6 Email Marketing Tips For Small Businesses

Team Pepper
Posted on 27/12/217 min read
6 Email Marketing Tips For Small Businesses
Lay your hands on some tried and tested email marketing tips for small businesses to grow their customer base and generate revenue.

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

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

Email marketing can be a powerful marketing tool for small businesses if done right. Here are some tried and tested practical 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 essential small business email marketing tips would be to spread knowledge. Your email lists are full of potential. An end-user will 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.


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. 

Another small business email marketing tip 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. Also, when it comes to your preview text, focus on the most important piece of information and filter out the rest. Too much information does not have much retention power and cannot make an immediate connection.


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. See if the landing page works or does it need to be tweaked. 

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.


5. Stick to a schedule 

Small businesses’ biggest email marketing tips 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 practice helps in two ways. One, it builds a habit for the end-user to accept your emails simultaneously. It makes content creation easier. 


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. A subject line should not mislead the users about the contents of the email. The subject is one of the most critical for copywriting. Jot down to 10 options before picking one on a hunch.  


7. Value the end-user

Ensure your email campaigns are mobile-friendly, as most people will access their email on their mobile devices. Use a mobile-optimized template and keep the visuals small and the font large. Remember, The user has trusted you with their email; use this 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.

8. Encourage personalization

Have you noticed when emails hit your inbox, and the subject line has your name? This is a small business email marketing tactic. Most email management software will allow you to use the first 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.

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.

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. Tides have changed, and it’s time to adapt and reinvent. Establishing a solid relationship begins with listening intently to your potential and existing customers, understanding them, and respecting their preferences. This builds trust. Using marketing tools, you can monitor your contacts’ preferences, interests, and more and listen to their behavior across channels to deliver relevant and personalized messages. 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 drive revenue, build trust, and create 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. 


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
  • Ensure your preview text is attention-grabbing
  • 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 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 emails delivered. Spam traps can result in the sender’s domain list or IP address being blacklisted.

4. What is an open rate, and what is an excellent open rate for email marketing?

Open Rate Is the percentage of email recipients who open a given email. By following the subject line best practices, you can increase your open rate.
A reasonable rate should fall between 17% and 28%. Again, it depends on your industry. While knowing these numbers is a great starting point, it’s worth looking into your specific industry averages and comparing your metrics with those in your industry.

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

Dormant or inactive subscribers have not opened, clicked, or responded to emails in six months. They may bring down the company’s domain reputation. If re-engaging with them is impossible, it’s better to unsubscribe.

6. 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.

7. 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.