How to Use Email Marketing to Grow Your Small Business

Jun 19, 2022 | Business

Email marketing is a great way to grow your small business. Not only is it cost-effective, but it’s also an easy way to reach a large number of potential customers. Statistics show that email is still the most popular form of communication for businesses. More than 95% of businesses use email for marketing purposes.

Furthermore, email marketing has an average return on investment of more than 4,300%. This makes it one of the most effective marketing strategies available. If you’re looking to grow your small business, email marketing is a great place to start.

What is email marketing

It is a form of direct marketing that uses electronic mail as a means of communicating. These can be commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to

1) sending emails with the purpose of enhancing the relationship of a merchant with its current or previous customers, and

2) sending emails with the purpose of acquiring new customers or convincing current customers to purchase something immediately.

What are the benefits for small businesses


Email marketing can be very cost-effective, making it an attractive option for small businesses. By targeting specific audiences and crafting well-written emails, small businesses can build strong relationships with their customers. It provides an opportunity for small businesses to reach out to their target audiences directly. It can also be an effective way to build brand awareness and improve sales.


While it can be a highly effective way to reach customers and promote your product or service, there are some potential downsides to consider. First, it can be very time-consuming, particularly if you are managing a large email list. It can also be difficult to track the effectiveness of your email campaigns. It can also be easy to accidentally spam customers if you are not careful.

Some email platforms charge for each email sent, which can add up quickly if you are sending a lot of messages. Finally, email inboxes are often full of junk mail. There is a risk that your messages will get lost in the clutter. For these reasons, it is important to carefully consider whether email marketing is the right choice for your business. Make sure to do your research before investing time and money into developing an email list.

How do I get started with email marketing?

Audit and Strategy

An email marketing audit is a crucial first step. It will assist you in assessing and improving your current online presence. The evaluation will also aid in the development of an email plan that is in line with your company objectives.

Any business that uses email should have an email strategy in place for delivering emails to customers. It will assist you in defining your goals and objectives. An email strategy will also allow you to measure your success and optimize your campaigns.

Implementation and Management

Once these decisions are made, businesses can start building their email list. This is done by acquiring email addresses from customers and website visitors. They can also add sign-up forms to their website or social media marketing platforms. Once they have a list of email addresses, businesses can start creating and sending email campaigns.

When creating email campaigns, it is important to keep the audience and objectives in mind. For example, emails should be designed to be both visually appealing and interesting to read. Additionally, the call to action should be clear and concise.

Finally, businesses should measure the success of their email campaigns. This is done by tracking metrics such as open rate, click-through rate, and unsubscribe rate. By understanding email marketing and using it effectively, businesses can reach a larger audience and achieve their goals.

What types of content can be sent via email marketing campaigns?

Email campaigns can be used to send a variety of content. This can include new product information, sales and discounts and, company newsletters.

Segments can be created based on factors such as demographics, location, and purchase history. Email frequency can be customized based on the individual recipient’s preferences. By taking advantage of these options, email marketing campaigns can be highly effective. They can help businesses in reaching the right people with the right message.


Many email marketers personalize their email content to increase engagement and clicks. Personalization can involve many different elements. Some examples are customizing the recipient’s name and the subject line. Making sure the email content is relevant to the recipient’s interests is also a form of personalization.

By personalizing email content, email marketers can make a deeper connection with their recipients. This in turn can lead to more engagement and clicks. Additionally, personalization can also help email marketers to stand out in a crowded inbox. This increases the chances that their email will be seen and opened.


Email service providers today offer a wide variety of automations. These can save email marketers a lot of time while still being very effective. One of the most popular automations is email list segmentation. These platforms can automatically segment your email list based on the criteria that you specify. These criteria can include demographics, interests, or purchase history. This helps you send more targeted and personalized emails, which can lead to higher open and click-through rates. 

Another useful automation is email drip campaigns. With drip campaigns, you can automate the process of sending a series of emails over a period of time. This is useful for nurturing leads or sending out educational content. Drip campaigns can be set up so that each email is sent at the optimal time, making them highly effective. 

Finally, automated email responses can save you a lot of time when responding to common customer inquiries. You can set up autoresponders to automatically send thank-you messages, shipping notifications, or other types of information. Automated email responses can be customized to include the recipient’s name or other personal information. This will make them feel more personal than generic messages. 

Tips for creating engaging email campaigns that get opened

Here are four tips for creating email campaigns that get opened:

  1. Use an attention-grabbing title: The title is the first thing that recipients will see, so make sure it’s catchy and relevant.
  2. Write interesting preview text: The preview text is what appears underneath the title in the email inbox. Use this space to give recipients a taste of what the email contains. Make sure it’s enticing enough to make them want to open the email.
  3. Pay attention to layout: The layout of your email should be easy to read and navigate. Use short paragraphs, bullet points, and clear headers to help recipients quickly scan the email and find the information they’re looking for.
  4. Use images sparingly: Images can be helpful in email campaigns, but use them sparingly. Too many images can slow down loading time and make the email difficult to read.

By following these tips, you can create email campaigns that are more likely to be opened and read by recipients.

Measuring the success of your email marketing efforts

Email marketing platforms like Mailchimp and Mailer Lite provide a variety of data points. These can be used to measure the success of your email marketing efforts. For example, you can track how many people opened your email and how many people clicked on the links in your email.

Common metrics include the average open rate, click-through rate, and unsubscribe rate for your email list as a whole. This data can be used to benchmark the performance of your email marketing campaigns. Or to make changes that will improve the effectiveness of your email marketing.

You can also use email marketing platforms to compare your results with those of other businesses in your industry. This data can help you to identify best practices for email marketing. It can also help to learn from the successes (and failures) of other businesses.

Outsourcing your email marketing to a consultant

Email marketing can be an extremely effective way to reach out to customers and promote your business. However, email marketing can also be time-consuming and expensive to set up and manage. As a result, many businesses choose to outsource their email marketing to third-party companies.

There are a few factors to consider when deciding whether or not to outsource. First, consider the cost of email marketing services. If you have a limited budget, you may want to stick with alternative digital advertising methods. However, if you have the funds to invest in email marketing, outsourcing can save you money in the long run. Second, think about the time commitment required. If you don’t have the staff or resources to dedicate to email marketing, it may be worth outsourcing.

Finally, consider your expertise in email marketing. If you’re not confident in your ability to create and execute an email campaign, it’s probably best to leave it to the professionals. Outsourcing email marketing can be a great way to save time and money. But it’s important to weigh all of your options before making a decision.


Email marketing is a great way to reach new customers and keep your current ones informed about what’s going on with your business. The statistics show that email is still the most popular form of communication for businesses, so it’s worth taking the time to get your email marketing strategy in place. For more help with your email marketing check out the costs and breakdowns on our home page.