Email marketing generates more than six billion pounds worldwide, and this sum is expected to rise to more than 13 billion by 2028.

So how do small businesses get themselves a share of this pie? In this guide, we offer eight easy-to-implement tips that can help you kick-start your email marketing journey, no prior experience needed.

Why email marketing matters

Email has been a marketing tool for decades. In fact, the very first marketing email is said to have been sent in 1978, when marketing manager and ‘father of e-marketing’ Gary Theurk sent a promotional email to 400 recipients via a packet-switched network called ARPANET.

Fast forward more than 40 years, and marketing software company HubSpot has found that email marketing is still the marketing channel that leads to the best ROI for B2C brands, often beating paid social media content and content marketing to the top spot.  

Of course, tactics have changed. Mass, generic email sends are a thing of the past—no one tolerates spam anymore. Today, the best marketing emails are nuanced, thoughtful, and created with the following considerations in mind…

With that, here’s our guide to the email marketing tips every business owner should know.

1. Build a mailing list (that grows)

Once upon a time, marketers would buy email lists from third parties and send bulk emails out to everyone on the list. 

However, new privacy laws and consumer anti-spam sentiment now means that this approach is a big no.  

Building a mailing list is like nurturing a new plant, it takes some care and attention. The more effort you invest in it, the better it will grow.  

GDPR laws now mean that people have to consent to receive emails from you. 

To encourage sign-ups:

✓ Add an email sign-up form to your website, using incentives such as discounts and the latest updates to encourage uptake.

✓ Create some ‘lead magnets’ – these are free resources, like guides, how-tos, and checklists that people receive after they sign up to be sent your emails.

✓ Encourage sign-ups on social media by teasing the benefits and exclusivity of the content you’ll be sending out in your email communications.

✓ Give customers the opportunity to receive further communications from you when they buy a product or book a service with you.

Once you’ve got a decent-sized subscriber list, you’ll want to carry out some segmentation, identifying the sub-categories each individual falls into, so you can direct the correct type of emails to them.

Subscribers can be segmented in a whole host of different ways. You can group your mailing list around everything from recent purchases to demographics.

Segmentation isn’t the easiest thing to achieve and maintain manually. The good news is that email marketing software usually comes with built in segmentation tools. Or you could use customer relationship management software, to achieve similar results.

2. Set clear goals for your campaigns

Every marketing email should have a clear goal. Knowing your objective helps you target the right audience, avoid confusing your subscribers, and measure your success. Goals might include:

✓ Reengaging inactive subscribers

✓ Building brand awareness

✓ Nurturing new leads

✓ Encouraging repeat purchases

✓ Upselling for revenue

✓ Building brand loyalty

✓ Generating web traffic

It’s important you know what your specific goal is for every email you send. This will not only stop you from confusing your customers, but it will help you send your emails to the correct segment of your email list and help you measure your success rates.

3. Use a memorable, branded email address

The “From” field or sender name is usually the first thing people see when they receive a new email. And it can determine whether they’ll open it or ignore and send it to the bin or spam folder. 

That’s why it’s important to pay attention to what you choose for your sender name. If you’re a solopreneur or small business, you could use your own name or experiment with the following formats: 

✓ [Brand name]

✓ [Your name] from [Brand name]

✓ [Your name] @ [Brand name]

✓ [Your name],[Brand name]

The main benefit is that over time, your audience will get used to seeing your name in their inbox. And when your name becomes familiar, they’ll be more likely to open your emails knowing that they’re coming from you, and not a faceless corporation. 

See also: Why Every Business Needs a Professional Email Address

4. Craft emails… that people want to open

According to email marketing platform MailChimp, the average email open rate is between 29 and 40%, depending on what sort of industry you’re in. 

Crafting an email people want to open starts with the subject line.  

Here are a few dos and don’ts… 

✓  DO

Personalise: Research has shown that emails with personalised subject lines have better open rates than those with generic subject lines.  

Be concise: The way certain devices and apps display emails means that long subject lines can often appear cut off in inboxes. For example, when viewing Outlook emails through the Outlook app on a Google Pixel, only the first 50 characters are displayed. So try and keep your subject line word count to four or five short words or so.  

