M
ost small business owners spend a lot of time thinking about how to attract more customers, but many overlook one of the easiest and most effective marketing tools available—email marketing. While social media and paid ads get all the attention, email marketing quietly delivers some of the highest return on investment of any channel. The best part? You probably already have the customer emails you need to get started.
In this series, we’re covering five completely free marketing tools that small businesses should take advantage of before spending money on ads. In our last post, we discussed Google Business Profile and how it can boost local visibility. Today, we’re diving into Mailchimp—a tool that makes email marketing simple, even for business owners who don’t have time to learn complicated software.
What is Mailchimp and Why Should Small Businesses Care?
Mailchimp is an email marketing platform that allows businesses to send professional-looking email campaigns, automate follow-ups, and track customer engagement—all without needing advanced marketing experience. Best of all, Mailchimp offers a free plan that’s more than enough for small businesses to get started.
Email marketing remains one of the highest ROI marketing strategies. Studies consistently show that email converts at a much higher rate than social media, and it gives businesses direct access to their customers without relying on algorithms. If a customer gives you their email address, that’s an invitation to engage with them directly—on your terms, not Facebook’s or Google’s.
What You Get With Mailchimp’s Free Plan
Mailchimp’s free plan is perfect for small businesses just getting started. Here’s what you get without spending a dime:
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Up to 500 contacts (email subscribers)
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1,000 email sends per month
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Basic email templates to create professional campaigns
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Pre-built automation like welcome emails for new subscribers
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Audience segmentation to target specific customers
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Basic analytics to track open rates and engagement
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Sign-up forms and landing pages to collect more emails
For many small businesses, this is more than enough to build an engaged customer base and start seeing real revenue from email marketing.
Where to Find Your Email List (You Probably Already Have One)
One of the biggest misconceptions about email marketing is that you have to start from scratch with an empty list. The truth is, many small business owners already have customer emails—they just don’t realize it.
For example, if you own a restaurant, your POS system likely captures customer emails when they make reservations or order online. If you run an eCommerce store, your checkout system already collects emails for receipts and order confirmations. A service-based business like a salon or fitness studio? If you take appointment bookings online, those emails are sitting right there, ready to be used for customer follow-ups and promotions. Even small retail shops with loyalty programs or online receipts have a built-in database waiting to be tapped.
If you’ve ever run a giveaway, sold products online, or taken sign-ups for an event, you already have an email list. The key is to organize and utilize it effectively—and Mailchimp makes that easy.
How to Grow Your Email List the Right Way
If you don’t have a list (or want to grow it), you need a strategy for capturing customer and prospective customer emails. Here are some simple but effective ways to do it:
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Offer an Incentive – Give people a reason to sign up. A restaurant might offer a discount on their next meal, a retail shop could provide an exclusive coupon, and a gym might give away a free class pass.
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Use Your Website – Add a sign-up form to your homepage, blog, or checkout page. Mailchimp lets you create landing pages for this, even on the free plan.
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Leverage Social Media – Post about your email list and why people should sign up. Promote exclusive content, early access to sales, or valuable insights.
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In-Person Collection – If you have a physical location, set up a sign-up sheet or tablet at checkout for customers to subscribe.
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Run a Contest or Giveaway – Require an email sign-up for entry. This works great for restaurants, event venues, and retail stores.
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QR Codes – Add a QR code to menus, receipts, or signage that links to an email sign-up form. This is a low-effort way to encourage sign-ups in physical spaces.
What to Send: Email Ideas That Work
Once you have an email list, what do you actually send? Here are some high-impact email ideas that small businesses can use right away:
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Welcome Emails – Mailchimp’s free plan includes automation for sending an automatic email when someone subscribes. Make a great first impression.
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Exclusive Promotions – Give your email subscribers access to deals before anyone else.
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News and Updates – Announce new products, services, or seasonal offerings.
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Customer Spotlights & Reviews – Share testimonials or highlight loyal customers.
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Abandoned Cart Reminders – If you run an online store, remind customers about items they left behind.
The goal is to stay top of mind while providing value. The best emails feel personal, not like spam.
Final Thoughts: Start Now Before You Need It
Let’s say you own a local restaurant. The first step is ensuring your hours, menu, and contact information are accurate. Next, upload enticing photos of your food, post updates about weekly specials, and respond to every customer review. If a diner leaves a great review about your signature dish, thank them and invite them back. If someone has a complaint, acknowledge their concerns and offer a resolution. These simple actions build credibility, attract more customers, and improve search rankings.
Some Business Owners Need Help Managing GBP
Even though GBP is easy to use, some business owners either don’t have the time or aren’t comfortable navigating online tools. They’re focused on running their business, not learning every new feature Google rolls out. That’s why many businesses don’t take full advantage of it. Shorecraft includes GBP optimization in many of our social media and SEO packages, ensuring business profiles stay updated, customer reviews get responses, and every available feature is being used effectively.
Final Thoughts & What’s Next
Many small businesses don’t think about email marketing until they need it. Maybe they hit a slow season, need to fill empty seats, or want to boost sales quickly. The problem is, email lists take time to grow. The best time to start building your list is before you need it.
With Mailchimp’s free plan, there’s no excuse not to start. Whether you have 500 contacts or 5, a strong email marketing strategy can help you build stronger customer relationships, drive repeat business, and make your marketing more predictable.
Are you already using email marketing? What’s been the best way you’ve found to collect customer emails? Drop your thoughts in the comments!
Stay tuned for the next installment in this series, where we’ll dive into another free tool that small businesses should be using to improve their digital presence: Meta Business Suite, and how to streamline your social media marketing without spending a dime.
