Not Using Email Marketing Yet? Here’s Why You Should.
If your business isn’t seriously using email marketing yet, you’re missing out on one of the most powerful tools available. Facts you should know: there are more than 4.6 billion email users worldwide in 2025 (everyone has an email address, right?). For many small businesses, email is the main channel to acquire and retain customers - more than half of consumers say they’ve made a purchase after receiving a marketing email.
In other words: if email isn’t part of your marketing mix, you’re leaving a huge audience — and serious potential sales — on the table. Here’s how to get it right.
1. Build a Quality Email List
Your emails are only effective if you’re reaching the right audience. Start by:
Adding sign-up forms to your website and social channels
Offering incentives like discounts, free guides, or exclusive content
Collecting emails in-person at events or in-store
Focus on quality over quantity; a smaller, engaged list beats a large, inactive one every time.
2. Segment Your Audience
Not every subscriber should get the same message. Segment your list to improve relevance and engagement:
New vs. returning customers
Subscribers interested in specific products or services
Local vs. nationwide audiences
Segmented campaigns see higher open and click-through rates, meaning more leads and sales.
3. Craft Engaging, Valuable Content
Your emails need to capture attention and provide value:
Subject lines should grab attention and entice opens
Content should solve a problem, provide tips, or offer exclusive deals
Include a clear call-to-action (CTA)
Keep designs simple, mobile-friendly, and visually appealing
Even small businesses can create professional-looking emails with free or low-cost tools.
4. Automate for Consistency
Automation saves time and ensures consistency:
Welcome emails for new subscribers
Abandoned basket reminders for e-commerce
Birthday or anniversary offers
Follow-ups after purchases or events
Automation lets small businesses scale their marketing without needing a full team.
5. Track, Analyze, and Improve
Email marketing isn’t “set it and forget it.” Track metrics like:
Open and click-through rates
Conversions and ROI
Unsubscribe rates
Use this data to test subject lines, sending times, and content. Small tweaks can significantly improve results over time.
In summary…
Email marketing is a powerful, cost-effective tool for small and medium-sized businesses. When done right, it helps you reach and engage your audience, build relationships, and drive measurable sales.
If you’d like help creating an email marketing strategy or campaigns that actually work, I work with businesses to develop targeted, results-driven email marketing that saves time and grows your business.