Why email still works
Email is a channel you own. If a social platform changes its rules or your account is restricted, your list stays with you. It's also ideal for repeat business: reminders, offers, news and follow-ups to people who already know you.
Step 1: Choose an email platform
Use a proper email marketing platform rather than your normal inbox. It handles unsubscribes, sign-up forms, templates, automation and reporting, and protects your deliverability. Most offer free or low-cost plans for small lists.
Step 2: Collect emails with permission
Only email people who have agreed to hear from you or are existing customers where your local law allows it. Rules differ by country: CAN-SPAM in the US, GDPR and PECR in the UK and EU, the Spam Act in Australia and POPIA in South Africa. As a minimum, be clear about what people are signing up for, include your business details and make it easy to unsubscribe.
Ways to collect sign-ups:
- A sign-up form on your website
- A checkbox on your contact or booking form
- A free guide, checklist or discount in exchange for an email
- In person, with consent
More ideas in how to grow an email list from zero.
Step 3: Set up a welcome sequence
New subscribers are most interested right after they sign up. A short automated series introduces your business, delivers what you promised and invites them to take the next step. Our guide to writing a welcome email sequence walks through it.
Step 4: Send a regular newsletter
Pick a rhythm you can keep, such as monthly or every two weeks. Mix useful tips, recent work, news and the occasional offer. Keep it short and focused on one main message.
Step 5: Add simple automations
- Enquiry follow-up: an instant reply and a follow-up if they don't book
- After the job: a thank-you with a review request
- Reminders: service, renewal or rebooking reminders
- Win-back: a check-in for customers you haven't seen in a while
Step 6: Write emails people open
- Clear, specific subject lines over clever ones
- A real sender name people recognise
- One main call to action per email
- Mobile-friendly layout with short paragraphs
Step 7: Track what matters
Open rates are less reliable than they used to be because some email apps preload images. Focus on clicks, replies, bookings and sales from each email, plus unsubscribe and spam complaint rates.
Common mistakes
- Buying email lists (often illegal and always bad for deliverability)
- Only emailing when you want a sale
- Long gaps, then a flood of emails
- No unsubscribe link
We set up platforms, sequences and newsletters for small businesses. See our email marketing service or book a free call.
Frequently asked questions
Is email marketing still effective for small businesses?
Yes. It reaches people directly, doesn't depend on social media algorithms, and is especially strong for repeat business and following up with leads.
How often should a small business send marketing emails?
Choose a rhythm you can sustain, such as every two weeks or monthly, and keep it consistent. Automated emails are triggered separately by actions like sign-ups.
Can I email my existing customers without asking?
It depends on your country's law and how you collected their details. Check the rules that apply to you, always identify your business and always include an unsubscribe link.