Email Marketing for Small Business


When it comes to marketing there are many options and methods out there, but one that can sometimes be overlooked is email marketing, in particular, email marketing for small business.

Email has been around since the birth of the internet and is one of the most undervalued methods when it comes to marketing. This is mostly because it requires extra work that can be tedious and boring, so at Omnia Business Management we have Mailchimp-certified managers and Mailerlite experts available to manage the whole process, so you don't have to. From advising on a strategy to creating content and scheduling, we offer a full remit of services to keep you in touch with your audience.

This blog will look at the following:

  • The benefits of email marketing for small business
  • The best email marketing strategy
  • Why you should use email marketing.

What are the benefits of Email Marketing for small business?

An email marketing campaign is a vital tool when it comes to extending the reach of your business and is a tried and tested method of generating new customers or expanding the audience base of a blog, for example.

Almost everybody with internet access uses email, so it makes no sense to not include email marketing as a part of a wider marketing campaign. Not only does email marketing have a chance to attract new customers but it is an excellent way to stay in touch with already engaged customers as well. Indeed, it is vital in today’s very competitive digital “space” that you stay in regular contact with your clients and potential clients so that you remain front of mind with them.

Although now may not be the right time for them to buy from you, by nurturing them through regular, friendly contact, they are more likely to think of you when the time is right.

Following a product purchase, sign up or even payment of a bill, customers like to feel that they are appreciated, and appreciated customers are loyal customers. Staying in communication with customers and audiences in this way can drive revenue through very specific and targeted messages that promote, inform, or entertain.

Good Email Marketing Strategies

Whilst strategies may differ depending on your business and your customer base, there are a few things to remember.

It’s important if you want to retain and nurture existing customers that you personalise any emails you send. You can set up MailChimp or Mailerlite to automatically pick up the recipient’s first name and drop it into the email salutation. Our trained professionals at Omnia can take care of the work required to configure an automated email system so you just sit back and watch the customers roll in.

Given that recent studies have shown that 90% of people all over the world now use their mobile devices for internet access, it’s vital that any content you send is optimised for mobile viewing.

Another excellent email marketing strategy is to not include everyone. Yes, don’t include everyone! This is known as “segmenting” and it allows you to target your communications to a specific audience. So, if your email relates to, for example, an event, you can choose to target only those on your list who are in or near that location.

When constructing your message, it’s vital that you use an attention-grabbing headline, but avoid one that might appear spammy. Your subject line can be your prospect’s first interaction with your brand, so make it compelling.

Reasons Why You Should Consider Email Marketing

As a small business, whether you operate online or not, people need to know who you are, what you do, and what you stand for. Even though email is an old medium next to instant messaging it is still widely used with over 3.8 billion email accounts active today. Essentially, this means that there is a massive amount of potential new customers who can receive information about your product or business and most of your existing customers will more than likely have an email account.

The major advantage of email marketing for small business is that it is largely free. Mail Chimp and Mailer Lite both offer free options which are perfect for small business use.


When monitoring email marketing campaigns there are three key metrics that come into play to assess the success of any given campaign; open rate, click-through rate, and click-to-open rate.

Open rate refers to the number of subscribers who opened your email. Click-through rate is an important statistic as it refers to the percentage of people who clicked a link in the email. Click-to-open rate also measures how many people clicked on a link; however, it only considers people who got as far as opening your email. It doesn’t include everyone on your email list or all the emails that were delivered. Each industry has differing performance metrics but some of the average rates for email marketing are as follows:

  • Average open rate: 18%
  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.1%

Click-through rate is the most common statistic against which an advertising campaign’s success is measured. A traditional advertising campaign using AdWords, or any other method of online marketing is considered successful at 1.9%. With an average of 2.6%, email marketing has a clear 0.7% lead over standard internet marketing, which while it doesn’t sound like much, means potentially maximised profits for minimal input on your end.

To maximise the potential of your email marketing, you can install a subscription pop-up on your website. We can create unobtrusive pop-ups that a user can cancel at any time and we can even tailor them to execute only when a user is detected to be in the process of leaving your site, giving you every opportunity to convert that peruser to a buyer!

Pop-up subscriptions have been shown to deliver a high success rate with some click-through rates as high as 40% with the average being 9%. This only serves to increase the effectiveness of your email marketing strategy by exponentially growing your list every day.


Email marketing for small businesses is a powerful tool for online and offline businesses alike. Given that almost everyone who has access to the internet also has at least one email account the potential for generating leads and new clients is astounding.

Digital marketing is also one of the most cost-effective methods of mass advertising since it costs a fraction of the time and more importantly, a fraction of the expense to produce an email newsletter or ad when compared with TV, radio, or even traditional flyers. This low cost combined with modern automation capabilities of programs such as Mailerlite and Mailchimp means that personal emails can be tailored to individual customers, thereby providing a better user experience, and resulting in increased brand loyalty.

If you would like to explore the very many real benefits of email marketing for your business, would like advice on how best to nurture your list, would like help creating a lead magnet, a landing page or email creation, then get in touch.

Leave a Comment