Email Marketing Essentials for Small Businesses: Best Practices for Starting and Building Your Email List 

Email marketing is the practice of sending commercial-focused messages to a group of subscribers, using email as your method of delivery. 

For example, 

• A promotional email announcing the launch of your latest product or offer.
• Newsletters that provide value (such as tips or guides) to keep your audience engaged and to build your customer relationship.
• Emails that incentivize customer loyalty through early access, exclusive discounts or limited time offers only available to subscribers.

Email marketing continues to be one of the most cost-effective forms of digital marketing. When integrated into your marketing strategy effectively, it can significantly boost customer engagement and sales for small businesses.

In this blog post, we’ll guide you through the process of creating a successful email marketing strategy tailored to your small business needs. 

We’ll explore how to craft engaging email campaigns, grow your subscriber list while staying compliant with CASL (Canadian Anti-Spam Legislation), and the metrics you should use to track your email performance so you can continuously improve your efforts. 

Why Is Email Marketing Essential for Small Businesses?

From online strategies like social media and Google ads to offline tactics like networking, a diverse marketing plan is key for any small business. Choosing how to allocate your resources, however, can be challenging. 

Here are some reasons you likely want to invest more of your time and energy into email marketing. 

1. It’s cost effective. On average, email marketing provides an ROI (return on investment) of $42 for every $1 spent. Compared to most other marketing tactics, this return is staggering! 
2. It allows for direct communication. Email allows you to engage with your customers directly through their inboxes, helping to build a stronger personal relationship and greater brand awareness over time. Because subscribers have willingly opted in to hear from you, they’re also more receptive to your messages, making it more likely they’ll open and engage with your emails. 
3. It allows for personalization. Using different email targeting tools and tactics, you’re able to tailor your messages to specific audience segments based on their preferences or behaviour.
4. Email automations save time. Emails can be scheduled in advance and entire email sequences can be automated. These features can streamline your workflows and allow you to deliver timely, personalized content like welcome emails or cart abandonment reminders. 

Let’s explore how email might fit into your overarching marketing strategy and plans. 

How to Build Your Email Marketing Strategy 

1. Define your email marketing goals

What are you hoping to achieve through email marketing? 

Maybe you’re sales-driven and are hoping to increase product sales or service bookings by sending promotional emails or reminders. Maybe you’re looking to drive traffic to your website or blog by sharing new content or offers. Or, maybe you’re focused on engagement and are looking to build stronger relationships with your audience through newsletters or educational content. 

Deciding on 1-2 goals can help you streamline your efforts, write effective copy, and create an attainable plan to reach these targets. 

2. Focus on understanding your target audience

Who are you speaking to? Who is your ideal client? What challenges or pain points do they face? What kind of content will resonate with them? What would make their lives easier?

Consider the demographics and behavioural insights of the customer you’re trying to reach. What is their age? Location? Job title? What kind of emails or social media content have they engaged with in the past? How often do they make purchases? 

These questions can help you to decide how to focus the subject and content of your emails. Will regular promotions or event invites resonate most? Or should you focus on more information-based emails with tips and resources? 

If you don’t have this data yourself, consider asking your audience for their feedback, or looking to others in your industry for inspiration. You can always shift your strategy as time goes on and you gather your own personalized insights. 

3. Plan your email content and schedule 

Based on the above considerations, you can make informed decisions about the types of emails you plan on sending out, as well as their frequency. 

• Promotional emails. These emails are focused on highlighting sales, special offers, or new products as they’re released. Giving your subscribers early access to offers or sales is a great way to build trust and loyalty! 
• Welcome emails. Automatically sent to new subscribers, welcome emails are focused on introducing them to your brand. At the beginning of your journey, one email will suffice. It should outline who you are and what your brand is about. However, as time goes on I recommend building on this one email. Best practice here is to create an automated series of 3-6 emails, sent over an extended period. These emails should share more information about you as the founder, your values, your company, your offers, any free resources you have available, and how people can work with you. Here’s a great overview of what this sequence could look like. 
• Newsletters. Newsletters share valuable information, tips, or business updates. Connect with your audience on a personal level in these and consider asking for their feedback! Encouraging engagement is a great way to add a touch of personalization and build rapport with your audience. 
• Educational emails. These emails provide guides or how-tos related to your industry. They could also include snippets of blog posts you’ve recently published, in order to encourage subscribers to click-through to read the full post. Repurposing content is key! Don’t overwhelm yourself by trying to reinvent the wheel with each email or piece of content you create. 

