Email marketing for small business: a practical guide
How small businesses can use email marketing to win repeat work and referrals, what to send and how often.
Why email still works
Your email list is one of the few marketing channels you own. No algorithm decides whether your customers see it.
What to send
- Seasonal reminders (service your aircon before summer)
- Helpful tips related to your work
- Recent projects with photos
- Offers for past customers
- Important updates, like deadlines for accounting clients
Automations worth setting up
- Welcome email for new subscribers
- Thank-you and review request after a job
- Service reminders at the right interval
- Re-engagement for customers you haven’t seen in a year
How often
Monthly suits most service businesses. More often if you have genuinely useful news.
Rules to follow
Australia’s Spam Act requires consent, clear identification of your business and a working unsubscribe. See our guide to Spam Act rules.
Measure
Opens are unreliable now. Track clicks, replies, bookings and revenue from each send.
Frequently asked questions
Is email marketing worth it for small business?
Yes. It’s low cost and works well for repeat business, referrals and reminders.
How often should I send emails?
Monthly is a good starting point for most service businesses.
Which email platform should I use?
Choose one that fits your list size, budget and automation needs. Many good options exist.
