Quick answer
Pick an email marketing platform, add a signup form to your website with a clear reason to join, send a welcome email automatically, then email your list on a regular schedule with genuinely useful content and occasional offers. Only email people who agreed to hear from you, and include an unsubscribe link in every message.
Email is one of the few marketing channels you own outright. No algorithm decides who sees your message. If someone joined your list, your email lands in their inbox. That is why small businesses that do it well keep at it for years.
Step 1: Choose an email platform
Do not send marketing emails from Gmail or Outlook. A proper email marketing platform handles signup forms, unsubscribes, templates, automation and the technical setup that helps your emails avoid spam folders.
What to compare:
- How pricing scales as your contact list grows
- Ease of the email editor
- Automation (welcome series, abandoned cart, birthday emails)
- Integrations with your website, shop or CRM
Popular starting points include Mailchimp, Brevo and MailerLite. Ecommerce brands often look at Klaviyo, and creators at Kit. See Mailchimp vs Brevo for a head-to-head.
Step 2: Set up your sending domain
Your platform will ask you to authenticate your domain by adding a few DNS records (usually SPF, DKIM and DMARC). It sounds technical, but it is copy and paste into your domain settings, and it makes a real difference to deliverability. Major mailbox providers increasingly expect it from bulk senders.
Step 3: Give people a reason to join
"Subscribe to our newsletter" rarely works on its own. Offer something specific:
- A discount on the first order
- A useful checklist or short guide
- Early access to new products or appointment slots
- Monthly tips relevant to your customers
Put the form where people already pay attention: your homepage, the footer, blog posts and checkout.
Step 4: Write a welcome email
The welcome email is usually the most-read email you will ever send. Set it to go out automatically the moment someone joins. Keep it short: thank them, deliver what you promised, tell them what to expect and point them to one useful next step.
Step 5: Pick a rhythm and stick to it
A simple monthly email beats an ambitious weekly plan that dies after three issues. A reliable format:
- One useful tip or story
- One update about your business
- One clear call to action
Step 6: Add one or two automations
Once the basics run, automations do the heavy lifting. Good first ones are a three-email welcome series, an abandoned cart reminder for shops, and a re-engagement email for people who haven't opened in months.
Staying on the right side of the rules
Laws differ by country, but some practices keep you safe almost everywhere: only email people who opted in, say who you are, include a working unsubscribe link and a physical business address, and honour unsubscribes promptly. In the UK and EU, GDPR and PECR set the rules. In the US, the CAN-SPAM Act applies. If in doubt, take advice for your market.
What to measure
Track clicks, replies and sales from email rather than obsessing over open rates. Grow the list steadily and remove contacts who never engage, because a smaller, engaged list performs better than a big, silent one.
Frequently asked questions
How often should a small business send marketing emails?
Consistency matters more than frequency. Once a month is a sensible starting point for most service businesses. Ecommerce brands often send weekly. Watch unsubscribe rates and adjust.
Can I buy an email list?
You shouldn't. Bought lists damage deliverability, annoy recipients and can break privacy laws such as GDPR in the UK and EU. Build your own list from people who opted in.
What is a good email open rate?
Open rates vary widely by industry and have become less reliable because some email apps load images automatically. Focus on clicks, replies and sales as better signs of success.
Which email marketing platform is easiest for beginners?
Most popular platforms offer drag-and-drop editors and templates. Beginners usually value a simple interface and a free or low-cost starter plan. Compare a few in our email marketing category.