In terms of frequency, best practice is to start with a consistent, low frequency such as monthly or bi-weekly emails, and then adjust your schedule based on engagement metrics and available resources. 

A Brief Comparison of Popular Email Marketing Tools

Here’s a quick glance at four popular email marketing platforms, Mailchimp, Constant Contact, Brevo (formerly SendinBlue), and Benchmark Email. Take a look to see which tool fits your business needs best. 

Tool	Features	Pricing	Ideal For
Mailchimp	User-friendly with a drag-and-drop email builder. Integrated SMS campaigns. Generative AI tools can support content creation.	Free plan available for up to 500 contacts.	Beginners and small businesses.
Constant Contact	Great customer support options. Offers event marketing features. Offers AI writing assistance. A variety of customizable templates are available.	Starts at $12.00 USD/month, based on number of contacts.	Small businesses with event needs. Those looking for accessible customer support.
Brevo (Formerly SendinBlue)	Build from scratch with the drag and drop editor or choose a ready-made template. AI content creation tools available, as well as predictive sending AI which optimizes email send times for individual recipients. 24/7 customer support. SMS integration.	Free plan includes 300 emails per day.	Transactional emails and automation. Businesses needing multi-channel reach.
Benchmark Email	Focuses on automation and analytics with a drag-and-drop editor. AI tools. Personalized customer support, 24/7. Emails are mobile responsive and easily branded.	Free for up to 3,500 emails per month. Paid plans start at $13USD/month.	Senders who want to pay based on monthly emails sent, rather than the size of their subscriber list.

Take the time to explore these tools so you can compare their features, pricing, and focus as it relates to your brand needs. 

Key features to look for include template options (these are pre-built email designs that are easy to customize), automation capabilities so that you can set-up workflows for automatic follow-ups or triggered emails, and analytics (detailed insights into open rates, click-through rates, and conversions will help you optimize your email marketing strategy). 

While you can always upgrade platforms later, it can be time consuming to transfer your contacts, set-up new email automations, build branded templates, and learn the ins and outs of a new platform. So, try to pick a platform that will grow with your business and goals over time.

How to Create an Engaging Email Campaign

Once you’ve selected and set-up your chosen email marketing system, it’s time to create your first campaign. 

Follow the below guide to ensure the emails you send are primed to capture your audience’s attention, and encourage engagement. 

1. Craft the perfect subject line

Your subject line is the first chance you have to grab your audience’s attention. Experts generally agree that the average person receives around 120 emails each day and standing out amidst a busy inbox like this can be a challenge. 

To increase open rates, keep your subject line short and intriguing – I recommend aiming for 6-10 words. Use questions or action-oriented words to grab attention. You can also include the recipient’s first name for a personalized touch!

Here are some examples of engaging subject lines you can save for future use,

• “Don’t Miss Our Biggest Sale of the Year!”
• “Here’s What You’ve Been Waiting For, [First Name]!”
• “Here Are Your Next Steps, [First Name]!”
• “[First Name], This Offer Was Made Just for You!”
• “You’ve Earned This – Open Up for a Special Reward”
• “Get 50% Off Your Next Order – Here’s How!”
• “Can We Let You in on a Secret?”
• “Last Chance: Offer Ends Tonight!”
• “5 Tools to Simplify Your [Insert The Pain Point You Solve Here]”
• “6 Must-Haves for Every [Industry] Pro”

You know your audience best. What are they looking for? How can you spark their attention? Tweak these prompts to fit your audience and industry, and use them as desired based on your marketing and email goals. 

