Email Marketing Still Works. Here's Why Your Small Business Should Be Using It
Let's get the two biggest objections out of the way first.
"I never open marketing emails. Why would my customers open mine?"
"I don't have time to create emails on top of everything else."
Both of those are valid.
Emails without value are useless. And it does take real time, not just to create them, but to plan them out so that every single one actually matters to the person reading it.
But here's the thing most business owners get wrong:
A lot more people open emails than you think.
The Numbers Don't Lie
We run email campaigns for our clients regularly, and we're often surprised by the results ourselves.
One of our clients runs a yearly voting event that lasts a couple of weeks. We send email blasts on certain days throughout the campaign.
The difference in voting participation on the days we send emails versus the days we don't?
It's not subtle.
It's clear, measurable, and repeatable.
That's not theory. That's what email marketing actually looks like when it's done with intention.
"But What Would I Even Send People?"
This is one of the most common questions we hear.
And the answer is simpler than most people think.
Every business has value. That's the whole point of a business, whether you're providing a service, feeding people, or just making someone's life a little easier.
The type of value you offer in an email will vary depending on what you do.
If you're a plumbing company, you could give away helpful information like "what to do if your toilet's clogged."
If you're a donut shop, maybe you give away a free donut every now and then.
The idea isn't just to give away free stuff.
The goal of marketing is to stay top of mind for when that potential customer needs something you provide.
Their toilet clogs and they think of you first.
They need breakfast and you're the only place that comes to mind.
That's the long game of marketing.
And email is one of the best ways to stay right there in your customer's inbox, showing up consistently with something worth opening.
You Don't Need to Send Emails Every Day
Here's where people overthink it.
Most of our clients send two to four emails per month.
That's it.
Sometimes more during a big event or a seasonal push, but the baseline is usually pretty manageable.
You don't want to overload your customers' inboxes. That just leads to unsubscribes.
And not every email needs to be a portfolio piece. Sometimes it's just:
A new product you're offering
A discount on a service
A quick update or reminder
Simple. Valuable. Consistent.
That's the formula.
How to Get Started (Even on Your Own)
If you're not ready to bring in a marketing team yet, here's the bare minimum to get moving.
Pick a platform. Mailchimp is probably the most well-known option out there, but there are several platforms that can get the job done.
Start collecting emails. Add a signup form to your website, mention it on social media, ask for it at checkout. Once you have around 500 to 1,000 subscribers, you'll start to see some real results.
Send your first email. And here's a tip, don't make it a "Hey, this is our first email ever!" type of thing. That doesn't give value.
Start as if this is something your business has always done and they've just joined as a subscriber.
Be confident. Deliver something useful. Skip the fanfare.
Down the road, you can introduce automations, like a welcome email for new subscribers, but that's a future move. Right now, just start.
"But I'm Already Posting on Social Media…"
Good. Keep doing that.
But email is another touchpoint.
The more opportunities you have to show up in front of your customers, the better your chances of being the first name they think of when they need what you offer.
Social media is one touchpoint.
Email is another.
A consistent brand across all of them? That's when things really start working.
Email doesn't replace your social presence, it adds to it. It gives you a direct line into someone's inbox, no algorithm in the way.
The Bottom Line
Email marketing isn't dead. It isn't spam. And it isn't just for big companies with massive lists.
It's one of the most effective tools a small business can use to:
Stay top of mind
Build trust over time
Drive real, measurable action
The businesses that win long-term are the ones that show up consistently, not just on social, not just on their website, but in every place their customers are paying attention.
Email is one of those places.
Ready to start using email marketing for your business?
Whether you want to build it yourself or bring in a team to handle it for you, we're happy to talk it through.
No pressure. No sales pitch. Just a real conversation about what makes sense for your business.
Frequently Asked Questions About Email Marketing for Small Businesses
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Yes. Email consistently delivers strong results for small businesses. Open rates are higher than most people expect, and email gives you a direct line to your customers without relying on social media algorithms.
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For most small businesses, two to four emails per month is a good starting point. You want to stay consistent without overwhelming your subscribers. Frequency can increase around events or seasonal promotions.
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Anything that provides value to your customers. That could be helpful tips related to your industry, product announcements, special discounts, event reminders, or behind-the-scenes updates. The goal is to stay top of mind, not just sell.
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Around 500 to 1,000 subscribers is a solid starting point to see meaningful results. But don't wait to start collecting, add signup forms to your website and social media now so your list is growing while you plan.
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Mailchimp is one of the most popular options, but there are several platforms available depending on your needs and budget. The most important thing is choosing one and getting started.
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No. Skip the "welcome to our first email" approach. Instead, lead with value, treat it like something your business has always done. Confidence matters more than a formal introduction.
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Absolutely, and you should. Email is another touchpoint in your marketing strategy. The more places you show up consistently, the more likely customers are to think of you first when they need what you offer.
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That's where a marketing team comes in. A good partner can help you plan topics, create the emails, and schedule them to go out on your behalf, so email marketing gets done without adding to your workload.
