Just Released: Subject Line Mastery - Stop guessing what subject lines will work and start using the 5 frameworks that tap into buyer psychology. Grab it here.
Four years ago I saw Ben Settle’s model: send a daily email, make an offer every time.
Simple.
I still stalled.
I dabbled.
I overthought.
I told myself I’d start when I had the “perfect system” in place.
I finally committed this week.
Daily.
No more excuses.
It already feels different.
Momentum beats perfection.
My mistake was not starting.
Below I share 10 mistakes I see solopreneurs make with their email lists that cost them sales, and a simple fix for each.
Three Things You Need to Know First
Before we dive into the mistakes, here’s what actually matters:
Email is a relationship, not a campaign.
Stop thinking in terms of “blasts” and “sequences.”
You’re building connections with real people who want to hear from you.
Write to them like you’re writing to a friend or colleague.
Consistency builds trust. Trust earns permission to sell.
Show up regularly and your list remembers who you are and why they signed up.
That may be daily, maybe 2 or 3x per week. Or just once per week.
Disappear for weeks and you’re starting from scratch every time.
When you’re consistent, selling doesn’t feel pushy. It feels natural.
Clear offers win. You don’t need tricks. You need relevance.
Forget the manipulative tactics and psychological hacks.
Just make something people want and tell them about it clearly.
That’s the whole game.
Now let’s get into it.
The 10 Mistakes
1. You Never Start
The biggest mistake isn’t sending bad emails.
It’s sending no emails at all.
You’re waiting for the perfect welcome sequence, the right automation, the flawless strategy.
Meanwhile, your list sits cold.
The fix: Write 150 words and hit send.
Tell a story. Share a win. Talk about a problem you’ve faced (or are facing).
Your subscribers didn’t sign up for perfection.
They signed up to hear from you.
Give them something today.
2. You Send Sporadically
You send three emails in one week when you’re feeling motivated, then nothing for a month.
Your list forgets you exist.
When you finally resurface, opens are down and engagement is dead.
The fix: Pick a schedule you can keep.
Even weekly beats random. C
onsistency isn’t about being impressive, it’s about being reliable.
Your subscribers need to know when to expect you.
3. You Ghost for Weeks, Then Show Up Asking for Money
This is the email equivalent of the friend who only texts when they need a favor.
You disappear, then suddenly: “Hey! Buy my thing!”
It feels transactional because it is.
The fix: Earn the pitch.
Show up with value between offers.
Help people, tell stories, answer questions.
Build the relationship account before you make a withdrawal.
When you do sell, it won’t feel out of nowhere.
4. You Send But Never Sell
You’re so worried about being “salesy” that you never actually make an offer.
You send tips and stories and helpful content, but you never tell people how to work with you or what to buy.
Your list likes you, but they’re not customers.
The fix: Add one simple offer in every email.
One link.
One next step.
You don’t have to be aggressive, but you do need to be clear.
“If you want help with this, here’s how to work with me.”
That’s it.
5. You Hide Your Personality to “Sound Professional”
You write like a corporate press release because you think that’s what “professional” email marketing looks like.
All your edges get sanded off.
Your emails become boring, forgettable, and generic.
The fix: Write like you talk.
Keep it clear and human.
Use contractions.
Be weird.
Make jokes.
Share your actual opinions.
The people who don’t like your personality weren’t going to buy anyway.
The people who do will become your most loyal fans.
6. You Overwhelm Readers with Five Offers
Every email has links to your course, your coaching, your free download, your blog, your podcast, and your social media.
Readers freeze.
They don’t know what you actually want them to do, so they do nothing.
The fix: One call to action per email.
Reduce choice.
Raise conversion.
What’s the one thing you want someone to do after reading this email?
Make everything else support that single goal.
7. You Write to “Everyone”
Your emails are vague because you’re trying not to exclude anyone.
“If you’re a business owner or want to be one someday or just like entrepreneurship...”
You’re speaking to the crowd, not the person.
The fix: Picture one person. Solve one problem.
Use “you.”
Before you write, think about one specific subscriber and what they’re struggling with right now.
Write to them.
Everyone else who shares that struggle will feel like you’re reading their mind.
8. You Never Track What Works
You have no idea which subject lines get opens, which emails get clicks, or which messages drive sales.
You’re flying blind, guessing at what might work instead of knowing what does.
The fix: Track opens, clicks, and replies.
Keep what moves the needle.
You don’t need to become a spreadsheet wizard.
Just look at your basic metrics and pay attention.
When something works, do more of it.
When something bombs, learn why.
9. Readers Don’t Know What to Expect
People signed up for your list, but they don’t really know what they’re getting.
How often will you email?
What will you talk about?
Should they expect a structured newsletter, simple text emails, roundups, listicles, how tos, insights?
The uncertainty makes them hesitant to engage.
The fix: Set the promise.
Frequency, topics, and what they’ll get.
Tell them in your welcome email: “I send one email every Tuesday with a marketing tip and usually include a way to work with me if you want more help.”
Clear expectations = better engagement.
10. Your Subject Lines Are Boring
“Newsletter #47” or “Tips for your business” or “You’re going to want to read this.”
Generic subject lines that could come from anyone about anything.
Nobody feels compelled to open.
The fix: Lead with curiosity or a clear benefit. Deliver on it inside.
“The 3-word phrase killing your open rates (and what to say instead)” or “The unsexy email habit that built my entire business” or “The 2-minute email edit that tripled my sales.”
Make people want to know what’s inside, then actually give it to them.
(This is also where my new pdf Subject Line Mastery comes in).
Your Next Move
Here’s what to do: Pick one mistake you’re guilty of.
Fix it in your next send within 24 hours.
Not all ten. Just one.
Maybe you’ve been ghosting your list. Send them something today.
Maybe you’ve been sending value but never making offers. Add one clear call to action to your next email.
Maybe your subject lines are putting people to sleep. Spend five extra minutes making your next one interesting.
Small wins compound.
Fix one thing this week, another thing next week, and by the end of the month your email game will be completely different.
Your list is waiting.
How I Can Help
Newsletter & Email Marketing Action Plan: Turn Your Scattered Email Strategy Into a Clear, Profitable System in 48 Hours
Email List Launchpad: Want a simple system to ship consistently and sell without feeling gross? Grab Email List Launchpad and set it up this weekend.