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  • Writer's pictureJenny

7 Email Marketing Best Practices Every Small Business Owner Should Know

Updated: Apr 22

Email marketing remains a potent tool for small businesses looking to connect with their customers, nurture leads, and boost sales. However, to maximize this marketing channel's potential, it's crucial to adopt effective strategies and adhere to best practices.

This blog will walk you through seven essential email marketing practices every small business owner should know, helping you create engaging campaigns that deliver results and foster business growth.

Build a Quality Email List

A successful email marketing campaign begins with a robust email list. Rather than resorting to purchasing or renting lists, it's beneficial to grow your subscriber base organically. This ensures that the individuals on your list are genuinely interested in what your business has to offer. Here are several effective ways to build your list:

  • Offer a lead magnet: Provide valuable resources such as ebooks, guides, or exclusive discounts in exchange for visitors' email addresses.

  • Utilize sign-up forms: Strategically place sign-up forms on your website, blog, or social media profiles to encourage visitors to subscribe.

  • Leverage events: At trade shows, conferences, or local events, make an effort to collect email addresses. This provides a great opportunity to grow your list gradually.

  • Engage in networking: Never underestimate the power of personal connections. When you meet new people, collect business cards and follow up with an email within 48 hours to solidify the connection. In your follow-up message, politely ask if they would like to join your email list, which can significantly expand your network and potential subscriber base.

Use a Reliable Email Marketing Platform

Selecting a user-friendly email marketing platform is crucial for creating, sending, and tracking your campaigns effectively. Popular platforms like Mailchimp, Constant Contact, and Sendinblue offer essential features, including:

  • Customizable templates: Easily create professional and responsive emails without needing to code.

  • List management: Organize and segment your subscribers for more targeted campaigns.

  • Analytics and reporting: Monitor key metrics like open rates, click-through rates, and conversions to gauge campaign performance.

*Our favorite is Constant Contact, however, due to their pricing it may not be feasible for smaller email lists or businesses with a small marketing budget. If you use Wix for your website, we highly recommend using their email marketing option. Alternatively, you could use your regular email provider, however, you will be extremely limited on design, scheduling, and analytics, but it can get you started. Feel free to message us with your questions about the best option for you and your business.

Segment Your Email List

Segmentation allows you to send personalized content to specific subscriber groups based on their interests, behaviors, or demographic information, enhancing engagement and conversion rates. Consider segmenting your list by:

  • Demographics: Such as age, gender, location, or income level.

  • Purchase history: Including past purchases, buying frequency, or average order value.

  • Engagement: Based on metrics like open rates, click-through rates, or website activity.

Craft Compelling Subject Lines

The subject line is critical in determining whether your subscribers will open your emails. To boost open rates, craft subject lines that are attention-grabbing and relevant to your audience. Here are a few tips:

  • Keep it short: Aim for 50 characters or fewer to ensure full visibility on most devices.

  • Use action verbs: Motivate subscribers with verbs like "Discover," "Learn," or "Save."

  • Personalize: Include the recipient's name or other relevant details to make your emails more engaging.

*Pay attention to the newsletters you get. What subject lines entice you to open those newsletters? They're usually something catchy, right? They make you CURIOUS about what could be inside.

Optimize Your Email Content

Ensure your email content is engaging, valuable, and relevant. Here are some tips for optimizing your content:

  • Keep it concise: Use short paragraphs and bullet points to make your content easy to digest.

  • Clear calls-to-action (CTAs): Use distinct and visible CTAs like "Shop Now" or "Learn More" to encourage action.

  • Personalize your approach: Address subscribers by name and tailor content to their preferences and behaviors.

  • Include visual elements: Enhance your emails with images, videos, or GIFs to make them more appealing.

*You may want to create different versions for different segments OR use different subject lines.

Test and Optimize Your Campaigns

Regular testing and optimization are key to enhancing your email marketing effectiveness. Consider experimenting with:

  • Subject lines: Try different phrases, lengths, and styles to see what resonates best.

  • Email design: Vary layouts, colors, and visual elements to find the most effective format.

  • CTAs: Experiment with different buttons, colors, and placements to optimize click-through rates.

  • Send times: Schedule emails based on when your subscribers are most likely to be active.

*Remember, all this testing is pointless unless you track the changes and results.

Monitor and Measure Your Results

Keeping track of your email marketing performance is vital for improvement and understanding your ROI (Return on Investment). Utilize your platform’s analytics to monitor important metrics like:

  • Open rates: The percentage of subscribers who open your emails.

  • Click-through rates (CTR): The percentage of those who click on links within your emails.

  • Conversion rates: Those who complete a desired action, such as making a purchase. (This requires setting up an event for your website analytics, and monitoring it through there.)

  • Unsubscribe rates: The rate at which subscribers opt out of your emails.


By implementing these seven best practices, small business owners can harness the power of email marketing to engage their audience, increase sales, and build a strong online presence.

Continuously refine and adapt your strategies based on analytical insights to maintain effectiveness and keep your campaigns fresh and engaging.

Remember, the key to successful email marketing is consistency and finding what works best for business and audience.

Now, we’d love to hear from you—what strategies have you found most effective in your email marketing efforts? Share your experiences in the comments below or explore related topics on our website to further enhance your marketing skills. And, as always, feel free to message us with your questions about the best option for you and your business.

Email marketing remains a potent tool for small businesses looking to connect with their customers, nurture leads, and boost sales.

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