Social networks change their rules every few months and advertising costs more every year. There is one channel, however, that truly belongs to you: your email list. Nobody can take it away or decide how many of your customers see it. That is why email marketing for small businesses is still one of the most profitable ways to sell more to people who already know you. In this guide we explain how to get started step by step.
Why email marketing still works
- It is your own channel: your contacts don’t depend on an algorithm.
- It reaches interested people: anyone who subscribes has raised their hand.
- It is cheap: sending an email costs very little compared with an ad.
- It can be automated: many emails go out on their own at exactly the right moment.
- Everything is measurable: opens, clicks and sales from every send.
Its real strength is not so much winning new customers as converting and retaining: bringing back people who visited, getting one-time buyers to buy again and turning customers into recommenders.
Step 1: build your list legally
The golden rule: only email people who have given you permission. Buying databases or adding contacts without consent is illegal in most countries, damages your reputation and sends your emails straight to spam.
Simple ways to get subscribers:
- A form on your website, with a consent checkbox and a link to your privacy policy.
- An incentive in exchange for the email: a welcome discount, a useful guide, a checklist or early access to new products.
- At checkout, with an optional checkbox (never ticked by default).
- In your shop or at events, asking for permission in writing.
A small list of interested people is worth far more than a huge list of people who don’t remember you.
Step 2: choose a tool
There are email marketing platforms with free plans to get started and paid options as your list grows. When choosing, check that it offers forms, segmentation, automations and statistics, and that it integrates with your website or online store. Avoid sending newsletters from your normal email account: you won’t be able to measure anything and it is easy to end up flagged as spam.
Step 3: the emails that sell most
Welcome email
This is the most-opened email. Introduce yourself, explain what subscribers can expect and deliver what you promised (the discount or the guide). It is your first impression: make it count.
Newsletter
A regular send with useful content: tips, news, case studies, offers. The key is consistency: one a month every month beats four in one month and none for the next three.
Promotional emails
Launches, sales or special dates. They work better if the list receives valuable content the rest of the time, not just offers.
Automated emails
These work for you while you do other things:
- Abandoned cart: reminds people who left products without buying. One of the most profitable automations in an online store.
- Post-purchase: thanks the customer, explains how to use the product and asks for a review.
- Repurchase: lets them know when it is time to restock a product or renew a service.
- Re-engagement: tries to win back people who haven’t opened your emails for months.
Step 4: write emails that get opened and read
- A clear, specific subject line. “3 ways to cut your electricity bill” beats “November newsletter”.
- One goal per email: a single main call to action.
- Write the way you talk, in the second person and without endless blocks of text.
- Think mobile: most emails are read on a phone.
- A recognisable sender: your brand name or the name of someone on your team.
Step 5: segment
Not all your subscribers want the same thing. Splitting your list into groups (customers and non-customers, interests, location, products bought) lets you send more relevant messages. More relevance means more opens, more clicks and fewer unsubscribes.
The metrics that matter
- Open rate: tells you whether the subject line and sender work. Treat it as a guide, as some email apps distort this figure.
- Click rate: how many people click your links. More reliable than opens.
- Conversions and sales: what really matters.
- Unsubscribes and spam complaints: if they rise, you are sending too much or something people don’t want.
Common mistakes
- Buying lists or emailing contacts without permission.
- Sending only offers and nothing else of value.
- Not having a visible unsubscribe link (it is mandatory and it prevents complaints).
- Sending without a clear goal or measuring results.
- Forgetting the list for months and then sending three emails in a row.
Frequently asked questions
How often should I send emails?
It depends on your business and what you have to say. For most small businesses, one to four sends a month is a good starting point. What matters is regularity and that every email adds something.
How many subscribers do I need to start?
No particular number. You can start with your current customers who give you permission. A small, well-looked-after list can generate sales from the very first send.
Does email marketing work for service businesses?
Yes. For services it usually works very well to stay in touch, build trust with useful content and remind people about your services just when they need them.
In short
Email marketing is the channel that best turns attention into repeat sales: your own legal list, useful emails, automations that work on their own and constant measurement. At Avar Marketing Systems we manage your business’s email marketing from €150/month, connected to your website and your sales funnel. If you want to see how many hours you could save through automation, try it in AVAR LAB or tell us about your business.
Written by the Avar Marketing Systems team: three partners trained in marketing, advertising and management, running their own online stores since 2019. Meet the team →
