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As American small business owners get ready to reopen, most have one question—how will we get customers into our stores, restaurants, offices, etc. again? The simple answer is marketing. But the actual answer is more complex. Marketing encompasses a lot of different practices, tactics and strategies. All of them are constantly evolving.

But one aspect of marketing that has been a constant for many years—email marketing offers you the highest ROI of all marketing vehicles, $42 back for every dollar you spend, according to recent studies.

Email is rapidly changing as well. Tom Kulzer, CEO and founder of AWeber, a leading email solution for small businesses, says, “The most effective [email] marketing strategies adapt, grow and innovate.”

So, how do you keep up with what’s working best today? Here are some insights from small business owners and industry experts from the 2020 Small Business Marketing Email Marketing Statistics Report from AWeber.

View these as a list of best practices—techniques and tips that are working for many of your peers.

As successful as email marketing has proven to be, not everyone is practicing it—66% say they use email marketing to “promote their businesses or communicate with leads and/or customers.” If you are one of the business owners not using email, you need to get started. It’s not just about the ROI, email is actually the marketing practice most consumers prefer businesses reach out to them through.

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