From indie music to email marketing strategy

In 1997, Arianne Foulks was busy designing websites for indie bands and record labels. What started as a hobby turned into a career when a friend setting up an e-commerce store asked her for help—and was willing to pay. That was the beginning of Aeolidia, her Seattle-based agency that now helps creative businesses thrive online.

Though Arianne studied marine biology in college, not web design, the agency’s name comes from her favorite sea slug—Aeolidia. Along the way, she’s had a few wild stories, like being bitten by a baby elephant seal while conducting research. But today, she’s more focused on helping businesses make email their most powerful marketing tool.

Why email is your strongest channel

According to Arianne, most clients are surprised to find that their email list is their highest-performing source of traffic—unless they’re not using it effectively. Unlike social media, email isn’t filtered by unpredictable algorithms. If someone signs up for your list and you send an email, it will reach their inbox.

Email is also unmatched when it comes to time-sensitive messages. If you’re running a flash sale, you can’t guarantee that a social media post will reach your audience in time—but an email will.

Your subscribers actually want to hear from you

Arianne often reminds clients that subscribers joined the list on purpose. They expect to hear from you. Feeling like you’re spamming them can be a mental block, but it’s unfounded if your content is relevant and consistent.

Don’t overthink it—just send it

Many business owners fall into the trap of aiming too high with their newsletters. They try to make each email a masterpiece—long reads, deep insights, elaborate content. That pressure leads to delays and, eventually, no emails at all. Arianne’s advice is simple: keep it consistent and aligned with what you’re selling. You don’t need to impress with every send; just be helpful and engaged.

For example, Mouse Loves Pig, a brand Aeolidia worked with, sends welcome emails that include thank-you notes, a branded lock screen, and a link to their support group. It’s not flashy, but it works.

Use your brand story to create content

Businesses often overlook the most compelling aspects of their origin story or values. Arianne encourages clients to revisit what makes them unique. That information can be split into short welcome emails or even automated email series. If you already have an About page or a customer profile, you’re halfway there.

Aeolidia helped client Dani Barbe with this by setting up a birthstone-specific birthday email and a post-purchase email with jewelry care tips. They also built smart segments like gift-givers and collectors, enabling automated personalization.

Don’t delay your welcome email

Arianne strongly advises against waiting to send your welcome automation. New subscribers are ready to engage—don’t miss that opportunity. Let them know what makes your brand different right away.

Stale list? Clean it and keep a schedule

If it’s been a while since your last email, Mailchimp offers tools to clean up old addresses and confirm who still wants your content. The key is consistency. Even a once-a-month schedule can keep you on track. Waiting until you “have time” often leads to long gaps that hurt engagement.

Your metrics will tell the real story

If you’re unsure about the impact of your email marketing, look at your data. Arianne has seen businesses with average conversion rates get double or triple the results from email compared to other channels. That’s a compelling reason to keep going.