April 17, 2021 · Oskar Glauser
Dos and don’ts about email marketing as a freelancer
Freelancing is rewarding, but finding new clients can feel like a full-time job on its own. Traditional outreach methods like cold calling and networking events take time, and relying solely on social media means competing with algorithms that increasingly demand paid promotion to reach people.
That is where email marketing comes in. Building and maintaining an email list gives you a direct line to potential clients, past collaborators, and people who are genuinely interested in what you do. Unlike social media posts that disappear from feeds within hours, an email sits in someone’s inbox until they decide to open it.
After years of experimenting with email outreach as a freelancer, I have put together a list of practical dos and don’ts that have made a real difference.
The dos
Do build your list with intention
Your email list is only as valuable as the people on it. Focus on quality over quantity. Start with your existing professional network: past clients, colleagues, people you have met at industry events, and contacts who have expressed interest in your work.
Add a signup form to your website and make it easy to find. Offer something of value in exchange for an email address, like a short guide, a checklist, or access to exclusive insights related to your field. If you need help getting started, our guide on how to start a newsletter covers the fundamentals.
Do provide genuine value
Every email you send should give the reader something useful. That could be industry insights, practical tips, a case study from a recent project, or a behind-the-scenes look at your creative process. When you consistently deliver value, people look forward to hearing from you.
Think of your email list as a relationship, not a megaphone. The goal is to stay top of mind so that when someone needs a freelancer with your skills, you are the first person they think of.
Do personalize when possible
Generic mass emails feel like spam. Take the time to segment your list and tailor your messages. A past client who hired you for web design does not need the same email as someone who downloaded your photography portfolio.
Even small personal touches make a difference. Reference a project you worked on together, congratulate them on a recent achievement, or mention something relevant to their industry. These details show that you see your subscribers as people, not just email addresses.
Do keep a consistent schedule
Pick a frequency that you can maintain. For most freelancers, a monthly or biweekly newsletter works well. The key is consistency. If you commit to once a month, show up once a month.
A predictable schedule builds trust and sets expectations. Your subscribers know when to expect your emails, and that familiarity makes them more likely to open them.
Do include a clear call to action
Every email should have a purpose. Maybe you want readers to check out your latest project, book a consultation, or read your new blog post. Whatever it is, make it clear and easy to act on.
A single, focused call to action performs better than a list of five different things you want the reader to do. Guide them toward one specific step.
Do track your results
Pay attention to open rates, click rates, and replies. These numbers tell you what resonates with your audience and what does not. If a certain topic gets more engagement, create more content around it. If a particular format falls flat, try something different.
Your metrics are your feedback loop. Use them to improve with every send.
The don’ts
Don’t buy email lists
It might be tempting to jumpstart your outreach by purchasing a list of contacts. Do not do it. Bought lists are full of people who have no idea who you are, and sending unsolicited emails to them is a fast track to getting marked as spam.
Beyond the practical problems, it also damages your reputation. A freelancer’s reputation is everything, and being known as someone who sends unwanted emails is the opposite of what you want.
Don’t send without permission
This connects to the point above. Only email people who have opted in or who you have an existing professional relationship with. In many regions, including the EU under GDPR, sending marketing emails without consent is not just bad practice, it is against the law.
Always include an unsubscribe link in every email. Making it easy for people to leave your list actually protects the quality of your audience. You want subscribers who want to be there.
Don’t make every email a sales pitch
If every message you send is “Hire me!” or “Check out my services!”, people will tune out quickly. The goal is to build a relationship, and relationships are not built on constant selling.
Follow a rough ratio of giving value versus promoting yourself. Many email marketers suggest an 80/20 split: 80 percent helpful content and 20 percent promotion. As a freelancer, your work and expertise naturally shine through valuable content, so the selling often takes care of itself.
Don’t neglect your subject line
Your subject line determines whether your email gets opened or ignored. Spend real time crafting it. Avoid clickbait, all caps, or excessive exclamation points. Instead, aim for clarity and relevance.
Something like “3 lessons from my latest branding project” is honest and specific. “YOU WON’T BELIEVE WHAT HAPPENED!!!” is not going to build the professional image you want.
Don’t ignore mobile formatting
More than half of all emails are opened on mobile devices. If your email does not look good on a phone screen, you are losing a significant portion of your audience.
Keep paragraphs short. Use a single-column layout. Make buttons and links large enough to tap easily. Preview your emails on mobile before hitting send.
Don’t give up too soon
Email marketing is a long game. You might not see results from your first few sends, and that is completely normal. Building an engaged email list takes time, especially as a freelancer who is starting from scratch.
Stay consistent, keep providing value, and give your list time to grow. The freelancers who succeed with email marketing are the ones who treat it as an ongoing practice, not a one-time campaign.
Finding the right tools
You do not need expensive software to get started with email marketing as a freelancer. There are plenty of affordable and even free options that offer the features you need, like list management, templates, and basic analytics.
If you are watching your budget, our roundup of free and low-cost email marketing tools is a great place to find the right fit for your freelance business.
A few industries where freelancer email marketing shines
Email marketing is not limited to any one type of freelancer. Designers, writers, developers, photographers, consultants, and coaches can all benefit from a well-maintained email list. If you are curious about which types of businesses see the best results from email, check out our article on 10 businesses that can shine with email marketing.
Email marketing gives freelancers something that social media and other channels cannot: a direct, reliable connection to the people who matter most to your business. By following these dos and don’ts, you can build an email practice that supports your freelance career for years to come.
Start small, stay consistent, and always put your subscribers first. The results will follow.