Use numbers: Various studies over the years have indicated that including a number in a subject line boosts open rates, so why not try for yourself? 

Experiment with tried and tested formulas: Digital marketing expert Neil Patel has put together a ‘master collection’ of successful formulas for email subject lines. They range from ‘The Data Formula’ in which you start an email with the word ‘why’ and follow up with stat about a fascinating fact, and the ‘Inquiry Formula’, in which you ask an intriguing question that means something to the reader.  

✗  DON’T

Use spam words: Email platforms have been programmed to detect spam and certain words, punctuation effects, and phrases are commonly associated with junk mail. These include words like free, lowest price, apply now, alert, and the overuse of exclamation marks.  

Over promise: While an exaggeration may get your email opened, it could lead to disappointment, potential anger, and even an unsubscribe a few seconds later.  

For useful tips on how to avoid being marked as spam, check out: No More Spam, Please! How Can I Stop Getting Spam Emails?

Learn more about custom professional email from 123 Reg

5. Send emails at the right time

If you’re new to email marketing, you might not know that there a prime times of both the week and day to send your comms.  

As you become more experienced, you’ll be able to use your own analytics to deep dive into the days and times that work best for your very own audience, but you could start by taking advantage of the following insights. 

Customer relationship management platform Brevo has recently found that the best time to send emails is between 10am and 3pm on Tuesdays and Thursdays.  

However, emails sent on Wednesdays generate the most click-throughs.  

6. Craft calls to action that actually work

Calls to action in emails are the copy and links that prompt readers to take action. They often say things like ‘Buy now’, ‘Learn more’ or ‘Sign up’. 

CTAs can make or break the effectiveness of a marketing email.  

Here are a few best practices:

✓ Keep it short – two to five words are ideal.

✓ Don’t use too many – one, well positioned, well worded CTA is better than four confusing, poorly placed ones.

✓ Start with a verb – these are words that inspire action.

✓ Try to stand out – inboxes have become so full of CTAs like ‘Shop now’, ‘View offers’, ‘Read more’ that they have lost some of their impact. You might find that these tried and tested CTAs do work for you, but don’t be scared of experimenting with alternative options that reflect your brand better. A recent newsletter from National Geographic Traveller, for example, uses CTAs like ‘Jump in’, ‘Spot the animals’, and ‘Embark on an adventure’.

✓ Don’t hide your CTAs: Make sure they are placed in a prominent part of the email, somewhere near the top of the message, on a background that stands out from all the other content around it.

7. Pick the right topics for your audience

So what do businesses actually send marketing emails about?

There are dozens of topics you can email your customers about. As mentioned above, you’ll want to be sure that you send emails on the right topics to the right segment of your mailing list. Ideas include:

• Product recommendations
• Updates/news
• Promotions
• Surveys and feedback
• Contests and giveaways
• Case studies
• Upsell messages
• Seasonal messages
• Delight emails
• Newsletters

8. Test, learn, and improve

You may have a gut feeling as to what your customers want from email marketing, but so often gut feelings turn out to be wrong.

If you’re just guessing about what you should put in an email, then you’re bound to be missing out on opens, clicks and sales.

Use split testing to see what people respond to and constantly work to improve your emails.

A good email marketing tool should offer you a range of stats and the ability to split test your emails.

See also: More Than Email: M365 Add-Ons to Power Your Small Business

Wrapping up: Email that works for your brand

Email marketing remains a key strategy for small businesses to grow, nurture relationships, and drive sales. Success requires a thoughtful, permission-based approach:

✓ Build and segment a quality mailing list.

✓ Set clear goals for each campaign.

✓ Choose the right topics and craft compelling subject lines.

✓ Time emails strategically, use a familiar sender name, and include strong CTAs.

✓ Use split testing to continually improve results.

By following these tips, small businesses can avoid common pitfalls and turn subscribers into loyal customers, securing a lasting share of this growing marketing channel.

Now that you’ve got the basics of email marketing covered, it’s time to make your emails truly professional. A branded business email not only looks more credible but also helps your messages stand out in crowded inboxes. Explore the benefits with our Professional Email plans.