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Email Marketing Basics for your Business

Email marketing is just one of many ways to engage customers and ultimately lead them to purchase your products or services. Building and maintaining a healthy email list is important in learning more about your customer base and how they respond to your business, as well as generating potential new business.

If your business has not explored nor maximized the possibilities of email marketing, read more about how to leverage your existing and future contacts. If you are a small business owner looking to try a different tactic or introduce something new, why not use a change in season to test new ideas.

Get permission

First and foremost, your email marketing campaign or listserv should have the option to opt-out of emails. Subscribers may have their reason for removal from your list and to capture their explanation, add a comment section before they officially remove themselves. By having permission to be in the electronic inboxes of your customers, you can better target content and offerings to be the people who want to remain on your list. If you want to incentivize your email list or a special campaign, consider adding a discount code, flash sale or customer appreciation message.

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Test and then test again

Once you focus on the subscribers who remain on your list, regardless of how many subscribers, there is an opportunity to experiment with different type of sales copy, promotions, visuals, etc. A simple way to test subject lines or a specific merchandise is to A/B test a call-to-action (CTA), time of day, or even the email’s layout.

Send two emails to similar groups within your email list but hold a variable for testing. Make sure to have predetermined goals and review the analytics of open and click-through rates of hyperlinks, especially those tied to your website.

Incorporate seasonal trends

If weather or the time of year affects your sales or potential new business, tailor email marketing accordingly. If you manage a summer camp for teens, then you may target different groups to include school staff, parents, and community officials to inform them of your offerings, cost and availability.

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A common example of seasonal emails is small businesses and big brands using holidays like Thanksgiving and Valentine’s Day to generate sales and customer interest about their products and store specials.

Integrate email marketing as part of an entire plan

A small business may not have a lot of marketing resources but to maximize your efforts, it’s important that email marketing and subsequent campaigns are connected to other business goals and marketing objectives. Think about social media, advertising, events, SEO, and other strategies that can work in tandem with your email marketing.

Email marketing can have many layers and may require knowledgeable staff or additional resources. Starting with the basics can help small businesses take advantage being present in their customers’ inboxes. Don’t lose sight of the chance to engage them, delight them and to make a sale.

If you would like to learn more about email marketing, as well as many other digital marketing options, visit our website and become a digital marketing Rock-Star in your business!!


Jos. M. & Alexander J. Kubicek

Co-Founders of MatchPLUS eMarketing Group. LLC

(412) 374-1558


About Alex

CMO & Co -FounderAlexander J. Kubicek is a University of Pittsburgh graduate with a focus in business marketing & communications within the digital space. He is a Certified Customer Acquisition Specialist (CCAS) providing cutting edge knowledge & insight in to paid advertising and traffic within the digital marketing realm to gain new customers for MPeMG & our clients. He was a Co-Foundering of this company while he was still in his undergraduate studies, Kubicek went on to help develop two state-of-the-art platforms for MPeMG, giving clients the opportunity to achieve all of their digital marketing needs in one convenient place. These platforms offer both complete DIY (Do It Yourself) & DFY (Done For You) services.