How Freelancers Can Effectively Use Email Marketing

By on September 19, 2017

In the modern working world, more and more people are moving towards remote working and freelancer careers. Working from home gives flexibility and freedom from frustrating business hierarchies, but it also means that you have to find clients for yourself in order to make money. There are a number of ways that you can go about building this list of clients; some of them are more effective than others.

One way to build your clientele – or bring back repeat business – is through effective email marketing. You don’t have to be a big business to make this marketing tactic work for you, just smart! Here’s how freelancers can make email marketing work for them.

Where to Collect Email Addresses

In an online world, one of the biggest commodities for your business is an email list. These are people who have shown an interest in your business and as such are ripe for conversion, they may simply need an extra push to take that final step. There are a number of effective ways for you to collect this data.

Methods such as a sign-up form at the end of every blog post, a form on your ‘contact’ page, sign up on Facebook, Tweets, a link on your LinkedIn page are some of the most effective ways to grow your list. Gated content is also an effective way to gather emails. This is offering something on your website – from a valuable eBook to a how to on how to fix your computer – which potential customers will find of value. Giving your potential customers a way to organically sign up for your newsletter is the best practice when it comes to building your list.

Note: though it is possible to buy email lists, this is a particularly spammy technique and should be avoided. It creates annoyance and distrust in your brand.

How to Craft and Send Emails

Creating an email and then sending it to a long list of addresses can be time consuming. Doing this every month even more so. There are plenty of free email marketing tools for small businesses which the average freelancer can use to their advantage, including the popular MailChimp.

In these platforms you can create a great looking email, craft your content and send it to an email list (up to a certain number before you must pay). It is a simple and easy way to manage your email marketing campaigns. For any freelancer it is imperative that you use the tools available to help build your clientbase effectively.

Type of Emails

The types of emails that you send will have a huge impact on how your audience receive the content. Simply sending a generic sales pitch of your services out to a long list of people will not be effective, in fact it may be more annoying than productive. There are a number of emails that you can choose to send to your audience.

Welcome Emails

This is a simple email, aimed at new subscribers to welcome them to the newsletter and even cheekily plug your services. First-time subscriber offers can also be effective way to make the email a good conversion tool.


Do your questions consistently ask you the same questions on a regular basis? Write an FAQ page on your site, then share some snippets from it in an email campaign regularly (link to the full page included) to help stop the barrage of questions.

Round Ups

If you regularly update your own site blog – which you absolutely should – then sending out a newsletter of the highlights is a great email campaign. Choose your best blogs or simply promote a new blog after publishing (effective if you post infrequently, but quality pieces).

You can also send your gated content as an add-on to these types of roundup emails.

Success News

Have you had a really great campaign recently? Then there’s no shame in creating an email campaign to showcase this success, especially if you target those that have yet to convert. It can be an inspiring factor to help them make the push to contact you regarding your service.

Business Visibility

The problem with freelancing – whether you’re a writer or an IT contractor – is the issue of visibility. If you are not active on social media, then potential customers may find it difficult to remember your service when the time comes. Email marketing is an effective way to raise your visibility to your audience on a regular basis, without being a social media pro.

For those who would rather have a direct approach to their specific target audience, rather than blasting out to any number of people, then email marketing is the best method for your freelancing business.


The best thing about email marketing is the fact that you can see how effective your efforts are. Platforms such as MailChimp allow you to see the data behind your emails, including open rates. If you find rates below 15% then you know that you need to change your email subject lines or content to become more effective.

Don’t be spammy, tailor your message to your audience and you may find that email marketing is the best thing that ever happened to your email marketing business.

About Zack Halliwell

Zack Halliwell is an enthusiastic freelance writer; offering tips on anything from writing to IT contractor insurance. Find him at ZackHalliwell on Twitter.

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