Collect subscribers with clear consent, send from your own domain, and set up SPF, DKIM and DMARC so inbox providers trust your mail; Google and Yahoo have required authentication from bulk senders since 2024. Start with a welcome email and a regular, useful newsletter, include a one-click unsubscribe, and measure clicks and sales rather than opens alone.
Email is the one marketing channel you own. Set it up properly once.
Getting started
| Step | What to do |
|---|---|
| Platform | Choose by list size, automation and templates |
| Domain | Send from you@yourbusiness.com, not a free inbox |
| Authentication | Add SPF, DKIM and DMARC records |
| Sign-up | Forms on your site with clear consent |
| Welcome | An automatic welcome email or short series |
| Rhythm | A regular newsletter |
What to send
- Helpful tips and guides.
- New products, services and offers.
- Customer stories and behind-the-scenes updates.
Rules to follow
- Include your business address and a one-click unsubscribe.
- Honor unsubscribes promptly.
- Follow the anti-spam laws where your subscribers live, such as CAN-SPAM and GDPR.
Put the sign-up form on a site from our website builder guide, and track customers in a CRM. Browse marketing.
Common questions
Can I email people whose addresses I bought?
No. Purchased lists harm deliverability and can break anti-spam laws. Email only people who agreed to hear from you.
What are SPF, DKIM and DMARC?
DNS records that prove your emails really come from your domain. Your email platform gives you the exact records to add.
How often should I send?
As often as you have something useful to say, and consistently. Many small businesses send weekly or monthly.