Why Email Marketing Is Still One of the Smartest Things You Can Do for Your Business
If you're feeling swamped with marketing decisions—what to post, when to post, what’s working, what’s not—you’re not alone. So many business owners I speak to feel like they’re throwing content out into the digital void, hoping something sticks.
That’s why I always come back to email marketing.
It’s direct. It’s measurable. And most importantly it actually works.
At GDM, I love doing email marketing for clients. It gives clarity, structure, and results you can actually see. So if email marketing has been on your to-do list for too long, this blog is your gentle nudge to finally prioritise it.
Let’s break down what makes it so powerful—and how you can use it (without it becoming another overwhelming task on your plate).
Why Email Marketing Still Matters (Even in the Age of Social Media)
There’s a lot of noise online. Social media is fast-moving and unpredictable—you post something and maybe 2% of your audience sees it (if the algorithm feels generous).
Email is different. When someone signs up for your list, they’re giving you direct access to their inbox. That’s gold. It means your message is delivered straight to their screen—no algorithms, no hoping for reach.
Think about it like this: Sarah checks her emails with her morning coffee. Your latest offer, helpful tip, or exciting update? Sitting right there, ready to be read.
That level of access is rare in digital marketing. And the best part? You own your email list. No platform changes, no risk of your audience disappearing overnight.
Building a List That Actually Works for Your Business
The first step is growing your list—but not just with random signups. You want people who want to hear from you.
Here’s how to do that:
Make it easy to sign up
Have a clear sign-up form on your website, ideally in more than one spot. One at the top (hero section), one at the bottom, and one in a pop-up or banner. Use short, clear text like:
“Get 10% off your first order + handy marketing tips every month.”
Give them a reason to join
What do they get? A discount code? A downloadable freebie? Early access to events or sales? People need an incentive that feels useful or exciting to them, not just what works for you.
Example: A florist client I work with offers seasonal bouquet styling guides to new subscribers. It’s beautiful, helpful, and instantly relevant to her audience.
Segmenting Your List = Smarter Marketing
Once your list is growing, don’t send every email to everyone. Segmenting helps you send more relevant messages—so you don’t overwhelm your audience or miss opportunities.
Here’s what segmentation can look like:
New vs. repeat customers – Send a welcome series to newbies, and loyalty perks to regulars.
Location-based offers – Promote in-person events only to people in your area.
Engagement behaviour – Send reminders only to people who haven’t opened a giveaway email yet.
Example: One client ran a VIP giveaway. We emailed everyone, but two days later sent a second “last chance” email only to those who hadn’t entered yet. The second send boosted entries by 35%, without annoying people who had already entered.
Tips for Growing Your Email List (Without Feeling Salesy)
Growth happens when you’re consistent and thoughtful.
Here’s what works:
Talk about your list regularly on socials – Don't assume people know you have one. Remind them what’s in it for them: behind-the-scenes access, early deals, or expert tips.
Use content upgrades – Turn a popular blog or social post into a downloadable checklist or guide, and ask for an email in exchange.
Collect emails offline – If you’re at a market, trade show, or in-store, offer a prize draw or special offer in exchange for their email.It’s not about having a huge list—it’s about building a valuable one full of people who care about what you do.
Writing Emails That Actually Get Read (and Clicked)
You’ve built your list. Now what? Here’s how to send emails people actually want to open.
Make the subject line count
This is your first impression. Keep it short, clear, and spark curiosity.
“Here’s your exclusive offer”
“3 tips to help you save time this month”
“Sneak peek: our new menu is live!”
Design for real people: Most people read emails on their phones. Use a clean layout with short paragraphs, buttons instead of long links, and one main message per email.
Keep it useful: Every email should answer the question: What’s in it for the reader? Are you giving advice, solving a problem, sharing something exciting, or making their life easier?
Example: A client who sells homewares sends a monthly “5-Minute Styling Tip” email. It’s short, practical, and always includes a product link. Open and click rates? Way above average.
Final Thoughts: Is Email Marketing Worth It?
Short answer: yes.
Longer answer: it’s one of the most efficient and low-cost ways to build relationships, generate sales, and stay top-of-mind with your audience—especially when time and budget are tight.
If you're in New Zealand and want to use email marketing but aren’t sure where to start, I can help. From one-off setups to regular content, I offer done-for-you services that take the pressure off and let you focus on what you do best.
Three Takeaways You Can Action Today:
Check your website – Is your email sign-up easy to find and compelling?
Decide what value you’ll offer – A discount? A freebie? Early access?
Start small – Aim for one useful email a month and build from there.
Need help making email marketing work for your business?
Let’s chat. I’ll help you create an email strategy that’s clear, on-brand, and actually gets results.
Get in touch here or ask about our Digital Presence Audit to find out where your email marketing fits into the bigger picture.
