Do more with less.

Feel familiar?

In a world of relentless competition and sky-high customer expectations, it’s easy to feel like you are running to stay still on the ceaseless treadmill of inane tasks designed to appease algorithms.

When you’re a small business, the reality is, “doing it all” is just not an option. So how do you select the best way to communicate with the people who are most interested in what you have to offer?

Enter, email marketing.

The beauty of email marketing for small businesses is that it’s one of the most cost-effective and personalised marketing strategies available, and when done right, it can turn casual prospects into long-term brand advocates.

Why Email Marketing is Essential for Small Businesses

Talking to Your People

In my years in teaching, I would periodically be asked to host revision sessions.

Sometimes, this would be a mandatory session, forced upon underperforming students with no real interest in being there. Other times, it’d be open to anyone who wished to attend.

I think you can probably guess where the biggest impact was made.

Your email list is your engaged audience- your personal list of people who WANT to hear what you have to say.

Social media is great for building awareness, but email is uniquely positioned to build relationships.

Why not focus your energies on those people with an existing interest, rather than leaving it to an algorithm to drop hints on people who never asked for it?

ROI-watering Statistics

Ultimately, we all have to watch the bottom line.

According to Forbes, in 2024, for every dollar invested in email marketing, companies are making back $36. Shop around and you’ll find plenty of sources quoting even higher figures.

Whatever the numbers, there is no denying that email marketing, for small businesses in particular, is a really appealing option.

Personalisation

There’s a lovely little shop near where I live that specialises in selling sports gear to cyclists and skiers.

Now, I’m sure in the Venn diagram of cyclists vs. skiers there is a fair overlap, but there will undoubtedly be plenty of MAMILs who have never graced the slopes in their lives and vice versa.

They’ve got a healthy collection of Instagram followers who love what they do, but here’s the issue: even those who came for the lycra, are hit with pictures of snuggly salopettes. 

The cyclists stop engaging, the algorithm knows it and they’ll never even get to see that fantastic offer on cycling shoes that would have been PERFECT for them.

Instead, this shop could build an email list which they could segment into cyclists and skiers. Now, ONLY cyclists need receive cycling emails, and skiing promotions are sent only to skiers. The customers feel seen, they build loyalty to the brand, and they access the offers most useful to them.

Email allows personalisation in a way that no other platform can offer.

Noone can take it away

Imagine if the US government decides to pull the plug on TikTok. Overnight, a whole audience. Lost.

How many small businesses have suffered already from changes in Meta’s algorithms, promoting sponsored posts above all else?

Have you watched as many of your customers turned their backs on X as changes in ownership irrevocably altered the conversation?

The choices made on these platforms are beyond your control, but your email list is in your power alone. Even if your email service provider gave up the ghost, you can still transfer that list of loyal contacts wherever you go.

Turning Promising Prospects into Besties Who Buy

The word here is “nurture”. I tried to think of something less buzzword-y, but in this case, it says all you need to know.

Your email list is made up of people who WANT to get to know you and your business. They chose to be here, at your party. Take the opportunity to mingle!

Ask them questions, get their opinions, win their trust. Tell your embarrassing stories (within reason) and share your most dazzling wins.

People buy from those they know, like and trust (it’s a cliche for a reason), so let them know you, maybe they’ll like you (and it’s okay if they don’t) and one day, perhaps they’ll grow to trust you.

How to Turn Prospects into Customers with Email Marketing

So, where to start?

Email marketing for small businesses is a MASSIVE topic and there are so many ways to go with it.

If you’re interested in learning more, HubSpot has a free email marketing course which gives you a fantastic overview of what’s possible.

Here, I’m just going to give you a brief overview of the very basics.

Grow Your List

Start collecting email addresses now.

Even if you have no intention of sending anything out immediately, there’s no reason not to start casting your net.

A great lead magnet can help reel them in- maybe a free eBook, access to a free webinar or a useful resource in return for submitting your email address. Maybe you offer a free service, or simply ask if they’d be interested!

Take every opportunity to add to your list. You never know when you might need it.

A quick word of warning- you will need to comply with GDPR rules, including seeking consent to retain email addresses and an option to unsubscribe at any time. This article has a useful rundown of what needs to be in place to be compliant. It is your responsibility to understand and abide by the data protection laws which apply to the countries where your contacts reside.

Set Up Automations

Set up a welcome email that is automated to send to your sign ups. These have the highest open rates of any email you’re ever likely to send, so make the most of the opportunity! 

Make sure there’s a clear call to action, directing prospects wherever you’d like them to turn next.

Even better- go a step further and turn it into a sequence of emails so your customers really get to know you!

Eventually you’ll be able to master sophisticated sales funnels and nurture sequences that speak to your customers in a way which is personalised to their wants and needs.

Be Reliable

Now, all you have to do is show up.

If you say you’ll write weekly, write weekly. If it’s monthly, make sure there’s an email in their inbox each and every month. Don’t leave it too long (i.e. more than a month), but don’t bombard them either.

When you launch a new product or service, let your email list be the first to know. If you have a special offer on, drop it in their inboxes first. Give them exclusive access to content and special deals for their eyes only.

Make them your bestie and their loyalty will follow.

Make Email Marketing Your Secret Weapon

Email marketing is a tool small businesses ignore at their peril.

You are creating a resource which is uniquely yours, stays with you and your business and speaks to your clients directly.

You’re Not Alone!

If you’re struggling, there are tons of free resources online which can help you. Getting off the ground is often the hardest part!

There are also plenty of freelancers out there who are more than happy to jump on board with your business and get things set up for you.

If you’d like help setting up a regular newsletter, building a sales funnel through email, or even if you’re just having trouble finding time to get words on a page, get in touch today.

Together we can harness the power of email marketing!