32 Email Marketing Tips for Small Business Success

32 Email Marketing Tips for Small Business Success

November 15, 2023
(Reading time: 4 - 7 minutes)

Email marketing is a powerful tool for small businesses. It allows you to build better client relationships, increase open rates, and boost your brand's credibility. Here's a list of 32 practical tips that can significantly improve your email marketing strategy.

A Look at Email Marketing ROI Statistics

Email marketing continues to deliver significant ROI for businesses. For every $1 spent on email marketing, brands generate an astounding $42 in sales, which translates to a 4200% ROI. Furthermore, OptinMonster says that 30% of marketers worldwide cite email marketing as offering the highest ROI.

In fact, email is considered one of the most effective marketing tools, with more than 90% of survey respondents saying it's crucial to their company's overall success. (Source: Constant Contact

Moreover, 37% of brands are increasing their email budget, indicating confidence in this channel's potential. (Source: HubSpot).

Email Design Tips

Maintain Brand Consistency

Ensure your emails reflect your brand's identity. From color schemes to tone of voice, every element should be consistent with your brand's image.

Optimize for Mobile

More than half of all emails are read on mobile devices. Make sure your emails look great on all screens.

HubSpot found that mobile-friendly email is the second most used tactic by email marketers to improve performance. Other research indicates that 4 out of 5 people use smartphones to check email.

Use Dynamic Content

Personalize your emails with content tailored to each recipient's behavior, demographics, or preferences.

Make Your Emails Accessible

Use dyslexia-friendly fonts, alt text for images, and colorblind-friendly colors.

Keep It Simple

A cluttered email can be overwhelming. Stick to a clean, straightforward layout that makes it easy for recipients to focus on your message.

For example, Apple's email newsletters are known for their minimalist design. They use ample white space, crisp images, and concise text to present their products.

Boosting Email Deliverability

Maintain a Clean Email List

Regularly clean your email list to remove inactive subscribers. This can improve your engagement rates and deliverability. (Source: Campaign Monitor)

Authenticate Your Emails

Use technologies like SPF, DKIM, and DMARC to authenticate your emails and protect against spoofing.

Avoid Spam Triggers

Ensure your emails avoid spam triggers, such as words like "free," "guarantee," excessive use of capital letters, or exclamation points. This helps your emails reach the inbox instead of the spam folder.

Create a Double Opt-In Process

A double opt-in process can ensure that your subscribers genuinely want to receive your emails. This can improve engagement and reduce spam complaints.

Personalization Tactics

Segment Your Email List

Segmentation allows you to send targeted emails based on specific criteria like purchase history, location, or interests. This can significantly increase engagement and conversions.

Use Behavioral Triggers

Send emails based on user behavior, such as cart abandonment reminders or product recommendations.

Leverage Demographic Data

Tailor your emails based on demographic data such as age, gender, or occupation to make them more relevant and engaging.

Personalize Your Emails

Personalization can significantly boost open and click-through rates. Include the recipient's name or tailor content to their past purchases and behaviors.

Here are some powerful statistics from InstaPage demonstrating the impact of personalization:

  • Personalized emails deliver 6x higher transactional rates.
  • Segmented, targeted emails drive 58% of all revenue.
  • Personalized email marketing sees a median 122% ROI.
  • 65% of marketers say dynamic content is the most effective.

Email Frequency

Test Different Send Times

Experiment with different send times to find when your audience is most likely to open and engage with your emails.

Don't Overwhelm Your Subscribers

If you send too many emails, it can lead to people unsubscribing. Find a balance that keeps your brand top of mind without annoying your subscribers.

Leverage Holidays and Events

Take advantage of holidays, seasonal events, or industry-specific dates to send out relevant and timely marketing emails.

Strategic Subject Lines

Increase Open Rates with Strategic Subject Lines

A compelling subject line can increase your email open rates. According to HubSpot Research, effective subject lines engage curiosity, including promotional offers, and personalize to recipient interests. 

Experiment with different styles - from questions to emojis, and find what resonates with your audience.

Create a Sense of Urgency

Subject lines that convey urgency can motivate recipients to open immediately. Try phrases like "Limited time offer" or "Only a few spots left!"

Mobile Optimization

Optimize for Mobile Devices

Ensure your emails are mobile-friendly, as a significant number of users check their emails on their phones. Aim for responsive design and easily readable text on smaller screens.

Email Analytics

Track Performance

Use analytics to measure the performance of your emails. Understanding metrics like open rates, click-through rates, and conversions can help you optimize future campaigns.

What to Include

Create High-Quality Content

Offer value to your subscribers through high-quality, informative content. This not only keeps them engaged but also positions you as an authority in your field.

Encourage User-Generated Content

Encourage your subscribers to share their experiences with your products or services. User-generated content can act as social proof and increase engagement.

Ask for Feedback

Emails are a great way to ask for feedback or conduct surveys. This can provide valuable insights and make your s feel valued.

Diversify Your Email Content

Don’t just send promotional emails. Mix it up with informative content,  success stories, tips and tricks, and industry news to keep your subscribers engaged.

Include Clear Calls to Action

Make sure your emails have clear and compelling calls to action (CTAs). This can guide your subscribers towards the desired action and increase conversion rates.


Start with a Welcome Email

A warm, welcoming email often achieves the highest open rates. It's a great way to introduce your brand and set expectations for future communications..

Leverage Email Automation

Automating your emails can save time and ensure consistency. Outbrain says that, “Research shows companies using marketing automation receive 53% higher conversion rates and increase their revenue by 3%, compared to companies that don’t use it, according to a report from Aberdeen Group.” There are numerous tools that can help in automating emails based on specific triggers, prospects, or client actions.

Email Best Practices

Test Different Email Formats

Experiment with different email formats - newsletters, promotional emails, transactional emails, etc., to see what generates the best response from your audience.

Use A/B Testing

A/B testing, or split testing, can help you determine what types of emails your audience responds best to. Test different subject lines, and email formats, or send times to optimize your campaigns.

Invest in Good Email Marketing Software

Quality email marketing software can offer features like automation, analytics, and easy-to-use design tools, which can significantly improve your email marketing efforts.

Maintain Regular Communication

Don’t let your subscribers forget about you. Regular communication, without being overwhelming, can ensure your brand stays at the top of their minds.

Use Email to Build Client Loyalty

Regular, valuable emails can help build client loyalty. Consider implementing a loyalty program or offering exclusive discounts to your email subscribers.


Email marketing is an effective way to reach new audiences, heat up cold leads, or stay top of mind with existing emails. However, it requires a strategic approach to be successful. These 32 tips provide a solid foundation for your small business email marketing strategy. Start implementing these practices today and watch your email marketing performance soar!

Chad Treadway

Written by:  |  November 15, 2023

Chad is a Partner and our Chief Smarketing Officer. He will help you survey your small business needs, educating you on your options before suggesting any solution. Chad is passionate about rural marketing in the United States and North Carolina. He also has several certifications through HubSpot to better assist you with your internet and inbound marketing.

See Chad Treadway's' bio: cubecreative.design/about/chad-treadway