What Is Email Marketing? A Beginner’s Guide for Small Businesses

If you think email is outdated, think again. Despite the rise of social media and messaging apps, email marketing remains one of the most effective and affordable ways for small businesses to connect with their audience, build relationships, and drive sales.

Email Marketing Defined

Email marketing is the practice of sending targeted emails to a list of subscribers to promote your products, share updates, or build brand loyalty. It’s a direct line to your audience, right in their inbox. In short, it’s one of the most personal and cost-effective digital marketing channels available.

Why Email Marketing Still Works

Here’s why email continues to outperform many other marketing channels:

• High ROI: For every £1 spent, email marketing generates an average return of £36
• Direct access: You’re not at the mercy of algorithms, your message goes straight to your audience
• Highly targeted: Segment your list by interests, behaviour, or demographics
• Automatable: Set up campaigns that run on autopilot (like welcome emails or abandoned cart reminders)
• Measurable: Track opens, clicks, and conversions in real time

Types of Marketing Emails

There’s more to email marketing than just newsletters. Here are the most common types of emails small businesses use:

Newsletters

Regular updates that keep your audience informed and engaged.

What to include:

• Blog highlights
• Company news
• Tips or tutorials
• Upcoming events

👉 Related: How to build an email list

Promotional Emails

Used to drive sales or promote special offers.

Examples:

• Flash sales
• Product launches
• Seasonal discounts
• Free shipping offers

Make sure to include a clear call-to-action (CTA) like “Shop Now” or “Claim Your Discount.”

Welcome Sequences

Automated emails are sent to new subscribers to introduce your brand and set expectations.

Typical sequence:

1. Welcome and thank you
2. Brand story or mission
3. Best-selling products or services
4. Special offer or incentive

Abandoned Cart Emails

If someone adds items to their cart but doesn’t complete the purchase, these emails remind them to come back.

Tips:

• Send within 24 hours
• Include product images
• Offer a discount or free shipping

Benefits of Email Marketing for Small Businesses

Here’s why email marketing is a smart move for small businesses:

• Low cost, high impact
• Builds long-term customer relationships
• Drives repeat business and referrals
• Supports other marketing channels (like content and social media)
• Easy to scale as you grow

Plus, with tools like Mailchimp, HubSpot, or Campaign Monitor, it’s easier than ever to get started, even if you’re not tech-savvy.

👉 Related: How to write effective email subject lines

Final Thoughts

Email marketing isn’t just for big brands, it’s one of the most potent tools small businesses can use to stay connected, build trust, and drive results. Whether you’re just starting or looking to improve your current strategy, email marketing can help you grow your business, one inbox at a time.