From Overlooked to Essential:The Power of Email Marketing
Why Email Marketing Deserves More Respect
Email marketing does not get the respect it deserves. There, I said it. It is often overlooked and underutilized. And if it is used at all, it’s the first activity to be cut when time is short. How do I know this? I was guilty of it.
My Email Marketing Mistakes as a Small Business Owner
When I directed The Marketplace, I was responsible for a staff, storefront, website, large shows, and a fashion truck. I was consistent in sending monthly newsletters nine months out of the year, but when show season hit, I would fall off the wagon. In January, I would start again. I didn’t fully understand the power of email marketing until COVID hit.
The Pivot That Changed Everything
In 2019, The Marketplace made a big shift—we closed our storefront to focus on our online store and fashion truck, The Rolling Shack. With more time, I became consistent in sending monthly newsletters. When we went into lockdown in March 2020, I quickly realized how important that newsletter would be.
Many of my fellow show vendors thought I was crazy for having an online store, an email list, and a strong social media presence. They said it was too much work. But when lockdowns started, we had all the systems in place to quickly pivot. Through our email list, we launched curated fair trade gift bundles that customers could customize and send to friends. The Marketplace not only survived—we grew. I also increased our email frequency from one to two emails per month.
Why Social Media Alone Isn’t Enough
Many small businesses rely only on social media to connect with their followers. Don’t get me wrong—I love social media, and it has a place in your marketing strategy. But it cannot be your main source of communication.
Why? Because you don’t own that platform.
At any moment, you could lose access to your followers. Imagine this: If your Facebook or Instagram account was gone today, how would that impact your business?
The Email Marketing Funnel: A Visual Guide
Here’s how different marketing channels work together:
Facebook & Instagram posts – Help new people find you.
Stories – Let people get to know you a little more.
Your website – Helps them decide if they want to connect further.
Your email list – Means they’ve decided they like you and want to be part of your community.
Your email list is where you nurture relationships and build trust with your audience.
How My Email List Saved My Business
In 2022, my business was hacked. It could have been a disaster. But my community rallied.
I sent out a newsletter the next day, and the outpouring of love and support was unbelievable. That day, we had one of our highest sales days ever. I also received countless emails from customers praying for us and pledging their support.
That’s the power of email marketing.
Email Marketing Builds an Engaged Community
Something special happens when you write newsletters—people feel connected. They feel like they are part of something bigger. Through my newsletters, my customers got to know me, and I got to know them.
Email marketing is not just about sales—it’s about relationships.
How to Get Started with Email Marketing
I get it. Running a small business means wearing a hundred different hats. Time is valuable. But hear me: The Marketplace would never have achieved all that it did without email marketing.
If you’re thinking, "How do I start?", here’s my advice:
You don’t have to be a writer.
Write from the heart.
Answer these questions:
Why did you start your business?
Why do you love what you do?
Why is it important?
Why should people care?
Just start today.
If you need help, I’m here. I can coach you through the process or even write your monthly newsletter for you.
There truly is power in email marketing.