112. Do I Really Need Email Marketing? (When to Use Email in Business)
- 20 hours ago
- 13 min read
ILet’s be honest—email marketing can feel a little intimidating when you’re busy. Especially if you’re already posting on social media, juggling clients, and trying to keep up with life. At some point you’ve probably caught yourself thinking: “Do I really need email marketing?” or maybe even, “I don’t need email marketing… I’m getting customers from Instagram.”
And listen—I get it. Social media is exciting. It’s visible. It feels fast. But if you’ve ever wondered when to use email in business to get more reliable results (without burning out), this is for you. Today we’re going to talk about why email marketing matters for small businesses, when to use email marketing instead of relying on social alone, and how to tell if your current email strategy is actually doing its job.
If you’re in email marketing in Canada (or anywhere really), this is especially relevant because small businesses here are still trying to grow while competing for attention in every channel imaginable. The inbox is one of the few places you don’t have to “hope” your audience sees you—you get to reach them directly.
Before we dive in, let me introduce myself. I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Table of Contents
Social media is not a guarantee (even when it feels like one)
Scenario 1: You post regularly on social media (but you don’t collect emails)
Scenario 2: You have a freebie, but it isn’t really email marketing
Scenario 4: You rely only on launches and ads (and you aren’t collecting leads)
Scenario 5: You send emails inconsistently (or without a strategy)
Open rates are the warning sign (and they’re more important than you think)
Email marketing isn’t a magic pill… but it’s one of the most accessible revenue channels
Social media is not a guarantee (even when it feels like one)
Picture this: you’re posting regularly. You’re showing up. You’re doing the work. And you have an audience—maybe on Instagram, TikTok, YouTube, or anywhere else.
Here’s the thing though: that audience is living inside a platform algorithm. It’s not really yours. You don’t control who sees your content. You don’t control what happens if the platform changes the way it ranks posts, or if your reach suddenly drops.
And that leads to a painful reality for business owners: you can create content that’s amazing, and still lose the exact person who was close to hiring you.
It can look like this:
You post something and a potential client watches, likes, and thinks “I need to message her.”
But the next time they open the app, your content isn’t in their feed.
They don’t see you again. They don’t remember you clearly. Life happens.
Then they find someone else who is easier to reach—or who is already consistent in the channel they pay attention to.
It’s like you didn’t hand out a business card at a networking event. Maybe you never meet them again. Or maybe you do, but by then you’re competing with whoever they booked in the meantime.
With email marketing, you’re doing something different. You’re capturing their information—so even if social reach fluctuates, they can contact you from their inbox.
That’s why one of the biggest reasons email marketing is so important for small businesses is that it gives you ownership over your relationship. When you’re asking “is email marketing worth it?” this is the foundation: it’s a more reliable channel for staying in front of the people who are already interested.
So… do I really need email marketing?
If you’re thinking, “Okay, but I’m already doing social media and I’m getting results,” I want to challenge one assumption gently: You’re probably building relationships, but you’re not building consistency of access.
Social media can absolutely help you grow. It can drive awareness. It can attract new people. But if you’re not capturing email addresses, you’re letting a crucial revenue pathway slip away.
Email marketing turns that “maybe they remember me” into “they’ll see me when it’s convenient for them.” I talk about this more in the full episode of the Go Get Great podcast which you can tune into here:
Scenario 1: You post regularly on social media (but you don’t collect emails)
This is the classic hamster wheel. You’re showing up, working hard, and generating content… while hoping the algorithm keeps delivering it to the people most likely to hire you.
Even if your content is good, it’s still at the mercy of:
Algorithm changes
Reduced reach
People not seeing your posts at the exact moment they’re ready to act
Platforms disappearing or shifting in popularity
Here’s the part that hurts business owners: you can be doing everything right and still miss opportunities because you don’t control the channel.
Meanwhile, email is more “business owner proof.” It doesn’t matter if your Instagram feed shows them your post today or not. If they’re subscribed, they can open your email when they’re ready, click the link, and book you, buy from you, or ask a question.
