As a small business owner or marketing professional, you know how important marketing campaigns can be. There are many ways to reach an audience in this day and age, but one of the most reliable and effective ways is to use email. An email marketing campaign can be a lifesaver for a small business, and it can easily boost your marketing efforts to the next level. However, in order for any email campaign to be a success, you must make sure you are setting it up correctly. Here are some tips to ensure your campaign goes off without a hitch:

Make Your Email Readable Both on a Computer and a Mobile Device

One of the biggest mistakes that small businesses and marketing managers make is to send unreadable emails to potential customers. The most common reason these emails are unreadable is because they are not optimized to be read on both computers and mobile devices. It’s best that you ensure all emails you send are readable on all devices.  After all, according to this recent Business 2 Community article 45 Phenomenal Email and Mobile Marketing Stats, 72% of US adults prefer communication with companies through email and in the 2nd quarter of 2015, roughly two-thirds of emails were opened on a mobile device.

Ensure Your Email is Easy to Scan

Unfortunately, your email is not going to be the only item a potential customer gets, so you want to make sure that you make it as easy as you can to read. The trick here is to make the email scanable with the eyes. To do this, use short paragraphs, bullet point lists, add images, and use subheadings to break up text. You should also consider adding a teaser at the top of the email to lure your reader in, and you should consider a link at the bottom of the email that the reader can follow to get more information.

Add Some Personality

Consumers simply can’t relate to the robotic nature of corporate emails, so you want to make sure that you’re adding some personality to any email you’re sending out for marketing purposes. How do you do this? First, refer to the reader by name, if possible. There are many programs available that will fill this in for you. You also want to use casual language. Think of it as writing to an acquaintance or new friend. Add some tame humor, don’t sound too automated and avoid too much industry jargon.

Stop Selling and Focus on the Benefits

Finally, you should stop trying to sell your particular product or service in these emails, and instead, focus on the benefits that it will bring to your readers. Consider, for a moment, that you sell coffee mugs. No one is going to care if you send an email asking consumers to buy the mug you are selling.  But if you focus on showing how the mug keeps coffee piping hot for an hour, and how it saves time in the morning because it fills automatically when using your single-serve coffee maker, people will buy.

These are just a few tips for improving your email marketing campaign. They are easy to employ, and don’t take a lot of effort on your part. Give them a try today, and see the difference they can bring to your marketing plan.