Using Email as a Marketing Technique for Your Small Business

What Newsletters Have Done for My Business

Consistent newsletters are key for successful marketing. A newsletters is the most cost-effective way to get directly into the eyes of your customer.

 By maintaining a twice-a-month newsletter, I have propelled my business with these stats:

  • 25% Average open rating
  • 60% Direct sales conversion
  • 20% Increase in Facebook group membership

A 25% open rating doesn’t seem very high, but in the retail industry, where the average is below 10%, it still is. You’ll find that the larger your email list grows, the less opens you’ll have. It’s okay, because the people who ARE consistently opening your email are the ones making purchases, as you can see from the sales conversion. So, mathematically speaking, using my percentages, let’s assume you have a small email list of 100 email addresses. That means 25 people are opening the email, and of those 25, 15 are making purchases. Not bad for a beginning entrepreneur! As your list grows, you may find your open percentage drop, but as long as you keep your newsletters engaging, the direct sales conversion should be consistent (seasonally, of course.)

Getting Started with Newsletters

  1. Use a free source to collect emails, such as Mailchimp. Mailchimp is great because it not only maintains a list for you, but you can easily drag-and-drop beautiful HTML emails.
  2. Grow your list in a number of ways. Make sure you have the ability to subscribe right on your webpage, encourage readers to subscribe via your social media, collect emails at vendor/trade shows. Offer something for people to sign up, such as an initial discount or free shipping. If you’re looking to quickly blow-up your list, you can run a giveaway (such as through, but note that these subscribers may only be looking for freebies.
  3. Choose a consistent schedule for your newsletters. The general rule for maker businesses is somewhere between once a week to once a month.
  4. It’s all about the subject line! You want your readers to open up your email, so give them a sneak-preview of the topic with a clear and catchy subject. Avoid overuse of emoticons and exclamation points (it can appear tacky or cheesy).
  5. Grammar and spelling must be in order. Because you can’t take back an email once it’s been sent out, it may even be a good idea to draft them in advance, and proofread it at a later date with clearer vision.
  6. Use lots of pictures and links to make it easy for your customers to get to the goods.
  7. As a note for #5, make sure your pictures are optimized for fast-loading, especially on mobile devices. Use a free website like to optimize your images.
  8. Tone matters! Is your brand formal or friendly, silly or sophisticated? Match the tone of your brand in your email campaigns.
  9. Use Google Analytics to track your sales and understand your conversion rates. Check to see who is reading and who is buying to understand your demographics.
  10. Try different newsletter themes until you found one that works for your customers and your brand.
  11. Make your newsletters like a special club, or an insider scoop, so your readers feel like they are getting something from reading them as opposed to just checking your social media accounts.
  12. Alliteration works! Make Poe proud by putting your poetry to prose (see what I did there – it helps people remember). “Super sale on scrumptious scrubs!”
  13. Related product recommendations are a great way to boost sales in your newsletter. For example, if you’re featuring a new necklace, add a photo with a link to a matching pair of earrings.
  14. Use personalized features, if available, such as directing the email to someone by name.

I hope you found this information useful!  Thank you for reading, and should you have any questions, please do not hesitate to contact me by email at or by phone at 718-667-3150.

Best wishes and cheers to your continued success!




Published by Scents the Moment

Scents the Moment handcrafts artisan, vegan, and cruelty-free skincare, bath products, and soy candles. We believe in natural and sustainable ingredients with transparent labeling. We are certified cruelty-free by Leaping Bunny and PETA, and we are dedicated to animals; a portion of all sales are donated to Staten Island Hope Animal Rescue.

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