The best email marketing platform for small business owners.
If you’re a small business owner trying to figure out where to even begin with email marketing, you’re not alone. Many of my clients come to me feeling overwhelmed by the idea of building a mailing list or even just picking a platform to get started. But here’s the good news - email marketing doesn’t have to be scary, expensive or complicated. In fact, once you’ve got the hang of it, it can be one of the most powerful tools in your marketing toolkit.
So, let’s break it down together.
Why every small business needs a mailing list
Social media is great for visibility, but email marketing is still the highest converting marketing tool. You are far more likely to make a sale to your mailing list, who are already warm leads, than you are to your social media followers, many of which won’t ever have worked with you or seen very many of your posts. In fact, social media posts often reach less than 5% of your audience organically, whereas your emails are landing directly into your target audience’s inbox every time, so you can quickly see why so many businesses focus on building a mailing list.
Here’s why a mailing list is a non-negotiable:
Ownership: You own your mailing list. It’s yours to keep and nobody can take it away from you. Whereas your social media account can be taken away at any moment - which has, unfortunately happened to many business owners that I follow on Instagram. Years of hard work and building a following can disappear in an instant.
No algorithm: Unlike social media platforms, where an algorithm decides who sees your content, an email list is all yours and every person that’s on your mailing list will always see your email in their inbox.
Direct communication: With over 4 billion people using email daily, it’s a channel your audience already checks regularly.
High engagement: Emails have an average open rate of 20-30%, far surpassing most social media engagement rates.
Loyalty building: By sending regular emails, you’re keeping yourself top of mind and the minute someone needs a service or product you offer, your business will be the first place they head to. Delivering consistent value helps to nurture a strong relationship with your audience.
In short, email marketing is one of the most effective ways to grow your business and keep your customers coming back for more.
Which mailing list platform should you use?
The biggest piece of advice I can give you when it comes to starting a mailing list, is to keep things simple. It doesn’t have to be all singing, all dancing. Sometimes overcomplicating it can mean it never actually gets done. Don’t let perfection be the enemy of progress, as they say.
So if you’re just starting out, choose something simple that you will feel comfortable using. And just start sending simple, consistent emails. And if in a couple of years your mailing list has grown massively and ‘simple’ no longer meets your needs, well by then you’ll know a lot more about email marketing and you’ll be in a much better position to choose something with a little more punch.
Ok, so let’s look at some of the best email marketing platforms for small business owners, with a focus on affordability and ease of use.
1. Squarespace Email Campaigns
If you’re already using Squarespace for your website, using their email campaigns tool is a no brainer. It’s going to be much easier for you to use their built in platform as it keeps everything in one place and you already understand how Squarespace works.
Key features and benefits:
Full integration: It syncs perfectly with your Squarespace website and your branding, images and content will automatically match your website’s design.
Customisable templates: It comes with a selection of templates that you can quickly tweak to fit your brand.
Analytics: Track open rates, click-through rates and other metrics directly from your Squarespace dashboard.
Ease of use: Everything Squarespace does is designed for simplicity, so you don’t need to be a tech wizard to get started.
Automation: Set up automated campaigns like welcome emails or lead magnet emails.
Best For: Small business owners who love a simple, all-in-one solution and don’t want to juggle multiple platforms.
2. Mailchimp
Mailchimp has been around forever, and there’s a reason it’s so popular - it’s feature-packed, super versatile and really easy to use. Although I currently use Squarespace for my email platform, I have used Mailchimp in the past and got on great with it.
Key features and benefits:
Flexible plans: Start free and upgrade as your business grows.
Templates galore: Tons of pre-designed templates for everything from newsletters to promotional emails.
Audience segmentation: Organise your subscribers into groups for more targeted messaging.
Built-in analytics: Comprehensive reporting tools to see how your campaigns are performing.
Integrations: Works with hundreds of apps and platforms, including Squarespace.
E-commerce tools: Great for online stores, with abandoned cart emails and product recommendations.
Best For: Businesses that want scalability and advanced features without breaking the bank.
3. Flodesk
Flodesk is the cool, creative cousin of email marketing platforms. Its design-first approach makes your emails look like a professional graphic designer made them.
Key features and benefits:
Gorgeous templates: Beautiful, modern designs that elevate your brand.
Easy customisation: Drag-and-drop editing, so you don’t need to know a single line of code.
Unlimited everything: No matter how many subscribers or emails you send, the price stays the same.
Workflow automations: Build email sequences that nurture your audience automatically.
Brand cohesion: Fonts and visuals stay consistent, so your emails match your overall aesthetic.
Best For: Creative business owners, like photographers, designers, and bloggers, who want visually impressive emails.
4. ConvertKit
ConvertKit is tailored to creators - whether you’re a writer, coach, or course seller. It’s all about helping you connect with your audience.
Key Features & Benefits:
Subscriber tagging: Organise your audience with tags, so you can send the right message to the right people.
Landing pages: Create simple, beautiful landing pages to help grow your mailing list.
Email sequences: Build automated funnels that guide subscribers through a journey.
Integrations: Connects seamlessly with platforms like Teachable, WordPress, and more.
Scalable pricing: Start free and upgrade as your needs grow.
Best For: Content creators and digital entrepreneurs who want advanced audience segmentation and automation.
5. MailerLite
MailerLite is the budget-friendly choice for small businesses that want a straightforward, no-frills email marketing platform.
Key Features & Benefits:
Simple interface: Clean and easy-to-navigate dashboard.
Drag-and-drop editor: Create professional-looking emails without technical skills.
Landing pages & pop-ups: Build subscriber forms and landing pages to grow your list.
Automated campaigns: Set up workflows like welcome emails or birthday discounts.
E-Commerce features: Includes product promotions, abandoned cart emails, and more.
Affordable plans: Free for up to 1,000 subscribers, with reasonable upgrades.
Best For: Budget-conscious small businesses looking for the essentials without the fluff.
Summary
Prefer to look at a glance? Here’s a simplified summary of the email marketing platforms we’ve discussed above.
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Key features: Website integration, branded templates, automations.
Best for: Squarespace users who want simplicity
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Key features: Advanced analytics, audience segmentation, e-commerce tools.
Best for: Beginners with plans to scale.
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Key features: Beautiful designs, unlimited emails/subscribers, workflows.
Best for: Creatives who prioritize design.
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Key features: Subscriber tagging, landing pages, email sequences.
Best for: Content creators and digital entrepreneurs.
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Key features: Budget-friendly, drag-and-drop editor, automated campaigns.
Best for: Budget-conscious small businesses.
Now that you’ve got all the juicy details, it’s up to you to pick the platform that best suits your needs and goals. If you’re still not sure which way to go, get in touch and I’d be more than happy to advise.
* Prices correct at time of writing (16/12/24). Subject to change.