Why Every Small Business Needs an Email List in 2025
You don’t need me to tell you that running a business in 2025 can feel overwhelming. Social media’s noisy, algorithms are incredibly frustrating, and showing up online can sometimes feel like shouting into a crowded room where half the people aren’t even listening.
That’s why I’m such a fan of email marketing. Unlike social media, your email list is yours. No algorithm deciding who sees your posts, no competing for attention against a million other voices. Just you, landing directly in the inbox of people who’ve already raised their hand and said, “Yes, I want to hear from you.”
You don’t need a fancy strategy or to twist yourself into knots trying to sound like someone else. Email works best when you speak from the heart. The same way you’d sit down with a friend, cuppa in hand, and share what’s going on; that’s the energy that makes people connect, stick around, and buy.
Building your list isn’t about being pushy. It’s about creating a space where your subscribers get to know the real you; the person behind the business. And when they do? Selling becomes a natural, confident exchange because they already trust you.
If you’ve been pouring all your effort into Instagram, Facebook, or even TikTok, you’re missing a real opportunity. Unfortunately, those platforms are ‘pay-to-play’ now, and organic reach is getting harder. But with an email list, you’ve got a direct line to your followers, total control over your message, and the freedom to show up as your full self.
So, if you don’t yet have an email list, make this the year you start. Your future self will be impressed with this clever move!
If we’ve not met, I’m Anita, and I help small business owners in the UK to sell their offers using social media, email marketing and website designs that reflect the senders true voice, and convert your products or services into sales, more naturally.
I don’t have a new marketing method or insist that my clients’ move outside their comfort zone, it’s just honest marketing that lands and works. We work together to embrace what feels most natural for them. I use my intuition to understand the pressures they feel and build a email marketing process that fits around other commitments and leaves them feeling excited after every send. No more second-guessing if what you’re doing is right, no more heart pulp stations as you press publish! I’ll help you create a routine that works for you and gives you the best chance of success.
Are you ready to move your business into this new era?
The Algorithm Struggle Is Getting Worse
It is getting tougher to reach your audience on social media. Instagram have admitted that content is filtered through “a variety of algorithms, classifiers, and processes” to decide what people see. Only around 10% of your followers ever see your post, and the average engagement rate on Instagram in 2025 is about 1–2% for small businesses in the UK. In other words, if you have 1,000 followers, only 10–20 people might engage with your post.
Your email list on the other hand:
Average UK open rates in 2025 sit between 40–55% (depending on the industry).
Deliverability is close to 100% meaning your message actually arrives in inboxes.
Even if someone doesn’t click, they still see your name and subject line.
Driving Sales with Emails
Emails have one of the best conversion rates compared with other marketing channel.
The average conversion rate for email in the UK is around 3.5–4%.
By comparison, organic social media sits below 1%.
Think of it this way:
Social media is that shouty hello on the dance floor that is lost in the noise.
But, your email list is a warm welcome into a private conversation with people who are ready to buy.
When people scroll Instagram or Facebook, they’re mostly looking to be entertained. But when they open their inbox they’re already in the mindset to read, learn, and buy. It’s a different time, a different place and if the offer is right, they’ll act.
Personalisation That Works
One of the best things about email is how personal it can be, and I’m all about showcasing our unique brilliance, unapologetically, at every step of your evolution (I refresh websites that do this, too!)
Emails with personalised subject lines can boost open rates by nearly 30%.
Personalised calls-to-action convert 200% better than generic ones.
Unlike social media, you can segment your email list to send different messages to customers based on what they’ve bought, clicked, or shown interest in. That means more relevant messages, more trust, and ultimately more sales.
The ROI Is Undeniable
If you only take one stat away from this blog, let it be this:
According to the UK Data & Marketing Association, email marketing delivers an average ROI of £35–£40 for every £1 spent. Compare that to social media advertising, which averages around £12–£15 for every £1 spent in 2025.
So, if you’re working with a small budget (and most small businesses are), your money goes so much further with email.
Market Research
An email list isn’t just for sales; it is also one of the easiest ways to gather feedback from your audience.
You can:
Run quick polls or surveys.
Test different offers with specific groups.
Collect insights directly from people already interested in what you do.
Instead of shouting into the noise of social media, you’re asking for input from people who have already said “yes, I want to hear from you.”
Building Long-Term Relationships
This is where email really shines. An engaged subscriber is worth far more than a casual follower.
On average, one email subscriber generates around £30–£40 per year for UK small businesses.
That number goes up when you nurture the relationship with consistent, valuable content.
Every email you send is a chance to build loyalty, increase trust, and turn one-time buyers naturally into repeat customers who stick with you for years.
Final Thoughts
Social media is good for fun connections and community, but if you take your business seriously and want to build something sustainable that’s yours, then your email list is where the magic happens.
It works while you sleep, holiday, or even while you’re out enjoying a well-deserved day off. It’s your safety net against algorithm changes, a safer place to store your previously shared content, and your most reliable way to make consistent sales.
I want you to feel the same peace of mind and excitement my clients have when their emails land in their subscribers’ inboxes, knowing that their sales flow is supported by a reliable process that feels true to who they are and easy to maintain. One that is a great return on your investment and gives you the best chance of actually converting honest conversations into sales.
So, if you’re ready to stop relying on social media alone and start building an email list that actually drives sales, head over to my website where you’ll find my email marketing services and be able to book a Discovery Call to get started.
View My Services & Support
Want to skip the DIY email list and have me set it up for you? For £200, I’ll create your own branded email template and sign up form, before you’ve said ‘email marketing done-for-you!’ More details here.
Join my email list ‘delivered with love’ for more wisdom and insights about strategy, email marketing and website designs. Join here.
Learn more about Anita and House of Admin here.
Follow me Instagram @house_of_admin here.
References
Instagram algorithms: Meta, “How Instagram Works: The Algorithms Explained” (updated 2024).
Instagram engagement rates: Rival IQ, 2024 Social Media Industry Benchmark Report – UK small business averages (1–2% engagement).
Email open rates: Campaign Monitor, Email Marketing Benchmarks 2024 – UK average open rates across industries (40–55%).
Email conversion rates: Smart Insights, Email Marketing Statistics 2024 – average email conversion rates of 3.5–4% in the UK.
ROI for email vs social media: Data & Marketing Association (UK), Marketer Email Tracker 2024 – email delivers £35–£40 ROI per £1 spent.
ROI for social ads: Wordstream (UK & Europe data, 2024) – paid social averages £12–£15 ROI per £1 spent.
Personalisation impact: HubSpot, 2024 State of Marketing Report – personalised CTAs convert 202% better; Experian study on personalised subject lines (+30% open rate).
Revenue per subscriber: Campaign Monitor, Email Marketing Revenue Benchmarks 2024 – average revenue per subscriber £30–£40 per year in the UK.