Why Your Business Needs an Email List
(and What to Do With It)
We hear it all the time: “Follow us on Instagram!”
But what if the algorithm changes? Or your account gets hacked? Or your audience simply stops scrolling?
That’s where your email list comes in.
It’s more than just a digital address book: it’s one of the most valuable tools in your business.
So, what is an email list?
An email list is a collection of people who’ve chosen to hear from you. They’ve signed up through your website, downloaded a free resource, or bought something from you. They’re not just random followers — they’re your warmest leads.
It’s your direct line to the people who care.
Why building an email list matters
Social media is great for visibility. But it’s rented space.
Your email list? Consider it as your own platform, on that doesn’t depend on algorithms or ad budgets.
Here’s why it’s worth it:
You own the audience — no risk of losing them to platform changes
Emails reach people directly — right in their inbox
It’s personal — newsletters can feel like a conversation
It converts — email consistently drives more sales than social media
It builds loyalty — people remember the brands that land in their inbox, not just their feed
For small businesses, an email list is your most powerful, affordable, and sustainable marketing tool.
What to send? Start with a newsletter
Once someone joins your list, the worst thing you can do is stay silent.
That’s why a simple, consistent newsletter is your best friend.
It doesn’t need to be fancy. It just needs to be:
Useful – tips, inspiration, resources, behind the scenes
Personal – write like a human, not a robot
Consistent – whether that’s once a week or once a month
Think of your newsletter as your digital coffee chat. A chance to check in, share something of value, and remind your audience that you exist, and that you can help.
You might also want to consider setting up a welcome flow, my favourite way to introduce your brand to your subscribers.
Not sure what to say?
You can share:
A quick tip or story from your work
New blog posts or offers
Bestsellers or seasonal picks
A peek behind the scenes
Something that inspired you this week
And don’t forget: people join your list because they want to hear from you. So don’t be shy.
Where to start?
Set up a sign-up form on your website — make it easy and visible
Offer something valuable (like a discount, free guide, or exclusive content)
Start with a welcome email, then plan a simple newsletter rhythm
Use a tool like Klaviyo, MailChimp, or Brevo to automate and design easily
Write like you speak — no need to overthink it
And if this all feels like a lot? That’s exactly where I come in.
✨ Want to make email work for your business?
From setting up your list to writing emails that people actually open, I help small businesses build authentic, effective email strategies.
📩 Let’s talk — and bring your newsletter to life.
Hi, I’m Sophie!
I design digital marketing strategies that reflect your brand, attract your audience, and support your growth.
Are you ready to discuss your project? Book a free consultation with me and let’s build an online presence that makes your brand shine!