Email marketing remains a cornerstone of digital strategy for businesses of all sizes. For small businesses, it offers a powerful and cost-effective way to connect with customers, nurture leads, and drive sales. With nearly 4.5 billion people using email worldwide in 2025, projected to reach over 4.8 billion by 2027, the potential reach is immense. Furthermore, 88% of users check their email multiple times a day, with 39% checking it 3-5 times daily.

Why email marketing is crucial for small businesses

Small businesses can leverage email marketing to compete effectively with larger organizations without requiring proportional budget increases. The return on investment (ROI) for email marketing is exceptionally high. For every $1 spent, the average return is $36, with some reports indicating it can generate between $36 and $40 for every dollar spent. Email marketing is ranked as the most effective channel by 41% of marketing professionals, and 59% of consumers say marketing emails influence their purchase decisions.

Key features to look for in email marketing software

Choosing the right email marketing software is vital for maximizing these benefits. Small businesses should look for platforms that offer:

  • Ease of Use: Intuitive interfaces and drag-and-drop editors.

  • Automation: Capabilities to send triggered emails (welcome series, abandoned cart reminders, etc.). Automated emails generate 320% more revenue than non-automated emails.

  • Personalization: Tools to segment audiences and personalize email content and subject lines. Personalized emails see a 26% increase in open rates.

  • Mobile Optimization: Templates and designs that are responsive across all devices. 50% of people will delete an email if it isn’t optimized for mobile.

  • Analytics and Reporting: Detailed insights into open rates, click-through rates, conversions, and other key metrics.

  • Scalability: The ability to grow with your business needs.

  • Integration: Compatibility with other marketing tools and platforms.

OneSignal excels as a leading customer engagement platform that unifies multiple messaging channels, including powerful email marketing capabilities. We enable businesses to automate customer communications through our drag-and-drop workflow builder and provides REST API access for deeper integrations. With advanced analytics to measure engagement and retention, OneSignal empowers small businesses to effectively manage their email campaigns alongside push notifications, SMS, and in-app messaging, creating a cohesive customer journey.

Strategies for boosting email campaign results

Effective software is only part of the equation. Implementing smart strategies is key to success.

  • Craft Compelling Subject Lines: 47% of recipients open an email based on the subject line alone. Including the recipient’s name in the subject line increases open rates to 18.3% (vs. 15.7% without). Using the word “video” in the subject line can increase open rates by 19% and click-through rates by 65%.

  • Personalize Your Content: Personalized emails see a 26% increase in open rates. Tailor your messages to specific audience segments based on their behavior, preferences, and demographics.

  • Optimize for Mobile: With a significant portion of emails being opened on mobile devices, ensure your emails are responsive. Mobile-responsive email designs lead to a 15% increase in mobile clicks.

  • Leverage Automation: Automated email campaigns achieve an average open rate of 42.1% and a click rate of 5.4%. Set up automated workflows for welcome emails, abandoned carts, and re-engagement campaigns.

  • Include Visuals: Emails with images get about 4.84% CTR, compared to 1.6% for text-only messages.

  • Monitor Your Metrics: Pay attention to open rates, click-through rates (CTR), and conversion rates. The average open rate for email marketing campaigns is around 25.10%. The average CTR is approximately 1.50%.

  • Consider AI: AI-driven email marketing can lead to a 13% increase in click-through rates and a 41% rise in revenue.

A better way to email, with OneSignal

Email marketing remains an indispensable tool for small businesses aiming to enhance customer engagement and drive revenue. By selecting software with essential features like automation, personalization, and robust analytics, and by implementing proven strategies, small businesses can significantly boost their campaign results. Platforms like OneSignal lead the way by providing the necessary tools to manage and optimize email communications effectively, helping small businesses to thrive. The high ROI and direct access to customers make email marketing a strategic imperative for growth.