Why Email Newsletters for Small Business Still Work (and How to Get Started)

With all the buzz around TikTok, Instagram Reels, and other trends, you might be wondering if email newsletters are a bit... well, old-fashioned.

Email newsletter may not feel as exciting as creating viral content. But email newsletters for small businessses are still one of the most effective and affordable ways to connect with your audience.

The numbers don't lie. Email marketing consistently delivers an average ROI of £36 for every £1 spent.

So if you're on the fence about starting a newsletter, let me share why this reliable marketing method should be part of your strategy.

How Email Newsletters Help You Build Relationships

Email newsletters are a direct and personal way to stay connected with your clients or customers. Unlike social media posts that can get lost in busy feeds, newsletters arrive straight in your audience’s inbox, ready to be read whenever they choose.  

Why email works  

• It’s the preferred communication channel: According to recent studies, 72% of consumers prefer email as their primary method of communication with brands (source: Statista).  

• Emails get higher engagement rates: Email open rates average around 20–25%, compared to social media posts that often struggle to reach even 5% of your followers organically (source: Campaign Monitor). 

Email Marketing is low-cost and low-risk

Email marketing is one of the most budget-friendly ways to promote your business. Unlike paid ads or sponsorship, newsletters require minimal investment while delivering high returns.  

Benefits of email marketing  

• Affordable: Most email platforms like Mailchimp or ActiveCampaign offer free or low-cost plans for small businesses.  

• Efficient: Once you’ve set up a template and design, creating future newsletters becomes quick and straightforward.  

• Targeted audience: Your subscribers have already opted in to receive your emails, meaning they’re more receptive to your content compared to general advertising efforts.  

For small business owners who are mindful of their budgets, newsletters are an excellent way to market effectively without breaking the bank.  

How Email Newsletters for Small Business Drive Sales

One of the biggest benefits of an email newsletter is its ability to generate leads and sales. Your subscribers are already familiar with your brand, making them more likely to engage with your offers and promotions.

• Exclusive offers: Offer time-sensitive discounts or promotions exclusively for your mailing list. This creates urgency and rewards loyalty.  

• Product highlights: Showcase new products or services with compelling descriptions and visuals.  

• Call-to-actions (CTAs): Include clear CTAs that encourage readers to make a purchase, book a service, or contact you for more information.  

Use Newsletters to Educate and Build Authority

Email newsletters are also an opportunity to offer educational and informative content to your audience. When you share relevant insights about your industry or niche, you position yourself as a trusted authority in your field.  

Ideas of content to include in your newsletter:  

• Tips and advice related to your industry or services.  

• Updates on new products or services you’re offering.  

• Announcements about upcoming events or promotions.  

• Behind-the-scenes insights into your business operations.  

Tips to Make Your Newsletter More Effective

Here are some additional tips based on recent trends:  

1. Personalise Your Emails  

Personalisation goes beyond adding someone’s name at the top of the email. Use segmentation tools in platforms like Mailchimp or Klaviyo to send tailored content based on subscriber preferences, behaviour, or location. For example:  

• Send product recommendations based on past purchases.  

• Share event invites specific to their region.  

Emails with personalised subject lines have been shown to increase open rates by up to 26%, according to Campaign Monitor.  

2. Optimise for Mobile  

Over 70% of emails are opened on mobile devices, so make sure your newsletter design is mobile-friendly:  

• Use short paragraphs.  

• Include clear CTAs that are easy to tap.  

• Avoid oversized images that take too long to load.  

3. Test Subject Lines  

Your subject line is the first thing readers see - make it count! A/B test different subject lines to see which ones drive higher open rates.  

Need Help Starting an Email Newsletter?

If starting a newsletter feels overwhelming or time-consuming, I’m here to help!  

From writing engaging content and designing templates to scheduling and sending emails, I can take care of everything so you can focus on running your business.

Send me an email or book a call - we’ll create a newsletter strategy that works for you!