Why email pays off for Kenyan businesses
Many Kenyan businesses chase TikTok and Instagram followers while email marketing quietly gets results. Someone who hands you their email address has already shown real interest. And no algorithm stands in the way: your message lands straight in their inbox.
What the figures say
- Typical email open rate: 20 to 25%
- Typical organic reach of a social media post: 2 to 5%
- Return: about KSh 38 for each KSh 1 spent on email marketing (a global average)
Step one: grow a list
Subscribers come from your website, so add these three things to it:
- A sign-up form in the header, in the footer and at the end of each blog post
- A lead magnet: something useful you give away, such as a discount code, a PDF guide or a free consultation
- A delayed pop-up that shows after 30 seconds and offers one clear benefit
Free tools to start with
- MailerLite: free for up to 1,000 subscribers, with a tidy interface
- Mailchimp: free for up to 500 contacts and simple for newcomers
- Brevo (formerly Sendinblue): a generous free plan with good automation
Sending your first campaign
Open with a welcome email that introduces the business, explains what you sell and includes a small incentive. After that, write regularly with offers, business news and new blog posts.