Why Every Business Needs an Email List (Even a Small One)
In the age of social media, it’s easy to believe that platforms like Instagram and TikTok are the best ways to grow your business and sell your products or services. After all, that’s where people spend their time — scrolling, liking, and commenting. But when it comes to consistently making sales and building relationships with your audience, relying solely on social media is a risky game. Algorithms change, organic reach is limited, and unless you’re paying for ads, the odds are stacked against you. That’s where an email list comes in — and it’s one of the most valuable tools you can have as a business owner.
Why Email Lists Outperform Social Media
Instagram and other social platforms are designed to keep you dependent on them. If you’ve ever posted about a product or service and been frustrated that hardly anyone saw it, you’re not imagining things. Platforms like Instagram intentionally limit organic reach to encourage you to pay for visibility. Even if you have thousands of followers, the people most interested in what you offer may not see your posts unless you boost them.
An email list, on the other hand, puts you in control. When someone signs up for your list, they’re giving you permission to communicate with them directly. There’s no algorithm standing between you and your audience. Your message lands directly in their inbox — and if they’ve signed up to hear from you, they’re already interested in what you have to say (or sell).
My Experience with Selling Through My Email List
Personally, I’ve found that my email list is the most reliable way to sell my artwork — far more consistent than Instagram. And my list is not even that big! I have a little over 100 people on my list, but every time I launch a new collection, it sells out quickly because of my email list.
Here’s why it works:
I give my subscribers early access to my work before I release it publicly.
Since my paintings are one of a kind, this creates a sense of urgency — people know that if they want a piece, they need to act fast when they get that email.
The people on my list have already shown they care about my work by signing up, so they’re already primed to buy when the time comes.
This same strategy works whether you’re selling products or services. If you offer coaching, for example, you could give your email list early access to book new sessions. If you’re launching a new product, your subscribers could get first dibs before you announce it on social media. That sense of exclusivity and early access creates urgency and builds trust with your audience.
Sometimes I’ll offer a discount code as a signup incentive, but that’s rare. Early access is what makes the biggest difference — people love feeling like they’re getting an exclusive opportunity to buy something before everyone else.
You Don’t Need a Huge List to Make Sales
The biggest misconception about email marketing is that you need a massive list to make it work. That’s not true. What you need is an engaged list — even if it’s small. A list of 100 people who genuinely care about your work is better than 10,000 random followers on Instagram who may or may not engage with you.
Email is personal. When you show up consistently in someone’s inbox, you build trust. And when the time comes to sell, those relationships translate into sales.
Best Email Platforms for Businesses and Entrepreneurs
If you’re ready to start building (or improving) your email list, choosing the right email platform is key. There are tons of options out there, but here are five of the best, especially for small business owners and entrepreneurs:
1. Squarespace Email Campaigns
If you already use Squarespace for your website (like I do), their email campaign feature is a natural fit. It allows you to easily design and send emails that match your website’s aesthetic.
Pros:
Easy to set up if you’re already using Squarespace.
Clean, professional designs that are easy to customize.
Affordable — especially for smaller lists.
Cons:
Fewer advanced automation options compared to other platforms.
➡️ Best for: Simplicity and brand consistency if you already use Squarespace.
2. Flowdesk
Flowdesk has become hugely popular among small business owners because of its flat-fee pricing and beautiful, customizable templates. Unlike most platforms, Flowdesk charges a flat rate ($35/month), regardless of the size of your list — so you don’t get penalized for growing your audience.
Pros:
Flat fee pricing (doesn’t increase as your list grows).
Gorgeous, easy-to-use templates.
Fully customizable to match your brand.
Cons:
• Lacks some of the more advanced segmentation and automation features of bigger platforms.
➡️ Best for: Businesses that want to create beautiful emails and not worry about increasing costs as their list grows.
3. Mailchimp
Mailchimp is one of the most widely used email platforms, and for good reason — it offers a solid free plan (up to 500 contacts) and easy-to-use automation features. It’s highly customizable and integrates well with most website platforms.
Pros:
Free plan available for small lists.
Powerful automation and segmentation options.
Good analytics and reporting tools.
Cons:
Pricing scales up quickly once you pass the free tier.
Some templates are less customizable than Flowdesk or Squarespace.
➡️ Best for: Beginners who want a free option with strong automation features.
4. ConvertKit
ConvertKit is designed with creators and service-based businesses in mind, offering strong automation features and a user-friendly interface. It’s particularly good if you want to segment your list and send targeted content based on user behavior.
Pros:
Strong automation and segmentation.
Good for creating product launches or drip campaigns.
Clean, minimalistic interface.
Cons:
Higher starting price than some other platforms.
➡️ Best for: Businesses that want more control over automation and segmentation.
5. Klaviyo
Klaviyo is popular for ecommerce and product-based businesses, so it’s a great option if you’re selling physical products directly through your website. Its data and tracking capabilities are some of the best in the industry.
Pros:
Great for ecommerce integration (Shopify, WooCommerce, etc.).
Strong analytics and reporting.
Advanced segmentation based on purchase history and behavior.
Cons:
More complex than some other platforms.
Higher price point.
➡️ Best for: Product-based businesses that want advanced data and targeting.
How to Grow Your Email List
Offer Early Access – Just like I do with my art, giving early access to new products or services creates excitement and urgency.
Lead Magnets – Offering a freebie like a digital download, discount, or exclusive content can help grow your list.
Be Consistent – Send regular emails (even once a month) so your audience stays engaged and doesn’t forget about you.
Promote on Social Media – Make sure people know they can sign up for your list — put the link in your bio and talk about why it’s valuable.
Final Thoughts
Social media is great for visibility, but an email list is where the real connection happens. Even a small, engaged list can drive consistent sales and give you a direct line to your biggest fans and customers. You don’t need a massive following — you just need to give your subscribers a reason to stay connected and make them feel valued. Start small, be consistent, and watch how your email list becomes the most valuable part of your business.
