Quick answer: Email marketing still works because you own the list: no algorithm decides who sees your message. Start by collecting emails with clear consent (Kenya’s Data Protection Act requires express consent for direct marketing, and every email needs an easy unsubscribe), pick a tool with a free plan, and send one useful email a week: tips, offers and stories, with one clear link.
Why Email Still Matters
- Your list is yours even if a social account is banned.
- People who sign up are already interested.
- One email can bring repeat sales from past customers.
Build a List the Legal Way
- Offer something useful: a price list, a checklist, a discount, a short guide.
- Use a sign-up form that says what you will send and how often.
- Tick boxes must be unticked by default; consent is the customer’s choice.
- Never buy email lists or add contacts from WhatsApp groups without permission.
- Include an unsubscribe link in every email and honour it.
The Office of the Data Protection Commissioner (ODPC) has found businesses liable for sending marketing messages without consent and for ignoring opt-out requests. Public contact details are not consent.
Choosing a Tool
| What to check | Why |
|---|---|
| Free plan limits | Contacts and emails per month |
| Sign-up forms and landing pages | Collect emails easily |
| Automation | Welcome emails and follow-ups |
| Payment in shillings or card | Paid plans need a card or PayPal |
What to Send
| Example | |
|---|---|
| Welcome | Thanks, what to expect, your best product |
| Weekly tip | "3 ways to keep milk fresh longer" |
| Offer | Limited stock or a seasonal discount |
| Story | A customer’s result (with permission) |
| Re-engagement | "Still want our updates?" |
Measuring Results
- Open rate: how many opened; improve subject lines.
- Click rate: how many clicked; use one clear button.
- Sales: use a coupon or link per email to track.
- Unsubscribes: a spike means the content or frequency is wrong.
Turn It Into a Service
Businesses pay for someone to write and send their newsletter. Combine it with social media management or digital marketing and sell a monthly package. If you sell online, link emails to your free Buy More Mall shop so readers can buy in one tap.
Your First 30 Days
- Week 1: choose a tool and create a sign-up form.
- Week 2: write a welcome email and a free useful download.
- Week 3: share the sign-up link on your profiles and receipts.
- Week 4: send your first weekly email and check clicks.
Common Mistakes to Avoid
- Buying lists.
- No unsubscribe link.
- Only sending discounts.
- Several links competing in one email.
Stay safe: never pay a "registration", "activation" or "withdrawal" fee to get paid, and never share your password or M-Pesa PIN. Real online income comes from people paying for your content, products or skills.
Create your free Stay Home Network account, or log in with H-MAIL on app.stayhomenetwork.com.
Frequently Asked Questions
Does email marketing still work in 2026?
Yes. Your list is owned by you and reaches people who asked to hear from you.
Is email marketing legal in Kenya?
Yes, with express consent for direct marketing and a working unsubscribe, under the Data Protection Act.
Can I buy an email list?
No. Contacts on bought lists have not consented to your messages.
How often should I send emails?
Once a week is a good start; be consistent.
What is a good open rate?
It varies by industry; track your own trend and improve subject lines.
Can I earn from email marketing as a freelancer?
Yes, by writing and managing newsletters for businesses.
Cover photo: A man checking his email on a laptop in a meeting. Photo: Man checking his email on a laptop by Rawpixel Ltd, CC BY 2.0.
