Think email marketing is dead? Think again. In South Africa, email remains one of the most cost-effective ways to nurture leads, drive sales, and build long-term customer relationships - if it’s done right.
Unfortunately, too many small businesses fall into the trap of spamming their audience with irrelevant or overly promotional content, leading to unsubscribes, poor engagement, or worse: being marked as junk.
This guide shows you how to use email marketing the smart way - to add value, not noise.
1. Start with Permission-Based Lists Only
Why it matters:
Buying email lists or adding people without their consent is not just bad practice - it’s illegal under South Africa’s POPIA (Protection of Personal Information Act).
Do this instead:
Use opt-in forms on your website, blog, or social media.
Offer a free incentive (like a discount, checklist, or guide) in exchange for their email.
Confirm consent with a double opt-in email (optional but more secure).
Pro Tip: Make it clear what people are signing up for - e.g., “Get monthly tips, offers, and insights to grow your business.”
2. Choose the Right Email Tool
Free or low-cost platforms for South Africans:
Brevo (formerly Sendinblue): Great free plan with automation and local support.
Mailchimp: Popular and easy to use, but limited on the free tier.
MailerLite: Excellent for beginners with good design features.
Look for tools that offer:
Signup forms
Automation
Templates
Analytics
POPIA compliance tools (like consent checkboxes)
3. Segment Your Audience
Why it matters:
Sending the same message to your entire list rarely works. Segmentation allows you to send the right message to the right person at the right time.
Segment by:
New leads vs. repeat buyers
Interests (e.g., products vs. services)
Location or region
Behaviour (e.g., clicked, opened, purchased)
Example: Send new subscribers a welcome series, while long-time customers get loyalty offers.
4. Create Valuable, Relevant Content
Content ideas that build trust (and sales):
Tips and “how-to” guides relevant to your niche
Customer stories or testimonials
Exclusive offers or early access
Behind-the-scenes business updates
Invitations to events or webinars
Golden rule: If the email only benefits you, it’s probably spam. If it benefits them, it’s content.
5. Keep It Simple and Mobile-Friendly
Over 70% of South Africans check email on their phones. Make sure your emails:
Use short paragraphs and bullet points
Have one clear call-to-action (CTA)
Load quickly and look good on mobile
Bonus tip: Test your email on both desktop and mobile before sending.
6. Monitor, Learn, and Improve
Use your email platform’s analytics to track:
Open rates (how many opened it)
Click-through rates (who clicked what)
Unsubscribes (who left and why)
Bounce rates (bad or undeliverable emails)
Improve over time by testing:
Subject lines
Send times
CTA button text
Layouts
What to Avoid
Never buy email lists
Don’t send too frequently (1–4x/month is plenty for most SMEs)
Avoid excessive sales talk - balance it with value
Don’t forget your unsubscribe link (required by law)
Bonus: Email Marketing Starter Checklist
We’ve created a simple one-page checklist to help you with your email marketing.[Download the free template here]
Conclusion
Email marketing is still one of the most powerful tools in your marketing arsenal - if you use it with respect and strategy. Start small, focus on value, and build relationships over time.
At Rising Tide, we help South African businesses grow using smart, ethical strategies that actually work. Subscribe to our blog or join our Learning Hub for more actionable resources.