NABA
Week 1 · Email Marketing

Email Marketing That Gets
Opened and Actually Clicked

Subject line formulas · Send frequency · List building · Free tools

$36

returned for every $1 spent

Highest ROI of any marketing channel

The Case for Email

Why Email Beats Every Other Channel

$36

Average ROI per $1 spent

4B+

Daily email users worldwide

21%

Average open rate for small biz

You own your list — no algorithm can take it away

Reaches people who already said yes to hearing from you

Works while you sleep — automated sequences nurture leads 24/7

Free tools let you start today with zero budget

Subject Lines

7 Subject Line Formulas That Get Opened

Curiosity Gap

"The one thing killing your email open rates…"

Number + Benefit

"3 ways to get more customers this week"

Direct Benefit

"Double your referrals without asking for them"

Question

"Are you making this pricing mistake?"

Personalization

"[First Name], here's your June checklist"

Urgency

"Last chance — doors close tonight"

How-To

"How to get your first 100 email subscribers (for free)"

💡

Keep subject lines under 50 characters. Preview text is your second subject line — use it!

List Building

How to Build a List People Actually Want to Be On

🌐

Website Opt-in Form

Add a simple sign-up with a compelling reason — "Get weekly local business tips"

🎁

Lead Magnet

Free checklist, guide, or coupon in exchange for an email address

📱

Social Media Links

Add your sign-up link to Facebook, Instagram bio, and Google Business profile

📋

Sign-Up Sheet at Events

Bring a QR code or paper sheet to NABA events, markets, and pop-ups

💬

Ask Your Customers

At checkout or after a service: "Can I send you our monthly deals?"

🤝

Referral Swap

Partner with a neighboring business to cross-promote each other's lists

💡

Start now — even with 10 subscribers. A small engaged list beats 10,000 people who don't care.

Send Frequency

How Often Should You Hit Send?

Weekly

Recommended

Best for most local businesses. Keeps you top of mind without burning out your list.

~21% avg open rate

Bi-Weekly

Good alternative

Works if your content is meaty. Every other week gives you more time to create value.

Lower unsubscribe risk

Daily

Risky for most

Only works with extremely high-value content. Most local businesses should avoid this.

High unsubscribe rate

Best Day to Send

Tuesday or Thursday

Best Time to Send

9–11 AM or 1–3 PM

Golden Rule

Consistency beats volume

Free Tools

Start for Free — These Tools Do the Heavy Lifting

📧

Mailchimp

Free up to 500 contacts

The most popular choice. Drag-and-drop builder, basic automation, and detailed analytics. Perfect starting point.

📨

Brevo (Sendinblue)

Free up to 300 emails/day

Best for high-volume sending. Unlimited contacts on the free plan — you only pay per email sent.

✉️

MailerLite

Free up to 1,000 subscribers

Clean, simple interface. Includes landing pages, pop-ups, and automation on the free plan — great value.

🔧

ConvertKit (Kit)

Free up to 1,000 subscribers

Built for creators and coaches. Best segmentation and tagging on a free plan. Ideal if you sell digital products.

💡

Pick one and stick with it. The best tool is the one you'll actually use consistently.

Email Structure

The Anatomy of an Email That Gets Clicked

1

Subject Line

Under 50 characters. Create curiosity or promise a clear benefit.

2

Preview Text

The 40–80 characters shown after the subject. This is your second chance to earn the open.

3

Personal Greeting

Use their first name. Write like you're talking to one person, not a crowd.

4

One Core Idea

Keep it focused. One topic per email. Readers who get overwhelmed don't click.

5

One Clear CTA Button

One action only — "Book a Call," "Grab the Guide," "Shop Now." Don't split the click.

PS

The P.S. Line

The most-read part of any email. Reinforce your offer or add a bonus reason to click.

NABA

Start Your Email List Today.

You don't need 1,000 subscribers to start. You need 10 people who trust you and want to hear from you. That's your list.

1️⃣

Sign up for Mailchimp

Free. Takes 5 minutes. No credit card needed.

2️⃣

Add 10 contacts

Customers, friends, neighbors — people who know you.

3️⃣

Send your first email

Introduce yourself and what you offer. Keep it short.

📬 Northlake Area Business Association · Join the conversation at northlakebusiness.com

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