Most MSME owners think email marketing is “old-school,” but it’s still one of the cheapest, most direct ways to reach customers, and it works 24/7.
If it’s done right, it builds trust, keeps your business top of mind, and drives repeat sales without heavy costs.
In this blog, I’ll tell you how to build lists, segment audiences, use automations, and create emails that actually sell.
I’ll explain it to you in simple terms. Email marketing involves using emails to reach out to potential and existing customers, build relationships, share offers, or keep your brand fresh in their minds.
It’s not just sending out random bulk emails. Good email marketing is targeted, personalised, and planned, so people actually open, read, and act on it.
Not all emails are created equal. If you only send sales offers, people tune out fast.
Using different types of emails, from welcome notes to drip campaigns, keeps your audience interested and builds trust.
Here’s a look at the most useful types of email marketing you can mix and match for your business.
Emails purely aimed at driving sales. They announce offers, special discounts, seasonal campaigns, or new product launches.
What to include?
Example…
A garment manufacturer emails wholesalers about their new festive catalogue, offering early-bird pricing for bulk orders.
Why does it matter?
Quickly boosts sales and clears inventory, especially during slow seasons.
Automated messages triggered by customer actions. They’re not meant to sell, but to confirm details and keep customers updated.
What to include?
Example…
A local e-commerce site sends an instant email after someone places an order, plus a shipping update with a tracking link.
Why does it matter?
Builds trust. Customers feel assured their money didn’t just vanish.
A series (or even just one warm email) sent when someone first connects with your business, for example, subscribes, signs up, or makes their first purchase.
What to include?
Example…
A local gym sends: “Welcome to FitZone! Here’s your free nutrition guide + ₹500 off on your first 3-month membership.”
Why does it matter?
Sets a positive first impression, reduces buyer’s remorse, and nudges them to come back.
Pre-scheduled series of emails sent automatically based on what a customer does.
What to include?
Example…
A B2B tools supplier sends leads who download their product brochure:
Day 1: “Here’s how our machines cut costs by 20%.”
Day 4: “Meet Ravi. His factory doubled output using our tools.”
Day 7: “Ready to see how we can help your business? Book a free demo.”
Why does it matter?
Keeps leads warm without constant manual chasing.
Regular updates (weekly, bi-weekly, monthly) that keep your business in front of customers, share helpful tips, new arrivals, or behind-the-scenes stories.
What to include?
Example…
A bakery shares a monthly email with cake care tips, upcoming festival specials, and a short video from their kitchen.
Why does it matter?
Builds a loyal community that thinks of you first when they’re ready to make a purchase.
Follow-up emails after a purchase, asking for reviews or feedback.
What to include?
Example…
An electronics store sends an email a week after delivery: “Happy with your new air conditioner? Your review helps us grow. Leave one and enjoy ₹200 off your next purchase.”
Why does it matter?
Online reviews and customer testimonials make it easier to win new clients. Plus, direct feedback helps you fix problems early.
Use a blend of these email types. It’s not enough to just send offers. You also want to educate, reassure, and maintain warm relationships.
That’s how small businesses grow loyal customers.
Still wondering if email marketing is worth your time?
Here’s why smart MSMEs swear by it.
Unlike paid ads or print flyers, emails cost almost nothing after setup. Even tools that manage large email lists are much cheaper than traditional marketing.
Example: A local furniture shop spends ₹2,000/month on an email platform, sending offers to 5,000 customers. Way cheaper than newspaper ads.
People don’t always buy the first time. Email marketing keeps your brand fresh in their minds, so they come back when ready.
Example: A client sees your emails month after month and finally books that ₹50,000 modular kitchen.
You can set up drip campaigns that educate, nurture, and sell, even while you sleep.
Example: A manufacturing unit sends an automated 5-email series to leads who download their product catalogue.
Unlike mass ads, you can send tailored offers…
Result: Customers feel valued and are more likely to buy.
You can see who opened, who clicked, and who made a purchase. This data helps you improve campaigns over time.
