The Basics of Email Marketing for Solopreneurs

Business Tips + Tools

May 8, 2023

Email marketing is a powerful tool that every business owner should have in their marketing toolbox. It is an extremely cost-effective way to reach your audience and build relationships with them over time. In this article, we will cover the basics of email marketing, including why you should set up an email marketing account, how to send newsletters to your clients and audience, statistics on the effectiveness of email marketing, and how to set up your email marketing account.

Why should you set up an email marketing account?

Email marketing is an effective way to generate leads for your business. It allows you to collect viewer information and store it so you can easily access it and follow up down the road. 

This information is valuable because it helps you understand who is interested in your content and who might be interested in your service or products, allowing you to target them more effectively. Email marketing can also drive traffic to your website, social media, or wherever you would like to direct them.

Why bother with newsletters?

Newsletters are a great way to get personal with your audience. The only ones reading are people who explicitly signed up and therefore have some interest. It’s a quick and easy way to disperse important information to your clients and potential clients at the same time. 

For example, you can use newsletters to inform your audience that you will be taking some time off for an ankle surgery, or you’ll be raising your rates in the next few months, or you have a new service offering. 

Newsletters are also a great way of conducting market research. You can include surveys and polls in emails, which is a great way to learn more about the needs and behaviors of your audience.

Lead generation…again. Yes— it is that important!

Email marketing is still one of the most effective ways to generate leads for your business. According to statistics, email marketing still has the best return on investment. Studies by marketing research company McKinsey & Company show that 73% of millennials prefer communications from businesses to come via email, and 99% of consumers check their email every day, making it by far the preferred way to receive updates from brands. Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.

How to effectively use email marketing to boost your business

To effectively use email marketing to boost your business, you need to focus on lead generation, funnels, segmenting, and re-targeting leads. 

Lead generation

Lead generation is the process of attracting and converting potential customers into leads. 


Funnels are the steps you take to lead your prospects to a desired action, such as making a purchase or signing up for your newsletter. 


Segmenting is the process of dividing your email list into groups based on various criteria, such as location, interests, and behavior. 

Re-targeting leads

Re-targeting leads means reaching out to people who have already expressed interest in your business and re-engaging them with new content or offers.

The best email marketing services:

Now that you know why you should set up an email marketing account and how to effectively use it to boost your business, it’s time to choose your provider. Here are some of the best email marketing providers to consider:


If you’re just starting out and not sure how invested you want to be in email marketing, Mailchimp could be the right fit. They have a free tier that allows you to send up to 2,500 emails a month if you have 500 or fewer contacts. This is a great way to build your email list before investing in an email service that will provide you with valuable tools to grow your business.


Like Mailchimp, AWeber has a free tier for email lists of up to 500 contacts, though they allow 3,000 emails per month. Their paid tier starts at $16.16 per month and includes unlimited everything.

With AWeber, users can easily create email templates, automate email campaigns, track email performance, and segment their subscriber list.

Some of the key features of AWeber include drag-and-drop email builder, autoresponder follow-up sequences, customizable sign-up forms, list segmentation, email analytics, and integrations with third-party apps.

AWeber’s automation capabilities enable users to create targeted campaigns that deliver relevant content to subscribers at the right time, increasing the chances of them taking action.

Their user-friendly interface and extensive knowledge base make it easy for users to get started with email marketing, even if they have no prior experience. Overall, AWeber is a powerful email marketing tool that can help businesses of all sizes to communicate effectively with their audience and drive growth.


SendInBlue has one of the better free plans out there. SendInBlue’s free plan allows for 300 emails to be sent per day, which averages out to about 9,000 per month for unlimited contacts. They also allow advanced segmentation and marketing automations, something most providers save for their paid plans. 


Flodesk is a relatively new player in the email marketing space, but it has quickly gained popularity thanks to its stunning templates and user-friendly interface. The platform offers a flat rate of $38 per month, which includes unlimited contacts, segments, and monthly emails, though there is a 30-day free trial, so you can test it out before committing to a subscription.

One of the unique features of FloDesk is its range of beautifully designed templates that are specifically optimized for conversions. The platform also offers advanced features such as automation, A/B testing, and integrations with popular third-party tools such as Shopify, WordPress, and Zapier.

FloDesk is also committed to providing exceptional customer support, with a team of experts who are available to help you with any questions or issues you may encounter. 


MailerLite is a user-friendly email marketing platform that offers a free plan for up to 1,000 contacts and 12,000 emails per month. With this plan, you can enjoy unlimited segmentation, landing pages, and pop-ups. This makes it an excellent option for small businesses and startups who are just starting with email marketing.

The platform also offers advanced features such as A/B testing, automation, and integrations with popular third-party tools such as Shopify, WordPress, and Salesforce. MailerLite provides 24/7 customer support, so you can always get help when you need it.


ConvertKit is a powerful email marketing platform that is specifically designed for content creators such as bloggers, podcasters, and YouTubers. The platform offers a range of features that make it easy to build your email list, create engaging content, and drive conversions.

One of the key features of ConvertKit is its visual automation builder, which allows you to create complex automation workflows without the need for coding or technical skills. This makes it easy to segment your audience and send personalized messages based on their behavior and interests.

ConvertKit also offers customizable landing pages, opt-in forms, and email templates to help you create professional-looking campaigns that reflect your brand. The platform integrates with a range of third-party tools such as Shopify, WordPress, and Zapier, making it easy to automate your marketing tasks.


Email marketing is an essential tool for any business that wants to grow its audience, generate leads, and drive conversions. By using effective strategies and the right email marketing platform, you can create engaging campaigns that resonate with your audience and drive real results.

Whether you choose Mailchimp, AWeber, SendInBlue, MailerLite, ConvertKit, or FloDesk, it’s important to choose a platform that aligns with your business needs and goals. With the right platform and approach, email marketing can help you build a loyal following, increase your revenue, and achieve long-term success.

Matt Ogden

Matthew Ogden is a Minneapolis-based copywriter and content writer and editor. He’s written for national retailers and lobster roll companies alike. When not writing he can be found nose deep in a book, writing and performing music, or nerding out about guitar tone.

P.S. This post may contain affiliate links. We only recommend products and services that we would use ourselves—we’re not just in it for the money.

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