Why Email Marketing Should Be Your Small Business Best Friend (And How to Get Started)
Let's talk about something that might make you want to hide under your desk: email marketing. I get it – the thought of building an email list can feel overwhelming, especially when you're already juggling a million other things in your business. But here's the thing: email marketing isn't just another task on your endless to-do list. It's actually one of the most powerful tools you have to grow your business and connect with your customers.
Why Email Marketing Matters More Than You Think
You Own Your Email List (Unlike Social Media)
Here's a reality check: you don't own your Instagram followers or Facebook fans. If the algorithm changes tomorrow (and it probably will), your reach could disappear overnight. But your email list? That's yours. Those are people who've specifically said "yes, I want to hear from you," and no algorithm can take that away.
It's Personal and Direct
Email lands right in your customer's inbox – their personal space. It's intimate in a way that a social media post just isn't. When someone opens your email, they're giving you their attention, and that's incredibly valuable in our distracted world.
You Can Build Real Relationships
Email lets you have actual conversations with your audience. You can share behind-the-scenes moments, tell stories, and show the human side of your business. This builds trust and loyalty in ways that other marketing channels simply can't match.
Getting Started: Choosing the Right Email Platform
Now that I've convinced you that email marketing is essential (I hope!), let's talk about choosing the right platform. I'm going to share my top three recommendations based on different needs and budgets.
The Budget-Friendly Option: MailerLite
Perfect for: New businesses and tight budgets
MailerLite is like that reliable friend who's always there for you without asking for much in return. It's simple, affordable, and gets the job done beautifully.
Pros:
Free plan for up to 1,000 subscribers
Super user-friendly interface – you won't need a tech degree to figure it out
Great templates that actually look professional
Excellent deliverability rates
Basic automation features included
24/7 customer support
Cons:
Limited advanced features compared to pricier options
Fewer integrations with third-party tools
Basic reporting compared to enterprise solutions
Some design limitations if you want to get really fancy
Bottom line: If you're just starting out or need to keep costs low, MailerLite is fantastic. It has everything you need to build and nurture your email list without breaking the bank.
The Splurge Option: Flodesk
Perfect for: Creative businesses and design lovers
If you're the type of person who gets excited about beautiful design and wants your emails to look like they belong in a magazine, Flodesk is your dream platform.
Pros:
Absolutely gorgeous templates that require zero design skills
Flat-rate pricing (no matter how big your list gets)
Intuitive drag-and-drop editor
Perfect for product-based businesses and creatives
Instagram-worthy email designs
Great for building visually stunning opt-in forms
Cons:
More expensive than other options ($35/month regardless of list size)
Limited automation features compared to other platforms
Fewer integrations available
Not ideal if you need complex funnels or advanced segmentation
Bottom line: If design is crucial to your brand and you don't mind paying premium prices for premium looks, Flodesk delivers. Your emails will definitely stand out in the inbox.
My Personal Recommendation: Kit (formerly ConvertKit)
Perfect for: Growing businesses and creators
I discovered Kit after searching through all of the email options. I loved the templates and how easy (for me) it was to set up. It had all of the features I was wanting as a small business owner so I jumped right in.
Pros:
Powerful automation features that actually make sense
Excellent segmentation options (you can get really specific with your audience)
Creator-focused features like link tracking and subscriber preferences
Great deliverability – your emails actually reach inboxes
Fantastic customer support and educational resources
Scales beautifully as your business grows
Integration with tons of third-party tools
Cons:
Free for up to 10,000 subscribers, but the free plan has limitations on features
Can feel overwhelming if you're brand new to email marketing
Templates aren't as design-forward as Flodesk (but still pretty!)
Learning curve for advanced features
Bottom line: Kit is the Goldilocks of email platforms – not too simple, not too complex, but just right. It grows with you and has the features you'll actually use as your business develops.
My Real-World Advice
Don't overthink it! The platform that'll work best for you is simply the one you'll actually open up and use every week. Pick one that feels right for your current situation and just get started.
Start with your budget and current needs. If money's tight, MailerLite is genuinely excellent and won't hold you back. If you're a visual brand and design matters more than advanced features, Flodesk could be worth the investment. And if you want something that'll grow with you and handle more complex strategies down the road, Kit is my go-to.
The Bottom Line
Your email list is going to become one of your business's most valuable assets. It's your direct line to customers who've already shown interest in what you do. While building that list might feel daunting now, every successful business owner I know wishes they'd started their email marketing journey sooner.
Don't let perfect be the enemy of good. Pick a platform that fits your current situation, start collecting email addresses, and begin building those relationships. You can always switch platforms later (yes, it's possible to migrate your list), but you can't go back in time to start building your list sooner.
Trust me on this one – your future self will thank you for starting today.
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