Small Business Email Marketing

If you think that successful small business email marketing needs a big budget and a big database, think again! It can and should be a crucial part of every small business marketing strategy, regardless of size.

Want proof? Here’s a real life case study of one of our small business clients that you can emulate. It shows just how successful - and easy - it can be, even with very small numbers.

small business email campaign


KEY CAMPAIGN FEATURES: small database numbers, opted-in database, high ROI (Return on Investment)

Business name: Poppies Hotel and Restaurant

Business type: boutique-style small hotel with lounge bar, restaurant and 9 bedrooms

Location: Loch Lomond National Park, Scotland

Our brief: to build and manage a customer database for marketing. Create and manage occasional email marketing campaigns.

Here's what we did:

  • Step 1: create a tent card to capture customer data. Key feature - encourage customers to voluntarily opt-in to the database. Incentivise with a prize draw

  • Step 2: set up and manage customer database. Create customer segments

  • Step 3: create email campaigns

Building slowly but steadily over 4 years, around 1000 customers have voluntarily signed-up and been added to the database. Only approx 500 of these customers receive the email campaigns. A recent campaign (see example thumbnail above) generated a return of 1000% on the marketing cost!

Small steps, BIG results...

Bookmark this page - it's probably the most valuable on the entire website. Why? Because it encapsulates all the basics needed to make small business email marketing (and database marketing) simple, profitable and successful. A 1000% return! From just 500 email addresses, gathered over four years using a basic tent card.

By the way, everyone is mailed a Christmas card every year, generating even more sales.

Here’s some more information you might find interesting...


To leave small business email marketing and find out how you can transform your business with database marketing, check out the links on our homepage>>

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