Email marketing consistently delivers the highest ROI of any digital marketing channel — roughly $36 for every $1 spent. Yet most small businesses either don't use email at all, or use it badly.
Here's what you need to know to get started the right way.
Start With Your List
Your email list is your most valuable marketing asset. Unlike social media followers, you own your list. No algorithm changes can take it away.
Three ways to grow your list:
- Lead magnets (free guides, checklists, calculators)
- Website popups with clear value propositions
- In-person collection (events, point of sale)
Set Up a Welcome Sequence
The first emails a subscriber receives set the tone for your entire relationship. A welcome sequence should:
- Deliver what you promised (the lead magnet, the discount, etc.)
- Introduce yourself and what your business does
- Set expectations for what they'll receive from you
- Offer a next step (book a call, visit the store, check out a product)
Three to five emails over 7-10 days is a solid starting point.
Send Consistently
The biggest mistake small businesses make with email is inconsistency. Sending one email every three months trains your audience to ignore you (or forget you exist).
Pick a frequency you can maintain — weekly or biweekly — and stick with it. Consistency beats perfection.
What to Send
Not every email needs to sell something. Mix your content:
- Educational content (tips, how-tos, industry insights)
- Behind-the-scenes (your process, your team, your story)
- Offers and promotions (sales, new products, seasonal specials)
- Social proof (customer stories, reviews, results)
A good ratio is 80% value, 20% promotion.
Get Started
You don't need a massive list or a perfect strategy to start. You need a platform, a welcome sequence, and a commitment to showing up consistently. Everything else you can optimize over time.
Need help setting it up? Check out our email marketing services or book a discovery call.