Email marketing basics for small business

For all the newer channels, email remains one of the most reliable and cost-effective ways to stay in front of customers. You own the list — no algorithm decides who sees you.

Start simple

• •Collect emails with consent, via your website (a newsletter or offer).
• •Send useful, occasional emails — tips, updates, offers.
• •Keep it genuinely valuable, not constant selling.

Respect the inbox

Only email people who opted in, make unsubscribing easy, and don't over-send. Trust is the whole asset — protect it. Done well, email quietly becomes one of your best sources of repeat business.