Most offices have accepted the necessity of email as a modern line of communication. Emailing is significantly more cost effective than traditional mailing because it gets around the cost of printing and distributing hundreds of mailings. Emails also make their way to customers and prospective customers almost instantaneously, allowing small businesses to share updates and promotions with the click of the “Send” button.

There are, however, many ways for small business offices to optimize their email marketing campaigns. Some offices are still creating and sending emails without the use of an email marketing tool. While a very basic approach to emailing is better than nothing, the rewards of developing and improving your emails with an email marketing tool should not be ignored.

Why focus on emails? First, emails provide a remarkable return on investment. Studies have found emails to generate $38 of new business for every $1 spent.¹ This statistic indicates that emailing is one of the best ROI’s available in today’s business world.

Emailing isn’t going away, either. 78% of email marketing experts said they saw an increase in email engagement last year.² This uptick in email engagement means that businesses of all sizes should be focusing their attention on their email marketing campaigns in order to meet the demands of consumers.

Office managers without extensive experience in email marketing may find the prospect of optimizing their emails daunting. With the assistance of an email marketing tool, this process is greatly simplified and made accessible to novices in the email marketing arena. The right email marketing tool combined with a basic understanding of what appeals to customers can professionalize your office’s emails in no time.

Below are some simple steps for office managers looking to improve their email marketing outreach.

1. Professionalize your email subject line and body paragraphs

One of the reasons emailing is such a powerful tool is that it allows your office to share detailed information with customers that it wouldn’t be able to convey through calls and texts. If the style and grammar of the email aren’t up to par, however, it’s unlikely that customers will want to sort through the text of the email. Here are three ways to sharpen up your email messaging:

Create eye-catching subject lines

As customers scroll through their inboxes, they are subconsciously searching for subject lines that catch their attention. Subjects lines that start with numbers (“3 New Ways…”), promise to share novel information (“How to…”), or call customers to action (“Get Involved…”) are more likely to engage customers than distracting titles that use all caps, emojis, or excessive punctuation. In addition, spam filters sort out emails that come across as too promotional.

Ensure body paragraphs are well-spaced and error-free

After crafting a strong subject line, go through the body of the email and write paragraphs that aren’t overwhelming. Generally speaking, paragraphs of three sentences or less appeal to email readers. Be sure to use spell check as well; emails strewn with spelling and grammar errors are prone to stop readers dead in their tracks.

Use pre-written templates to save time and energy

Office managers normally have a laundry list of responsibilities. They don’t have the time to spend all day getting their emails perfectly worded. An email marketing tool is perfect for office managers that are trying to get out important information, but don’t have the bandwidth to create a new format each and every time.

Email marketing tools come with pre-written templates that get office managers started off on the right foot when crafting email messaging. Office managers can also design and save their own templates for repeated use. This luxury prevents those writing emails from starting from scratch, again and again.

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2. Provide strong imagery

Powerful images are an attribute of professional emails that set them apart from ordinary ones. Some office managers may want to include photographs, maps, and other images in their emails, but don’t know how to fit them into the email body. Utilizing an email marketing tool simplifies the process of adding images with an image library.

Check the quality of the images you select

Some images might look aesthetically pleasing on your computer screen, but appear distorted within the body of your email. This problem of coordination is common and can be avoided by checking their quality from the perspective of a recipient. We will return to this topic a little later in the blog post.

Fit the image to the body of your email

In addition to monitoring the quality of your images, make sure that they fit seamlessly within the body of your email. If the image causes a massive break in the text or sits at the bottom of the email without any context, it’s going to be more of a distraction than an enhancement. Office managers can escape this clumsy formatting by using email marketing templates.

Rely on an image library

With an email marketing tool, office managers have a whole library of images to choose from. Once they find the images that match the content of their email, managers can insert the images into pre-existing templates to ensure that the image works within the framework of the email. Nailing the text and image format of emails have you well on your way to sending professional emails.

3. Call your customers to action

Emails are intended not only to inform customers about the goings-on of your office, but also to incite action. If you’re not providing customers with the means to contact you or click on a link in each email, you’re missing out on the opportunity to build rapport and expand your revenue. Here are three ways to call customers to action:

Include your physical address and phone number

The bottom of every email your office sends should include both your physical address and phone number. These details help your emails avoid getting sorted as spam and give clients and prospective clients the information they need to contact you. If you’ve crafted successful emails, customers are going to want to speak with you about appointments and promotions.

Provide links to scheduling and payment sites

Since customers are already checking their emails over the internet, they should be given links to relevant sites. These sites might be for scheduling appointments, reading or listening to educational materials, or submitting overdue payments. Regardless of the type of link, your team should be verifying that the links work properly before distributing mass emails.

Use CTA buttons

In email marketing, Call-to-Action, or CTA, buttons are becoming common practice. These buttons are essentially professional-looking links that grab the attention of readers and instigate customer action. Email marketing tools offer office managers the ability to put CTA buttons in every email, which then allows customers to take care of some of the administrative needs managers would otherwise have to do themselves.

4. Run internal tests

Once you’ve composed an email with well-written text, strong imagery, and a CTA button, you’re ready to test it. Those offices without an email marketing tools will have a hard time testing their emails to make sure their text, images, and links work together as a cohesive unit.

By using email marketing software, office managers can run internal tests to three different email addresses to verify that their emails are working properly. This testing feature functions like a spelling and grammar check for all of the components of a business emailing. It also saves businesses from the embarrassment and potentially alienating mistake of sharing emails that haven’t been optimized.

5. Study email analytics

Modern business is trending toward more and more data analysis. Email marketing isn’t any different. Offices should be looking at the relative success and failures of their email marketing campaigns through the lens of data-driven analysis.

Sophisticated analysis isn’t possible without an email marketing tool. This type of tool records the open rates and CTA clicks of each email to help you understand the messaging that appeals to your target audience. By referring to email analytics on a regular basis, office managers can discover ways to further optimize their email outreach efforts.

Simplify your email marketing with Weave

Though email marketing can intimidate some office managers, its complexity can be greatly reduced with an email marketing tool.

Weave has designed an email marketing tool with the office managers of small businesses in mind. With only a few minutes of training, your staff can use pre-written templates, an image library, and CTA buttons to bring their email marketing expertise to the next level.

The internal testing feature and actionable analytics provided by our Email Marketing tool supplement these features by allowing your team to catch glitches before sending emails and learn from their successes and failures after. The Email Marketing tool syncs with our complete business toolbox to align all your office’s lines of communication.

Schedule your free live demo with us today to find out more about our Email Marketing tool.