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Email marketing for small businesses: where to start

Updated 2026-09-28

Short answer: Start by collecting emails from customers who want to hear from you, then send one useful email a week or fortnight: an offer, news, or tips. Use a proper email marketing service so emails reach the inbox, keep each email focused on one action, and track opens and clicks to see what works.

1. Build your list

Ask customers for their email at checkout or delivery.
Share a signup form link on your social media bio and receipts.
Put a QR code to your signup form at your shop.
Import existing customers who agreed to hear from you.

2. Decide what to send

New products and restocks
Offers and seasonal sales
Helpful tips related to what you sell
Customer stories and behind-the-scenes

3. Keep it simple and regular

One clear message and one button per email. A regular rhythm (weekly or every two weeks) builds trust and keeps you in the primary inbox.

4. Automate the basics

A welcome email for new subscribers
A thank-you after a purchase
A birthday message
A “we miss you” email for inactive customers

5. Measure

Watch opens, clicks and unsubscribes. Keep what works, drop what does not.

Frequently asked questions

How often should a small business send emails?

Weekly or every two weeks works well for most. Consistency matters more than frequency.

Is email marketing still worth it?

Yes. You own your email list, unlike social media followers, and email reaches people directly at low cost.

Do I need a website?

No. You can collect emails with a hosted signup form and send campaigns without a website.

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