Algorithms change. Platforms die. Vibes shift. The thing that doesn't change is the inbox.
Email is the most-undervalued tool small businesses have — and it's the one you actually own.
Start tiny. A free Mailchimp or Brevo account is enough for the first 500 subscribers. Don't over-think it.
Give a reason. Nobody signs up for 'updates'. They sign up for a 10% welcome offer, a free guide, or insider access. Lead with that.
Capture everywhere. Add a sign-up form on your homepage, in your footer, in your receipts, after every sale. Each touchpoint compounds.
Send something. A short welcome email. A monthly note. A flash sale on a slow Tuesday. Whatever you do, do it consistently. The list that gets emailed is the list that pays you back.
Don't buy lists. Ever. It's spammy, it's illegal in NZ and AU, and it'll burn your deliverability for years.
If you do nothing else this quarter, start the list. Future you will be very, very glad.