Email marketing consistently delivers one of the highest returns on investment of any digital marketing channel. Research from various sources suggests an average return of £35 to £40 for every £1 spent. Yet most small businesses either don’t use email marketing at all, or use it poorly – sending occasional newsletters to a list that hasn’t been contacted in months.
The Nurture Sequence: Your Sales Team on Autopilot
The most powerful use of email marketing for small businesses isn’t the newsletter – it’s the automated nurture sequence. When someone enquires about your services but doesn’t immediately buy, they go into a sequence of automated emails designed to build trust, demonstrate expertise, and keep you front of mind until they’re ready to commit.
A typical nurture sequence might look like this: Day 1 – a welcome email with useful information. Day 3 – a case study or success story. Day 7 – an FAQ email addressing common concerns. Day 14 – a limited-time offer or invitation to book a call. Done well, this sequence converts leads that would otherwise go cold into paying customers – without you having to do anything manually.
What to Write About
The biggest barrier for small business owners is content. “I don’t know what to write” is the most common objection. Here’s the answer: write about the questions your customers ask most frequently. Write about the mistakes you see customers making. Write about how your process works. Write about results you’ve delivered. Every conversation you have with a customer is potential email content.
The Platform
I use and recommend High Level CRM for automated email sequences. It integrates with your website and Google Ads campaigns, so the moment someone enquires, the right sequence starts automatically. Learn more about my digital marketing services including CRM and email automation.
