Why Email Marketing is Brilliant for Small Businesses

Here’s the deal:

  • Cheap as chips – Way more bang-for-your-buck than throwing money at print ads or a billboard no one looks at.

  • Builds relationships – Stay top of mind without being clingy. Email lets you show up, add value, and remind folks you exist in a non-desperate way.

  • Targets like a sniper – Unlike social media, where you’re shouting into the void, email lets you whisper sweet nothings right into someone’s inbox. Lovely.


Build an Email List That Doesn’t Suck

Quality > quantity. Don’t just collect emails like a hoarder. Build a list of people who actually want to hear from you.

Here’s how:

  • Offer something tasty (e.g., discount code, freebie, exclusive access—bribery works).

  • Use clear opt-ins. None of that sneaky “subscribe by accident” stuff.

  • Clean your list regularly. Dead emails don’t buy things. They just cost you money.

Bonus tip: Use a double opt-in. It’s like a second handshake—makes sure people actually meant to invite you into their inbox.

Subject Lines That Get Clicks (Without Sounding Like Spam)

The subject line is the gatekeeper. If it sucks, your email’s headed straight to the bin.

Keep it:

  • Short and snappy

  • Clear over clever (unless you’re really good at clever)

  • Personal—use names or something relevant to them personalization gets attention faster.

  • Tease, don’t spoil—build curiosity without going full clickbait


Example: “Your 15% off code’s inside (and yes, it’s still valid)” beats “Special offer just for you!!!” any day.

Email Design: Make It Pretty, But Don’t Be Fancy

Your email should look decent—but don’t overdo it.

Dos:

  • Keep it clean and scannable

  • Use big, bold headlines

  • Stay on brand (colours, fonts, tone)

  • Make your CTA button pop


Don’ts:

  • Don’t cram too much in

  • Don’t use 9 fonts and a circus of colours

  • And for the love of maple syrup, test it on mobile

Get Personal (Without Being Creepy)

Nobody likes a generic “Dear valued customer” email. Bleh. Show ‘em you know who they are.

  • Segment your list: newbies, regulars, folks who ghosted you—treat ‘em different

  • Use merge tags: “Hey Sarah” beats “Hello there”

  • Add smart content: show them stuff based on what they’ve clicked, bought, or ignored


It’s like being a mind reader, but without needing a crystal ball.

Timing is Everything (Well, Almost)

Send an email at 3am on a Sunday and guess what? No one’s reading it. Timing matters.

  • Test different days/times (yes, you’re gonna need to look at your stats—sorry)

  • Think about time zones

  • Use scheduling tools to send at the right time for the right people

Pro move: Automate a welcome email. It’s like saying “hi” at the door instead of yelling from the back room.

A/B Testing: Nerdy but Necessary

This is where the magic happens. Don’t assume—test.

Try stuff like:

  • Subject lines

  • Button text

  • Layouts

  • Images vs no images

Send Version A to half, Version B to the other, and see what works. Then do more of that. Easy.

Blend Email + Social Like a Pro

These two aren’t enemies—they’re mates. Use social to grow your email list, and use email to drive traffic back to your socials.

Tips:

  • Promote your newsletter on socials (bonus points if you don’t make it sound boring)

  • Add social sharing buttons in your emails—make it easy to spread the love

Metrics: Read the Numbers

Want to know if your emails are working? Don’t guess. Look at:

  • Open rate (are people even noticing you?)

  • Click-through rate (is your content actually interesting?)

  • Conversion rate (did anyone buy the damn thing?)

If your open rate’s low? Tweak your subject lines. If your CTR sucks? Look at your design or links. If no one’s converting? Rethink the offer.

Stay Legal, You Rebel

This bit’s boring but important. You’ve gotta play by the rules:

  • Get permission—no adding people without a proper opt-in

  • Always have an unsubscribe link

  • Include your business address in every email (yep, that’s a thing)

TL;DR: Don’t be shady. No one likes spam, and fines aren’t fun.

Final Thoughts

Email marketing isn’t hard—it just needs a bit of intention (and a few good pints of testing and tweaking). Get the basics right, show up consistently, and give people a reason to care.

Start small. Keep it real. Don’t overthink it.

And hey, if you ever want someone to help you write emails that sound like you (instead of a robot in a suit), you know where to find me.