Everything You Need to Know About Email Marketing

Email marketing is one of those things every small business owner hears about but often pushes down the to-do list—trust me, I get it! There are so many things demanding your attention, and it can feel like just another complicated platform to master. But here's the truth: email marketing is powerful, and it's not as scary as it seems. In fact, it’s one of the most cost-effective ways to grow your business, build loyalty, and make sure your audience stays engaged. So, let's break it down in a way that feels doable. I’ll cover the basics, compare the best platforms, and even share some of my favorite flows and campaign ideas to make sure you get the most out of every email you send.

When it comes to connecting directly with your audience, email is queen. Unlike social media, where algorithms can control who sees your posts, emails land right in your subscribers’ inboxes. You have complete control, and that’s a huge deal. Plus, the ROI on email marketing is insane—like, $36 for every $1 spent, kind of insane. You can create campaigns that are personal, on-brand, and—most importantly—targeted to exactly the right people.

For small businesses, this means you don’t need to have the biggest budget or follower count to make an impact. Whether it’s nurturing leads, encouraging repeat purchases, or building a community of loyal fans, email marketing puts the power back in your hands. And the best part? Once you’ve got your flows set up, it works while you sleep—no more hustling every single day to reach your audience.

One of the reasons I love email marketing is that it doesn’t break the bank. When you compare it to Meta Ads, where you can burn through money in days, or Google Ads, which often requires a hefty budget to see results, email marketing feels like a breath of fresh air. Here’s a quick comparison:

• Email Marketing Platforms: Free options available, with paid plans starting as low as $10/month.

• Meta Ads: Average CPC (cost per click) ranges from $0.50 - $3.00 depending on your audience.

• Google Ads: You’re looking at anywhere from $1 to $10 per click for competitive keywords.

If you’re just getting started or have a tight marketing budget, email marketing is the clear winner. It’s affordable and scalable, meaning you can start small, see what works, and grow your list (and revenue) over time.

Your sales funnel is the journey your audience takes from discovering your brand to becoming loyal customers. Email marketing fits into every stage of this process:

• Top of the Funnel (TOFU): Attract new leads with lead magnets—like downloadable guides, quizzes, or first-order discounts—and introduce them to your brand.

• Middle of the Funnel (MOFU): Nurture those leads with helpful, informative emails that educate them about your products and build trust.

• Bottom of the Funnel (BOFU): Convert those leads into customers with targeted, conversion-focused campaigns—think limited-time offers, product launches, or personalized recommendations.

Choosing the right platform can feel overwhelming, so I’ve compared three popular options. Here’s the lowdown:

• Shopify Emails:

  • Pros: Seamless if you’re already using Shopify; super simple and affordable.

  • Cons: Limited features compared to other platforms—great for beginners but might feel restrictive as you grow.

  • Cost: Free for basic use, paid options start at around $10/month.

• Klaviyo: (the platform I use)

  • Pros: Incredible for segmentation and automations. If you want to get serious about personalization, this is your best friend.

  • Cons: It’s on the pricier side and can feel a bit overwhelming at first (but so worth it once you get the hang of it).

  • Cost: Free for up to 250 contacts, then $20/month+ depending on your list size.

• Mailchimp:

  • Pros: Easy to use, lots of templates, and decent automations.

  • Cons: Can get pricey as your list grows, and the segmentation isn’t as powerful as Klaviyo’s.

  • Cost: Free plan available for up to 500 contacts, with paid plans starting at $13/month.

Other options worth checking out:

• Omnisend : Great for e-commerce, and it’s got powerful automation tools.

• HubSpot : Brilliant for integrating your CRM if you want to grow beyond emails.

• Brevo (formerly Sendinblue) : Budget-friendly with all the essentials.

Setting up the right email flows is like putting your marketing on autopilot. These are my must-haves:

• Welcome Flow:

  • The first impression counts! Your welcome flow should introduce your brand, highlight your bestsellers, and offer an exclusive discount to encourage that first purchase.

  • Example: A 3-part sequence—email 1: welcome and thank you, email 2: highlight popular products, email 3: exclusive offer.

Beyond your automated flows, it’s good to have a few other email campaigns in your back pocket for when you need to engage or excite your audience:

• Launch Emails: Build anticipation with sneak peeks, countdowns, and exclusive early access for subscribers.

• Promotional Campaigns: Flash sales, discounts, and loyalty rewards work wonders for boosting sales.

• Seasonal Campaigns: Tie in with holidays and seasonal trends. Christmas, Valentine’s Day, Black Friday—these are great opportunities to get creative.

• Founder Insights: Personal emails from the founder (that’s you!) can be super engaging. Share your business journey, give a behind-the-scenes look, or talk about upcoming plans.

Here’s my quick checklist to make sure your emails hit the mark:

• Personalization & Segmentation: The more tailored your emails, the better they’ll perform.

• Mobile Optimization: Make sure everything looks good on mobile (most of your audience will open emails this way!).

• Track and Tweak: Monitor open rates, click-throughs, and conversions to see what’s working and what’s not. Adjust and optimize as you go.

Average: 17-28%

• Good/Ideal: 20-40%

• Excellent: 40-50%

• Exceptional: 50%+

A good open rate indicates that your subject line and sender name are enticing enough for subscribers to open your emails. If you’re consistently hitting above 20%, you’re doing well, and 25-30% is excellent. 

• Average: 2-5%

• Good/Ideal: 3-6%

Click rates (also known as click-through rates or CTR) measure the percentage of subscribers who clicked on a link within your email. A rate of 2-5% is typical, but anything above 5% shows strong engagement. If you’re hitting 6% or higher, you’ve nailed your email’s content, design, and call-to-action!

Keep in mind that these numbers can shift based on your industry:

• E-commerce often has open rates around 15-25% and click rates between 2-4%.

• B2B (Business-to-Business) companies might see higher open rates, often around 25-35%, as these subscribers are generally more engaged.

• Wellness or Lifestyle Brands typically see 20-30% open rates with click rates between 3-5%.

If your rates are below these benchmarks, it might be a sign to experiment with subject lines, email frequency, or segmentation strategies.

Email marketing can be a game-changer for your small business—it's one of those tools that grow with you. Start small, focus on building connections with your audience, and don’t be afraid to experiment. It’s all about finding what works for your brand. Remember, the effort you put in today will pay off in the long run. So, here’s to hitting send and watching your business grow!