Email marketing for small businesses is one of the cheapest ways to get customers to come back. You send people who already know you a useful message, at the moment it fits. No algorithm deciding who sees your message: it simply lands in the inbox.
You don't need a marketing department. With a small list, a simple tool and a fixed rhythm, you'll get a long way. In this article you'll learn how to start, what to send, what to automate and what to watch out for under GDPR.
Why email marketing works well for small businesses
Social media and Google are someone else's platforms. The rules change, the reach goes up and down. Your email list is yours. People on that list chose to hear from you, and that makes them far more valuable than a random follower.
- Low costs: a tool costs little, and each extra email costs next to nothing.
- Personal: you address people by name and about what they bought from you.
- Repeat purchases: customers are less likely to forget you.
- Measurable: you can see who opens, clicks and then does something.
- Works together with your other marketing, such as content and social media.
Building an email list: how to get sign-ups
Buying a list isn't a good idea. Those people don't know you, you usually don't have valid consent and your emails end up in spam. Build your list yourself instead, step by step.
- Put a sign-up form on your website, for example at the bottom of your blog articles and on your contact page.
- Give people a reason to sign up: tips, a checklist, a handy guide or a seasonal offer.
- When someone buys or books, ask whether they'd like to receive updates, with a tick box that isn't already ticked.
- Use a QR code in your shop or on your invoice.
- Only ask for what you need. An email address and first name is often enough.
Preferably use double opt-in: after signing up, someone gets an email to confirm the address. That prevents typos and fake addresses.
What should a small business send in a newsletter?
The biggest mistake is only sending offers. People unsubscribe when every email is a sales pitch. Make sure most emails give the reader something useful.
- Practical tips about your field, such as maintenance, seasonal advice or common mistakes.
- News that affects the customer: new services, different opening hours, a new product.
- A real-life example, without customers' private details.
- A short summary of your latest blog articles.
- The occasional offer or promotion, clear and without small print.
Reuse what you already make. You can shorten a good blog article into an email with a link to the full text. Read more about content marketing if you want a steady stream of topics.
Keep the rhythm achievable. One good email a month that you actually keep up is better than a weekly email that stops after three goes.
Pay attention to the subject line too. It decides whether someone opens your email. Keep it short and concrete, and don't promise anything the email doesn't deliver. Five tips to get your boiler ready for winter says more than November newsletter.
Automated emails that keep working for you
Most of the gains aren't in the newsletter, but in automated emails. You set them up once and then they go out by themselves at the right moment.
- Welcome email: straight after sign-up, saying who you are and what they can expect.
- Follow-up after a quote: a friendly reminder if someone hasn't replied yet.
- After a purchase or appointment: a thank-you, tips for use and a request for a review.
- Maintenance reminder: for example a year after an installation or repair.
- Abandoned basket: for online shops, when someone didn't check out.
Want to connect these emails to your CRM, accounting or calendar? Then it becomes an automation question. Read our article on automating processes in small businesses for the options.
Which email marketing tool suits you?
There are lots of tools, such as Mailchimp, Brevo, MailerLite and Laposta. They all do roughly the same: manage lists, design emails, send them and measure results. When choosing, look at:
- Price at your list size. Many tools are free or cheap with a small list and get more expensive as it grows. Check the current price, because it changes.
- Automations: can you set up simple sequences without technical knowledge?
- Integrations with your website, online shop or CRM.
- Where the data is stored, with GDPR in mind.
- An English or Dutch interface or support, whichever suits you best.
Newsletters and GDPR: what to watch out for
You can't just email anyone. You usually need consent. For existing customers, different rules sometimes apply, for example for similar products or services. A few basic rules that are always sensible:
- Ask for consent clearly and explain what people will receive.
- Put a working unsubscribe link in every email.
- State who the sender is, with your company name and contact details.
- Keep a record of when and how someone signed up.
- Mention your newsletter in your privacy statement.
Unsure what's allowed in your situation? Check with a lawyer or the Dutch Data Protection Authority (Autoriteit Persoonsgegevens). We don't give legal advice.
How do you measure whether email marketing works?
Don't just look at the open rate, the percentage of people who open your email. Those figures have become less reliable, because some email programs open emails automatically. Look at clicks instead, and at what people do on your website afterwards. With a UTM code in your links, a bit of text added to the end of the link, you can see in Google Analytics which visitors came from your email. That way you link your email to real enquiries and sales.
Help with email marketing and your online marketing
Email works best as part of the whole: a website that collects sign-ups, content to share and tracking that shows what it delivers. At Violexa we help with online marketing, such as SEO, Google Ads and social media, from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term.
Want to know how email fits into your marketing? Book a free quickscan. In 30 minutes, online or on site, we discuss your situation. Afterwards you get brief written advice with a price indication, with no obligation.
Frequently asked questions
Is email marketing still worth it for small businesses?
Yes. You reach people who already know you, at low cost, without depending on an algorithm. Automated emails in particular, such as a welcome email or maintenance reminder, deliver a lot for little work.
How often should you send a newsletter?
Choose a rhythm you can actually keep up, for example once a month. Consistency matters more than frequency. Only send when you have something useful to say.
Can you just send customers a newsletter?
You usually need consent. There are sometimes exceptions for existing customers, but they're limited. If in doubt, ask a lawyer or check with the Dutch Data Protection Authority.
How much does email marketing cost for a small business?
The tool itself is often free or cheap with a small list and gets more expensive as your list grows. Always check the current price with the provider. The biggest investment is your own time for writing.