2. Personalize and segment your audience appropriately

As you continue to grow your email list and expand your efforts, personalization and segmentation will become more important. 

However, even at the beginning of your journey there are opportunities for you to customize your emails based on the subscriber. 

A simple starting point is by utilizing data fields like “first name” to customize your emails. Personal touches like this can help your audience feel special, and personalized emails are shown to have higher open and click-through rates. 

Make sure you collect your subscriber first and last names when they sign up! You should be able to do this automatically through your chosen email marketing software. 

Another personalization option available is audience segmentation. Not everyone who signs up to your email list will do so for the same reason. 

For example, as a digital marketer, I have some people who sign-up to my email list to be the first to hear about openings in my web development schedule, while others might sign-up to learn about upcoming workshops I’m teaching. 

Most email marketing software options will allow you to add a tag to your subscribers to segment them into different groups. Grouping subscribers based on their demographics, where they signed up for your list, and/or their behaviour will allow you to send each subscriber more personalized and relevant content. 

For example, 

• New subscribers (will indicate who to send a welcome email to).
• Customers who haven’t made a purchase in 6 months (allows you to target them with re-engagement offers).
• If you have multiple opt-in offers (or freebies) that speak to different offers or areas of your expertise, you can target subscribers with information and offers that appeal to their specific interests.

3. Draft your email content and visuals keeping best practices in mind

While you can (and should!) modify email content and design based on your brand and ideal client, there are general email best practices we recommend following in order to streamline your marketing efforts. 

When it comes to your written content, it’s important to use clear and concise messaging. Keep your emails focused on one main message or CTA (call-to-action) which aligns with your email goals. 

Strong, actionable language like “Shop Now,” “Learn More,” or “Claim Your Offer,” can help encourage clicks and conversions. 

Otherwise, you risk your message becoming diluted, or overwhelming readers. 

When it comes to the design elements of your emails, here are a few things to keep in mind: 

• Use bold fonts or buttons for your CTAs so they stand out and encourage action. 
• Use images to break up text, but ensure these visuals don’t overshadow the message. 
• Images should be high-quality, but make sure you optimize their size for faster loading times! This is especially important on mobile devices. 
• Focus on mobile friendly designs – almost 50% of all emails are opened on mobile devices so it’s important to cater to those users. This means using a single-column layout for easy reading, keeping subject lines concise (under 50 characters to coincide with the smaller screen), using legible font sizes, opting for responsive email templates, and ensuring CTA buttons are large enough to tap. 
• Keep paragraphs short and use bullet points to improve readability. 

Always test your emails before you send them out (on desktop and mobile devices) to confirm that everything is functional. 

Building Your Email List 

Setting up effective email marketing systems is one thing, but developing a strategy to grow your list with engaged, relevant subscribers is another thing entirely.

To begin, it’s important to note that Canada has Anti-Spam Legislation in place (CASL). There’s nothing more frustrating than continuously receiving emails that have no relevance or value to you. Worse still are those that seem designed to mislead or take advantage of you. 

To try and create a safer email environment, Canadian anti-spam regulations state that you must obtain clear, explicit consent from individuals before sending them commercial electronic messages. 

Further to this effect, required in every email you send out are two elements: an unsubscribe option (ensure this link is easy to find and use), and your business’s physical address and contact information. It’s also important to keep record of when and how subscriber consent was obtained for compliance purposes.

In order to build a list of interested subscribers, it’s up to you to showcase the value that your audience will receive when they opt-in. Revisit what you know about your target customer. How are your emails going to benefit them? How can you ease or solve their pain points? What are they looking for? 

Often the best strategy for building your email list is to create a lead magnet. This is when you offer something valuable such as a free resource or exclusive discount in exchange for an email address. 

Think about the email lists you’ve subscribed to in the past. Why did you decide to opt-in? You need to create a similar sense of desire or urgency for your prospective customers and clients. 

