Small-business owners are busy folks, especially in the current economy. They wear many hats, including that of marketer.

Email is a medium for economically and effectively marketing your small business. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to your marketing efforts are largely geared toward bigger businesses.

And it can be difficult for those who plan and build email marketing plans and strategies for bigger organizations to step back and reflect on the days when office politics didn't exist and they had to do it all yourself...

Until now, that is, because here are 10 tips you can leverage and implement easily and quickly—while still having a positive influence on your bottom line—without having to worry yourself with multivariate testing, dynamic content development, and data integration.

Tip 1. Be yourself

You've been able to achieve your accomplishments to date by being yourself; that doesn't change in email. People frequent your establishment because they enjoy the environment, the way they are treated, the quality of your product... Your recipients need to feel the same emotion when they open your email messages.

You can achieve that result through the look or tone of your message. Don't change your writing or speaking style just because you are writing in email. Writing for email can be much less "professional," lending itself more toward relationship building—and that does not come with servings of "Sir" and "Ma'am."

Tip 2. Start small

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Kara Trivunovic is founder and principal of The Email Advisor ( She is also senior director of strategic services at StrongMail Systems ( Reach her via
Andrew is solutions director, emarketing, at Premiere Global Services (