Welcome to another episode of the Kaffeen Espresso podcast! In this conversation, Charlotte is joined by Eman Ismail, email strategist, copywriter, and founder of Eman Copy Co. Together, they dive into the realities of running a business in 2024, the evolving landscape of email marketing, and how to adapt when things get tough.

Navigating a Challenging Business Climate

2024 has been a year of change and challenge for many business owners. Eman shares that even for those having a “good” year financially, it’s required more creativity, resilience, and a willingness to diversify revenue streams. The aftershocks of the pandemic are still being felt, and both Charlotte and Eman agree that the business landscape is less stable and more unpredictable than ever.

Eman notes that sales cycles are longer, clients are more cautious, and there’s a lot more shopping around before decisions are made. This means more “maybes” and fewer instant “yeses” on sales calls. Clients want more touchpoints and reassurance before committing, which isn’t necessarily a bad thing—it just means businesses need to be more mindful and strategic.

Shifting Client Expectations and Business Models

Charlotte asks Eman about her transition from a solo freelancer to running a micro agency. Eman explains that this shift was driven by her own preferences and the desire for a business model that fits her life as a parent. She also highlights how client expectations have changed: people are taking longer to make decisions, seeking more information, and comparing multiple providers before choosing.

Eman’s approach is to focus on nurturing relationships and building trust over time, rather than pushing for quick wins. This means being present across multiple channels and consistently showing up for her audience.

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The Power of Nurture: Podcasting, Email, and Social Media

Eman shares how her podcast, *Mistakes That Made Me*, has become a powerful nurturing tool. While it’s not directly about email marketing, it allows listeners to get to know her, building trust and connection over time. She’s noticed that her most engaged buyers are often long-time podcast listeners.

Email remains a cornerstone of her strategy. Eman has increased her frequency to three emails a week, which has led to more passive sales and a shorter sales cycle. She emphasises the importance of segmentation—making sure subscribers receive content that’s relevant to them from the moment they join her list.

Social media is another key channel, but Eman stresses that consistency is more important than perfection. Simply showing up and being visible keeps her top of mind for potential clients.

Multi-Channel Marketing Without the Overwhelm

For small businesses and micro agencies, managing multiple marketing channels can feel overwhelming. Eman’s advice is to get organised—she uses Asana to plan her marketing calendar and coordinate content across platforms. Repurposing is also essential: a single email can become a blog post, a LinkedIn newsletter, and several social media posts.

Charlotte adds that starting with your strengths—whether that’s talking, writing, or something else—makes it easier to create content consistently. The key is to focus on what you enjoy and what feels sustainable.

Trends in Email Performance and Practical Tips

Eman has noticed that even within email marketing, more touchpoints are needed to convert leads. She now sends follow-up emails to subscribers who click on service links but don’t get in touch, often uncovering simple questions or objections that can be easily addressed.

For those struggling with declining engagement, Eman’s top tip is to increase frequency—something is better than nothing, but once a month isn’t enough if you want email to drive results. She recommends aiming for at least one email a week and focusing each email on a single message, rather than cramming in too much information.

Overcoming Perfectionism and Embracing “Good Enough”

Both Charlotte and Eman discuss the importance of letting go of perfectionism. Typos and small mistakes are inevitable, but they don’t undermine the value of your content or your expertise. The goal is to be consistent and human, not flawless.

Unsubscribes and self-selection are actually positive—they help you focus on the people who genuinely want to hear from you and are most likely to become clients.

Building a Micro Agency: Why and How

Eman explains her decision to build a micro agency, bringing in other expert copywriters to handle execution while she focuses on strategy and quality assurance. This not only allows her to do more of what she enjoys, but also provides clients with a team of specialists and greater business continuity.

For small agencies and freelancers, this model can help address client concerns about capacity and risk, especially when working with larger companies.

Final Thoughts and Takeaways

– The business landscape is more challenging and unpredictable, requiring creativity and resilience.
– Clients need more nurturing and reassurance before making decisions.
– Consistency across multiple channels—podcast, email, social media—is key, but it’s important to stay organised and repurpose content.
– Email marketing works best with higher frequency and focused messaging.
– Let go of perfectionism and embrace “good enough”—it’s more important to show up than to be flawless.
– Building a micro agency can help you scale, enjoy your work more, and provide better service to clients.