That’s why many entrepreneurs who feel stuck “needing more sales” are actually missing the simplest piece: a direct relationship channel.
Scenario 2: You have a freebie, but it isn’t really email marketing
Let’s talk about the lead magnet trap.
It’s common to hear, “You need a freebie.” And yes—freebies and email marketing often go hand in hand. But here’s the catch: having a freebie does not automatically mean you’re doing email marketing in a way that generates sales.
I’ve seen lead magnets that deliver a download link via a single email. That’s better than manually sending files, sure. But it’s not leveraging email marketing as a strategy.
If all your email does is deliver the link, you’re missing the part where email starts functioning as a revenue generator.
Lead magnets should prime your audience—not just hand them something and disappear.
Think about what a lead magnet should accomplish:
Help them trust you
Teach them what they need to make a decision
Position you as the solution
Guide them toward the next step (hiring you, booking, purchasing, etc.)
For example, if you’re selling a product-based business (like personal care items), the lead magnet might teach customers about what works for their skin type. Then the next step could be something like: “Now that you know this, here’s where to shop the products that match your needs.”
In other words: your freebie should connect the dots between their problem and what you offer.
If you’re asking when to use email marketing, this is a major answer: use it when you want your audience to move from “interested” to “ready to buy” without you constantly starting over from scratch.
Scenario 3: You don’t nurture past clients and customers
One of the most overlooked “email marketing” uses is nurturing people who already know you.
If you’ve ever wondered why sales feel unpredictable—or why you’re always starting from zero—this might be part of it. Past clients and customers are often your easiest win because they’ve already experienced your service or your product.
They typically already like you. They understand what you do. And they already have context for why they chose you once.
The opportunity you might be missing:
Re-purchasing
Scheduling again
Upgrading to another offer
Turning one-time buyers into recurring customers
And yes—nobody has time for endless one-on-one conversations. Unless you run a very small, high-touch, high-price model where you genuinely only work with a couple people a year, you need systems.
That’s where email marketing helps: it creates automated, consistent touchpoints that bring your business back to mind.
If you sell products
Re-engagement sequences can remind customers about new items or highlight what’s changed since the last purchase. The tone matters—friendly, not pushy.
In practice, it can sound like:
“We noticed you haven’t shopped with us lately—did you know we have new arrivals?”
“Here are a few items you might love based on what you’ve checked out before.”
And because they’ve already opened emails from you before, there’s a good chance they’ll be willing to click. From there, purchasing is often just a quick step.
If you offer services
Service-based businesses can do this too—even if the exact logic differs from products.
For example, you can use email to:
Check in after a completed project
Invite past clients to ask questions
Share a new offering that might fit their situation now
Remind them it’s been a while and you’d love to work together again
Imagine someone hires you for a wedding or special event. A year later, they might not think to reach out—unless you remind them kindly that you’re there, and you’d love to capture their next milestone.
High-volume service providers can also use email for booking reminders. If you’re a photographer, for instance, email can notify your list about upcoming sessions, reminders for dates, and even automated follow-ups.
That’s one of the clearest examples of why email marketing is important for small businesses: it turns “one-and-done” into “relationship over time.”
Scenario 4: You rely only on launches and ads (and you aren’t collecting leads)
This is where a lot of entrepreneurs get stuck without realizing why.
Maybe you run ads during a launch window. Maybe your traffic goes directly to a sales page. And if people don’t purchase during that window, you lose them—because you never collected their information.
So the business has to pay to re-reach them later. That means higher costs and still uncertain results.
Retargeting is often the patch, but retargeting isn’t magic. It can only work when you’re able to reach those audiences again at the right frequency.
If your offer only opens once or twice a year, retargeting becomes much harder to manage. And if you can’t consistently open enrollment, your paid traffic doesn’t become a long-term asset.
This is exactly why when to use email in business includes funnel-building and list-building—not just sending emails.
