7 MORE Tips to Grow Your Outdoor Business with Email

1. Treat Every Email Like It’s Someone’s First

Here’s a reality check: every email you send could be the first one someone ever sees from your business. 

Maybe they just joined your list. Maybe your last few subject lines didn’t land. Whatever the case, each message is a chance to win (or lose) attention. 

Would you show up to a client consult in a sweat-stained hoodie? No? Then don’t send a half-baked email either. 

Make every email count like it’s the only one they’ll open. That mindset instantly upgrades your quality. 

2. Link in a Smarter Way

Let’s talk about your call-to-action game. 

Too many businesses link emails to their homepage. Big mistake. 

Every link in your email should go to a targeted landing page that matches the content. Bonus points if it scrolls to the exact section they clicked on. 

Example: We work with a landscaping client who sends a monthly newsletter with three sections—horticulture insights, seasonal tips, and a client project showcase. Each teaser links to a landing page with all three sections laid out, and the email link jumps directly to the one they clicked. 

Also: always include a contact form on that landing page. If they’re ready to take action, don’t make them hunt for your phone number. 

 3. Cut the Dead Weight

Your huge list might look impressive… until you see that only 3% are opening. 

High-performing email = high engagement. Not a giant list of ghosts. 

Every month or so, filter out subscribers who haven’t opened in 3-6 months.  

But before you hit delete—send a win-back campaign. Offer something juicy. Maybe it’s priority booking or a premium gift with purchase. If they don’t bite, bless and release. 

And don’t sweat the unsubscribes. Every unsubscribe is just someone saying, “I’m not your person.” That’s actually helpful. 

4. Send at the Right Time (Hint: Not on the Hour)

Here’s a weird truth: the worst time to send an email is right on the hour. Why? Because that’s when everyone else sends theirs. 

Try offbeat send times like 10:17 AM or 3:43 PM. Better yet, experiment with weekends or post-dinner hours. 

If your email platform offers optimized send time features or A/B testing, use them! Let data tell you when your audience is most engaged. 

 5. Write Subject Lines That Get Noticed

If your subject line doesn’t spark curiosity, no one’s seeing your carefully crafted content. Period. 

Fact: 35% of people open emails based on subject line alone. 

Write 10+ options per email. Your best idea usually doesn’t show up until draft #7 or #8. 

Here’s how to boost your open rates: 

• Say something provocative: “Your backyard sucks.” (Okay, maybe don’t insult them—but you get the point.) 
• Use numbers: “5 outdoor upgrades to impress your HOA (and your in-laws).” 
• Create urgency: “Only ONE of these custom pergolas left.” 
• Break patterns: Throw in an emoji. Or lowercase. Or a single word. Pattern interrupts work. 

And for the love of patios—stop using “April Newsletter.” 

 6. Show Personality, Not Just Personalization

“Hey [First Name]” doesn’t mean your email is personal. That’s just a merge tag. 

What’s actually personal? Sounding like a human. 

Write like you’re talking to one smart friend. If you’re funny, be funny. If you’re blunt, go for it. Your voice is your brand’s secret weapon—use it. 

Pro tip: People connect with stories. That’s why our Saturday emails at Script always lead with one. It’s a little thought, a moment, or a real-life parallel—and it’s the reason people reply. 

 7. Be Useful or Be Entertaining (Ideally Both)

You’re not just competing with other businesses. You’re competing with Reels, texts, and dinner reservations. 

So your email has to help, entertain, or (preferably) do both. 

Before you hit send, ask yourself: 

• Is this actually useful? 
• Did I make it fun to read? 
• Do I sound like a real person? 
• Would I forward this to a friend? 

If the answer is no? Don’t hit send. Rewrite until it is. 

Final Thoughts 

If you want your outdoor business to stand out in a crowded inbox, it’s time to level up your emails. 

1. Treat every email like it’s your first 
2. Link smart 
3. Clean your list regularly 
4. Nail the timing 
5. Write subject lines worth clicking 
6. Show your personality 
7. Be genuinely helpful (and maybe a little fun) 

These tips don’t require a total overhaul—just a shift in mindset and a little intentionality. The results? More opens, more clicks, and more leads from people who actually want what you’re selling.