There’s a lot of talk about the importance of building relationships with your connections and clients, especially through automated emails, which is absolutely true.

But, what can you actually email them about?

When it comes to building a relationship via email, always remember, it’s not a quick fix, it is a sloooowwwww burn. 

Building up trust and connections with your mailing list members takes consistency, time and patience. 

Go the extra mile

Always be on the lookout for how you can add extra value or add in a ‘wow’ factor. What extra bonus can you offer? What can you do that goes over and beyond what you’re already doing?

Respect boundaries

You want to share yourself with your mailing list, but that doesn’t necessarily mean others do too. If you’re talking about your family, be respectful of their boundaries and also their safety and rights. Be sensible about sharing images of your children – and if you even want your children known by hundreds of people you haven’t yet met.

Be human

Not only do you want to sound human, you also want to act human too! Be honest and share the good and the bad examples. For example, you could use a negative review to highlight how you’re improving something, as a result of receiving that negative review. You could share an example of how you messed up or missed the mark.


Relationship building is a two-way street, so get interactive. Ask for help and suggestions, ask for replies and comments etc.

Be consistent

Whatever frequency you promise you’ll be sending emails in, stick to it. But also be consistent in your views, opinions and ethics.

Segment your list

This makes it super easy to interact with those who are responsive to you. You can segment your list in a variety of ways – age, preferences, frequency, interaction, opens etc.

Ideas to get you started

As promised at the beginning of this article, here’s a list of ideas you can use to get started on building those relationships. Use these ideas as a starter and springboard for your own suggestions:

  • Share your story
  • Give snippets of what’s been happening in your business life
  • What you’re currently working on
  • Ask for feedback
  • Ask for their biggest problem/pain
  • Ask for recommendations
  • Recommend a reading list to your clients
  • Review a product or service that will help them (not just one of yours, but others too)
  • Cross promote useful and helpful things
  • Use seasonal dates for special offers
  • Use special dates for special offers
  • Sneak peek
  • Share your top sellers
  • Share success stories
  • Celebrate special occasions – birthdays, births, anniversaries etc.
  • Share interesting articles and media
  • Host a contest online and share the link
  • Offer more, go that extra mile and offer unadvertised bonuses etc.
  • Host a webinar or private call
  • Show your appreciation – subscriber offers, member spotlight, 1,000 subscriber etc.

Finally, remember to relax and have fun. If you’re enjoying what you’re doing, your readers will sense that and, in turn, they’ll respond.

How do you feel about building a relationship with your mailing list? Do you have a burning question you’d like answered, that hasn’t already been covered? Did you find these starter tips helpful? Why not share your thoughts and opinions in the comments box below.