Getting Started with Email Marketing: A Small Business Guide to Mailchimp

Email marketing remains one of the most powerful tools for small businesses, delivering an average return of $42 for every dollar spent. If you’re ready to connect with customers directly and build lasting relationships, this guide will walk you through getting started with Mailchimp, one of the most beginner-friendly email marketing platforms available.

Why Email Marketing Still Matters

While social media algorithms constantly change, email gives you direct access to your customers. You own your email list—no algorithm can suddenly reduce your reach. Plus, 99% of email users check their inbox daily, making it more reliable than hoping customers see your social media posts.

For local businesses, email marketing helps you stay top-of-mind, announce promotions, share updates, and build customer loyalty without breaking your marketing budget.

Getting Started with Mailchimp

Mailchimp offers a free plan for up to 500 contacts and 1,000 monthly emails, perfect for businesses just starting out. As you grow, paid plans provide more features and higher sending limits. Check their current pricing and features to find the right plan for your business.

Your first steps:

1. Sign up at mailchimp.com with your business email
2. Verify your email address and complete your profile
3. Add your business information for the footer (required by law)
4. Upload your logo for brand consistency

Building Your Email List the Right Way

Never buy email lists or add people without permission. Not only is it illegal, but it damages your reputation and delivery rates. Instead, grow your list organically:

Effective ways to collect emails:

• Add a signup form to your website’s homepage and footer
• Offer a first-time customer discount for email subscribers
• Create a helpful guide or checklist related to your business
• Collect emails at checkout (online or in-store)
• Run a contest or giveaway
• Add a signup sheet at your physical location

Always tell people what they’ll receive and how often. “Get weekly tips and exclusive offers” is better than just “Subscribe to our newsletter.”

Creating Your First Campaign

Mailchimp’s drag-and-drop editor makes creating professional emails simple—no coding required. Here’s how to create your first campaign:

1. Choose a template – Start with a basic layout you can customize
2. Add your logo – Maintain brand recognition
3. Write compelling content – Keep it focused and valuable
4. Include a clear call-to-action – Tell readers exactly what to do next
5. Preview and test – Send yourself a test email before launching

Subject line tips that increase opens:

• Keep it under 40 characters
• Create urgency: “24-hour flash sale”
• Ask questions: “Ready for spring cleaning?”
• Personalize when possible: Include their first name
• Avoid spam triggers: ALL CAPS, excessive punctuation!!!

What to Send Your Subscribers

The key to successful email marketing is providing value, not just selling. Follow the 80/20 rule: 80% valuable content, 20% promotional.

Content ideas that engage:

• How-to tips related to your industry
• Behind-the-scenes looks at your business
• Customer success stories or testimonials
• Seasonal advice or reminders
• New product or service announcements
• Exclusive subscriber-only offers
• Local community news or events

Finding Your Sending Rhythm

Consistency matters more than frequency. Whether you send weekly, bi-weekly, or monthly, stick to a schedule your subscribers can expect.

Best practices for timing:

• Tuesday through Thursday typically see highest engagement
• Send between 9-11 AM or 2-3 PM in your audience’s time zone
• Avoid Mondays (inbox overload) and Fridays (weekend mindset)
• Test different times to find what works for your audience

Understanding Your Results

Mailchimp provides detailed analytics to help you improve over time. Focus on these key metrics:

• Open rate: Industry average is 15-25%. Below 15%? Work on subject lines
• Click rate: Aim for 2-5%. Lower? Improve your content and calls-to-action
• Unsubscribe rate: Under 1% is healthy. Higher may indicate too frequent sending or irrelevant content
• Bounce rate: Keep under 2%. Higher rates may indicate old or incorrect email addresses

Staying Legal and Compliant

Email marketing laws protect consumers and legitimate businesses. Following them is simple:

Must-haves for every email:

• Your business name and physical address
• Clear unsubscribe link (Mailchimp adds this automatically)
• Honest subject lines that match your content
• Permission from recipients to email them

For businesses with international customers, following these practices keeps you compliant with regulations like CAN-SPAM (US) and GDPR (Europe).

Growing Beyond Basics

Once you’re comfortable with regular campaigns, explore Mailchimp’s advanced features:

• Automation: Send welcome emails automatically to new subscribers
• Segmentation: Target specific customer groups with relevant content
• A/B testing: Test different subject lines to see what works
• Integration: Connect Mailchimp with your website or e-commerce platform

Mailchimp offers extensive free resources and tutorials to help you master these advanced features at your own pace. Their Marketing Library includes guides, research, and best practices for every experience level.

Common Mistakes to Avoid

Learn from others’ mistakes to fast-track your success:

• Sending too many emails too quickly (start monthly, then increase)
• Making emails too long (aim for 150-200 words)
• Neglecting mobile optimization (60% of emails are opened on mobile)
• Forgetting to proofread (typos hurt credibility)
• Being too salesy (provide value first)

Your Email Marketing Action Plan

Ready to start? Here’s your week-one checklist:

1. Create your Mailchimp account
2. Design a simple signup form for your website
3. Import existing customer emails (with permission)
4. Create a welcome email for new subscribers
5. Plan your first month of email topics
6. Send your first campaign

Need help getting started? Mailchimp’s Getting Started Guide walks you through each step with screenshots and videos.

Remember, email marketing is a marathon, not a sprint. Focus on building genuine relationships with your subscribers, and the sales will follow naturally.

The most successful email marketers are those who consistently show up with valuable content their audience wants to read. Start small, stay consistent, and watch your business grow one email at a time.

If you have web development questions, or are in need of having a website developed, please feel free to contact me at info@ecurtisdesigns.com.