Every so often someone tells me email is dead. I grew my own list from zero to 7,000+ subscribers in 18 months without social media, and my revenue still comes from that list today... so I'm REALLY not buying it.
If you run a small business and you're wondering where to start with email marketing, this is the plain-English version. What it is, why it works SO well for small businesses, and the six steps I'd take to get started (in the order I'd take them).
What is email marketing for a small business?
Email marketing is collecting the email addresses of people who want to hear from you, then emailing them on a regular basis. Some of those emails teach, some tell a story, and some sell.
That's the WHOLE thing. Even a funnel, which gets talked about like it's something sinister, is just a series of emails (what you do with it is what counts).
Why email works so well for small businesses
Email subscribers reply more. They click more. They buy more. And they actually stick around. I go into the why in why your email subscribers stick around longer than your social media followers, but here's the short version:
- Your email list is a business asset, and there's no algorithm deciding who gets to see your work.
- Email feels like a one-on-one conversation, because it lands in someone's inbox with no reels or memes competing for their attention.
- It's one of the highest-converting tools you can use, with an average return of $36 for every $1 spent.
And you don't need a BIG list for any of this to work. You don't need 10k subscribers. You need 300 right-fit humans who are obsessed with what you do. A small, warm list of people who trust you will always outperform a cold list of randos who forgot why they signed up.
Email marketing for beginners: how to get started in 6 steps
1. Pick where your list will live
You need an email platform to collect your sign-ups and send your emails. I use Flodesk for my list and all my sends, and you can see the rest of my favourite tools on my favourites page. Whichever platform you choose, pick one and get going.
2. Give people a reason to join
That's your freebie, also called a lead magnet. It's the first impression someone has of you, so it's worth a little thought.
The classic PDF still works for attracting sign-ups, but the percentage of people who actually open it and go through it is pretty minimal. That's why I'm a LOT more excited about interactive freebies now... a quiz or a tool that gives someone their own personalised answer. Mine is a free tool that gives you a list-building strategy in about 60 seconds.
If you want to go deeper, here's what an interactive lead magnet is and how to make one, and the psychology of lead magnets that convert.
3. Send one Start Here email
I used to send a traditional welcome sequence, three to five emails over a couple of days. Then I looked at my data and my open and click rates were dropping, so I replaced the whole thing with ONE email. I call it my Start Here email (creative, I know).
It does four things in one go:
- Delivers the freebie
- Introduces me
- Sets expectations
- Gives them something to do
The very first email someone gets from you is where the relationship starts. I'd say your sender name (ie: who the email is from) is almost the MOST important part of it, even more than your subject line. Here's why I send one Start Here email instead of a welcome sequence.
4. Email every week
Commit to one consistent email a week. Pick whichever day suits you (it doesn't have to be 11am every Tuesday), as long as an email goes out EVERY single week, whatever else is going on in your life. That's how people come to see you as dependable.
You don't need to email every day. Unless you love writing daily emails (and your audience loves getting them), that's a one-way ticket to burnout. I'd start with weekly, and fortnightly works too as long as you stick to it.
5. Rotate through four types of email
The question I get asked the most is "what do I even send?" My answer is don't overthink it. Send what you want to send. If you'd like a simple rhythm, cycle through these four:
- Connection emails: your thoughts, your stories and your behind the scenes moments, so people feel like they know you.
- Teaching emails: a reframe, an insight, a pattern you're seeing or a framework. Good teaching creates clarity.
- Invitation emails: ask people to reply, join your community or listen to your podcast. An invitation doesn't have to be a sale.
- Spotlight emails: client wins, stories, case studies, even your own journey, so people can see it's possible for someone like them.
The full breakdown is in the only 4 emails you need to stay consistent with your email marketing, and you can see real examples of what a weekly and monthly email looks like in how to start an email newsletter for your business.
"Consistency builds trust. Trust builds demand. Demand makes selling easier later."
If you're thinking you don't have an offer yet, or clients, or ANYTHING to spotlight... you can STILL email. When I hosted my very first summit at the start of 2022, I didn't have an offer, and I didn't even have a website done properly. Some of those summit participants are STILL on my list today. Your invitations can be as simple as "reply and tell me where you're at".
6. Look after your list
Once you're sending, keep an eye on your numbers and clean your list regularly. I clean mine every month to keep it engaged, so my subscriber count goes down as well as up. Two posts to start with: how to understand and improve your email analytics and how to clean your list and re-engage cold subscribers.
How to grow your email list without social media
A list needs people on it, and you can get them without posting every day. I built mine through email, collaborations and other people's audiences. My full guide covers all of it: how to grow your email list without Instagram or paid ads.
If you'd rather start with one method, these each go into one in detail:
- How to grow your email list with SEO
- Growing your email list with collaborations and SEO
- Growing your email list by hosting free digital bundles
And when you're ready to sell, here's when and how to start selling to your email list (without feeling salesy).
Email marketing for small business: your questions
Do I need a big email list for email marketing to work?
No. A small, warm list of people who trust you will always outperform a cold list of randos who forgot why they signed up. Start with 300 right-fit humans who are obsessed with what you do.
How often should I email my list?
Commit to a consistent weekly email. Fortnightly works too, as long as you stick to it. Every single week (or fortnight), whatever else is going on in your life.
Do I need an offer before I start emailing?
No. You can share what you're learning, document your journey and start conversations. An invitation like "reply and tell me where you're at" counts, and it all builds connection.
Do I need social media to grow my email list?
No. I grew mine from zero to 7,000+ subscribers in 18 months without it, and the guide above shows how.
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