Is an email newsletter worth it for a small business?

Social media reach changes whenever the platforms change their rules. An email list is different: it's an audience you own, and people chose to hear from you.

Why email still works

• You own it. No algorithm decides who sees your message.
• It reaches people who already like you, which makes them more likely to buy again.
• It's affordable. Many email tools are free for small lists.

What to send

• One useful tip related to what you do.
• News: new services, products or opening hours.
• A simple offer, sometimes. Not every email should be a sale.

Start the right way

• Use a proper email tool, so unsubscribe links and consent are handled correctly.
• Only add people who agreed to receive emails. Under POPIA, consent matters.
• Add a signup form to your website and mention it on social media.

How often?

Once a month is plenty for most small businesses. Better a short, useful email every month than a long one now and then.

That's exactly what our own newsletter, the Papermint letter, does: one useful idea a month. You can sign up below.