Email is still one of the best-performing channels for small businesses, because you own the list and the messages land in a personal inbox. The short video shares quick tips; here they are in more detail.
Build the right list
- Only email people who agreed to hear from you: customers, enquiries and sign-ups.
- Never buy email lists. They harm your sender reputation and break the rules in many countries.
- Offer a reason to subscribe: a discount, a guide or useful updates.
- Remove invalid and bounced addresses regularly. Our email list cleaner spots duplicates and typos.
Write subject lines people open
- Keep them short and specific.
- Make the benefit clear.
- Avoid all capitals and spammy words like "FREE!!!".
Test yours in the subject line checker.
Content that gets clicks
- One main message and one clear button per email.
- Mobile-friendly layout; most people read on phones.
- Personalise with the customer's name and past purchases where you can.
- Mix offers with helpful content so people keep opening.
Timing and frequency
Start with one email every two weeks and adjust based on opens and unsubscribes. Test different days and times; there is no single best time for every audience.
Measure
Track opens, clicks, enquiries and unsubscribes. Clicks and enquiries matter more than opens.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
