Tweak Your Biz » Marketing » 10 Email Marketing Tips For Small Businesses

10 Email Marketing Tips For Small Businesses

This post originally appeared on BizLaunch Blog, and is written by Susan Payton. Susan is a regular contributor to Tweak Your Biz.

Despite the many trends we’ve seen in the world of marketing over the past few years, email remains a constant in terms of driving new and repeat sales for your business. Given the fact that 44% of people who receive email marketing messages made at least one purchase from an email, it’s worth diving into better strategies for conversion.

#1. Make it Easy to Share, Forward, and Unsubscribe

There’s nothing more frustrating than a promotional email that doesn’t include links or buttons to forward to a friend, share on social media, or even unsubscribe. Most email marketing platforms build these features in, so take advantage of them. You’ll increase your subscribers and keep them happier.

#2. Tweet it Yourself

Got a particularly great article or offer in this week’s email? Send a link to sign up to view it on Twitter, Facebook, Google +, and anywhere else you have a social presence. You’ll connect the dots between two marketing platforms and help strengthen your customer relationships.

#3. Pay Attention to Stats

Your email marketing software provides ample statistics that tell you who opened your email and/or clicked, and who made purchases from it. This is valuable data that can help you shape future email campaigns.

#4. Be Consistent

If you send a newsletter on the 15th of every month, people will come to expect to receive it then. Don’t get off schedule and start sending your emails willy-nilly, or you’ll upset customers, who like routine.

#5. Don’t Go Overboard

No one likes being bombarded by emails from a company. Find the balance: if you have regular sales and promotions, you might be able to get away with a weekly email. But if more people unsubscribe at that frequency, dial it back to once every two weeks. Or give people options for how often the receive your emails.

#6. Spend Time on the Subject Line

It’s what gets people to open your emails. Speak directly to your audience. Entice them. Make them want to open your emails with that all-important subject line.

#7. Make it Mobile-Friendly

Did you know that 43% of all your emails are being opened on mobile devices? If your email doesn’t render well in mobile (it’s hard to read, readers have to scroll to view it all), you might lose readers. Your email marketing platform should have a mobile-optimized option.

#8. Choose Your Send Time Wisely

This sometimes takes a little trial and error. But if you’re targeting consumers at home, they’re more likely to check their email before going to work or after 5, so send your email so it’s there waiting for them. If you’re aiming at B2B customers, hit them mid-morning to early afternoon for best open rates.

#9. Don’t Forget Your CTA

Every email you send should have a Call to Action in it. The earlier, the better, since most people don’t read an entire email all the way through. Encourage people to click to buy, enter to win, sign up for free info, or call for a consultation.

#10. Offer Unique Deals

You don’t want to blast the same offer you posted on Facebook and your website via email. Make it unique so your email subscribers feel special, and are more likely to use the deal.

Images: ”E-mail marketing blue puzzle pieces /


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The Author:

Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing communications, copywriting and blog posts. She is also the founder of How to Create a Press Release, a free resource for entrepreneurs looking to generate their own PR. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and blogs for several sites, including The Marketing Eggspert Blog, as well as CorpNet, Small Business Trends, and BizLaunch.

Add Your Comment

  • derbhiledromey

    Some useful tips there that I hadn’t thought of. Thanks.

  • susanpayton

    Thanks! Any you’d add?

  • Thanks for a great list Susan. They are all relevant but especially the mobile friendly point – so many people would use a smart phone for their emails now whilst on the move that it makes sense to cater for that. Thanks as always and looking forward to your next post

  • Axel Castro

    I would add to target your audience, personalizing the message for different groups will give you better results than sending your newsletter to your whole database 🙂