Email marketing might sound old-fashioned in the age of Instagram and WhatsApp, but here is a surprising fact — email marketing consistently delivers one of the highest returns on investment of any marketing channel. For every rupee spent on email marketing, businesses see an average return of Rs 36-42. Yet most small businesses in India completely ignore it. Let me show you how to get started.
Why Email Marketing Still Works
Unlike social media, where an algorithm decides who sees your posts, email goes directly to your subscriber's inbox. You are not fighting for attention in a crowded feed — you are landing right in their personal space. Plus, people who give you their email address have already shown interest in your business. They are warm leads, not cold strangers.
Building Your Email List
You cannot do email marketing without email addresses. Here are practical ways to build your list:
- Website signup form: Add a simple form on your website offering something valuable in exchange for an email — a discount, a free guide, or exclusive updates.
- At your shop or office: Ask customers if they would like to receive updates via email. Keep a simple register or use a tablet.
- Social media: Occasionally post about your email newsletter and what subscribers get.
- After purchase: After completing a service, ask the customer if they want to stay updated via email.
Important: Never buy email lists. Sending emails to people who did not sign up is spam. It hurts your reputation and can get your account banned.
What to Send
Do not make every email a sales pitch. Mix it up with:
- Useful tips: Share industry knowledge your customers would find helpful
- Company updates: New services, new team members, milestones
- Special offers: Exclusive discounts for email subscribers
- Customer stories: Case studies or testimonials
- Seasonal content: Festival greetings, seasonal tips related to your business
Free Email Marketing Tools
You do not need to spend money to start email marketing. These tools offer free plans for small lists:
- Mailchimp: Free for up to 500 subscribers, easy to use, good templates
- Brevo (formerly Sendinblue): Free plan allows 300 emails per day
- MailerLite: Free for up to 1,000 subscribers with automation features
Tips for Writing Effective Emails
Subject Line is Everything
If your subject line does not grab attention, nobody opens the email. Keep it short, specific, and interesting. "5 Tips to Save Money on Your Next Website" is better than "Newsletter #12."
Keep It Short
Nobody wants to read a 2,000-word email. Get to the point quickly. Use short paragraphs, bullet points, and clear headings. Most people scan emails rather than reading word by word.
Include One Clear Action
Every email should have one main thing you want the reader to do — visit your website, call you, download a guide, leave a review. Do not confuse them with five different calls-to-action.
Be Consistent
Send emails on a regular schedule — weekly, bi-weekly, or monthly. Pick a frequency you can maintain and stick to it. An email once a month is better than four emails in one week followed by three months of silence.
Measuring Success
Track these key metrics in your email marketing tool:
- Open rate: What percentage of people open your email (aim for 20-30%)
- Click rate: What percentage click on links in your email (aim for 2-5%)
- Unsubscribe rate: If many people unsubscribe after a particular email, review what went wrong
Final Thoughts
Email marketing is one of the most cost-effective ways to stay connected with your customers and drive repeat business. Start building your list today, even if it is just one subscriber at a time. The earlier you start, the more valuable your email list becomes over time. Need help setting up email marketing for your business? Contact us.