Email marketing has the highest return on investment of any digital channel — ₹36 returned for every ₹1 spent on average globally. Yet most Indian small businesses completely ignore it. Here is how to get started.
Why email marketing still works in 2025
Unlike social media, where algorithms control who sees your content, an email goes directly to your subscriber's inbox. You own your email list — no platform can take it away from you. That is a powerful asset for any business.
Building your email list from scratch
Start with what you have. Export contacts from your phone, collect emails from customers at the point of sale, add a signup form to your website offering something valuable in return (a free guide, a discount, a checklist), and ask your social media followers to subscribe.
Important: Always get permission before emailing someone. Only add people who have opted in. Sending unsolicited emails damages your reputation and can get you blacklisted.
What to send and how often
A simple weekly or fortnightly newsletter works well for most small businesses. Include one useful tip, a business update, and a soft call to action. Keep it short — most people read emails on their phone and will not read something that looks like a textbook.
Subject lines matter most
Your subject line determines whether the email gets opened. Keep it under 50 characters, make it feel personal or create curiosity, and avoid spammy words like "FREE!!!" or "ACT NOW". Examples that work: "3 mistakes costing you clients" or "A quick tip for you, [First Name]".
Free tools to get started
Mailchimp offers a free plan for up to 500 contacts. Brevo (formerly Sendinblue) is another excellent free option. Both have drag-and-drop email builders that require no technical knowledge. You can be sending professional emails today.
Measuring success
Watch your open rate (aim for 20%+) and click rate (aim for 2–3%). If your open rate is low, work on subject lines. If your click rate is low, your email content or CTA needs improvement. Test, learn, and improve with each send.
