6 Email Marketing Tips For Small Businesses

Team Pepper
Team Pepper
Posted on 27/12/215 min read
6 Email Marketing Tips For Small Businesses
Email marketing can be a powerful marketing tool for small businesses if done right. Here are eight tried and tested email marketing tips for small businesses.

As a small business owner, you most likely don’t have the time or funds for unnecessary trial and error. You have to ensure you’re using the right marketing tactics to reach it to new heights.

One of the oldest and most effective ways to do this is email marketing. The tool is robust, packed with features, and popular for its ease and efficiency. For small businesses, email marketing could become the most valuable resource.

Here are some tried and tested effective email marketing tips to grow your customer base and generate revenue for your small business.

Email Marketing Tips and Tricks for Small Businesses

Here are some of the best email marketing tips for mastering email marketing for a small business

1. Make them resourceful

One of the most important small business email marketing tips would be to spread knowledge. An end-user would only open an email if they find it resourceful. Do not send out random updates and sales offers; the content should be innovative. 

This factor is the basis of content marketing. One does not simply spam a user with a sales-emails without providing them with valuable content. Your email could be a guide, a newsletter, an update, a discount, or more. 

An email that does not add value to your users will see almost no click-through rate in this era of surplus information.

Email marketing vs social media marketing


2. A single CTA

Firstly, your email should be simple enough for the reader to comprehend and written in a language, tone, and voice that your target audience understands. This process is the only way you derive a call to action from the users. 

If you ask an expert for the most valuable email marketing tips for small businesses, they recommend you keep a single ask on each email blast. Your email should prompt readers to visit your website, landing page, blog, or service. 

The user would remain confused by adding more than one of these; the opened email is unfruitful.  

Another small business email marketing tip is to note is to consider adding social media links to your emails. This cross-promotion will ensure the user always remains in your ecosystem and follows your business across platforms. 

3. Ensure visuals 

Gone are the days of text-only emails. While this is not a hard-and-fast rule for those building a personal brand, a small business cannot have blank emails. Email campaigns for small businesses should deliver value, foster engagement, and appeal to the target audience

A visual, like a poster, image, video, graphic, and much more, will make your emails more attractive and welcoming to the users. That said, ensure your visuals are legible on both phones and desktops. They must not draw attention away from the message but support it. 

Importance of visuals


4. Don’t stop testing 

No amount of email marketing tips and tricks can help you if you use the same formula for many months together. A user ready to give you an email address should not be disappointed, which is why running frequent tests is essential. 

One of the most effective email marketing tips would be to ensure all your text, usual links, and icons are in order. Check if the CTA is clickable and leads to the correct pages. Double-check the responsive nature of your emails. As many rounds of A/B testing are welcome. 

Some small businesses also go as far as setting up a focus group and testing the mail formats and click abilities multiple times. 

Additionally, your email campaign for your small business should track engagements and use them as a basis for your next campaign. The data from every email blast is precious to designing future campaigns.

A/B testing for email campaigns


5. Stick to a schedule 

The biggest email marketing tips for small businesses would be staying relevant, delivering value, and sticking to a schedule. List most content; a newsletter or email blast must remain on a schedule. Find a day of the week, and ensure your content is scheduled ahead of time for the same. Some of the most successful newsletters are popular for their time-bound approach. 

This helps in two ways. One, it builds a habit for the end-user to accept your email at the same time each week or month. This practice will enhance the click rate of your emails. Second, it makes content creation much easier since there is a timeline to work against. 

Email marketing calendar template


6. Learn more about subject lines 

Many online email marketing tips and tricks will tell you that your subject should be clickbait and grab the user’s attention. That statement is only half-true. Yes, you must hold the user’s attention but not with clickbait. Over time the end-user will lose interest if the subject line and the content do not match. 

Your subject should be short and to the point for small business email marketing. They should not mislead the users about the contents of the email. The subject is one of the most critical pieces of copywriting you need. Jot down up to 10 options before you pick one on a hunch.  

