Stop These 5 Email Blunders That Stop You Sending

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If you’re a solo or micro business owner, chances are email marketing has been on your to-do list for ages. You’ve probably signed up to a platform, maybe even created a draft or two, but never quite hit send.

You’re not alone.

Plenty of business owners hesitate because they’ve heard one too many “rules” about email marketing that make it sound hard, expensive, or just not worth the effort. The truth? Most of those “rules” are myths, or to put it bluntly, blunders that are stopping you from reaping the benefits of email.

And benefits there are. Email gives you a direct line into your customers’ inboxes. It’s cost-effective, easy to get started with, and done right, can build relationships that last for years.

So, let’s bust the five biggest blunders and get you feeling confident enough to press send.

Blunder 1: Thinking You Need a Huge List

This is probably the biggest stumbling block I hear from solo business owners: “I’ll start sending emails once I’ve got at least 500 subscribers.”

Wrong.

A small, engaged list is far more powerful than a huge, uninterested one. Imagine a room of 30 people who genuinely want to hear from you versus a stadium of 3,000 who don’t care. Who would you rather talk to?

One of my clients started with fewer than 50 subscribers. Because she treated every single one like a VIP, those 50 people became loyal buyers and even referred her to others.

👉 Minal’s Tip: don’t wait. If you’ve got even 10–20 people who have given permission for you to email them, you’ve already got an audience worth nurturing.

Remember — under UK law (GDPR and PECR), consent matters more than numbers. Every subscriber who signs up has given you a golden ticket to their inbox. Respect that, and you’ll see results.

Blunder 2: Believing You Must Email Daily (or Not at All)

Another common worry is frequency. Some people think they need to send emails every day to stay visible. Others go the opposite way and think, “If I can’t commit to that, I shouldn’t bother at all.”

The truth is that consistency is what counts — not frequency.

If you send an email once a month, and your subscribers know to expect it, that can be enough. It’s better to commit to something realistic than to burn out trying to do too much.

I’ve seen businesses that only send a short monthly tip and get fantastic engagement. Why? Because their audience knows what’s coming, trusts them, and looks forward to it.

👉 Minal’s Tip: start with once a month. Add a second email if you feel comfortable. You don’t need to be in their inbox every week from the get-go to build a strong relationship.

Blunder 3: Treating Emails as Just Sales Pitches

If the only emails you ever send are “Buy this! Sign up for that!” it’s no wonder you’re reluctant to hit send. No one likes being sold to all the time.

Here’s the thing: email marketing works best when it’s about relationships, not relentless sales. Think of it like keeping in touch with a friend. Sometimes you share advice, sometimes you tell a story, and yes, sometimes you mention something you’re selling.

Here are a few non-salesy content ideas you can use right away:

• A quick tip that helps solve a problem your clients often face.
• A behind-the-scenes peek into how you work.
• A success story from a client (with permission).
• Something personal you’ve learned that your audience can relate to.

If you aim for an 80/20 balance — 80% useful, interesting, or entertaining, and 20% promotional — you’ll find hitting send feels a lot more natural.

👉 Minal’s Tip: draft your next email as if you’re talking to one ideal client over coffee. You’ll instantly lose the “sales blast” tone.

Blunder 4: Thinking You Need Expensive Tech

I can’t tell you how many solo business owners delay email marketing because they think they need the fanciest platform with every automation under the sun.

The truth? You don’t.

There are plenty of low-cost and even free options out there — my favourite (and I use it) is Constant Contact. It makes it easy to create sign-up forms, send emails, and track results without needing a marketing degree. And it starts at £8 a month. That’s doable, right?

Sure, automation can be brilliant. But you don’t need to dive into complex workflows from day one. Start with the basics:

• A simple welcome email when someone signs up.
• An occasional broadcast to your list.

That’s more than enough to get going.

👉 Minal’s Tip: pick one tool, stick with it, and send your first welcome email. You can always layer on more features later. But be savvy – think about what you’ll need in the future and find the tool that has it baked in.

Blunder 5: Believing No One Reads Emails Anymore

This one makes me smile because I hear it so often: “People don’t read emails anymore — it’s all about social media now.”

Not true.

People absolutely read emails, just not boring ones. The difference between an ignored email and an opened one usually comes down to two things:

1. The subject line — short, intriguing, and relevant.
2. The value inside — is it worth their time to open?

Email still massively outperforms social media when it comes to visibility. Your Facebook post might get buried in an algorithm. Your Instagram story disappears in 24 hours. But an email? It sits there, waiting in the inbox until someone chooses to read it.

That’s a golden opportunity. Your name, popping up in their inboxes regularly. So much less hit and miss!

👉 Minal’s Tip: brainstorm 3–4 subject lines before you send. The extra time you spend here is worth it. Spend time on crafting your subject lines. And do it after you’ve written the guts of your email.

Wrapping Up: Time to Hit Send

So, there you have it. Five blunders that have probably been holding you back from sending emails. Let’s recap:

1. You don’t need a huge list.
2. You don’t need to email all the time.
3. Your emails shouldn’t just sell.
4. You don’t need fancy tech.
5. People do read emails.

The truth is that email marketing is simple once you strip away the myths. It’s about being consistent, respectful, and helpful. Start small, keep it human, and you’ll soon see the rewards.

If you’re ready to take email seriously but don’t want to spend hours figuring it out on your own, my course Small Business Email Marketing is designed exactly for people like you. It’s packed with practical tips and step-by-step guidance to help you get confident, stay compliant, and finally start seeing results.

So why not take the plunge? Write that first email, keep it friendly, and hit send. Your future self — and your subscribers — will thank you.