When it comes to building a thriving community, email remains an underappreciated powerhouse. It’s personal, low-friction, and provides the perfect opportunity to create a genuine connection with your audience. Yet, so many emails miss the mark because they lack the one thing that truly matters: value.

Every email should improve the reader’s day—whether through actionable advice, a helpful resource, or a moment of insight that leaves them thinking, “I’m glad I read this.” The truth is, it’s not about flashy designs or gimmicks; it’s about delivering something that feels meaningful, every single time.

Ready to unlock the true potential of email for your community? Let’s dive in.

It’s Not About Size

Here’s the big secret: it doesn’t matter how big your email list is if your emails don’t inspire action. The goal isn’t just to send emails—it’s to create emails that people want to read. With smart strategies and a focus on value, we’ve achieved impressive results, like a 44% open rate and a 5% click-through rate, far surpassing industry standards.

How? By consistently offering the one thing every email needs—practical, audience-focused value. Here’s how you can do the same.

Give People What They Actually Want to Read

Forget about overly polished designs and clickbait subject lines. People don’t care about how fancy your email looks—they care about what’s inside. The most engaging emails deliver something that helps the reader right now, whether it’s solving a problem, providing inspiration, or sparking curiosity.

For example, some of our CLC members have repurposed their podcasts and guides into downloadable resources their audiences can use immediately. These resources provided practical tools that addressed real needs, leading to noticeably higher open rates, increased clicks, and stronger connections with their communities.

Why Treating Your Community Like a Piggy Bank Pays Off

Think of your relationship with your community as a series of deposits and withdrawals. Every time you share a resource, provide a tip, or offer meaningful guidance, you’re making a deposit. Over time, this builds trust and goodwill. When it’s time to make a withdrawal—such as asking for feedback or inviting members to participate in an event—they’re more likely to respond because they’ve consistently received value from you.

Here’s how we’ve encouraged “investing” in the community:

• Plan Ahead: Map out your content well in advance to ensure every email has a clear purpose and delivers meaningful impact.
• Ask Questions: We’ve experimented with “What’s on your mind?” emails to spark conversations and gather insights. Responding personally to replies fosters genuine connections and demonstrates your commitment to the community.
• Unite Around Shared Interests: Creating shared experiences—whether it’s through themed discussions, collaborative projects, or resource-sharing—helps members connect over common goals and passions. These moments of connection build lasting bonds within the community.

When you treat every interaction as an opportunity to invest in your community, the returns come in the form of stronger relationships, deeper engagement, and a more loyal audience.

Write Emails Like You’re Talking to a Friend

No one wants to read an email that sounds like it’s written by a robot or buried in overly corporate lingo. Authenticity is the foundation of trust and engagement. When your tone is warm, conversational, and relatable, your emails feel personal—not transactional—and build stronger connections.

Here’s how to make your emails feel more human:

• Craft Conversational Subject Lines: Use language that sparks curiosity and feels natural, like a message you’d send to a friend.
• Send from a Real Email Address: Avoid no-reply inboxes—they feel cold and impersonal. A real address invites real responses.
• Ditch the Gimmicks: Skip the buzzwords and overly polished sales talk. Focus instead on genuine, meaningful communication.

When your emails sound like they’re coming from a person, not a corporation, they’ll stand out in the inbox—and keep your audience coming back for more.

The One Thing Every Email Should Offer

Every email you send should leave your reader with something valuable. Whether it’s solving a problem, answering a question, or offering a practical takeaway, value is what keeps your audience opening, reading, and engaging with your messages. Consistently delivering this value builds trust and strengthens your connection with your community.

Here are a few ways to provide value in your emails:

• A free resource, like a checklist or template, that helps readers take immediate action.
• A useful tip or insight that sparks a new idea or solves a small challenge.
• A thoughtful question that encourages replies and creates a genuine two-way conversation.

Keep in mind, plain-text emails often outperform flashy designs because they feel more personal and approachable. The format doesn’t need to be complicated—focus on delivering something your audience finds truly helpful.

How to Make a Big Impact Without Spending Hours

Email marketing doesn’t have to take all day. A consistent cadence and thoughtful content can create significant impact with minimal time investment. For instance, our “What’s on your mind?” email takes minutes to send but consistently brings in dozens of responses—insights that help us shape the direction of our community.

The key? Focus on quality over quantity. Even a small, highly engaged audience can make a big difference.

Unlocking the Hidden Gold in Your Email Metrics

Metrics aren’t just numbers; they’re a roadmap to what your audience loves. Open and click-through rates are a good start, but digging deeper helps you uncover the content that truly resonates. For instance:

• Downloadable resources drive engagement and click-throughs.
• Community-focused tips generate high open rates.
• Tools like Kit make it easy to track these trends and refine your strategy while respecting privacy.

By understanding your metrics, you can double down on what works and continuously deliver value.

Turn Your Email List Into a Thriving, Engaged Community

Email isn’t just a tool—it’s a bridge to deeper connections, meaningful engagement, and a loyal community. When every email you send delivers something of value, you’re not just building an audience—you’re nurturing relationships that last.

Ready to start creating emails that matter? Remember: if every message offers practical value, you’ll create a thriving, engaged community that looks forward to hearing from you.

Want to take your email strategy to the next level? Check out this video where Jono Bacon breaks down how to increase your open and click-through rates.👇