6 Essential Email Marketing Strategies for Small Businesses

Published: | By Abhishek Talreja

Email marketing allows small business owners to build stronger relationships with future and existing customers. Email communication is personal and makes the audience feel like you care for them. That’s why email marketing almost guarantees that you’ll get great results. 

Research shows that 64% of small businesses use email marketing to reach their customers. 

In this article, let’s learn about some powerful email marketing strategies that can help you broaden your customer base

1. Build an Email List

A contact list lays the foundation of successful email marketing. It contains the email addresses of those who’ve subscribed to your mailing list. So how do you get your target customers to sign-up for it? 

  • Add a call-to-action to your business blog to inform people about your newsletter. Make sure you discuss the benefits of opting in. For instance, you can tell users that if they subscribe, they will get the latest offers and educational content in their inbox.
  • You can create buzz about your newsletter on your business’s social media handles. It’s a great way to spread awareness and get new people on board. 
  • Gated content assets like e-books and online courses are excellent for growing your contact list. You can offer these content upgrades to those who agree to sign-up for your newsletter. 
  • You can also use a simple website pop-up that communicates about the newsletter USPs and asks the users to fill up a quick subscription form. 

The easiest way to build a professional-looking contact form is to use the POWR free mailing list app with exciting features like advanced customization and autoresponder emails. 

Mailing List App sales page

2. Create a Newsletter Calendar 

Once you build an email list, you need to send emails to subscribers. A bi-monthly email is a fantastic way to start email marketing. You can convert it into a weekly feature. Let’s look at some email types. 

  • Collate and send a quick round-up of recent blog posts. Educational content helps you create value for your prospects and strengthen your relationship with them. 
  • Share an offer or a promotional discount with first-time buyers. This way, you can lure prospects into trying your product and becoming customers. Here’s an excellent example from Moo, a customized online printing service:

MOO email(Source)

  • If you have a case study showcasing how you helped existing customers, you can share it in an email. Case studies help display the worth of your products and services. For example, this case study on Notion's content marketing strategy examines in detail how the company gained so much success and traction so fast.
  • Do you wish to simplify your product or service to prospective customers? Work on creating an introductory video and share it with your mailing list. 

An email calendar gives you a plan for sending various emails, so your audience always looks forward to each one. 

3. Work On The Design

Make your email content look pretty, and your prospects will indeed engage with it. Let’s take a look at some helpful email design tips:

  • Choose a set of brand colors and use them in each email. Align your email marketing with your brand identity. An interesting strategy is to use fewer colors in your email design. Here’s a beautiful example from Tock, a popular restaurant reservation app.

Tock email(Source)

  • Also, many email marketing tools offer nice-looking mail templates and drag-and-drop editing features. You can use such nifty tools to design your newsletters on the fly.
  • Furthermore, you should ensure your email text is visible and easy to read. Finally, use the correct font colors to ensure the copy is legible to the recipients. 
  • Make your email design enjoyable by infusing interactive elements such as animated gifs, polls, games, and integrated forms.

A good-looking email is visually appealing, which is why it’s so critical to get the audience to engage with your email communication. 

4. Write Copy That Hooks The Audience

Effective copywriting is vital for getting the appropriate conversions from your newsletter campaigns. 

  • The subject line is a critical piece of the newsletter puzzle. Get it right, and it’ll be easy to get recipients to open your emails. 
  • The email body copy should be storytelling in action. Use an emotional hook to inspire the audience to take quick action. Here’s a good example:

Uncommon Goods email(Source)

  • The last part of the copy is the call to action. Use it to trigger an action. For instance, you can get the audience to read your blog, take a free product trial, or book a free consultation. 
  • Create audience personas by your ideal customers’ interests and preferences. The strategy helps to create newsletter copy that speaks directly to the target audience. 

Here’s the golden rule for effective newsletter copywriting: the right words can win hearts and convert naysayers into loyalists. So don’t forget to use the right ones for your email campaigns. 

5. Ensure Accessibility 

When sending emails, you need to ensure that most of the recipients get to open and read your messages. More than fifty percent of marketers feel that email accessibility is essential.

email accessibility pie chart(Source)

The first step you need to take is to work on improving your email deliverability

  • Make sure that your email frequency is optimum. Too many emails in a month can irk your recipients and make them mark your emails as spam. 
  • Make sure the email addresses are verified as authentic and unbroken.
  • Send emails to only those who have subscribed to your mailing list. Don’t forget that permission is the heart and soul of successful email marketing.
  • Work on optimizing your email content for mobile devices. It’s the best way to reach and connect with a growing mobile user base
  • Be aware of words that can trigger spam filters that send your emails to recipients' spam folders. In addition, you must ensure each email has the option for users to unsubscribe from your mailing list. Lastly, avoid making claims that you can’t fulfill. 

Here’s the rub: making your emails reach your target customers can significantly affect email campaign performance. And that’s why accessibility is so critical to winning email campaigns. 

6. Track The Results 

Let’s face it, when you do some kind of marketing, you need to track the results and learn where you might be going wrong. So head over to the analytics dashboard of your email marketing tool, and voila, you’ll see a bunch of useful metrics! 


  • Review the campaign open rate to see how many people chose to read your emails. If the open rate is too low, consider working on your subject line. 
  • The bounce rate of your emails tells you the percentage of emails that could not be delivered. 
  • Check the rate of unsubscribers to learn if you’re delivering real value from your email campaigns. 
  • The click-through rate conveys if people visited the links you shared in your email. It’s another excellent metric for knowing if your email design and copy are working or not. 
  • Review the conversion rate to see if people completed an action, like making a purchase or signing up for an event. This metric tells whether your message and the call-to-action are nailing it. 

Wow, that’s a lot of metrics to track. But they’ll give you a host of insights into how to better your outcomes from each subsequent email campaign.

Final Thoughts 

Email marketing allows small businesses to communicate directly with prospects and inspire them to turn them into long-term customers. You should utilize email marketing to nurture your leads and convert them into paying customers. Plus, you can use cost-effective tools to set up, run, and track your campaigns with ease and simplicity.

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