Content Marketing
What Is a Content Calendar? How to Build One That Works
What a content calendar is, what it should include, a simple sample you can copy into Google Sheets or Excel, and how to plan social media content with one.
This is a practical guide to email marketing small business owners can run themselves. Email marketing means sending useful, permission-based emails to customers and prospects: newsletters, offers, reminders and updates. For a small business it's one of the cheapest ways to bring past customers back, because you own the list and pay little per email. Start with a simple platform, a sign-up form, a monthly email and a habit of measuring what works.
What is email marketing?
Email marketing is using email to build relationships with people who've agreed to hear from you, and to turn that relationship into sales, bookings or visits. It includes regular newsletters, one-off campaigns (often called EDMs in Australia) and automated emails, such as a welcome message or a reminder when a service is due.
Is email marketing good for small business?
For most small businesses, yes. Email marketing for small businesses works well because:
- You own your list, unlike social media followers
- It's low cost: many platforms have free or low-cost plans for small lists
- It reaches past customers, who already know and trust you
- It's measurable: you can see who clicked and what they did next
- Automations keep working while you're busy
How does email marketing help your small business?
Email keeps you front of mind between purchases. A café can fill quiet days with a midweek offer. A tradie can send service reminders. A retailer can tell loyal customers about new stock before anyone else. A professional firm can share useful updates that lead to referrals. In each case, the email reaches people who already know the business.
What is the best email marketing platform for small business?
The best email marketing platform for small business depends on what you sell and how much you want to automate:
| Platform | Often suits |
|---|---|
| Mailchimp | Small businesses wanting an all-round tool with templates and simple automations |
| Campaign Monitor | Businesses that want polished newsletter design and straightforward sending |
| Klaviyo | Online stores, especially Shopify, that want automations based on purchases |
| Your website or CRM's built-in email | Businesses that want everything in one system they already use |
When comparing email marketing platforms for small business, check the price at your list size, how easy the editor is, whether it connects to your website or store, and whether it handles unsubscribes and consent records properly.
How do you do email marketing for small business?
- Choose a platform and connect it to your website
- Add sign-up forms to your website, checkout and social media, with clear consent
- Import existing contacts only if they agreed to marketing emails
- Create a branded template that works on phones
- Set up a welcome email for new subscribers
- Plan a monthly email with a tip, a story and one offer
- Review results each month and adjust
Our email marketing tips go deeper on writing and design, and our guide to the Spam Act covers the legal basics for Australian businesses.
How much does email marketing cost for a small business?
The platform is usually the smallest cost: many start free for small lists and rise as your list grows. The bigger cost is time, to plan, write, design and send. If you'd rather hand it over, email marketing is included in our marketing partnership plans (from $4,500 + GST a month), and one-off work such as template set-up is quoted at $175 + GST an hour.
Why is email marketing important for small business?
Because social media reach can drop overnight when a platform changes its rules, and paid ads stop when the budget stops. An email list is an asset that grows over time and stays with the business. For many small businesses, past customers on an email list are the most reliable source of repeat sales.
What we see when regional small businesses start email marketing
Many small businesses we talk to in Mildura and across the region already have hundreds of customer emails in their booking, invoicing or point-of-sale system, but no consent to market to them and no plan to use them. The fix is a simple sign-up process, a clean start with people who opt in, and a short monthly email the owner is proud to send.
We work with email platforms including Campaign Monitor and Klaviyo. Our Mailchimp team sets up lists, forms and automations, and our EDM design service creates branded templates.
Frequently asked questions
Should I use email marketing for my small business?
If you have repeat customers, a long buying cycle or regular news and offers, yes. It's low cost and you own the audience.
How many emails should a small business send?
Monthly is a good start. Add automated emails, such as a welcome email, and extra campaigns for genuine offers or events.
Can I use Gmail or Outlook for email marketing?
Not for bulk marketing. Use an email marketing platform: it handles unsubscribes, sends reliably, tracks results and helps you meet the Spam Act.
How do I grow my email list?
Add sign-up forms to your website and checkout, ask in store, offer something useful such as a guide or early access, and mention your newsletter on social media.
Is email marketing still relevant?
Yes. Email remains one of the few channels where you own the audience, and it's still how many customers prefer to hear from businesses they buy from.
Want help getting email marketing started? Contact Rock Solid Marketing to talk to our team.