A stronger funnel looks more like:
Ads or traffic drive attention
People opt in for a lead magnet
You nurture them with a sequence
Then they purchase during the launch window (or later, when enrollment opens again)
Even if they don’t buy the first time, you keep the connection. So when the offer opens again, you’re not starting from scratch—you’re inviting people back to something they already showed interest in.
If you’ve been asking is email marketing worth it, this is one of the most practical “yes” answers: email turns traffic into an owned audience.
Scenario 5: You send emails inconsistently (or without a strategy)
If you’ve ever said, “Shoot, it’s been a couple months since I sent an email,” you’re not alone. But inconsistent emailing usually creates inconsistent results.
Here’s what many small businesses don’t realize: marketing is competitive now. People are being sold to everywhere—email marketing, ads, social media, billboards, you name it.
So if you only pop into someone’s inbox occasionally, you’re asking them to remember you at the moment they need something… when their brain has already moved on to whatever content was most recent.
That’s why the idea of emailing “once in a while” doesn’t hold up well in 2026-level competition.
A practical baseline many businesses need:
At minimum, monthly email communications
More is often better (as long as it’s strategic and not random)
And “random” emails are usually the problem. A strategy isn’t complicated, but it needs to exist. You need to know what you’re trying to achieve with each email and how it supports your revenue goals.
One more important point: some businesses struggle with not just consistency, but also list growth. Even if you send monthly emails, your list may not be growing if you don’t have separate strategies in place to collect new subscribers.
That’s why email marketing isn’t just “sending emails.” It’s building a system.
Open rates are the warning sign (and they’re more important than you think)
Let’s talk about metrics—without getting overly technical.
Business owners often focus on conversion rates because that’s where money comes from. But while conversion rates matter, there’s a key early signal you should pay attention to more consistently: open rates.
If your open rates are low, your emails are struggling to get attention in the first place. And if people aren’t opening, your conversion rate can’t magically save you.
Here’s the threshold discussed:
Open rates under 20%: it’s a problem worth addressing right now
Open rates above 20%: you’re often in a better position
Typical targets may range from 30% to 50%+ depending on the type of email and timing, Most of my clients see open rates in this range.
So if you’re wondering “why does my email marketing feel off?” low open rates may be telling you that something is blocking people from engaging—often related to list quality, subject lines, sender reputation, email relevance, or overall messaging consistency.
This is also why the question “when to use email in business” isn’t just about having email in place. It’s about using it in a way that people actually want to open.
Email marketing isn’t a magic pill… but it’s one of the most accessible revenue channels
Let’s ground this expectation.
Email marketing isn’t going to instantly fix every problem in your business. If your offer is unclear, your service delivery is inconsistent, or your pricing doesn’t make sense, email can’t magically solve that.
But for many businesses that already have the pieces in place, email can help you generate more reliable revenue with less guesswork.
And there’s another underrated truth: email marketing is accessible.
When people say “social media is free,” they often forget the cost in time and effort. Email is often one of the most direct ways to market without needing constant algorithm luck and it doesn't require a significant time investment.
In fact, many business owners treat email as:
A relationship channel
A consistency tool
A revenue generator
A security blanket when other marketing channels fluctuate
If you’ve ever been stressed about where the next paycheck is coming from, email marketing can reduce that pressure by creating ongoing touchpoints and automated sales support.
When to use email marketing in business: a simple checklist
If you want a quick way to decide whether email belongs in your business (or belongs more seriously than it currently does), here’s a clear “when to use email in business” checklist based on the scenarios we covered.
You post on social media regularly but don’t capture email addresses.
You have a lead magnet but it only sends delivery (no nurture sequence designed to sell or move people forward).
You’re not nurturing past clients/customers with re-engagement, check-ins, or booking reminders.
You rely only on launches/ads and don’t build a funnel that collects leads for future nurturing.
You email inconsistently (like “oops, it’s been a while”), with no strategy behind what you’re sending.
Your open rates are low (especially under 20%).