Example: See that your emails on “monsoon care tips” get 40% more clicks? Now you know what content works.
Sharing helpful tips (not just offers) positions you as an expert. Customers trust you more, which makes selling easier.
Marketing is essential for a business, but knowing what’s not working and having a clear plan to grow makes all the difference.
Running great email campaigns isn’t complicated.
Think of it like a restaurant hosting guests: plan the menu, invite the right people, and serve them what they like.
Here’s how to do that step by step.
Decide what you want to achieve.
Start building your email list.
No random guests off the street. These are people who’ve shown interest and want to hear from you.
Group customers by interests or buying habits.
Like seating veg and non-veg guests separately, segmentation ensures you serve the right dish to the right person.
Your emails shouldn’t be bland.
If your content tastes good, people keep coming back.
Automate or schedule your campaigns to go out when your audience is most receptive.
Like dinner rush vs afternoon lull… timing matters.
After sending, look at open rates, clicks, and sales.
It’s like scanning Google reviews. Discover what works and what needs improvement.
Run your email strategy like your best hospitality… know your customers, serve them what they love, watch their reactions, and adjust your recipes.
That’s how you turn occasional visitors into loyal regulars.
Sending one-off emails is easy, but growing a proper system needs the right tools. These tools and platforms help you build lists, segment audiences, automate follow-ups, and see what’s working.
Let’s break it down so you can pick what suits your business best.
Keeps all your subscribers organised.
Breaks your audience into groups by interests, buying history, or location, so you can send relevant content.
Drag-and-drop tools to create beautiful emails without knowing code. Add images, buttons, and product grids.
This lets you schedule emails to go out based on triggers (like someone signing up or downloading your catalogue).
Shows open rates, clicks, sales tied to your emails, and unsubscribe trends.
It allows you to test two different subject lines or designs to see which one yields better responses.
Helps keep your emails out of spam by cleaning your list and guiding you on best sending practices.
It ensures consent to email people and easy unsubscribe options (important for rules like GDPR or local spam laws).
Easy all-in-one starting point.
This is best for businesses that are already using Zoho (CRM, inventory, invoices).
Affordable, with SMS & WhatsApp features too.
The best option if you want emails tied directly to sales pipelines and CRM.
A simple and clean interface for small businesses.
Ideal for small businesses seeking high-quality design templates.
Running email campaigns is more than just clicking “send.”
To really get people opening, reading, and buying, you need a few smart habits.
Here’s how you can make sure your emails work harder for you.
Keeps you compliant with spam laws, plus people trust businesses that don’t trap them.
| One small tip for you! Don’t sell every time. Mix promotions with helpful content, behind-the-scenes peeks, or customer stories to build long-term loyalty. |
If you don’t have the right people on your list, your emails won’t do much.
Building a quality email list and then segmenting it means you’re talking to people who actually want to hear from you, and sending them what matters most.
Explore how to grow your list and keep it smartly organised.
Offer a small incentive like a discount, a free guide, or early access to sales.
Have a simple register or QR code at checkout for customers to join your updates.
Run contests or giveaways where entry requires an email.
If you’re in services (like a salon, repair, consulting), collect emails after appointments for sending receipts, care tips, or exclusive offers.
Segmentation is breaking your list into groups so you can send more relevant emails.
| Segment | How to do it |
| By purchase history | Frequent buyers vs first-timers. Offer loyalty deals to regulars, and a welcome series to newbies. |
| By location | Share local events or offers only with nearby customers. |
| By interests or categories | People who bought kitchenware vs people who bought furniture. |
| By engagement | Send re-engagement campaigns to those who haven’t opened your emails in 3 months. |
Marketing automation and drip campaigns are like having a smart assistant who handles customer follow-ups for you, day and night, without forgetting or getting tired.
It’s using tools to send emails automatically based on triggers or schedules. So instead of manually chasing every lead, your system does the work.
Example…
Drip campaigns can be defined as a series of emails sent over days or weeks to slowly build trust and guide people toward making a purchase.
