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Email Marketing Strategy for Small Businesses

If you are running a small business, you may be keen to incorporate an email marketing campaign into your general marketing strategy. However, many small businesses don’t know how to go about doing this. Follow the tips below to get a better idea of how to create a successful email marketing campaign.

Talk to your customers

One of the most important things to remember in your email marketing campaign is that you need to talk to your customers. That involves more than just using the word ‘you’ in the email text. If you have the details of your subscribers, address them by their name in the emails you send; it can make it look more personal and encourage the customer to feel like a part of the brand.

Call to action

This is the most vital part of an email marketing campaign and it is often the one that people forget about. While it is all well and good sending your customers a load of information about what’s been going on in the company, you need to remember why you have an email marketing campaign in the first place; to increase sales. With that in mind, you need to actively ask your customers to buy into you. Send them a link to your site showcasing a new sale. Alternatively, invite them to an event instore and give them the details of the time and place.


Customers love getting something for free. Companies are not quite such big supporters of this but they can often make more money if they give their customers a little sweetener to the deal. Customers often need to be given a reason to come and spend money so offering them an exclusive discount may be the push in the right direction. Try giving them a voucher for money off if they spend over a certain amount; this can allow you to ensure you still make a profit but will also keep the customers happy.

Measure your results

Once you have implemented your marketing campaign, you need to make sure that you are able to measure the results. It’s all well and good having an amazing strategy but if you don’t have any evidence to back it up, you won’t know what’s going well and what needs improving. Take note of your open rates and see if some emails are having more success than others. It could be that your subject line is causing lots of people to just delete the email without opening it. If you have the means to monitor this then you can make the necessary changes and increase your open rates.


While it might seem like a simpler option to use your internal, existing team to manage your email marketing campaign, outsourcing can often be a better option, particularly if your business is new to this type of marketing. An external company will know exactly what needs to be done and how to do it to ensure they give you the results you want.

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