The 3 Rules for Effective Small Business Email Campaigns

⁠⁠⁠Join the BBS community⁠-Leigh discusses how small business owners can effectively use email marketing by focusing on relevance rather than volume. She shares practical advice on when and what to send, emphasizing quality content that provides value and builds genuine connections.takeawaysFocus on sending emails that provide real value or genuine connection.Send emails when you have something worth saying, not just because of a schedule.Once a fortnight is a sustainable rhythm for most small businesses.Relevance is the key to maintaining high open rates and engagement. Don't apologize for gaps in your email schedule; just send valuable content.Write for your actual audience, not an imagined 'average' subscriber.Use real-time updates and stories to keep your emails authentic.Build a loose, sustainable email rhythm that doesn't rely on a strict content calendar. key topicsThe importance of relevance over frequency in email marketingHow to determine what to send and whenBuilding genuine customer connections through emailStrategies for re-engaging after a gap in communicationOptimal email frequency for small business ownersChapters00:00 The Importance of Email Communication02:27 Understanding Email Relevance Over Volume05:09 Crafting Meaningful Content for Your Audience07:48 Navigating Gaps in Communication10:40 Practical Steps to Improve Email Engagement keywordsemail marketing, small business, content strategy, relevance, engagement, email frequency, storytelling, customer connection