Like watering a plant, little by little, you nurture leads until they’re ready.
Example for a B2B supplier…
You don’t need a huge setup. Even automating small things can make a big difference.
For example…
Cold emails are simply emails sent to people you haven’t interacted with before, such as introducing your business to potential clients.
When done right, they’re a powerful way to open doors. When done wrong, they land in spam (or get ignored).
Don’t blast thousands of random addresses. Build a small, relevant list.
Example: If you sell industrial glue, email purchasing managers in manufacturing, not restaurants.
Use their name, mention their company or a recent project if you can.
Explain who you are, what you offer, and how it solves a problem for them, in 4-5 lines.
Like “Can we schedule a quick call next week?”
| Metric | Typical Benchmark for Cold Emails |
| Open Rate | 15-25% – good subject lines & targeting help |
| Click-Through Rate | 1-3% – cold leads need more warming up |
| Reply Rate | 2-5% – enough to start real conversations |
| Conversion Rate | <1% – expect a few to turn into actual sales |
| Unsubscribe Rate | <0.2% – higher means too frequent or irrelevant |
| Bounce Rate | <5% – keep lists clean to avoid hurting deliverability |
You know the benchmarks for cold email.
Here’s what’s considered “normal” across industries for email marketing, so you know if your campaigns are performing well.
| Metric | What It Tells You | Healthy Benchmark |
| Open Rate | % who opened your email | 25-40% for warm lists, 15-25% for cold |
| Click-Through Rate | % who clicked a link | 2-5% |
| Conversion Rate | % who took the desired action (buy, sign up) | 1-3% |
| Unsubscribe Rate | % who opted out after your email | <0.5% |
| Bounce Rate | % of emails that were not delivered | <2% |
| Spam Complaints | % who marked you as spam | <0.1% |
Even the best emails are useless if they never reach the inbox. Here’s how to keep your emails out of the spam folder…
Remove inactive emails & hard bounces. Don’t buy email lists, ever.
Platforms like Mailchimp or Zoho have built-in checks to improve deliverability.
Words like “FREE!!!” or using too many exclamation marks can trigger filters.
It’s the law (and builds trust).
People open emails that feel like they’re just for them, not a generic blast. Personalisation makes your emails warmer, more human, and way more effective.
Most email tools let you add a simple “Hi [First Name]” at the start. It instantly feels more personal.
Example: “Loved your sofa from us? Here are cushions that go perfectly with it.”
If someone browses your website’s modular kitchens, follow up with an email on design trends, not random products.
If you have customers in Chennai and Delhi, send them location-relevant offers or delivery timelines.
Birthday discounts, anniversary congratulations, or even “we miss you” emails can turn occasional buyers into loyal fans.
Even well-planned email campaigns can encounter setbacks, such as low open rates, few clicks, or, worse yet, being flagged as spam.
Don’t worry, it happens to everyone. The trick is to spot the problem early and tweak your approach.
Here’s how to handle the most common email headaches.
Why does it happen?
How to fix it?
Why does it happen?
How to fix it?
Why does it happen?
How to fix it?
Why does it happen?
How to fix it?
Business is always challenging, but having a clear structure and step-by-step guidance can make growth manageable.
Email isn’t old-fashioned. It’s evolving fast. Here’s what’s shaping email marketing in 2025 and how you can stay ahead.
Not just “Hi [Name]”, emails tailored to buying behaviour, location, or interests.
Think polls, quick quizzes, or clickable product galleries right inside the email.
Tools that write subject lines or tweak send times for better open rates.
More focus on clean opt-ins and respecting customer data.
Most emails are opened on phones, so simple, scroll-friendly formats win.
Emails linking directly to conversations on messaging apps.
Email marketing is still one of the smartest, most budget-friendly ways to grow your business.
Keep it personal, helpful, and consistent, and you’ll turn casual subscribers into loyal customers who keep coming back.
Stay tuned for more business-related blogs for small business owners!
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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