All businesses are about returns: returns on investments, time and money. Small businesses have to make whatever little they have go a long way. Here are tips on how to make the cost effective email marketing to work for your business and provide returns. Whether you're going to send HTML newsletters, email coupons, e-cards or electronic press releases, the guidelines are all the same.

Always be clear on what information or message you want to pass on to your customer or potential customer. From the email subject line, the reader should have a good idea of what is in the email. Your subject line will make the difference in whether your email gets read or not.

So you have the subject sorted, what is in the actual email? Does the HTML newsletter actually contain news? Is there new information on an existing product or a new product you are advertising a sale or a special offer? Or are you sending an email featuring a flashy mix of images colors and too many words about absolutely nothing? Keep your customer informed on your upcoming open houses and events, another example, in the case of artists, informs customers of upcoming tour dates and new releases announcements. Let your email newsletter, reinforce your brand, describe your product and clearly show your contacts.

Do not bombard your customer with three or more emails a week. Limit the number to at least one email per week. Have email campaign manager to schedule when the emails go out. One way out of this would be to have a weekly e-newsletter, that way you can put in all the information in it. Maintain high quality content to keep your customers interested. The best time to send the emails are on between Tuesday and Thursday, as they are more likely to be read than on Mondays and Fridays.

When you receive an email from a subscriber asking to be added or removed from your mailing list, do so promptly. The same applies to change or email address. How quickly you respond to these requests gives the customer an impression of your business and your level of professionalism. Is the customer just a customer or do you have a relationship? Think of your customers as good friends and handle their unsubscribe requests promptly.

To keep your customers, send them special offers like coupons for some of your products. This will keep them interested in staying on your email list. Discounted offers on two or more purchases, or free shipping costs, will always keep the customers wanting to be in the information loop.