Email marketing generates $6 to $42 for every dollar spent, the highest ROI of any marketing channel. But most small businesses are doing it wrong. Here is how to do it right.
Never buy email lists. They destroy your deliverability and violate CAN-SPAM. Instead, offer something valuable in exchange for an email address: a discount, a free guide, a consultation, or exclusive content. Put opt-in forms on every page of your website, especially high-traffic pages and blog posts.
Set up the core automated email sequences:
For e-commerce, add abandoned cart recovery, post-purchase follow-up, and browse abandonment triggers.
Your subject line determines whether your email gets opened or deleted. Keep it under 50 characters. Create urgency or curiosity without being clickbait. Personalize when possible (first name, company name). Test two subject lines for every send and let the data pick the winner.
Keep your unsubscribe rate under 0.5% per send. If your numbers are below these benchmarks, your content or targeting needs work.
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