Getting started with email marketing
Is email marketing better than social media marketing?
Most small businesses don’t have a marketing problem. They have a consistency problem.
They post on social media when they remember. They attend the occasional networking event. They might run an ad when things feel slow. Then they wonder why enquiries aren’t steady.
I see this all the time.
If you want consistent visibility and predictable enquiries, email marketing needs to form part of your foundation. It remains one of the highest ROI channels available because it’s direct, measurable, and owned by you. Unlike social media followers, no one can take your email list away because an algorithm changed.
Marketing only works when it’s repeated, not when it’s convenient. When you build an email list, you build an asset.
Why email marketing still works
Email marketing works because it’s permission based. When someone joins your list, they’ve chosen to hear from you. That creates a very different dynamic from hoping someone scrolls past your content.
When handled properly, email marketing:
- Builds trust over time
- Keeps your business front of mind
- Educates your audience about your services and offers
- Encourages repeat business
- Provides measurable data you can use
Open rates, click-through rates and engagement trends show you what resonates. That feedback loop is one of the biggest advantages of email marketing for small businesses.
The businesses that see results aren’t the ones that send when they feel inspired. They’re the ones who send consistently, even when they’re busy.
Can you start email marketing before you have a website?
Yes, and often you should.
You don’t need a fully developed website to begin building your list. To get started you simply need:
- Your domain name
- Basic hosting
- An email marketing platform
Most platforms allow you to create landing pages and sign-up forms inside the system. I’ve worked with businesses that built engaged lists before their websites were finished. By the time their site launched, they already had warm prospects waiting.
Waiting until everything feels “ready” usually delays momentum.
Email marketing comparison
Choosing the right email marketing platform
There’s no single universal winner when it comes to email software. The best email marketing platforms for small businesses depend on your business model, budget and growth plans.
Here’s a practical email marketing platforms comparison:
Mailchimp
User-friendly and widely known. A solid starting point for basic newsletters, though pricing can increase significantly as your list grows.
MailPoet
Integrated directly into WordPress, which makes it convenient if you prefer everything inside one dashboard. More suitable for simpler campaigns than complex automation.
Sender
Cost-effective with useful automation features. A strong option for smaller businesses wanting capability without high subscription fees.
ActiveCampaign
Advanced automation and segmentation with CRM functionality. Ideal for businesses building structured funnels and behaviour-based campaigns.
GoHighLevel
An all-in-one CRM and automation platform that includes SMS and pipeline management. Better suited to agencies or businesses managing detailed sales processes.
Brevo
Competitive pricing with solid automation and reporting tools. A practical middle-ground option.
Kajabi
Designed for course creators and membership-based businesses, combining email marketing with product delivery.
Erik Harbison:
“If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee.’ The original 1 to 1 channel.”
If you’re trying to compare email marketing platforms, think about what your business needs now and where you want it to be in two years. A considered email marketing comparison now can save you the frustration of migrating your list later.
When you compare newsletter services, don’t choose based purely on popularity or price. Assess automation capability, ease of use, integrations, reporting and scalability.
Software won’t fix inconsistent messaging or irregular sending. It will simply make inconsistent messaging happen faster.
Email marketing for a small business is a long-term asset
If your visibility relies entirely on social media, you’re building on rented land, and landlords change the rules.
Start with a platform that fits your stage of growth. Commit to consistent communication. Use your data to refine your approach.
If you’d like support to properly compare email marketing platforms or set up your system correctly from the beginning, book a Clarity Call.
I’ll look at how your business operates first, then recommend the software that fits.
For more tips on how to grow your email list, my blog ‘Stand out with email marketing: how to grow your list and use it‘ offers a 4 step process plus tips on what to write about and subject lines that get opened.