If you checked “yes” to more than one of those, it’s a strong sign you need to either start email marketing or upgrade what you already have. That’s what email marketing in Canada businesses often discover: the inbox isn’t just another channel—it’s a long-term asset.
Can you DIY email marketing? Yes. Should you? That depends.
Here’s the part I love to say clearly: you totally can DIY this.
You can set up campaigns, build your strategy, and even use tools (including AI) to help draft content. If you’re willing to learn and you have time, DIY can work.
But if you already have email marketing running and you’re seeing low open rates, low conversion rates, or you feel like “something is off” but can’t pinpoint what, that’s the moment where an expert can help.
Sometimes email problems aren’t visible from the inside. You know what you intended, but you don’t know what the data is actually saying.
That’s where a second set of eyes—someone who can analyze your metrics and your messaging system—can save you time and help you fix the real blockers.
Think of it like an oil change. You wouldn’t wait for your engine to explode before you checked the health of your car.
So if you’re asking “is email marketing worth it?” and you’re already in the channel but results aren’t where you want them, it may be worth investing in a checkup.
FAQ: When to use email in business
Do I really need email marketing if I already post on social media?
In most cases, yes—you need email marketing even if social media is working for you. Social media content is dependent on algorithms and visibility, while email creates a direct, owned connection. If you’re not collecting emails, you’re relying on chance that your ideal clients will see you at the exact moment they’re ready to buy.
Is email marketing worth it for small businesses?
Email marketing is often worth it because it supports consistent revenue through relationship building, automated nurture sequences, and re-engagement with past clients. It can also help reduce uncertainty compared to relying on launches or ad retargeting alone.
What’s the difference between a lead magnet and real email marketing?
A lead magnet is the free resource you offer, but real email marketing includes more than delivery. It should include a designed email sequence that nurtures the audience and guides them toward a decision—like booking, hiring you, or purchasing a product.
When should I use email in business funnels?
You should use email in business funnels whenever you want to capture interest and keep nurturing people after they opt in. For example, instead of sending ad traffic directly to a sales page, you can guide them to a lead magnet, then use email sequences to move them toward purchase during future enrollment windows.
How often should I email my list?
A practical baseline is monthly communications. More is often better if it’s strategic and relevant. The key is consistency—sending emails randomly or only when you remember usually doesn’t create reliable results.
What if my email open rates are low?
Low open rates (especially under 20%) are a strong signal that something is preventing people from wanting to open your emails. It’s a good time to revisit your email strategy, list quality, and messaging to identify what’s reducing interest.
Final thoughts: stop guessing—build a channel you control
If you’ve been wondering when to use email in business, the simplest truth is this: email marketing helps you stop depending on luck.
You can absolutely grow with social media. But you shouldn’t build your entire revenue plan on a platform you don’t control. Email gives you consistency, ownership, and a direct line to the people who can become your next client—without you waiting for the algorithm to cooperate.
And if you’re still asking whether email marketing is worth it, consider the bigger picture: it’s one of the most accessible ways for small businesses to create reliable, repeatable results over time.
Whether you DIY your email marketing or bring in support (like me 😊) , the goal is the same—build a system where your audience can hear from you, trust you, and take action when they’re ready. Because nobody wants to stay stuck wondering where the next paycheck is coming from. Until next time, Go get great!
Go Get Great Episode 112 References
Free Getting Started with Email Marketing Checklist https://www.brittanymillersocials.ca/email-marketing-checklist
Email Marketing Support for Small Business Owners https://www.brittanymillersocials.ca/best-email-marketing-services-for-small-business
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Hit follow and please leave a review if you enjoyed this episode! The kids and I might even bust out a happy dance! 💗 - Brittany
If we haven't met yet, I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
0:00 Intro
0:40 Episode start
1:30 The Instagram algorithm vs email marketing in Canada
4:00 Social media is not guaranteed
7:00 When to use email in business: the best way to nurture past clients
11:30 The downside of relying on launches
13:10 Inconsistent emails and what that means for your business
18:00 I want to see email marketing flourish
19:05 Wrap up
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