Clickbait subject line example


7. Value the end-user

The user has trusted you with their email; use this with discretion and never spam the user. The second disservice many small companies do is sending out boring emails. Failing to provide value will simply rank your mail lower. Email campaigns for small businesses should always strive to deliver what users want. 

It helps to segment the email list. Do not send mail that does not concern the users. Use different templates and checklists to manage and segregate users.

The more your emails get marked as spam, the harder it becomes to use them as an effective marketing tool. Additionally, do not write elaborate essays on your email; they are hard to read and easy to tune out of.

8. Encourage personalization

Have you ever noticed when emails hit your inbox, and the subject line has your name? This process is called personalized messaging. It is an effective small business email marketing tactic. Most email management software will allow you to use the first or last name of the users to make emails personal. 

This practice will improve the clickability of your emails and keep them from looking like any other spam in the mailbox. 

Importance of Email Marketing for Small Businesses

Many small businesses live under the impression that email marketing is not a worthy investment in the times of videos and social media. Here are a few reasons why small business email marketing remains superior : 

  • Email marketing is a very low-cost investment with a very high return rate for a small business. 
  • They remain accessible at workplaces and universities when other social media platforms are banned. 
  • Small business email marketing helps to drive revenue and build a loyal fanbase. 
  • They are a global tool, both in utility and reach. 
  • The metrics from email marketing are much easier to measure and always provide valuable insights about end-users. 
Widespread usage of email


Key Takeaways

  • Email marketing is one of the most low-cost promotion options for small businesses
  • Email marketing has a global reach
  • It is easy to track metrics from email marketing for small businesses
  • Offer your target customers value through your email and do not spam
  • Make it appealing with pictures or visual content
  • Personalize your email campaigns for small businesses as much as possible
  • Stick to a schedule. Ideally, you could send three weekly emails to stay on top of your target audience’s mind
  • Always keep your target audience in mind when strategizing for small business email marketing. Create content that your end-users would find interesting

Nailing Your Email Marketing

Some standout email marketing tips would be to customize new email templates and refresh one’s content often. Spend time designing new email templates that fit the image of your brand. Refer to your brand’s colors, language, texts, photos, and tone to help make them. 

These small business email marketing tips and tricks listed above will act as a basis to guide you in the right direction, but they are not a one-size-fits-all solution. You must discover what formula works for your business and replicate more of that. 


1. What is email marketing?

Email marketing is a powerful marketing channel, a form of direct marketing and digital marketing, that uses email to promote your business, its products, or services.

2. How are spam emails filtered?

Incoming emails are analyzed for red flags that indicate spam or phishing content, and those emails are automatically moved to a different folder.

3. Can spam traps be unfavorable?

Despite their goal of blocking spam email addresses, spam traps can also unintentionally block valid, non-spam email addresses, harming the sender’s reputation and email deliverability. Spam traps can result in the sender’s domain list or IP address being blacklisted.

4. Who are dormant subscribers? Should they be deleted?

Dormant or inactive subscribers are defined as those that have not opened, clicked, or responded in any way to your emails in six months. Such inactivity may bring down the company’s domain reputation. If re-engaging with them is impossible, it’s better to unsubscribe from them. Also, it would be cost-efficient.

5. How do you engage with new subscribers?

– Firstly, send a welcome email.
– Grab their attention by using intelligent subject titles.
– Your message should be to the point, relevant, and of value to them.
– Keep them updated with what you have to offer.

6. What is a double opt-in?

It’s the reconfirmation by the subscribers about their registration via another email. It’s an assurance that they are interested in receiving mail from you.

The latest from Pepper Content, right in your inbox

From our latest podcasts and articles, to the detailed guides and extensive resources. Follow the evolution of content.

By subscribing, you agree to Peppercontent’s Term of Use  and Privacy Policy.