Why Every Small Business Needs an Email List (and How to Start One)

By Corey C. Walker

Why Every Small Business Needs an Email List (and How to Start One)

In the modern business landscape, small businesses need every advantage. While social media and paid ads help, an email list consistently delivers the best return on investment. If you’re not building one, you’re missing out on a powerful tool to connect with customers, drive sales, and grow your brand.

Why an Email List is Essential

An email list is one of the few marketing assets you truly own. Unlike social media platforms, where changing algorithms can limit your reach, email allows you to control your messaging and ensure it gets seen. When someone subscribes to your list, they are giving you permission to communicate directly with them, making it a highly engaged audience.

Another major advantage of email marketing is its impressive conversion rates. Unlike social media ads that interrupt users while they browse, emails reach people who have already expressed interest in your brand. Personalized offers, valuable content, and automated sequences help turn leads into loyal customers.

Email marketing is also one of the most cost-effective strategies available. Many platforms, such as Mailchimp and ConvertKit, offer free plans for small lists, allowing businesses to get started with little to no upfront investment. Compared to paid advertising, which requires continuous spending, email marketing provides ongoing returns with minimal costs.

Additionally, an email list helps build strong customer relationships. Sending valuable content, personalized recommendations, and exclusive offers fosters trust and keeps your brand top of mind. Customers who feel connected to a brand are more likely to make repeat purchases and become brand advocates.

How to Start an Email List

First, choose an email marketing platform like Mailchimp, ConvertKit, or Constant Contact to collect and manage subscribers.

Next, create a lead magnet, a discount, free guide, or exclusive content to entice sign-ups. Optimize your sign-up forms by placing them on your website, blog, and social media. Pop-ups, sidebar widgets, and landing pages boost visibility.

Promote your list in blog posts, social media bios, checkout pages, and in-store if applicable. Running limited-time subscriber-only offers can encourage sign-ups. Once people join, engage them with useful content, special deals, and updates. Avoid sending only sales pitches—mix in educational and entertaining content to build strong relationships.

Personalization improves performance. Segment subscribers by interests, purchase history, or engagement to send relevant messages.

Start Building Your Email List Today

An email list is a powerful asset, giving you direct access to your audience, increasing sales, and strengthening customer relationships. Follow these steps to start growing your list and leveraging email marketing to boost your business.

Don’t wait, start building your email list today!Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!