Your content is attracting the right people (that was Part 5). But here’s an uncomfortable truth: most visitors leave your site and never come back — not because they didn’t like you, but because life got in the way. Unless you have a way to stay in touch, you lose them forever.
That way is email marketing — and despite being the “old” channel, it still quietly out-earns almost everything else. Let me show you why, and how to start.
📢 This is Part 6 of my “Get Customers Online” series. A 10-part, plain-English guide to digital marketing for business owners. You can see every part of the series here — bookmark it and follow along.
Why email is the channel you actually own
Here’s the crucial difference. Your social media followers? You’re renting them — the platform owns the relationship and can change the rules (or disappear) overnight. Your email list? You own it. No algorithm decides who sees your message. You can reach your customers directly, any time, for free. That makes it the most reliable, profitable asset in your marketing.
And because someone chose to hand you their email, they’ve already raised their hand and said “I’m interested.” That’s permission — the foundation of everything that follows.
Step one: build the list
You can’t email people who haven’t joined. The key is giving a clear reason to subscribe — “sign up for our newsletter” rarely works. Offer something genuinely worth an email address:
- A useful freebie — a checklist, guide, or template your customer actually wants (often called a “lead magnet”).
- A discount or offer for first-time buyers.
- Genuinely valuable updates — tips and insights people look forward to, not spam.
Add a simple sign-up form to your website (a job for one of the plugins from my WordPress series), and connect it to an email tool like Mailchimp, MailerLite, or Brevo — most have free tiers to start.
Step two: actually email them well
- Lead with value, not constant selling. Helpful, friendly emails keep people opening; relentless pitches get you unsubscribed.
- Set up a welcome email that fires automatically when someone joins. First impressions count, and automated emails earn their keep while you sleep.
- Be consistent. A regular rhythm — even monthly — keeps you top of mind for when they’re finally ready to buy.
- Write like a human. Warm and personal beats corporate and stiff. You’re a person emailing a person.
⚠️ Never buy an email list — ever. Purchased lists are full of people who never agreed to hear from you. You’ll get marked as spam, wreck your sender reputation, and may breach privacy laws (GDPR, CAN-SPAM). Always get permission. A small list of people who want to hear from you beats a huge list that doesn’t, every single time.
🚀 Your action this week: Pick a free email tool, add a simple sign-up form to your site, and decide on one worthwhile freebie to offer. Even if you only collect a handful of subscribers at first, you’ve started building the one marketing asset you truly own.
What’s next in the series
Email is the channel you own. Next, let’s tackle the one everyone asks about — but few use well. In Part 7, I’ll cover social media that actually works for small businesses (without eating your whole week). Follow the full series here.
Want an email system that turns one-time visitors into repeat customers — set up properly and running on autopilot? That’s exactly the kind of thing I build for clients. See how I can help with email marketing — or just reach out and say hi.
