How to start email marketing for a small business

Email is one of the cheapest ways to grow a small business, and it pays off. On average, businesses make about $36 back for every $1 they spend on email — more than any other channel.

Here is the big idea: on social media, the app decides who sees your posts. With email, you talk straight to people who asked to hear from you. That list is yours.

That is the whole case for email in one line. Below are six simple steps, with a checklist at the end.

Step 1 — Pick an email tool

The most important choice is how the tool charges you.

Most email tools charge by how many contacts you store. So your bill goes up as your list grows — even if you email people less often. A few tools (like Bluey) charge by emails you actually send. If your list is big but you don't email it every day, pay-per-send is usually cheaper and easier to predict.

Step 2 — Build your list the right way

Ask people to join. Never buy a list.

Buying a list feels fast, but it backfires. Those people never asked to hear from you, so they mark you as spam — and that gets your email blocked for everyone. Bought lists also break the law in many places, with fines that can reach thousands of dollars per email.

Instead, give people a reason to sign up. The best trick is a lead magnet — a small, useful freebie in exchange for an email address. For example:

• A coffee shop offers “10% off your first order.”
• A gym offers a “free 5-day meal plan.”
• A shop offers a “size & fit guide” so people buy with confidence.

Put a signup box in your website header, footer, and as a small popup.

Step 3 — Get your email trusted (SPF, DKIM, DMARC)

Do this before you send. It's the step people skip and regret.

Since 2024, Gmail and Yahoo block bulk email that isn't “signed.” It doesn't go to spam — it doesn't arrive at all. To prove your email is really from you, you add three small records to your domain: SPF, DKIM, and DMARC. Think of them like a passport for your email. It takes about 15 minutes. The full background is in our complete guide to email deliverability.

After Gmail started requiring this, the number of fake, unsigned emails people got dropped by 75% (Google, 2023). We show you exactly what to paste, step by step, in how to set up SPF, DKIM & DMARC.

Step 4 — Send your first email

Keep it simple. Say hello.

Your first email doesn't need to be fancy. A good one has a short subject line, one clear button, and looks good on a phone (most people read email on their phone). Here is what one could look like:

Send a test to yourself, check it on your phone, then hit send.

Step 5 — Turn on your automatic emails

This is where email starts making money while you sleep.

Automations (also called flows) are emails that send themselves when someone does something — like joining your list or leaving items in their cart. They're a small share of your emails but a huge share of the money. Start with our guide to email automation for beginners.

• Welcome — say hello to new subscribers. Don’t just dump a coupon; introduce yourself first. See welcome email series: templates and examples.
• Abandoned cart — remind people who left items behind. First email 30–60 minutes later, no discount, just a friendly nudge.
• Win-back — reach people who’ve gone quiet for a while.

Step 6 — Check your numbers and improve

Watch four numbers. Fix one thing at a time.

Track your open rate (who opened), click rate (who clicked), conversion rate (who bought), and unsubscribe rate (who left). Then try one small change at a time. Being consistent matters more than sending a lot.

Common questions

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