Social media reach can change overnight, and paid ads stop the moment you stop paying. Your email list stays yours, and it reaches people who already know you.
You do not need a large list or fancy design. A short, useful message sent on a regular schedule usually beats an occasional elaborate one.
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Invite people to join at every point of contact: a sign-up form on your website, a sheet or tablet at the counter, a checkbox when customers book or buy. Tell them what they will get and how often.
Never buy or rent email lists. People who did not ask to hear from you are likely to ignore or report your messages, which hurts the delivery of every email you send afterward.
Mix useful content with offers: tips related to what you sell, news, seasonal reminders, new products or services, and the occasional exclusive deal for subscribers.
Pick a schedule you can keep, such as once or twice a month, and stick to it. Keep each email focused on one main message with one clear button or link.
The FTC CAN-SPAM compliance guide sets the rules for commercial email. Your sender details and subject lines must be accurate, the email must be identified as an advertisement where it is one, and it must include a valid physical postal address.
Every marketing email needs a clear way to unsubscribe, and you must honor opt-out requests within 10 business days. The FTC says each email that breaks the law can carry a penalty of up to $53,088, and you remain responsible even when someone else sends on your behalf.
Use an email marketing service rather than your regular inbox. These platforms handle sign-up forms, unsubscribes and addresses for you, and many have low-cost plans for small lists.
Set up a short welcome email that goes out automatically when someone joins, thanking them and telling them what to expect. It is often the message that gets the most attention.
Watch clicks more than opens. Clicks show that people found the email useful enough to act on. Also track unsubscribes and replies, and note which subjects and offers get the best response.
Test one thing at a time, such as the subject line or the day you send, so you can see what actually made the difference.
Remove addresses that bounce, and consider a short re-engagement email to people who have not opened anything in months before removing them.
A smaller list of engaged readers is worth more than a large list of people who never open your emails.
Often enough to stay familiar but not so often that people tune out. For most small businesses, once or twice a month is a good starting point.
It is better to ask first. People who opt in are far more likely to read and act on your emails.
Yes. The CAN-SPAM Act requires a valid physical postal address in commercial email.
Within 10 business days, according to the FTC.
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