Episode Summary
Far too many email tips fall flat, leaving coworking spaces and micro businesses with newsletters that go unread or fail to connect.
But Helen Lindop sees email differently.
She offers practical, real-world advice for making email communication feel human again.
This isn’t about flashy tools or overwhelming schedules—it’s about getting the basics right and keeping things manageable.
In this episode, Bernie and Helen tackle the realities of email marketing for small teams.
They talk about why consistency matters more than perfection, how to avoid the last-minute "Friday email scramble," and why every coworking space should treat its email list like a conversation, not a broadcast.
Helen’s insights strip away the fluff and focus on what works, including where to start if email feels overwhelming and how to create a simple strategy that fits your goals.
This isn’t cookie-cutter advice. It’s a relatable, no-nonsense guide to making email work for real people with busy lives and big ideas.
Whether you run a coworking space, a community, a small business, or are just trying to communicate better, this episode has something for you.
And yes, Helen’s guide is exactly the resource you’ll wish you had years ago.
Timeline Highlights
[0:04] – Emily and Bernie introduce Third Place Works support
[0:25] – Bernie reveals why email is today’s focus
[0:45] – Helen describes her mentoring work and writing projects
[1:05] – Balancing quick setup with quality content
[3:49] – Shifting from “email blasts” to honest conversations
[5:06] – Strategy before software—knowing your goals first
[8:29] – Email as part of a well-rounded marketing plan
[10:01] – Consistency builds trust and recognition
[13:15] – Finding a frequency that fits your community
[17:25] – The ups and downs of emailing daily vs. monthly
[22:32] – Simple steps to grow your list without feeling pushy
[24:18] – Getting creative with QR codes and sign-in sheets
[25:28] – Permission-based sign-ups and respect for people’s inboxes
[26:04] – Repurposing your best material for a smoother workflow
[29:23] – Helen’s eBook—a practical guide at your fingertips
Detailed Episode Breakdown
Why Email Still Matters
Helen points out that plenty of folks send emails without a plan.
She shows how scattered efforts can be turned into something more genuine and inviting.
The real power of email, especially for small coworking communities, lies in building relationships instead of just broadcasting news.
A Strategy that Works for You
Helen’s advice goes beyond picking a flashy platform.
She urges listeners to figure out specific objectives first—maybe they’re filling desks or encouraging people to see the human side of their space.
When you know your aim, you can choose tools and content that always hit the mark.
Quality Over Frequency
Helen and Bernie share their favourite tips on how often to email and what keeps your audience engaged.
If daily messages sound overwhelming, that’s okay.
Pick a schedule you’ll stick
Then, fine-tune as you learn what your community likes.
Building a Community, One Signup at a Time
Helen stresses practical steps for attracting new subscribers.
From inviting existing contacts to placing a QR code by your entrance, these ideas fit small spaces on tight budgets. The main takeaway? Treat your list members like real people—because they are.
Helen’s eBook—A Resource with Real Substance
Helen wrote her guide to help businesses at every stage, including those who’ve tried emailing and given up.
▶️ Email Marketing for Indie Businesses
With code at the end of the podcast, you can grab it for free before the end of February.
Email marketing for indie businesses is 34 pages long, which means it has enough depth to make a real difference to your business, but it’s short enough to read in under 40 minutes.
Think of it as a choose-your-own-path manual, so you skip what you already know and dive into what you need.
Links & Resources:
▶️ Helen’s ebook - Email Marketing for Indie Businesses (Get the code in the podcast)
Connect with Helen on LinkedIn
One more thing
Coworking brings communities together, helping people find and share their voices.
Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.
These values aren’t just ideas—they shape the spaces where we gather, work, and grow.
We hope this resonates with you.
If it does, please rate, follow, and share the podcast.
Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.
Community is the key 🔑
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