Social media algorithms decide who sees your posts. Your email list is different: you own it, and your message lands directly in the inbox of people who asked to hear from you. For many businesses, especially B2B, education, events, e-commerce and professional services, email is one of the most profitable channels.

Step 1: Choose an email platform

Don't send marketing emails from your normal Gmail or Outlook inbox. Use an email marketing platform. Most offer a free or low-cost starter plan and give you:

  • Sign-up forms for your website
  • Templates for professional-looking emails
  • Automated sequences
  • Unsubscribe handling
  • Reports on opens and clicks

Verify your domain (for example, yourbusiness.co.ke) in the platform so your emails are more likely to reach the inbox instead of spam.

Only email people who agreed to receive your emails. This is good practice and in line with Kenya's Data Protection Act. Ways to grow your list:

  • A sign-up form on your website and blog
  • A useful lead magnet: a price list, checklist, guide or discount
  • A checkbox on your contact or checkout forms
  • Sign-up sheets at events, with clear consent
  • Links in your WhatsApp Business profile and social media bios

Step 3: Set up a welcome email

The welcome email is usually the most-read email you'll ever send. Thank people for joining, remind them what they'll receive, introduce your business and give one clear next step, such as booking a call or browsing products.

Step 4: Send a regular newsletter

Consistency matters more than frequency. Once or twice a month is enough for most SMEs. A simple structure:

  1. One main story: a tip, a new product, a project or news
  2. One or two short updates
  3. One clear call to action

Write a subject line that tells people what's inside, keep paragraphs short, and make sure the email looks good on a phone.

Step 5: Automate follow-ups

Automation lets email work while you focus on the business:

  • Enquiry follow-up: a series that answers common questions after someone requests a quote
  • Abandoned cart for online shops
  • Post-purchase: thank you, how-to tips, and a review request
  • Win-back: a friendly message to customers who haven't bought in a while

Step 6: Measure and improve

Track:

  • Open rate: are your subject lines working?
  • Click rate: is your content interesting and your call to action clear?
  • Unsubscribes: are you emailing too often or sending irrelevant content?
  • Enquiries and sales from email

Test one change at a time, such as a different subject line or send day.

Email and WhatsApp work together

Use WhatsApp for quick conversations and email for detailed information, receipts and newsletters. See our WhatsApp Business guide.

Want it set up for you?

Our email marketing services cover platform setup, domain verification, list-building forms, newsletter design and automated sequences. Learn it yourself in our digital marketing course.

Request a free email marketing quote.

JD STUDIOS AFRICA Team
Mentors and trainers at JD STUDIOS AFRICA, a nonprofit tech and creative hub in Nairobi.