Social media platforms change their rules and reach, but an email list belongs to you. A small list of people who asked to hear from you is often worth more than thousands of casual followers. Here is how to start without being overwhelmed.

Why email still works

• You reach people directly, without an algorithm deciding who sees your message.
• People who sign up are already interested in what you do.
• It is cheap, and you can measure what happens.

Build your list the right way

Only email people who have agreed to hear from you. Under POPIA, you need a lawful basis for marketing, and clear consent is the simplest. Good places to ask:

• A short sign-up form on your website, with a clear promise such as “One useful tip a month”.
• A tick box on your quote or order form, unticked by default.
• In person or on WhatsApp, by asking before you add someone.

Never buy or scrape email lists. They damage your reputation and can get your domain blocked.

Give people a reason to sign up

Offer something useful: a checklist, a short guide, early access to offers or a monthly tip. Explain in one line what they will receive and how often.

Choose a simple tool

Email marketing services such as Brevo or Mailchimp, for example, let you manage lists, send designed emails and handle unsubscribes. Many offer a free tier for small lists, but plans and limits change, so check current terms before you commit. Using a proper tool matters because it includes an unsubscribe link and keeps your sending reputation healthy.

What to send

1. A welcome email: thank them, say what to expect and link to your best content.
2. A monthly update: one useful tip, one story or case study, one offer.
3. Time-based reminders: seasonal offers, renewals or service reminders.

Write emails people open

• Keep subject lines short and clear. Say what is inside.
• Use the sender name people recognise.
• One topic and one button per email.
• Write the way you speak and keep paragraphs short.

Send from your own domain

Emails from info@yourbusiness.co.za look more trustworthy than a free address, and you control them. See our guide to business email on your domain.

Measure and improve

Watch how many people open, click and unsubscribe. Open rates are less reliable than they used to be, so pay more attention to clicks, replies and enquiries that follow.

Keep it consistent

One good email each month beats a burst of ten followed by silence. Put a reminder in your calendar and keep a running list of ideas.

Need a website that collects sign-ups and looks professional? See our web design packages.