Email is one of the most e­ffective digital marketing tools available for small business owners. One survey found that the ROI on email for small businesses, with a staggering return on investment of 73 percent. Here are three email marketing musts to keep in mind.

Understand who your customers are. You have different types of customers, and they have very different problems and needs. So why talk to them like they are all the same? Segment your email marketing based on those needs and preferences.

Keep it simple. With 269 billion emails sent every day, you're competing with many messages for attention. The average time people spend on a promotional email is just 15 to 20 seconds. Can your message get through in that time? If not, it's time to simplify. 

Don't forget the call-to-action (CTA). Make it very easy for customers to take action. Do you want them to buy something? Make sure you include a big "buy" button. Do you want them to read more about a product you're advertising? Add a professional photo of the product and a big "learn more" button. 

Bottom line: Email marketing may be an "oldie, but goodie," but it's still an effective and valuable tool for you to engage with your customers and increase your sales.

Published on: Dec 29, 2017