Email and SMS marketing are two of the highest-return channels a small business can use, precisely because you already own the list — no algorithm change or rising ad cost can take away access to customers who’ve already opted in. Here’s a realistic starting point if you haven’t built this yet.
Why This Channel Deserves Attention
Unlike social media reach or search rankings, an email or SMS list is an asset you fully control. It’s also where the customers who’ve already shown interest live — people who filled out a form, made a purchase, or asked a question. Reaching them again costs far less than acquiring a brand-new customer through ads or organic search.
Email vs. SMS: Different Jobs
- Email — better for longer content, visual detail, and non-urgent updates; lower cost per message
- SMS — better for time-sensitive, short messages (appointment reminders, flash offers); much higher open rates but requires more careful, sparing use
Step 1: Build the List the Right Way
Only add people who’ve genuinely opted in — a contact form, a checkout process, an explicit sign-up. Buying lists or adding contacts without consent damages deliverability and, depending on your region, can violate real legal requirements around unsolicited marketing messages. A smaller, genuinely opted-in list outperforms a larger, cold one every time.
Step 2: Start With One Consistent Send
You don’t need a complex automated sequence on day one. A simple monthly or biweekly email with something genuinely useful — a tip, an update, a seasonal reminder — builds the habit on both sides before you add complexity. Consistency matters more than sophistication at the start.
Step 3: Add One Automated Sequence
Once your regular send is consistent, a single automated welcome sequence for new subscribers or customers is usually the next highest-value addition — it runs itself and reaches people at the exact moment they’re most engaged, right after signing up or making a first purchase.
What to Actually Send
- Genuinely useful tips or information related to your service
- Real updates — new services, seasonal availability, business changes
- Occasional offers, used sparingly so they still feel special
- Simple reminders for SMS — appointments, follow-ups, time-sensitive availability
Which Platform to Use
For most small businesses starting out, an all-in-one platform that handles both email and SMS (many popular email tools now include SMS) is simpler than managing two separate systems. Look for ease of use and genuinely responsive support over an enormous feature list you won’t use yet — you can always migrate once you outgrow the basics.
Track What Actually Matters
Open rate and click rate are useful, but conversion — did this email or text actually lead to a booking or sale — is what matters most. Tie this into the same lead source tracking covered in our website leads guide, so you know whether this channel is genuinely paying off, not just generating activity.
Where This Fits Into Your Bigger Marketing Picture
Email and SMS marketing is one of the most cost-effective channels available once it’s set up properly. If you want help building out your list, sequences, and content strategy, that’s part of what my marketing services cover, along with a free consultation.