The Small Business Email Marketing Playbook

Who this book is for

For owners starting their first email list or making an existing one more useful. It connects the sign-up experience to the messages that follow, so collecting an address is only the beginning.

It is also useful when you have a newsletter that goes quiet, scattered audience groups or an automation you can no longer explain. It does not promise a particular conversion rate or a shortcut to a large list.

What is inside

• Choosing an email platform and setting up the essentials.
• Permission, subscriber expectations, lead magnets and a tested sign-up journey.
• Organising your audience and planning five welcome emails.
• Useful newsletters, careful offers and customer follow-up.
• Re-engagement, deliverability, accessibility and understandable automation.
• Measurement, troubleshooting and a 30-day implementation plan.

The book has 15 chapters and seven appendices, including three worked email journeys, sample campaigns, a fictional year of newsletter issues, troubleshooting guidance and three complete launch briefs.

How to use it

Begin with the journey a subscriber actually experiences: why they join, what they expect and what arrives first. Work through the setup and welcome-series chapters before adding more campaigns.

Use the worked examples to shape your own messages, then use the measurement and troubleshooting sections to decide what to improve. The examples are fictional teaching material, rather than reported customer results.

Formats and purchase

Kindle, paperback and hardcover editions are listed on Amazon. Use the retailer page for current prices and availability in your country. Page counts can differ by format.

This is a separately purchased book. The free SEO Action Workbook and free Astra digital book have their own offers and confirmation flows.

Related practical work

Pair it with the Copywriting Playbook for clearer messages and the Marketing Playbook for deciding which customers and priorities to focus on. For help bringing the wider plan together, explore KSJ’s marketing strategy support.