How small businesses can use email newsletters to market to customers

Using email to reach to new customers is one the most cost-effective and efficient methods of small business marketing. However, despite email's easy-to-use nature, marketing can still be a bit of a sticking point for entrepreneurs who are oftentimes more concerned with daily operations that keep a business running.

Fortunately, if small business owners are looking for some email marketing tips, a new survey that found the three most popular ways to use email can provide lots of help.

The poll, released by Elite Email, surveyed 250 small businesses with 1-50 employees on their primary marketing objectives when sending out an email newsletter.

On the whole, a majority of respondents said building a relationship with customers was the most important function of their email marketing campaign. Forty-nine percent indicated they sent out a newsletter to encourage repeat business and strengthen bonds with customers.

How does a newsletter accomplish that? By providing customers with continuous and relevant content that keeps a business on consumers' minds. Ways to use email newsletters to further entrench a business with customers is reinforcing the brand or company at every opportunity. This creates recognition among customers and will promote a sense of loyalty to a business.

Other email newsletter strengths

Twenty-nine percent said they used a newsletter to promote special offers and other discounts. Using exclusive promotions is not only a good way to generate business, but an effective means of getting a business' email noticed in a crowded inbox.

By using energizing words and phrases in the subject line, like "Act now and save 50 percent," or "Limited time sale," create a sense of urgency the consumer can recognize. Embedding a "Buy Now" button that takes the customer straight to the company website in an email that contains a special promotion will streamline the purchasing process. If there's one thing consumers appreciate, it's when things are made easier for them.

Additionally, 17 percent of small business owners said they used newsletters to announce new products or services. Businesses can leverage their existing email contacts by sending a sneak peek of a new product or service in a newsletter. Customers are already subscribers, so they've demonstrated interest in company. By providing just a little snippet through a newsletter, small businesses can effectively create excitement and intrigue about a new product.