As a small business, if you send newsletters to clients or customers then you should be using merge tags to make your content more personal. They are proven to increase open and click through rates because the email doesn’t feel like it’s been sent in mass production, even if it has!
A merge tag is simply a way of pulling through dynamic content from your database. So for example, you can include a merge tag for someone’s name or perhaps their location? Therefore making your customer or client feel that the information is targeted to them rather than a bulk email. My ‘go to’ email platform is @mailchimp and they make it super easy to include merge tags into your content, just be sure to get your mapping right when uploading your data CSV. If you want to know more just inbox me