Email Marketing Guide for Small Business Marketers

I’ve used email marketing, for years, to help grow my personal brand. A good email list keeps your brand top of mind to your customers and future customers. Below we have a list of email service providers to consider using.

Email marketing is one of the most powerful tools at your disposal as a small business owner. Unlike social media, where algorithms dictate who sees your content, email marketing gives you direct access to your audience. It allows you to build relationships, establish trust, and drive consistent sales. In this guide, we’ll walk through the key aspects of email marketing and how you can use it to grow your business effectively.

If you want to really build your personal brand, leverage email marketing.

Why Is Email Marketing Important?

Email marketing remains one of the most effective ways to reach your customers and drive revenue. Here’s why:

• Direct Communication – Unlike social media, where content can get lost in the noise, emails land directly in your customer’s inbox.
• High ROI – Email marketing has one of the highest returns on investment (ROI) among digital marketing channels.
• Automation Opportunities – You can set up automated emails to nurture leads, welcome new subscribers, and follow up with past customers.
• Builds Relationships – Consistently showing up in your customer’s inbox helps establish credibility and trust.

Keeping Your Brand Top-of-Mind with Email Newsletters

One of the best ways to leverage email marketing is through regular newsletters. Your newsletter should serve as a friendly reminder that you exist and that you have a solution for your audience’s needs.

• Stay Relevant – Regular email contact ensures that your business stays in the minds of your customers.
• Educate & Inform – Provide value by sharing industry insights, helpful tips, or success stories.
• Subtle Selling – While every email doesn’t have to push a sale, your audience should be aware of your offerings.

Own Your Database—Don’t Just Rely on Social Media

Many small business owners make the mistake of relying solely on social media to reach their audience. This is risky for several reasons:

• Algorithm Changes – Social media platforms frequently update their algorithms, which can reduce your content’s visibility.
• Platform Ownership – If your account gets suspended or the platform shuts down, you lose access to your audience.
• Direct Control – With email marketing, you own your contact list and can reach your audience without interference.

How to Build an Email List

Growing an engaged email list takes time, but it’s worth the effort. Here are some proven strategies:

• Offer a Lead Magnet – Give away something valuable (e.g., an eBook, discount, webinar) in exchange for an email signup.
• Use Signup Forms – Place email signup forms on your website, social media pages, and checkout pages.
• Leverage Events – Collect emails at in-person events, trade shows, or webinars.
• Run Contests & Giveaways – Encourage people to enter with their email in exchange for a prize.

Avoid Buying Email Lists or Spamming People

It might be tempting to purchase a ready-made email list, but this is a bad practice.

• Low Engagement – People on a purchased list don’t know you and are unlikely to engage.
• Legal Issues – Many countries have strict regulations against unsolicited emails.
• Reputation Damage – Sending unwanted emails can lead to spam complaints and hurt your email deliverability.

Know Your Audience and Your Purpose

Before you send emails, consider:

• Who You’re Writing For – Are they existing customers, potential buyers, or past clients?
• Why You’re Writing – Are you educating, promoting, or nurturing relationships?
• What Action You Want Them to Take – Each email should have a clear call-to-action (CTA).

Crafting an Engaging Email Newsletter

Your newsletter should be valuable, not just a sales pitch. Aim for a mix of:

• Educational Content – Tips, how-tos, industry insights.
• Engaging Stories – Share customer success stories or behind-the-scenes looks at your business.
• Occasional Promotions – While selling is okay, it shouldn’t be the focus of every email.

The Power of a Good Subject Line

Your subject line determines whether someone opens your email. Make it:

• Short & Clear – Aim for 6-10 words.
• Intriguing – Spark curiosity without being misleading.
• Personalized – Use the recipient’s name or relevant details when possible.

Examples:

• “5 Quick Tips to Boost Your Business Today”
• “Your Exclusive Discount Inside”
• “We Thought You’d Like This…”

Images Are Nice But Not Essential

While images can enhance your email, they aren’t always necessary.

• Keep Load Speed in Mind – Too many images can slow down your email and cause delivery issues.
• Ensure Readability Without Images – Some email clients block images by default, so make sure your message is clear even without visuals.
• Use Alt Text – If you include images, add alt text so visually impaired users or blocked images still convey the message.

Keep Emails Concise and Impactful

Your emails don’t need to be long—just long enough to get your message across.

• Be Clear & Direct – Respect your reader’s time.
• Use Short Paragraphs & Bullet Points – Makes content easier to scan.
• Always End with a CTA – Tell readers what you want them to do next.

Beyond Email Marketing – Marketing Automation

Sending an email newsletter is just one part of your journey. As you get comfortable with email marketing, I encourage you to uplevel your sophistication and do more to better connect with your email audience.

Marketing automation enables you to schedule emails to send out, ahead of time. People can sign up to your email campaign and every week, an email can be sent. You schedule it out and keep adding to your email campaign.

In addition, marketing automation let’s you automate your marketing. For example, if a customer clicks on a link, then send them an email that goes to them that’s a DIFFERENT email than if they clicked on a different link or not one at all. Marketing automation is a powerful tool in your marketing arsenal.

Final Thoughts Email marketing is one of the best ways to stay connected with your audience, build trust, and drive business growth. By providing valuable content, respecting your audience’s inbox, and consistently showing up, you’ll see better engagement and increased revenue over time. Start small, refine your approach, and watch your email marketing efforts pay off!

Email Service Providers (with Marketing Automation)

• Mailchimp
• Constant Contact
• ConvertKit
• Active Campaign
• Aweber
• Keap
• Hubspot
• Drip
• Kartra
• Kajabi