Small business owners and small marketing teams (which we’ll call SMBs from now on) often face similar struggles: limited time and resources as well as the requirement to wear multiple “hats” of responsibility. Given these constraints, SMBs must be prudent with their marketing strategy and budget.

SMBs’ focus should be on maximizing the marketing channels that deliver the most bang for the buck in terms of time spent and dollars earned. The marketing channel that is both ROI-efficient and budget-friendly is email.

Email marketing now accounts for a 20% impact on total revenue, up from 17% one year ago (Source: Email Evolution Conference 2017). And the number of worldwide email users is expected to reach 3.7 billion this year.

Simply put, email is the channel where SMBs’ customers are.

If you’re a small business owner or run a small marketing team (perhaps, just you?) and you haven’t taken a good look at email, here’s why you should add the channel to your marketing mix:

1. Email is an inexpensive channel

Depending on the size of your mailing list and the extent to which you want to use email for customer communication, the email channel is an inexpensive option—especially when compared to your more traditional channels like TV, radio, and PPC. Email list subscribers intentionally signed up for your mailing list as well, meaning they are expecting to receive communications from you. With that permission, email generates more conversions for less money, meaning better ROI.

2. Email builds customer trust

Email enables you to share helpful information directly with your customers. If you deliver the kinds of content they’re looking for, you’ll keep customers engaged with your brand, build trust, and ultimately garner more conversions.

3. Emails reaches customers on any device

Customers are increasingly going mobile—in fact, the percentage of email opens occurring on mobile devices is typically well over 50%. Email makes it easy to reach your customers anywhere they check it—desktop, laptop, tablet, or smartphone.

4. Email makes you look professional

It’s imperative that your marketing communications look professional. Well-designed and coded emails help ensure you deliver a good impression in the minds of your subscribers. Continuing a positive brand and user experience in your emails is a great way to keep your business top of mind.

5. Email provides instant feedback

For SMBs, each open and click can make a huge difference. With proper tracking, you can get instant access to engagement metrics (like opens, clicks, even sales) for your email marketing campaigns and understand what’s working and what’s not. You’ll be able to make changes and improvements as you go as well.

6. Email enables referrals which attract new customers

Email is the perfect channel for leveraging word of mouth and earning referrals to your products and/or services. You can incentivize your current, happy customers to bring you new customers by offering the referrer and the referee some sort of discount or other offer.

7. Email helps create credible relationships and nurtures prospective customers

Strong, consistent communication is key to building and nurturing relationships with current and prospective customers. Emails can serve as subtle reminders to maintain engagement with your brand. Triggered emails can be utilized to support actions customers make in regard to your brand, maintaining that engagement and driving recipients toward conversion.

PRO TIP: Share your email newsletter on your social network feeds to reach new people and entice them to join your mailing list.


If you are an SMB seeking business growth, email can create a wealth of opportunities for you without breaking the bank in terms of cost. Professional email marketing advice does come at a price, but ensuring you’re making use of and building a mailing list can be done inexpensively (both in terms of time and money).

An effective email marketing strategy can be the key to hitting it big in your marketplace. Get started now! InboxArmy offers service packages that can help SMBs take their email marketing to next level.

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Think email segmentation is hard? It appears you’re not alone.

Did you know only 35% of marketers employ some form of email marketing segmentation? This stat alone can make segmentation seem daunting. But, look at the flip side:

One simple step into segmentation can put you ahead of your competitors.

So, let’s get you started. Here are four easy steps you can take now to start segmenting and improving your email marketing:

1. Start small

Take 5-10 minutes to figure out a small segmentation rule. You can try out a simple split test on subject lines or a headline in your email copy. Formulate an “if/then” rule and track the metrics. A minor change can mean a lot in the long run.

2. Build up muscle memory

Muscle memory requires patience and practice. Innovation might not yield results overnight but it is definitely worth the wait. Be patient and keep testing until it’s a part of your everyday work.

3. Make a list

Write down the feasible and cost-effective tests that you would like to try. Keep track as you go and record the results. Once you develop the muscle memory, look for ways to put data behind your ongoing and new initiatives and make it look impressive.

4. Build on your progress

Once a simple segmentation has given you a worthwhile result, it’s time to try out something new and reel in even better results.

Looking for more ways to segment?

Download our “Foundations of Segmentation & Targeting” eBook (Part 3 of our Foundations of Email Marketing Series) and get expert insights from Adestra.

Download Ebook Now

77% of email ROI comes from segmented, targeted, or action-triggered email marketing campaigns. While doing segmentation and targeting can be a difficult task, it is definitely worth the effort.

As part of our continuing series on The Foundations of Email Marketing, we’ve partnered with our friends at Adestra to provide you with this eBook filled with proven tips on how to become a more customer-centric email marketer. In this eBook, you’ll learn:

  1. How Even Time-Pressed Newbies Can Start Segmenting
  2. 5 Steps to Better Winback Programs
  3. Determining Relevance Through Control Groups

Grab a copy of this latest eBook now and boost your email conversions with these easy-to-implement email marketing tips.

Download Ebook Now

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