I still remember the first email I ever sent to my tiny list of 11 subscribers. I had no idea what I was doing.

I second-guessed every line, rewrote the subject line six times, and when I finally hit “send,” I immediately wanted to crawl under the covers and disappear.

But something surprising happened: Two people replied.

One said she loved how real it felt. The other said, “I’ve been thinking about starting something like this for a while — your email gave me the motivation I needed.”

That’s when I realized email isn’t just about marketing. It’s about connection.

And connection? That’s what makes people want to buy whatever you’re selling.

If you’re just starting your email list or sending your first few newsletters — I want to share what I’ve learned about writing emails that actually lead to sales.

1. Tell a Story (Even If It’s a Small One)

Most people overthink this part. They think they need some big, dramatic transformation or “hero’s journey” to sell something.

But honestly?
Some of the best emails I’ve ever written started with something as small as:
– A walk I took in the rain
– A moment of doubt in front of my laptop
– A DM that made me cry a little

Storytelling doesn’t mean writing a novel. It just means giving people a peek into your world — and letting them see themselves in it.

Because when someone feels like you get them, they’re so much more open to what you’re offering.

Example:
I once wrote an email about how I used to be a hotel receptionist with no glue how to run an online business— and how I kept showing up anyway. That email led to 2 Playbook sales in one day.

Not because I was pushy, but because the story made people feel seen — and reminded them that they could do it too.

2. Lead With Emotion, Not Just Features

When you’re excited about your offer, it’s tempting to list out everything it includes: 8 modules, 12 templates, 2 bonus videos…

But people don’t really buy products. They buy feelings.

They buy the vision you’re painting:
– Waking up to a sales notification
– Feeling proud of finally launching something
– Having more freedom in the middle of a Tuesday

So when you write about your offer, talk about what it makes possible. Make them feel like they’re already living it.

Instead of “includes a 15-page monetization guide,” say: “You’ll know exactly how to turn your ideas into income — even if you’ve never sold anything before.”

3. Make Your Call-to-Action Clear and Calm

I used to hide my offers in little text links or feel awkward asking people to click.

Now? I just say it simply and directly: “Here’s the Playbook I wish I had when I started. You can grab it here if it feels right for you.”

That’s it.

People appreciate clarity. You don’t have to use caps lock or fake countdowns or flashing buttons. Just be honest and invite them in. Make it easy for them to know what you’re offering, how it helps, and where to get it.

4. Be Consistent, Even When It Feels Like No One’s Watching

You don’t need to send daily emails or turn into a marketing machine overnight. But consistency? That’s how you build trust — and trust leads to sales.

When you disappear from someone’s inbox for weeks and then randomly show up with a promo… it feels disconnected. But when you’re there week after week, telling stories, sharing your world, and offering real value — people start to look forward to hearing from you.

Here’s what I recommend if you’re just starting out:

Start with 1 email per week. Pick a day (I chose Wednesdays and Saturdays), pour a coffee, and make it your little ritual. You don’t have to be “inspired” every time — sometimes just sharing what’s on your heart is enough.

Try this rhythm:

• Week 1: A relatable story + gentle lesson (connection)
• Week 2: A behind-the-scenes of your business or process (credibility)
• Week 3: A valuable tip or mindset shift (education)
• Week 4: A soft sales email with a clear call-to-action (conversion)

You don’t need to “pitch” in every email, but you should make it easy for people to buy if they’re ready. Even just a P.S. with a link to your offer can plant the seed.

I’ve had people tell me, “I wasn’t ready when I first joined your list — but every time your email popped up, it reminded me of the kind of life I want. So I finally said yes.”

That’s what consistency does. It keeps you top of mind. It deepens the relationship. And it gently guides people toward your offer — without needing to pressure or convince.

5. You Don’t Need to Be Perfect to Make Sales

I used to think I needed to have the perfect welcome sequence, the perfect sales funnel, and 1,000 subscribers before I could dare to sell anything.

But the truth? Most of my early sales came from emails that were a little messy, a little last-minute, and a whole lot honest.

There’s one email I remember sending on a random Tuesday. I’d written it while drinking tea in bed, feeling kind of discouraged, just talking about what it’s really like to build something from scratch when no one’s clapping yet. I didn’t even include a “real” pitch — just a soft link at the bottom that said:

“If you’re in the middle of building something too… this might help.”

I got three sales that day. From an email I almost didn’t send because I thought it wasn’t polished enough.

What I’ve learned since then is that people don’t buy because your marketing is perfect. They buy because your message is aligned. Because you showed up. Because they saw themselves in your story.

That’s why consistency matters more than perfection.

Not because you need to be constantly in everyone’s inbox, but because people remember how you made them feel.

And if you disappear for weeks at a time, it’s easy for that connection to fade. But if you’re there week after week — sharing lessons, stories, and little pieces of your world — your subscribers start to see you as part of their rhythm.

Sometimes they won’t click.
Sometimes you’ll wonder if anyone’s even reading.
But behind the scenes, trust is being built.

One of my favorite moments was when someone bought my course and said, “I’ve been reading your emails for months. I don’t always reply, but I always feel calmer after I read them. Today just felt like the right time.”

That’s what consistency does.

The Softest Part of My Business Lives In My Emails

If this spoke to you, you’ll probably enjoy my emails too.

They’re a mix of little stories, lessons I’m learning while building this quiet online business, and thoughts I don’t always share anywhere else. I call them Designed By Her Diaries.

They go out twice a week — slow, honest, a little messy sometimes, but always from the heart. You can sign up below if you’d like to start receiving them.

Sign up to the diary entries here.

Or if you want my guidance and support for building a wildly successful soft digital empire aka your own diary email list, a digital offer and growing community on social media, Her Soft Digital Empire Playbook is a must have.