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Small Business – Why You Should Start an Email Newsletter

If you want to be a successful business owner, then you’ll need to focus on more than just providing goods or services. Marketing your business will be one of the most important tasks ahead of you. If people don’t know about the goods or services you offer, then you won’t be making enough sales. Thankfully, there are several marketing tools available that you can choose from. Of these, the email newsletter deserves special consideration.

One of the most used marketing tools when it comes to small businesses, email newsletters also have a high return on investment. Hence, you can expect to make great returns when you use this marketing tool.

What is an email newsletter?

An email newsletter is more often referred to just as a ‘newsletter.’ It’s essentially an email that you periodically send to your subscribers to keep them up to date with the latest products and services you have available. Newsletters can also be used to provide helpful information to customers.

Through newsletters, small businesses can develop their contacts list and can also position themselves as experts in the product or services offered. Developing good newsletters are crucial, as they can develop trust and loyalty among your customers. Email newsletters are particularly beneficial when it comes to getting return customers for your small business.

The benefits of email newsletters

Crafting newsletters require care and consideration because they can be powerful marketing tools for your small business. When done right, they can become an important way you can reach your target market.

Here are the three biggest benefits of using email newsletters:

Generate goodwill with the audience

Although email marketing can seek outdated, consider that every single one of customers will have an email address. Through emails, you can provide targeted information. These are faster and cheaper to generate and send than traditionally mailing printed newsletters. Another benefit worth considering is that unlike on social media, where your audience is broad and may or may not connect with your content, through emails, all your contacts are more likely to receive your content.

With the help of email newsletters, your small business can better target your customers. Emails are also considered much more personal, than say, TV advertisements, allowing you to better connect with your subscribers. In this way, you can generate goodwill and build loyalty among your audience. At the same time, you’ll also get to learn about what your audience is interested in, as well as what they want to learn about your small business.

Retain customers

Those who subscribe to your email newsletter are more likely to be returning customers. They will use your newsletters to seek out information about products and services and then rebuy them in the future. This is what makes email newsletters so useful. You’ll be able to discern the shopping patterns of your audience, as well as what they are looking to buy. This makes it much easier to market to them directly.

When you want to retain customers, you’ll need to focus on customer value. To understand what a customer’s value is, you’ll need to gauge what that customer is worth to you. Doing consumer analysis can allow you to better understand your target market and then make data-driven decisions when it comes to connecting with them. After you’ve determined the value of your customers, you’ll be better equipped to target marketing campaigns towards them. You’ll also be able to identify which marketing campaigns are working well and which are unsuccessful.

Promote special events and offers

Consider sending promotions, discounts and special offers, through your newsletters, from time to time. You can also provide exclusive online coupons to your subscribers. Once you’ve understood what your target market’s buying patterns are, you can provide them with special offers for products and services they would like.

Providing exclusive discounts to subscribers helps build loyalty as well. You should think about using the data collected on your subscribers to generate targeted marketing campaigns. You can develop contests, start giveaways, and host special events that provide free marketing for you while getting your subscribers to make purchases from you.

Developing your email newsletter strategy

Before you start sending out email newsletters to your subscribers, it’s important to first develop a newsletter strategy. This will enable you to ensure that your marketing campaigns are more effective and that your subscribers make return purchases from you.

1. Know who your target audience is

Why are you creating a newsletter? Answering this question can better enable you to figure out what your goals are. You should also know who your target audience is. Who are the people you’re trying to market to? Consider getting information on the demographics and psychographics of your customers, and then develop buyer personas out of them.

2. Email frequency

Depending on who your audience is, you can choose to send daily, bi-weekly, weekly, or monthly newsletters. You shouldn’t send too many emails, as this can result in people unsubscribing from you. The best way to know the optimum time to send newsletters is by testing the frequency.

3. A/B testing

If you want to learn more about your customers, then consider using A/B testing. When you run A/B tests, you’ll need to compare two or more types of an item with an audience. This data will be used to determine which items performed better.

You can use A/B testing when comparing headlines, creating imagery, or even developing CTAs. A/B testing can provide invaluable insight into the buying patterns of your subscribers.

4. Quality content

Should you want to ensure that your subscribers actually open your email newsletters, then you’ll need to provide useful and engaging content. Consider developing a blog, and pay attention to the blog posts that are performing well. Consider also any communication you’ve previously had with your consumers. You can use this data to craft better content marketing strategies for your email newsletters.

5. GDPR compliance

In case you have subscribers from the European Union, then you’ll have to ensure that you’re GDPR compliant.


Developing a good email newsletter marketing strategy can be essential, as they provide high returns on investment. Pay attention to customer feedback, and send your subscribers emails periodically. By following the tips given here, you’ll be able to develop a great email newsletter marketing strategy. Email newsletters, when done right, can be some of the best marketing tools for small businesses.

As a small business owner, you should also consider liability insurance for small businesses. This is as both you and your small business are vulnerable to certain risk factors. You could get sued by a customer or find yourself experiencing other business disruptions. If you get sued, then you would have to cover the costs of your legal defense without insurance for business owners. If you had small business public liability insurance, however, then you can gain financial coverage against various risk factors. With insurance for business owners, you can protect both your business and your finances. Learn more about small business insurance.

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