How To Use Email Marketing For Your Business
Email marketing is a direct way to stay in front of your customers, promote your products, and drive repeat sales, and it's one of the highest-return channels available to small businesses. This guide explains what email marketing is, how to build a subscriber list, what to send, how to use automation, and which platforms to consider in 2026.
What is email marketing?
Email marketing is a form of direct digital marketing that uses email to promote your business and the products you create. It's used to send informative and promotional emails to existing customers and to people who have subscribed to your mailing list, keeping your brand front of mind and encouraging repeat purchases.
How do I build an email subscriber list?
If you have your own website, add an email sign-up box somewhere prominent. Offering an incentive to join, such as 10% off a first order, significantly increases sign-ups. Remind followers on social media that they can hear about your latest offers and promotions by joining your mailing list. For more ways to grow your audience, see our guide on how to drive traffic to your store.
Importantly, any email address added to your list must be given with the customer's full consent, to stay compliant with UK GDPR.
What should I send in my emails?
Customers subscribe because they expect something of value, so avoid sending emails they gain nothing from. Sending too many irrelevant emails is one of the most common reasons people unsubscribe. Focus on high-quality, relevant content: upcoming sales, new or featured products, giveaways, and useful information. Your subscribers should be the first to hear about anything new and important happening with your business, as part of the reward for signing up.
How do automated emails work?
Automated emails are a great resource for new subscribers and customers. You can schedule a sequence to go out over time once someone signs up: for example, a welcome email straight away, followed by a second email a week later with resources or product information. This helps new customers get up to speed without any manual effort on your part, and welcome sequences are consistently among the highest-performing emails you can send.
What are the best email marketing platforms in 2026?
There are lots of platforms that specialise in email marketing. The table below compares the main options at a glance. Free-plan limits change often, so always check the provider's current pricing before committing.
| Platform | Free plan | Paid from | Best for |
|---|---|---|---|
| Mailchimp | Up to 250 contacts, 500 emails/month (automation is paid-only) | ~$13/month | Ease of use and brand familiarity |
| HubSpot | Email plus free CRM (~2,000 sends/month) | Free tier available | An all-in-one marketing and CRM suite |
| MailerLite | Up to 500 subscribers, 12,000 emails/month, with automation | ~$10/month | Best value generous free plan |
| Klaviyo | Up to 250 contacts, 500 sends/month | ~$20/month | Ecommerce stores (great Shopify integration) |
| Moosend | No free plan (30-day trial) | ~$9/month for 500 contacts | Budget senders wanting unlimited emails |
| Drip | No free plan (14-day trial) | Paid only | Ecommerce automation for established stores |
A closer look at each:
Mailchimp — One of the best-known platforms, with an easy drag-and-drop builder and an intuitive interface. Its free plan now covers up to 250 contacts and 500 emails a month, with automation reserved for paid plans. A good starting point if you value ease of use.
Visit Mailchimp Here
HubSpot — A strong all-rounder that combines CRM, social media and email marketing in one suite, with excellent learning resources. Its free plan includes email marketing alongside a free CRM, with paid Marketing Hub plans adding advanced automation.
Visit Hubspot Here
MailerLite — An easy-to-use platform with one of the most generous free plans among mainstream providers: up to 500 subscribers and 12,000 emails a month, with automation and landing pages included. Great value for small businesses.
Visit Mailer Lite Here
Klaviyo — Built specifically for ecommerce, with deep Shopify integration, behavioural automations such as abandoned cart, and detailed analytics. Its free plan covers up to 250 contacts and 500 sends a month, with paid plans scaling by contacts. The strongest pick for online stores.
Visit Klaviyo Here
Moosend — A user-friendly, budget-friendly platform with easy templates and unlimited sends on its paid plan (from around $9/month for 500 contacts). Note that Moosend has discontinued its free plan and now offers a 30-day trial.
Visit Moosend Here
Drip — An ecommerce-focused platform with strong behavioural automation and good support. It doesn't offer a free plan (a 14-day trial is available) and is geared towards online stores rather than first-time email marketers.
Visit Drip Here
Frequently asked questions
Is email marketing worth it for small businesses?
Yes. It's one of the highest-return marketing channels because you're communicating directly with people who have already chosen to hear from you, which makes selling to them far easier than reaching new customers.
Do I need consent to add someone to my email list?
Yes. Under UK GDPR you must have the customer's consent before adding them to a marketing email list.
Which email marketing platform is best for an online store?
Klaviyo and Drip are both built for ecommerce and integrate well with platforms like Shopify. MailerLite is a strong, lower-cost option with a generous free tier.
How often should I email my subscribers?
Only when you have something genuinely useful or interesting to say. Emailing too often, or with irrelevant content, is a leading cause of unsubscribes.