongside your website. So, just start!
The biggest thing is staying consistent, keeping your messages relevant, and, of course, having fun with it. Don’t be afraid to show some personality in your emails — it can make a big difference in how your audience responds.
Finally, don’t be afraid to make mistakes. If something goes wrong or you send an email with a typo, it’s not the end of the world. You can always resend it with an apology. The most important thing is to keep the conversation going and keep providing value to your subscribers. Email marketing is about building relationships, and those take time.
One thing I’d emphasise is that businesses need to stop overthinking email marketing. A lot of companies get too caught up in the details and hesitate to send anything at all. But email is one of the most effective marketing channels—it's one of the few you truly own, alongside your website. So, just start!
The biggest thing is staying consistent, keeping your messages relevant, and, of course, having fun with it. Don’t be afraid to show some personality in your emails — it can make a big difference in how your audience responds.
Finally, don’t be afraid to make mistakes. If something goes wrong or you send an email with a typo, it’s not the end of the world. You can always resend it with an apology. The most important thing is to keep the conversation going and keep providing value to your subscribers. Email marketing is about building relationships, and those take time.
How Does She Do It? Maria's Top Tips
- Be clear on what you want to achieve and who you're talking to.
- Focus on one key message per email.
- Don’t be afraid to show some personality.
- Stay consistent, keep your messages relevant, have fun with it.
- Use AI and automation for segmentation and personalisation, but ensure your emails still reflect your brand's voice and avoid feeling too robotic.
Find out more about Maria on her website.
Want to be interviewed about all things branding?
Email me: s.graudt@gmail.com
Want to be interviewed about all things branding?
Email me: s.graudt@gmail.com
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