When it comes to email marketing, many brands still rely on a hard-sell approach — sending out direct, sales-driven messages in hopes of converting leads into customers. Especially B2B (business-to-business) and other service-based businesses.
However, this style of marketing often backfires, making subscribers feel like they’re being pressured into a purchase rather than being valued.
In 2025 and beyond trust is at an all-time low. So I'm sharing a gentle way to market your service business with email marketing.
Today’s most successful email campaigns build meaningful relationships with their subscribers. By offering value, engaging with subscribers on a personal level, and providing relevant content, email marketing can be a much more effective tool.
People-first is one of my values so a gentle approach aligns well for me. The role of this blog is to show there is a gentle way to market if that feels right for you. You can get to know my style and learn more about email marketing by subscribing to my email community.
In this blog, we’ll explore the dangers of the hard-sell approach and the benefits of embracing a softer, more personalized strategy that focuses on building trust, providing value, and nurturing long-term relationships.
The Perils of the Hard Sell
Hard-sell email marketing tactics can come across aggressive. They often focus solely on getting the recipient to make an immediate purchase. Examples include subject lines that use heavy pressure (e.g., "Hurry! 50% Off, Ends Tonight!") or emails that push for a sale without any context or personalization. These approaches rely heavily on urgency and scarcity. They can make recipients feel unsafe or rushed, making them more likely to ignore or unsubscribe from future emails.
Urgency and scarcity are common marketing tactics. Only you can decide how and when you use them.
The goal of this blog post is to show that you can you use pain point marketing without digging in the knife.
For example, if you use pain point marketing to make someone feel absolutely terrible then pitch your offer as a solution to make the pain go away. If you use scarcity or urgency then it needs to be true.
Here is an example of deceptive scarcity and urgency:
Michelle has a Black Friday offer for 50% off a women's health coaching call. She mentions in her marketing it’s just for Black Friday and once it’s gone it’s gone.
She gets some bookings. But she’s always planned to run it for the full Black Friday Cyber Monday period. So she sends out an email the next day - Black Friday sale extended for 24 hours - with vague reasons like "overwhelming demand". The next day she extends it again.
I can pretty much guarantee that most will extend a sale at some point. But if you plan to run it for longer than you advertise it then I recommend transparency. Because this can erode trust.
This is a common mistake and can be accidental.
Sam is a business coach and he has just written a book titled Business Coaching 101 For Life Coaches. He runs a launch campaign and says that the introductory price of his book is $25. He makes a few sales. His messaging says - will never be this price again - the cheapest you’ll ever get this.
Then he sells it on Amazon for $1.99 the week after the launch campaign ends. He adds that to his marketing and shares what a deal they’re getting. But he doesn’t exclude the people who bought his book from his emails.
If I had bought the book I’d have felt sucker punched.
But chances are you’ve made these mistakes or similar ones. I’ve certainly made a few. Never intentionally and that what matters. If you make a mistake then acknowledge it and learn from it.
The issue with hard-sell tactics is that they don’t build any kind of relationship with the subscriber. Instead of feeling like a valued customer, the subscriber may feel like they’re simply a number on a list.
When you don’t feel valued after handing over one of your most precious pieces of information, your email address, it feels terrible.
This can lead to high unsubscribe rates, low engagement, and missed opportunities in the future. Over time, these tactics can erode brand loyalty and result in a disengaged audience.
Building Relationships with Email Marketing
The key to long-term success in email marketing is trust.
Building relationships with email marketing is one of the key benefits. When someone shares their real email address they are showing trust. I believe it's important to reflect that trust by respecting their rights. Plus it's a key part of my people-first approach.
Email Personalization For Empathetic Marketers
A personalized approach, where emails are tailored to the specific interests and behaviors of each subscriber, can go a long way in building this trust.
To build a loyal email subscriber base, ensure that your content resonates with your audience.
Start by segmenting your email list based on engagement levels. Collect information and get to know your subscribers.
Once you know your audience well you can segment and personalize based on their interests and desires. This allows you to send more relevant, targeted messages, improving the chances of building a deeper connection.
Gentle Pain Point Marketing
If pain point marketing isn’t a hard no for you. I know for some people it is. You can mention the problem they’re struggling with care. For example, if your client is struggling to come up with how to set goals without losing focus. They’re feeling frustrated and confused.
Acknowledge and empathize with their feelings about their problem. But please don’t twist the knife.
Pain point marketing that’s taken too can leave subscribers feeling overwhelmed or discouraged, potentially hindering their decision-making process. For example, a weight loss coach might use fear tactics to sell their programme, emphasizing that if they fail they’ll face social rejection, live life alone, and be unattractive. This approach can be harmful and create a negative self-image.
Writing Emails That Sell Without Sleazy Tactics
I’m a big fan of marketing psychology. Understanding how people think is fascinating to me. My curiosity, combined with my scientific career, followed by my digital marketing career might have something to do with it.
I’m not suggesting that you don’t use marketing psychology tactics. You do you. But I’m less chuffed with some of the overly promotional tactics that have been pushed by some. Especially those ones you see on TV infomercials. The ones that scream at you. BUY NOW!!!!!!!!!
Only you can decide where you draw the line. No judgement. So with that out of the way, here’s how you can take a different approach.
A More Gentle Marketing Approach
Modern marketing techniques for crafting engaging subject lines and content include:
By building trust with your subscribers, you not only increase the chance of conversions but also encourage brand loyalty and repeat business. We all love that, right?
The Power of Value-Driven Content
When you shift the focus of your email marketing toward delivering value, you naturally position your brand as a trusted advisor rather than just an external resource. Identifying your audience’s desires and interests is essential to this approach.
Whether they’re looking for solutions to a problem, new insights, or some help-me-escape-from-the-day entertainment, your emails should cater to their needs.
The key is to deliver high-quality content that aligns with their interests. For example, A digital marketing service might send out tips on how to stand out on Instagram. Along with exclusive industry insights.
Effective value-driven campaigns have several hallmarks:
When subscribers feel like your emails genuinely enrich their lives, they’ll be more likely to trust your brand and keep coming back.
Leveraging Email Automation
If we’ve met before then you know I’m a big fan of email marketing automation. Especially welcome sequences.
Email automation can save time and improve efficiency while delivering a personalized experience. You can stay engaged with your audience without the overwhelm.
Automation allows you to send the right message at the right time, whether it’s welcoming a new subscriber or re-engaging your subscribers.
Here are some popular types of email automation:
It’s important to personalize your messages and maintain a consistent tone of voice. Your emails should sound like you and look like your content across other online platforms.
Use automation as a way to enhance your subscriber's and clients' experience rather than push for immediate sales.
Measuring Success: Key Metrics and Analytics
No email marketing campaign is complete without tracking and analyzing performance. Key metrics like open rates, click-through rates, and conversion rates give you valuable insights into how your emails are performing and where improvements can be made.
Here’s a quick rundown of some of the most important metrics:
By regularly reviewing these metrics, you can make data-driven decisions to continuously improve your email setup and performance.
Recap: Gentle Email Marketing
A gentler, more personalized approach to email marketing can lead to stronger relationships with your audience, increased engagement, and higher conversions. By focusing on providing value, building trust, and leveraging automation, you can move away from the high-pressure tactics of the hard sell and create email campaigns that truly resonate with your subscribers.
If you’re ready to take your email marketing to the next level, start by reevaluating your strategy. Focus on relationship-building, deliver value consistently, and use automation to stay connected with your audience. Don’t forget to track your progress and optimize based on the data.
Want to see what this approach looks like? Subscribe to my email community and get your free list-building guide.