Why You Shouldn’t Underestimate Email Marketing (And How to Get Started!)

When I first started using email for marketing, I have to admit—I didn’t quite “get it.” In a world full of social media, SEO, and paid ads, email can seem a bit old-school. But I quickly learned that email marketing is one of the most powerful tools in any marketer’s toolbox, offering a personal and direct way to connect with your audience.

If you’re just getting started or have been hesitant to try, let me walk you through why email marketing is so valuable and how to get started with some simple steps.

Why Email Marketing Matters (Because you should understand why always)

In today’s digital era, email marketing often gets overlooked. But here’s why it’s so important::

• Direct Communication: Unlike social media, where your posts might get lost in an algorithm, email lands right in your subscriber’s inbox. **Win**
• Personalized Connection: Email allows you to send targeted content that speaks directly to your audience’s needs, fostering trust and loyalty. **Another Win**
• Cost-Effective Reach: Most email platforms are either free or affordable, making it accessible for businesses of all sizes. **Can I Get a High Five**
• Higher ROI: Studies consistently show email marketing can deliver some of the highest returns on investment in digital marketing. **Facts**

Quick Stat: According to the Association of National Advertisers (ANA), which acquired the Data & Marketing Association (DMA), for every $1 spent on email marketing, the average ROI is $42. The ANA provides industry-leading research and insights on data-driven marketing strategies, making them a trusted source for these statistics. Impressive, right?

Getting Started with Email Marketing: The Basics

Let’s keep it simple. Here’s a step-by-step guide to help you set up your first email marketing campaign:

Step 1: Choose Your Email Platform

To start, you’ll need an email marketing platform. Some great beginner-friendly (and free) options include:

• MailChimp
• MailerLite

These platforms let you build a list, create and send emails, and even offer pre-made templates.

Step 2: Build Your Email List

Every email list starts somewhere! Start with friends, family, or current clients if you have them. You can also add a signup form to your website or share it on social media. Always give people a reason to subscribe—whether it’s a discount, helpful tips, or updates they’ll love.

Pro Tip: Don’t buy email lists. Building your list organically ensures you’re reaching people who genuinely want to hear from you.

Step 3: Create a Welcome Email

A welcome email is your chance to introduce yourself, set the tone, and let your subscribers know what to expect from you. Here’s what to include:

• A friendly greeting and short introduction.
• A quick overview of what you do and how you can help.
• A thank-you for joining your community.
• A hint at what’s to come (like useful tips, discounts, or news).

Example: “Hi [Subscriber’s Name]! Thanks for joining our email list. We’re excited to share exclusive tips, updates, and a little extra aloha your way!”

Step 4: Plan Your Content

Now that you’ve welcomed your subscribers, think about what content will keep them engaged. Consider these ideas:

• Weekly Tips: Share industry insights, how-tos, or product highlights.
• Special Offers: Give subscribers early access to sales or exclusive discounts.
• News and Updates: Keep your audience informed about new products, events, or changes in your business.

Tip: Once or twice a month is usually a good starting point.

Email Marketing Best Practices

To get the most out of email marketing, follow these simple best practices:

• Keep It Personal: Use your subscriber’s first name if possible. People respond better to emails that feel personalized.
• Clear Call-to-Action (CTA): Whether it’s “Shop Now” or “Read Our Latest Blog,” make it easy for subscribers to take the next step.
• Mobile-Friendly: Over 50% of emails are opened on mobile devices, so make sure your emails look great on a small screen.
• Analyze and Improve: Use your platform’s analytics to see which emails perform best. Track open rates, click-through rates, and unsubscribes to understand what your audience likes.

Ready to Dive In? Here’s Your Action Plan!

If you’re feeling inspired, here’s a quick action plan to get started today:

1. Pick Your Platform – Sign up for MailChimp, MailerLite, or a similar service.
2. Build Your List – Add a sign-up form to your website, social profiles, or ask clients directly.
3. Create Your First Welcome Email – Set the tone and welcome subscribers with an introductory message.
4. Plan Your First Month of Content – Map out 1-2 emails to send in the next month to keep subscribers engaged.

And Now What?

Email marketing might seem daunting at first, but once you get started, it’s one of the most rewarding ways to connect with your audience. Whether you’re sharing helpful tips, announcing special offers, or simply saying hello, email gives you a chance to reach your customers in a way that feels personal and impactful.

So, don’t sleep on email marketing—it could be the boost your business needs. And hey, if you have questions, feel free to reach out! 📧

Check out some 15ish Minute Coffee Chat Episodes here about Email Marketing from experts in the field.

Abbi Perets