Small Business Email Marketing Strategy & Tips for 2023

Have you adopted an email marketing strategy for your small business but still you are unable to derive expected conversions? Well, do not get disappointed and give up on email marketing because it is one of the most profitable ways of online marketing with an expected Return on Investment (ROI) of 4400%.

Small businesses can actually derive a lot of growth and conversion by following the right email strategy and tips that will work in 2023. So, if you were missing any of the following steps, now is the time you add them to your email marketing strategy.

Let’s jump in to know what they are.

4 Email Marketing Strategies and Tips that will Help you Increase your reach and Generate More Leads in the Coming Months

Strategy#1: Create an Email List

Building an email list is not just about creating an opt-in form on your website or landing page – it’s about creating an experience that makes people want to give their email address, so they can receive more of your content or product updates in the future.

It can be difficult to build a list. Some email marketers spend days, weeks, months, and even years trying to build an effective email marketing list. With the right strategy in place, building your email list is quick and easy. Here are some tips on how to do it


  • Create premium gated content: one of the ways is to form gated content like videos, images, white papers, or any form of content that is only accessible once the users share their personal information like email or phone number.
  • Make users subscribe to your email list: You can add an email signup pop-up on websites with high and relevant traffic. Also, you can give users the option to subscribe to your email and get all future updates.
  • We must take precautions for identity theft protection since our email address is critical when it comes to validating or verifying an individual’s identity.

Strategy#2: Divide your Email list to Categorize 

Interestingly, 64% of small businesses use email marketing to reach customers. It is important for them to know that when you’re email marketing, segmenting your list is a strategy to make it work. 

It helps you to connect with the right people by providing them with the information they want. Segmenting your list is not just about dividing a big list into smaller segments. It is also about personalizing the content. 

Dividing your email list into smaller lists is beneficial for small businesses because it allows them to focus on the type of subscribers that they want to target. They can create a list for those who are interested in their niche and another list for those who are not interested in it, etc.

The tips to segmentize your list are:


  • Demographic segmentation: it divides your list into segments, such as age, gender, location, etc.,
  • Interest-based segmentation: it divides your list into segments based on their interests, such as sports fans or people who like cooking recipes.
  • Psychographic segmentation: The segmentation of your audience based on their beliefs, values, hobbies, and interests. For instance, you run a beauty and massage spa but you target the user specifically for massage services entirely based on their showed interest.

Strategy#3: Work on Email Design and Content

Email marketing or cold emailing is an important part of any small business’s marketing strategy. However, many small businesses feel overwhelmed with the design and content of their emails. Email should save you time, therefore, you do not need to stress a lot about its content the best content is clear, concise, and personalized.

You can work on your subject line by making it captivating and attractive as well as do not forget to give the touch of branding to your email by adding your logo at the end. You can also add call-to-action statements that will tell readers what you are expecting them to do for you.


  • Analyze your subscribers’ interest and modify the email content accordingly.
  • Work on your preview text, so that a reader is compelled to read the whole email for example a text like, “ we are giving a special discount offer on our massage services, to avail it…”.
  • Write your content by keeping in mind the customer’s loyalty whether the user is a new lead, an old customer, or a VIP.
  • Run the A/B test for the subject line by sending the email to two different subgroups of contacts and check which one gives a more positive response.

Strategy#4: Avoid Entering into the Spam Filter

You might have heard of the term “spam folder” but you might not be aware of what it is. A spam folder is a place where all the emails that are marked as spam by your email service provider like Gmail, Yahoo Mail, etc. get stored.

Email services use this filter on both inbound and outbound emails not letting their clients get bothered. Though it is a great thing to protect users, the sad part is that at times the email of different companies and brands happens to lie there and the user never gets to read them.

Research says that testing whether your email that it’s going into the spam or not increases the ROI by 28% therefore the test is a must to know the effectiveness.


  • Avoid subject lines that can head your email in the spam folder like avoiding using caps on and too many exclamation marks.
  • You can put a request in your email for the user to add you to the whitelist.
  • Try to re-write and edit your content to avoid being in the spam folder.
  • Give the users an option to unsubscribe your emails if they want, this way you will get a clear sight of who is interested in your content and who is not.

Email Marketing: The Future of Online Marketing

Email marketing has been around for decades but we have seen a significant increase in its usage in recent years. It is not just about sending an email, it is about creating an experience that people will want to share with their friends, family members, and colleagues. 

As such, businesses need to invest more time and money into the process of creating engaging content that will draw people into the purchase funnel through email.

There are a number of software that can automate emails, give easy-to-use email templates, personalize your content as well as analyze the impact of your email. Indeed the software and tech have made online or digital marketing a lot easier and less of a headache.

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