Email Marketing Basics for Your Saskatoon Small Business

You've got a great website, a loyal customer base, and a solid reputation here in Saskatoon. But are you staying in touch with the people who've already shown interest in your business? If you're not using email marketing, you're leaving money on the table—and your competitors are probably scooping it up.

Email marketing isn't just for big corporations with massive budgets. It's one of the most affordable and effective ways for Saskatoon small businesses to stay connected with customers, promote services, and drive repeat sales. In this guide, I'll walk you through the basics of getting started—even if you've never sent a marketing email before.

For every $1 spent on email marketing, the average return is $36. No other marketing channel comes close to that kind of ROI for small businesses.

Why Email Marketing Still Works in 2026

With social media algorithms constantly changing and ad costs climbing, email remains the one marketing channel you actually own. Your Instagram followers can vanish overnight if the algorithm shifts. Your email list? That's yours forever.

For Saskatoon businesses, email is especially powerful because it lets you build a direct, personal connection with local customers. When someone from Stonebridge or Nutana signs up for your list, they're giving you permission to show up in their inbox—and that's a relationship worth nurturing.

Key Benefits for Local Businesses:

• You own the list - unlike social media followers, your email list belongs to you regardless of platform changes
• High engagement - email open rates for small businesses average 20-25%, far higher than social media reach
• Low cost - most email platforms are free for small lists, making it perfect for businesses just starting out
• Personal touch - you can address customers by name and send content relevant to their interests
• Measurable results - you can see exactly who opened, clicked, and converted from every email you send

If you're wondering whether social media or a website matters more for your business, the answer is both—but email ties them together into a system that consistently drives revenue.

Building Your Email List Through Your Website

Your website is the foundation of your email marketing strategy. It's where most of your subscribers will come from, so you need to make signing up easy and appealing. A well-designed website with strategic email capture points can grow your list on autopilot.

Where to Place Signup Forms:

• Homepage hero section - a simple signup form near the top of your homepage catches visitors when they're most engaged
• Blog posts - readers who enjoy your content are naturally inclined to subscribe for more
• Contact page - add a checkbox like "Subscribe to our newsletter for tips and updates"
• Footer - a persistent signup form in your footer appears on every page without being intrusive
• Pop-ups (use carefully) - exit-intent pop-ups can capture visitors about to leave, but don't overdo it

What to Offer in Exchange:

People don't give up their email address for nothing. You need a compelling reason for them to subscribe. Think about what your Saskatoon customers would find genuinely useful:

• Exclusive discounts - "Subscribe and get 10% off your first service"
• Useful guides - a free checklist, how-to PDF, or resource related to your industry
• Early access - first-to-know about seasonal deals, new services, or events
• Local tips - "Monthly Saskatoon business tips delivered to your inbox"

What to Send: Email Types That Work for Local Businesses

One of the biggest hurdles for Saskatoon business owners is figuring out what to actually write. The good news is you don't need to be a copywriter. You just need to be helpful, genuine, and consistent.

Effective Email Types:

• Welcome email - sent automatically when someone subscribes; introduce your business, set expectations, and deliver any promised offer
• Monthly newsletter - share updates, tips, and local news; keep it short and valuable
• Promotional emails - announce sales, seasonal specials, or new services; limit these to avoid fatigue
• Educational content - share expertise that positions you as the go-to in your field; link back to your blog posts for deeper content
• Customer stories - share how you helped a local customer; real stories from Saskatoon resonate more than generic marketing

A good rule of thumb: for every promotional email, send two or three emails that provide value without asking for anything. This keeps subscribers engaged and prevents unsubscribes.

Writing Emails Your Customers Actually Want to Read

The difference between an email that gets opened and one that gets deleted comes down to a few simple principles. You don't need fancy design or clever tricks—just honest, useful communication.

Subject Line Tips:

• Keep it short - aim for 6-10 words that clearly state the benefit
• Be specific - "5 ways to speed up your laptop" beats "Monthly newsletter"
• Create curiosity - "The one mistake most Saskatoon websites make" encourages opens without being clickbait
• Use local references - mentioning Saskatoon in subject lines can boost open rates with local audiences

Email Body Best Practices:

• Write like you talk - conversational tone always outperforms corporate speak; imagine you're emailing a friend
• Get to the point - your readers are busy; lead with the most valuable information
• One clear call-to-action - don't ask readers to do five things; pick one action you want them to take
• Mobile-friendly format - over 60% of emails are read on phones; keep paragraphs short and buttons large
• Include your personality - people subscribe to hear from you, not a faceless brand

The same principles that make great website content apply to email. Be helpful first, sell second.

Simple Tools to Get Started

You don't need expensive software to start email marketing. Several platforms offer free plans that are perfect for Saskatoon small businesses building their first list.

Beginner-Friendly Email Platforms:

• Mailchimp - free for up to 500 contacts; easy drag-and-drop editor and pre-built templates
• MailerLite - free for up to 1,000 subscribers; clean interface with good automation features
• Brevo (formerly Sendinblue) - free tier with 300 emails per day; includes SMS marketing too
• Kit (formerly ConvertKit) - free for up to 10,000 subscribers; great for content creators and bloggers

All of these integrate easily with most websites. If your site is built with modern tools, embedding signup forms is straightforward. Our software installation service can also help you set up email automation tools like n8n to connect your website forms directly to your email platform.

Getting Set Up:

1. Pick a platform - start with a free plan; you can always upgrade later
2. Create a signup form - keep it simple: name and email address
3. Add the form to your website - at minimum, put it on your homepage and in your footer
4. Write a welcome email - this sends automatically when someone subscribes
5. Plan your first campaign - start with a monthly newsletter and build from there

Common Email Marketing Mistakes to Avoid

I've seen plenty of Saskatoon businesses start email marketing with great intentions, only to make mistakes that tank their results. Here's what to watch out for:

• Buying email lists - never do this; purchased lists have terrible engagement, damage your sender reputation, and violate Canada's Anti-Spam Legislation (CASL)
• Sending too often - bombarding subscribers daily is a fast track to unsubscribes; weekly or bi-weekly is plenty for most local businesses
• Sending too rarely - if you only email twice a year, subscribers forget who you are; monthly is a good minimum
• No unsubscribe link - this is legally required under CASL; every email must include an easy way to opt out
• All promotion, no value - if every email is "buy now," people stop opening; lead with helpful content
• Ignoring mobile - always preview your emails on a phone before sending; a broken mobile layout loses readers

CASL compliance is especially important for Canadian businesses. Make sure you have explicit consent before sending marketing emails, include your business name and address in every email, and provide a clear unsubscribe mechanism. The fines for violations are steep—up to $10 million for businesses.

Get a Website That Grows Your Email List

Email marketing starts with a website that captures leads effectively. TechYXE builds professional websites for Saskatoon businesses with built-in email capture forms, landing pages, and integrations with popular email platforms. Our website development service gives you everything you need to start building your list from day one.

Our web development service includes:

• Custom website design starting at just $199 - with strategically placed email signup forms
• SEO optimization - drive more Saskatoon traffic to your site so more people see your signup forms
• Mobile-responsive design - email forms that work perfectly on every device
• Email platform integration - we connect your site to Mailchimp, MailerLite, or your preferred platform
• Local Saskatoon team - we understand what works for businesses in our community

Ready to turn your website into a lead-generating machine? Contact us today for a free consultation!

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