Guides 2 min read
What Is Email Marketing and How a Small Business Uses It
Email marketing means sending newsletters and automated emails to customers who gave consent. See the types of emails, tools and how to start without a big list.
In this article
Email marketing means sending emails to people who have given you consent: customers, subscribers and people who have enquired. It is the only channel that is fully yours, because no algorithm or platform controls your list.
What email marketing is
Email marketing includes two kinds of emails:
- Campaigns and newsletters. Emails you send to all or part of your list at a given moment: an offer, news, a tip or a seasonal sale.
- Automated emails. Sent on their own when someone does something: signs up, buys, abandons a cart or goes quiet for a while.
The most useful automated emails
- Welcome. A new subscriber gets a signup gift and gets to know your business.
- Abandoned cart. A reminder to a shopper who stopped one step before buying.
- After purchase. A thank you, instructions and a request for a review.
- Repeat purchase or service. A reminder when it is time for a new order, check up or service.
Automated emails work every day with no extra effort, so they are usually the first thing I set up.
Why it pays off
A customer who has already bought is more likely to buy again than someone who does not know you. Email reaches them at the right moment without paying for every impression. That is why it often has the best return of any channel, especially for online stores, clinics, salons and service businesses.
How to start without a big list
- Add a signup form to your website, with a gift such as a discount or guide.
- Ask existing customers whether they would like to receive updates.
- Connect your online store or booking system to your email tool.
GDPR and consent
You may send emails to people who have given consent, and every email must have an easy unsubscribe link. Bought email lists are not allowed and usually end up in spam.
What to measure
Open rate, CTR on links, unsubscribes and most importantly sales or enquiries from email. Emails with a clear call to action get more clicks.
I set up newsletters and automated emails in the email marketing service.
Frequently asked questions
What is email marketing?
Email marketing is communicating with customers and prospects by email: newsletters, offers and automated emails sent after a signup, purchase or abandoned cart.
Is email marketing GDPR compliant?
Yes, when recipients consent to receiving emails and can unsubscribe easily. Bought email lists are not allowed.
Which email marketing tool should I use?
For small businesses Brevo, Mailchimp and MailerLite work well, and Klaviyo for online stores. Brevo is simple and available in many languages.
About the author
Matija Terzić
I am the founder of VRH Agency from Rijeka. I run the whole marketing for businesses, from ads and SEO to websites and automation, so they win more clients and more profit, and I write about it from my everyday work with clients.
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