Stop Sending the Wrong Emails: How Email Marketing for Small Businesses Can Actually Work

The problem isn’t email marketing itself, it’s using the wrong type of email for the wrong goal. At Bold, we know that email marketing for small businesses is still one of the most powerful tools in your digital toolbox. But without understanding the types of emails and how they work, it can feel like a waste of time. Let’s break it down, so you’re sending smarter, not harder. 

Before we get into the types of emails, here’s a reminder: email marketing for small businesses is NOT dead. In fact, it offers one of the highest ROIs of any marketing channel. According to recent studies, the average return is £36 for every £1 spent. 

Why? Because your email list is yours. It’s a direct line to people who have already shown interest in your business. No algorithms. No filters. Just you and your audience. 

But the magic only happens if you send the right message at the right time to the right people. 

Best for: eCommerce, service-based businesses, subscription models and local retailers
Use when: A customer joins your mailing list or creates an account 

This is your first impression, so make it count. A good welcome email introduces your brand, sets expectations (like how often you’ll email) and gives something valuable, whether that’s a discount, a freebie or helpful tips. 

Why it works:
Welcome emails can generate up to 4x more opens and 5x more clicks than standard emails. It’s a chance to build trust from the start. 

If you’re not sending welcome emails, you’re missing a golden opportunity to turn a new subscriber into a customer. 

Best for: Retail, hospitality, fitness studios and online stores
Use when: You have something to sell, sales, events, new products or limited time offers 

These emails are about driving action. A clear call to action (CTA), eye-catching design and compelling offer are essential here. 

Why it works:
Promotional emails can create urgency and boost sales, if timed and targeted correctly. But overdo it, and you’ll land in the junk folder. 

Mistake to avoid: Many small businesses only ever send promotional emails, which can lead to subscriber fatigue (meaning recipients get majorly bored with your emails). These emails work best when balanced with other types. 

Best for: Professional services, local businesses, creatives or community-based brands
Use when: You want to keep in touch, share updates or add value 

Newsletters are ideal for nurturing relationships, not necessarily selling. Share updates, blog posts, behind-the-scenes content or expert tips. When done right, they position your business as a trusted voice in your industry! 

Why it works:
They keep your business top of mind. People might not need your service today, but when they do, you’ll be the first they remember. 

Biggest mistake: Making it all about you. Focus on what’s useful or interesting for your audience. 

Best for: eCommerce, SaaS or service-based businesses
Use when: You need to confirm something, orders, bookings, sign-ups or password resets 

Often overlooked, transactional emails are some of the most opened emails you’ll ever send. Why? Because they’re expected and relevant. 

Why it works:
Even though they’re functional, they offer an opportunity to reinforce your brand. Add a thank you, product suggestions or contact details to enhance the experience. 

Small business win: These emails show your professionalism and give customers confidence in your service. 

Best for: eCommerce and online services
Use when: Someone adds an item to their cart but doesn’t check out 

This is your gentle nudge: “Hey, you forgot something!” 

Why it works:
Abandoned cart emails can recover up to 10–20% of lost sales. A well-timed reminder, maybe with a discount or product image, can reel the customer back in. 

What many small businesses miss: Automating this one email can make a big difference to monthly revenue, no extra ad spend required. 

Best for: All industries with an existing list!
Use when: Subscribers haven’t opened your emails in a while 

Before purging your list, try to reignite interest. Offer a fresh incentive, ask for feedback or give them the option to update their preferences. 

Why it works:
Inactive subscribers cost you money if you’re paying per contact. But before you give up on them, one well-written email might be all it takes to win them back. 

Bold tip: Segment your list by engagement and tailor your reactivation strategy accordingly.

Here’s where many small businesses go wrong: they send emails with no clear goal, or worse, the wrong type of email for the goal they have. 

Let’s match the email type with your business goal: 

Build trust with new leads, Welcome email 

Increase sales, Promotional/Abandoned cart 

Keep audience engaged, Newsletter 

Confirm bookings/purchases, Transactional 

Reactivate disengaged subscribers, Re-engagement 

Email marketing for small businesses works when it’s strategic, not sporadic. 

Email marketing for small businesses isn’t just about sending newsletters and hoping for the best. It’s about understanding your customer journey and matching your messages to each stage. 

Stop wasting time on emails that miss the mark. Let Bold help you turn your email list into your most powerful sales and retention tool.

If you’re still unsure which type of email to send, how often or how to build a campaign that actually converts, you’re not alone. 

That’s where we come in. 

At Bold, we help small businesses craft tailored email strategies that actually support your goals, whether it’s increasing repeat purchases, building trust or filling up your booking calendar.