How to use email marketing to promote small business

One of the best and easiest to use tools in a small business owner's arsenal is the use of email marketing to promote their business. Email is an easy and cost effective way to reach out to your target market and notify a lot of people quickly and fairly cheaply. Small business marketing is about making connections. A short, relevant email can offer something new and respects other's time. But there are definite dos and don'ts to using email marketing. Doing it correctly can mean that you have reached a whole new level of your target market and inspired them to reach out and buy your product or service, sending the wrong kind of email marketing can alienate you from the group you want to reach.

One of the biggest obstacles in using email to market your small business is being able to stand out from the hundreds of other emails that people receive on a weekly (sometimes daily)basis. Most people have an overflowing inbox. While email is still a smart small business marketing tool, you want to make sure you have something to offer before you press "Send." Keep in mind that it is quite probable that your target market spends a lot of time just catching up on emails so you want to make sure that they really stop and look at yours. So for effective marketing of your small business using email here are some dos and don'ts-

• Make sure that you state the purpose of the email in the subject line and then deliver in the first sentence or two. Just keep those sentences short. Even if your email gets deleted, they should know what it's about without opening it.


• Make sure there's "white space" around your words. You want to create emails that are easy to glance at even if you happen to be talking on the phone and reading a file at the same time. Use bullet points when possible.


• Address your customers personally when it is appropriate and you will be much more likely to receive a personal response (such as an order!)


• Avoid attachments, if at all possible. It is much better to direct them to your website to download a large file.


• Lay off the high priority exclamation point. If it is that time sensitive, you should pick up the phone.


• Do not capitalize. It is considered shouting.


• Keep in mind that it is okay to add a disclaimer. The disclaimer stating that you have checked for viruses makes some people feel a little more at ease.


• Always reread your email before you press send. You should take the time to spell and grammar check. It is much less embarrassing than having to resend to correct a major faux pas.


• Reply to all should be used sparingly, even for promotional purposes.


• Do not use emoticons. Your business email is not the place for a bouncing happy face.


• It is best to not do a "Request Receipt." People do not want to feel pressured to read your email and then respond immediately.


• Make sure that you do not overdo the cc. field. People really do not like their email addresses shared.


• Make sure that you email discounts, contests, helpful hints, and e-newsletters in a consistent manner.


• You should use an e-signature at the end so that viewers are encouraged to check out your website.


• You should state if your emails can be forwarded. Remember your goal is to get your name out there.


• Whatever you do, do not abuse your email address privileges. Only send your e-viewers relevant business related information and keep your tone business-casual and inviting.

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