Email marketing · Fort Lauderdale
Automations that send themselves, a calendar built around South Florida’s seasons, and the rules that keep you in the inbox.
Four automations to set up first
Plan around season and storms
Measure clicks and bookings, not opens
Tell us what you need and we’ll get back to you. Or book a free 30-minute call. Or call 954-539-5678.
Email marketing works for Fort Lauderdale businesses when it is built on three things: a list of people who asked to hear from you, a few automated emails that run on their own (welcome, follow-up, review request, win-back), and a simple calendar of useful messages timed to South Florida’s seasons. It also has to reach the inbox, which means setting up email authentication, honoring unsubscribes and following the CAN-SPAM Act. Judge results by clicks, bookings and sales, not open rates.
This guide covers what to send, how to grow a list, the technical and legal basics, which numbers matter, and what to expect if you hire an email marketing service.
You own your email list. A social media account can lose reach overnight, and ads stop the day you stop paying. An email list keeps working: past customers book again, leads who weren’t ready last month come back, and referrals come from people who remember your name. For local service businesses, medical and professional practices, restaurants, retailers and marine and hospitality businesses across Broward County, email is often the cheapest way to bring back customers you already earned.
Automations do most of the work, because they go out at the right moment without anyone remembering to send them. Start with these four:
Once those run reliably, add a regular newsletter or offer email once or twice a month.
Fort Lauderdale’s year has its own rhythm, and your emails should follow it:
Seasonal residents and visitors return. Welcome-back messages, bookings for the busy months, events and boat show season.
The official Atlantic season per NOAA. Preparation tips, service availability before and after storms, and clear updates when hours change.
Local-focused offers, slower-season promotions, maintenance reminders, back-to-school timing.
If many of your customers prefer Spanish, Portuguese or Haitian Creole, segment your list by language and send messages in the language people chose when they signed up.
Every email should have one main action, such as book, call, reply or read more. Several competing buttons usually mean fewer clicks on any of them.
Only email people who gave you their address and expect to hear from you. Buying or scraping lists hurts deliverability and puts your domain at risk. Good ways to grow a local list:
Text messages are a separate matter. Federal law and Florida’s telephone solicitation law set stricter consent rules for marketing texts than for email. This is general information, so confirm your approach with your attorney before adding SMS.
Gmail and other mailbox providers now enforce sender rules. Google’s email sender guidelines require every sender to set up SPF or DKIM authentication and keep spam complaint rates below 0.30%. Senders of more than 5,000 messages a day to Gmail must also set up SPF, DKIM and DMARC and support one-click unsubscribe. Google recommends keeping spam rates below 0.10%.
In practice, for a small business:
Not sure your emails are landing? Book a free 30-minute call. We look at your current email setup with you and tell you what we’d change first. No obligation.
The FTC’s CAN-SPAM guide lists the main rules for commercial email. Every marketing email must:
The FTC notes that hiring a company to send your email doesn’t remove your responsibility, and that each violating email can bring penalties of up to $53,088 (as updated in January 2024). This is general information, not legal advice.
Open rates used to be the headline number. They are less reliable now. Apple’s Mail Privacy Protection downloads email content in the background, which can mark messages as opened whether or not anyone read them. MailerLite’s benchmark report, based on campaigns sent in 2025, shows an average open rate of 43.46% but a click rate of 2.09%, and calls clicks the more accurate engagement measure.
Track these instead:
The right tool depends on what you sell and what you already use. Mailchimp is easy to start with for newsletters and simple automations. Klaviyo is built around e-commerce and connects closely to online stores. HubSpot suits businesses that want email tied to a CRM and a sales pipeline. Whatever you choose, connect it to your website forms and your customer records so lists update on their own.
If you hire help, a good provider should:
JLB USA started in Fort Lauderdale and Boca Raton more than 15 years ago. We run email marketing on Mailchimp, Klaviyo and HubSpot, and we can connect email to your website and CRM. Read about our email marketing for Fort Lauderdale businesses, our email marketing service, or web design, marketing and IT in Fort Lauderdale. Call 954-539-5678.
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Once or twice a month for newsletters and offers is a good starting point, plus automated emails triggered by sign-ups, quotes and completed jobs. Watch unsubscribe and complaint rates and adjust.
Google requires SPF or DKIM for all senders and all three for senders of more than 5,000 messages a day to Gmail. Setting up all three is good practice at any size.
It’s a bad idea. Purchased lists bring complaints and bounces that hurt your sender reputation, and the people on them didn’t ask to hear from you.
Apple’s Mail Privacy Protection can mark emails as opened even if nobody read them. Clicks and bookings are more reliable measures.
Mailchimp suits simple newsletters and automations, Klaviyo suits online stores, and HubSpot suits businesses that want email tied to a CRM. JLB USA works with all three.
