Starting an Email Newsletter for Your Business

A bakery in Kigali sends a weekly email to 150 subscribers: what’s fresh this week, any specials, and occasionally a recipe. That email generates about 15 orders per week — customers who might not have thought to order otherwise. The email is free to send. The orders are pure profit.

Why email still works

• You own the list — unlike social media followers, your email list can’t be taken away by an algorithm change
• Direct access — your email lands in the inbox, not lost in a social feed
• High engagement — email open rates average 20–25%. Instagram organic reach is under 5%
• Targeted — everyone on your list opted in. They want to hear from you

How to start

1. Choose a platform: Mailchimp (free up to 500 contacts), Brevo (formerly Sendinblue), or MailerLite. All have free tiers
2. Create a signup form: embed it on your website and share the link on social media
3. Set expectations: tell people what they’ll get and how often. “Weekly tips on business in Rwanda” or “Monthly product updates and specials”
4. Send your first email: don’t overthink it. A simple, useful message is perfect
5. Be consistent: pick a schedule (weekly, bi-weekly, monthly) and stick to it

What to write

• Tips and advice related to your industry
• New products or services
• Special offers (exclusive to subscribers)
• Behind-the-scenes content
• Customer stories and testimonials
• Useful resources and links

The 80/20 rule applies: 80% valuable content, 20% promotion. If every email is “buy our stuff,” people unsubscribe.

Growing your list

• Add a signup form to every page of your website
• Offer something in exchange for email: a discount, a free guide, early access
• Ask in-person customers to join: “We send weekly specials by email — want to be on the list?”
• Add a link to your email signature: “Subscribe to our newsletter”
• Share the signup link on social media monthly

Start with 20 subscribers. That’s fine. Some of the best newsletters started with fewer. What matters is consistency and value. Send something useful every week or month, and the list will grow.