(Because “marketing budget” shouldn't be a synonym for “second mortgage.”)
Here’s a crazy stat to kick us off:
For every $1 you spend on email marketing, you get back about $42.
That’s not just good ROI. That’s elite-level ROI.
It even beats paid search, social ads, and that guy standing on the corner spinning a sign for your business.
And get this: 81% of small businesses say email marketing is their #1 channel for acquiring and retaining customers.
Why? Because email cuts through the noise. It’s personal. Direct. And nobody can “algorithm” you out of your own inbox.
When you collect an email address, you’re not just getting a lead—you’re building an asset. Your email list belongs to you. No filters. No boosted post fees. No guessing games. Just real connections with your audience whenever you want.
You can’t email people if you don’t have their email addresses. Shocking revelation, we know. So let’s start with the basics.
Add a signup form or a pop-up. Offer something in return—like “Subscribe for 10% off your first order” or a free guide with service tips.
If you just slap a form on your homepage that says “Join Our List,” don’t expect miracles. Give people a reason.
Running a brick-and-mortar in Florida? Use a simple signup sheet or a tablet. “Join our VIP list for exclusive offers” sounds way cooler than “Give us your email so we can annoy you.”
Repeat after us: Never, ever, ever buy a list.
You want people who want to hear from you. (Also, buying lists can get you flagged for spam faster than you can say "unsubscribe.") Always use opt-ins.
Already have past client emails? (And permission to use them?) Great. Start there. They’re already familiar with your brand, and they’re more likely to open your messages.
Now that you’re collecting emails like Pokémon cards, you’ll need a tool to manage them.
You don’t need to sell a kidney to afford a good email platform. Some beginner-friendly favorites include:
Signing up usually takes less time than ordering a coffee. Create your account, import your contacts, and use a template to whip up a decent-looking email—no graphic design degree required.
You’ve got the list and the platform. Now: what the heck are you sending?
Every email should either:
If it doesn’t, rethink sending it. Seriously. Inboxes are already war zones.
Your subject line is the bouncer at the club. If it’s boring, nobody’s getting in.
Keep it short. Make it catchy. Personalize if you can.
(Example: “Florida Summer Deals You’ll Regret Missing ☀️” > “Monthly Newsletter #7”)
Don't spam people like it’s 2006.
Start with once a month. Maybe twice if you have something genuinely worth sharing.
Consistency > Quantity.
If you’re gonna do this, do it right.
Even basic stuff like using the subscriber’s first name boosts open rates.
“Hey Jessica” feels way better than “Dear Valued Customer.”
Later down the road, you can separate your list by customer interests or behaviors.
For now, just know: targeted emails = better results.
Over half of emails are opened on phones.
Use a simple design, big buttons, and short paragraphs. Nobody wants to pinch-zoom an entire novella.
Tell them what to do next.
Visit your site. Book an appointment. Snag the discount. RSVP.
Make your CTA easy to find and click.
Your list is alive. Treat it that way.
Add “Forward to a Friend” links. If you’re giving out discounts, people love sharing.
Run a simple contest or giveaway.
“Enter your email for a chance to win a free month of service!” Easy, ethical, effective.
Occasionally include a mini survey.
(“What content do you want to see next?”)
People love giving opinions. Especially when it helps shape what they get.
Listen up. This part’s boring, but important.
Always include:
Good news: most email tools handle this automatically. Still, double-check.
We’re saying it again louder for the people in the back: Do. Not. Buy. Lists.
It’s an extra step (user confirms their email address), but it gives you a gold quality list with people who really want to hear from you.
If you’re not tracking it, you’re just guessing.
Benchmark:
20–30% open rates are solid.
Anything above 3–5% click-through? You’re doing great.
A few unsubscribes = normal.
A mass exodus = Houston, we have a problem.
Ten engaged people on your list are better than 1,000 ghost subscribers.
Focus on quality first.
Congratulations—you’re now smarter about email marketing than 90% of your competition.
Start small. Send your first newsletter. Test a welcome email. Build the habit.
In future blogs, we’ll dive deeper into fancy stuff like automation sequences, segmentation ninja moves, and advanced CRM strategies. (Spoiler: it’s easier than you think—and way cooler than chasing cold leads.)
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