Email marketing for small businesses: what to send.

Why email, when everyone is on social media?

You own the list. No algorithm decides who sees it, and the people on it already know you. Repeat customers are usually the cheapest sales a business makes.

How do I build a list?

• Add a checkbox at booking or checkout.
• Ask in person: “Want our monthly specials by email?”
• Add a short sign-up form to your website.
• Never buy a list. It hurts delivery and breaks the trust you are building.

Which emails are worth sending?

1. Reminders before appointments, to cut no-shows.
2. A thank you after a visit, with your review link.
3. A monthly note: what is new, an offer, or a seasonal tip.
4. A win-back to customers you have not seen in a few months.

How often should I send?

Reminders and thank yous go out as they are needed. Updates and offers once or twice a month. If people start unsubscribing, send less, or make each email more useful.

What are the rules?

In the US, marketing email falls under the CAN-SPAM Act. In short:

• Include a clear way to unsubscribe, and honor it within 10 business days.
• Include your physical mailing address. A PO box you have registered is allowed.
• Use an honest from name and subject line.
• Email only people who agreed to hear from you. It is best practice, and it keeps you out of spam folders.

Marketing text messages have stricter rules. Get clear written consent before you text anyone offers.