Episode 17: Starting Email Marketing Without the Tech Overwhelm: Sarah’s Story

Starting Email Marketing Without the Tech Overwhelm: Sarah’s Story

When it comes to starting an email list, many small business owners know it’s something they “should” do… but still don’t. Often, it’s not because they don’t believe in it, it’s because the tech side of things feels too overwhelming to even begin.

In this episode of This Mum Loves Tech the final episode of my 4-part email marketing series, I sit down with Instagram specialist and founder of MutedTone Media, Sarah Donoghue, who shares exactly why she put email marketing off for so long, and how she finally got started with the right support.

“I could have figured it out eventually, but I’d still be sitting here months later trying to work it all out on my own.” – Sarah Donoghue

From Creative Design to Instagram Specialist

Sarah’s career started in design, working for big high street names. After a career break to raise her family, she transitioned into the world of Instagram marketing, quickly falling in love with the platform’s creative opportunities.

Although she built a thriving Instagram business, Sarah realised the risks of relying solely on social media, what if the platform went down or she wanted to pivot her business? She needed a way to build direct, lasting relationships with her audience. That’s where email marketing came in.

Why Sarah Delayed Starting Her Email List

Before joining the Launch Your Lead Magnet Using MailerLite course, Sarah knew she wanted to start email marketing, but didn’t know where to begin. She tried to Google things and “half watch” tutorials but kept getting stuck. The sheer amount of information was confusing, and she didn’t know what actually applied to her.

Sarah was also juggling running her business, being a mum, and showing up on Instagram, so email marketing just kept getting pushed to the bottom of the to-do list.

How the Right Support Made All the Difference

What finally helped Sarah move forward? Getting into a structured programme that walked her through the steps one by one, with someone she could ask questions.

Inside Launch Your Lead Magnet Using MailerLite, Sarah:

• Got clear on what a lead magnet was and what kind of freebie would work for her business.
  

• Learned how to create a sign-up form and landing page that worked (and actually converted!).
  

• Built her first email automation so her new subscribers were nurtured right away.
  

Having the accountability of live calls and a small, supportive group meant she could ask for help when she needed it and not get stuck in tech overwhelm.

“It just made so much sense. Nicola broke it down in a way that was easy to follow and didn’t assume you knew more than you did.” – Sarah Donogue

Why Email Marketing Matters for Creative Businesses

Sarah also realised that an email list offered her flexibility.

• She could stay connected with her audience if Instagram disappeared.
• She could promote workshops, services, and resources directly to her community.
• She could nurture deeper relationships through regular newsletters.

The best part? Building her email list didn’t require massive numbers. After launching her first lead magnet, she quickly grew her list to around 80 subscribers—all ready to hear from her when she’s ready to promote new offers.

Setting Up a Lead Magnet That Converts

Through the course, Sarah created a brilliant lead magnet: a guide breaking down Instagram’s latest SEO and hashtag changes. This tapped into a real need in her audience and positioned her as a go-to expert

Sarah now understands how to create future lead magnets easily, reusing the tech setup she already built. That’s the power of getting your system right from the start.

Download Sarah’s Hashtag and Keywords Here

Want to Start Your Email List Too?

If Sarah’s story resonates with you, if you’re sitting there thinking “I’ll do it eventually” but still haven’t, then this is your sign.

Launch Your Lead Magnet Using MailerLite is now open!

This isn’t just another online course. It’s 6 modules of guided support where I walk you through:

• Setting up your MailerLite account the right way

• Creating a lead magnet that people actually want

• Automating your welcome sequence

• Building a simple funnel that grows your list and builds trust

We start 12th May, and places are limited to just 15 people. This keeps the group intimate, supportive, and full of space to ask all your questions.

✨ Sign up now to get started