For example, 

• A free eBook or guide relevant to your business,
• Exclusive content, or 
• 10% off their first purchase as a thank you for signing up. 

Through your email software, you can create a form on your website where those interested can choose to enter their name and email address to be added to your list. 

These opt-in forms should be clearly placed on your homepage, blog, and/or landing pages. Keep them simple, with minimal fields to increase sign-ups! 

Once this form is live, use your other marketing efforts as a way to increase visibility of your offer or discount. Link your email sign-up form on your social media profiles or share it in networking groups to grow your list over time. 

Ensure that you automate the delivery of that first email with your promised freebie or discount so that subscribers receive it immediately. 

Collecting Data and Measuring Results

As with any area of business, your email marketing strategy will change over time. To ensure your efforts evolve in an upward, progressive direction, it’s important that you rely on analytics and data for insights. 

Here are some key metrics to learn and monitor: 

• Open Rate: this is the percentage of recipients who open your email. Aim for 20-25%.
• Click-Through Rate (CTR): this is the percentage of recipients who clicked on links within your email. A good CTR is between 2-5%. Click-throughs will ideally lead to conversions. 
• Conversion Rate: this is the percentage of recipients who completed the desired action (for example, making a purchase or signing up for an event based on the CTA behind the email).
• Bounce Rate: these are emails that couldn’t be delivered. High bounce rates may indicate issues with your list. 

Use these insights to refine your email strategy moving forward. 

For example, if open rates are low, your subject lines are likely to blame. If your click-through rate is low, consider if your CTA is clear and enticing enough. If conversions are low, make sure all of your links are working properly. 

A/B testing can help you further analyze your data. This is a method of comparing the performance of two versions of a similar email to determine which is more effective. This could mean sending two emails with different subject lines, CTAs, or email layouts to see which works best. 

For example, say your goal is to promote a 20% off discount. You could send one version of your email with a question in the subject line like, “Want to save on your purchase?,” and another version blatantly stating, “Get 20% off your next order!” After a set period of time, compare the open and click-through rates of each email to see which performs better. 

Alternatively, you could play with the CTA within the email. If you’re trying to increase sales of loungewear for example, maybe you could send one email where the CTA button reads, “Grab Yours Now,” and an alternate email where the CTA is, “Experience Greater Comfort.” This simple change in phrasing (one being action-oriented whereas the other is benefit-oriented), could drastically influence click-through rates, as well as giving you additional information about what motivates your audience. 

When A/B testing, avoid changing too many elements all at once. Otherwise, it will be difficult to pinpoint which change caused the shift in results.

It’s Time to Grow Your Email List

We’ve covered a lot within this guide that will support you in clarifying your email marketing strategy and growing your list over time. 

Here’s a recap of how to get started: 

1. Build a clear strategy with defined goals. What is the intention behind your email marketing efforts? What are you hoping to achieve? How will you know when you’ve reached your goals? 
2. Choose the right email marketing tool for your business. There are a variety of email marketing platforms on the market which can support you in gaining subscribers and sending automated email campaigns to your audience. Choose one that fits your current needs and that will grow with you and your business. 
3. Build your opt-in offer to grow your email list. Craft an irresistible opt-in offer or discount to entice your audience. Embed a simple opt-in form on your website which allows your audience to claim this offer in exchange for their name and email. 
4. Design an email campaign keeping CASL in mind. Focus on personalization and segmentation for greater engagement. Remain consistent in the frequency with which you send emails so that your subscribers don’t forget about you. Be realistic! It’s okay to start with a newsletter once a month. You can always increase this frequency as your business grows and you’re able to commit more time or resources to your email marketing. Ensure each email has an unsubscribe button so people can opt-out when no longer interested. 
5. Track your results and optimize future emails based on data. Don’t hesitate to shift your strategy as time goes on and you acquire more feedback from your subscribers. 

Ready to take things to the next level? I’ve written an entire post on email sequencing which is a great follow-up to this post.