Email Marketing Made Simple: A Behind-the-Scenes Look at My Flodesk Set-Up

Reading Time: 6 minutes

Inside: I was an early adopter of Flodesk, an easy-to-use and affordable email marketing platform. Here’s how Flodesk has simplified my email marketing, plus get a behind-the-scenes look at my Flodesk set-up!

Note: This post is sponsored by Flodesk.  I have also used affiliate links throughout this post. I am a long-time user of Flodesk. All opinions in this post are my own.

As a veteran blogger, I’ve tried various email marketing platforms for nearly 15 years of my blogging career. It’s funny that email marketing wasn’t a “thing” for professional “mommy” bloggers when I started blogging in January 2011. But within a year, those of us who had relied heavily on RSS feeds to get our blog posts out to subscribers realized that emailing those on the RSS lists harnessed a new marketing power.

I distinctly remember going to my RSS feed and manually copying the email addresses of each of my subscribers, pasting them into an email draft, and clicking send. I immediately encountered a significant problem: I was simultaneously trying to send the email to too many people. I had to find a solution—and fast. I was marketing a limited-time deal to my readers, and the inability to email them in bulk was costing my business income.

I tried three different email marketing platforms over the first nine years of my blogging career. Some were okay, but I encountered significant challenges with these platforms: They were either too techie or expensive.

Why I Chose Flodesk

A friend told me about Flodesk when they were still relatively new in 2019. My family was going through a crisis then, and I had been taking a break from my blog and emailing my readers frequently. I needed something that didn’t charge me an arm and a leg and would allow me to create beautiful emails quickly and efficiently:

The plug-and-play templates made designing gorgeous emails a cinch.

I could add opt-ins and lead magnets to help grow my list within minutes.

And the price was right.

I found exactly what I sought with Flodesk and haven’t looked back since. 

Today, I’m sharing my favorite Flodesk features, which have simplified my business’s email marketing.

Step One: Organizing My Audience with Segments

One of my favorite features in Flodesk is Segments. Instead of juggling multiple lists, Flodesk uses one master list and lets you tag or segment your audience based on interests, behavior, or how they signed up.

Here’s a peek at a few of my segments:

• All Subscribers – everyone who has opted into my general newsletter

• Clean Beauty – people who signed up get my Clean Beauty newsletters, where I teach them about non-toxic beauty products

• All THM – ladies who have joined or expressed interest in my Trim Healthy Mama coaching program

• Business Tips & Tricks – anyone who has purchased a business workshop from me or wants my work-at-home mom tips

Step Two: Creating High-Converting Forms

Forms are the gateway to your email list, and Flodesk makes them beautiful and easy to build. You can choose from inline, popup, or full-page forms and customize every detail to match your brand.

Here’s how I use Flodesk forms on my site:

• A pop-up form appears on my homepage after a short delay.

• An inline form is embedded at the bottom of many of my blog posts–especially the most popular ones!

• A full-page form is used for lead magnets and special promotions.

Step Three: Setting Up Workflows That Run on Autopilot

Workflows are where the real magic happens. Once someone signs up for a freebie or joins your list, you can create an automated email sequence that welcomes them, delivers value, and invites them to take the next step.

Here’s a behind-the-scenes look at my most-used workflow:

Lead Magnet Delivery Workflow

1. Welcome email with the freebie download link

2. Follow up email two days later with additional tips or encouragement

3. A value-packed email four days later to build trust

4. A soft pitch or personal story with a product link around day 7

Before transitioning to Flodesk, I was seriously scared of workflows (sometimes called email funnels). Even though I had been blogging for many years by then, my 2019 self was nervous about the tech involved in creating these. Flodesk‘s intuitive system has made it easy for me to create workflows with little time and effort.

Step Four: Designing Emails That Reflect My Brand

Flodesk’s drag-and-drop email builder is hands-down the most beautiful I’ve used. I can quickly plug in my brand colors and images without needing a designer or hours of fiddling.

Here’s what I keep consistent in all my emails:

• Header with my blog logo

• Greeting that feels warm and personal

• Body text in an easy-to-read font (I always keep the same font and use 18 pt. because I like to read in a larger font myself!)

• CTA button that stands out and drives clicks. (Tip: Use the same color for your CTA in every email to train readers to click!)

• Footer with social links and unsubscribe options

I’ve made templates that I easily duplicate with Flodesk‘s one-click “duplicate” option. That is how I compose my emails each week!

Step Five: Tracking Results and Making Smart Decisions

While Flodesk’s analytics are simple, they still give you what you need: open rates, click rates, and audience growth. I check in weekly to see what’s working and tweak things if needed.

Here’s what I’ve learned by watching my data:

• Certain Workflows have the highest open rates.

• Shorter subject lines tend to get more clicks.

• Emails sent in the mornings tend to perform best for my audience.

Flodesk’s Newest Features for 2025

Flodesk has rolled out many new features this year, which makes me even happier that I was an early adopter of the platform. Some of my favorite new features include:

• Countdown Timers: Conveys a sense of urgency, a powerful marketing tool!
• Canva Integration: Browse, import, and edit Canva designs directly from the Flodesk email builder. Woot!
• Link Actions: Seamlessly segment your list when someone clicks on a link!

All of these make email marketing incredibly easy (and they keep bringing out new features as well!).

Bonus Tips for Flodesk Beginners

If you’re just getting started, here are a few quick tips to make your Flodesk set-up smoother:

1. Start small – Focus on one form, segment, and workflow.

2. Use templates – Flodesk’s built-in templates are great starting points. You can also make your own!

3. Stay consistent – A simple weekly newsletter keeps your list warm. I now send emails two to three days per week, but I recommend starting with just once per week. Monthly emails are another option, but those don’t tend to keep your list as engaged as weekly emails. Some of my blogging buddies email their lists daily!

4. Segment early – It’s easier to organize as you go than to clean up later. Trust me on this one: I didn’t start this way and regret it now.

Final Thoughts

Flodesk has completely transformed the way I think about email marketing. It’s beautiful, functional, and it fits my business style. I don’t need to be a tech expert or a design pro to make an impact on the lives of my readers!

If you’re ready to make email marketing simple, I highly recommend trying Flodesk. Sign up for a 14-day FREE trial HERE.