The 2020 Guide to Small Business Email Marketing

Oct 20, 2020

The 2020 Guide to Small Business Email Marketing

Want to know which marketing channel has the highest ROI? Email. Yes, that’s right—this relatively archaic form of communications boasts an impressive 4,400% ROI, a number most other marketing methods don’t come close to reaching.

Facebook marketing, pay-per-click (PPC) advertising, and search engine optimization (SEO) steal the modern marketing spotlight. They’re new(er), flashier, and powerful—and certainly deserve a spot in any marketing strategy. However, you can’t beat the classics.

Email isn’t flashy, but it sure is effective. 

As a small business owner, you have a lot on your plate. Growing a small business is hard work. You’re probably the CEO, recruiter, sales manager, bookkeeper, marketer, and likely a lot more. It’s a lot of hats to wear, but someone has to do it.

With your marketing duties alone, you have plenty to do:

  • Social media marketing
  • Search engine marketing
  • Outdoor marketing
  • Creative design
  • SEO
  • Content marketing
  • Email marketing
  • And so many other options

It’s impossible to do everything—you have other aspects of your business to run, too. That’s why it’s critical to zero in on the channels that give you the most bang for your buck, like email.

While an effective email marketing program isn’t quite as simple as logging into your Gmail account and generating sales (wouldn’t that be nice), it’s fortunately simpler than most marketing channels. This guide will walk you through everything you need to know to launch, maintain, and advance a dynamic email marketing program.

First, let’s look at a few stats to whet your appetite for email.

About the Author


Jesse Sumrak

Jesse Sumrak is a Social Media Manager for SendGrid, a leading digital communication platform. He's created and managed content for startups, growth-stage companies, and publicly-traded businesses. Jesse has spent almost a decade writing about small business and entrepreneurship topics, having built and sold his own post-apocalyptic fitness bootstrapped startup. When he's not dabbling in digital marketing, you'll find him ultrarunning in the Rocky Mountains of Colorado. Jesse studied Public Relations at Brigham Young University.

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