How to start an email newsletter for your small business

1. Decide what your emails are for

Pick one main goal: getting people through the door, getting bookings, selling online or keeping supporters informed. Every email should push towards it.

Then pick a rhythm you can keep up. Twice a month is a good start for most small businesses. Regular and short beats occasional and long.

2. Build your list the right way

Only email people who agreed to hear from you, or past customers under the UK soft opt-in (see our guide to the rules). Never buy a list: it breaks the rules and ruins your sender reputation.

• A QR code at the till or on tables that opens your sign-up page
• A tick box when people book or buy, unticked by default
• A sign-up link in your Instagram bio and on your website
• A reason to join: first to hear about new stock, events, or a small welcome offer

3. Make your first email

Keep it simple: your logo, one photo, a heading, two or three short sentences and one button. Most people will read it on their phone, so short paragraphs and big buttons matter.

You can build one now, free and with no account, at try.iynbox.com, and send it to yourself to see how it looks.

4. Write a subject line people open

Be specific and useful: "Cinnamon buns are back this Saturday" beats "October newsletter". Under about 50 characters reads well on phones. Numbers, dates and questions work well. Avoid ALL CAPS and lots of exclamation marks.

5. Send, then look at what worked

After each send, check which links were tapped and how many people opened it. Do more of what gets clicks. Don't worry about a few unsubscribes: it's people tidying their inbox, and a smaller list of interested people is better than a big list that ignores you.

6. Keep going

Plan the next three emails now: one news, one offer, one story. Put them in your diary. Consistency is what turns a list into customers.