Business to business marketers often have a hard time reaching small business owners. An infographic from an Inc. Magazine/Cargo study shows that 52 percent of small business owners felt they weren't correctly marketed to. Business 2 Community said there are some ways that this can be fixed, including adjusting business email marketing.

"Most of the small business owners do the business important tasks themself, as they do their financials, marketing, sales and services," the website said. "Their time is full stuffed with work and they do not sit behind a computer a whole day long. As they are mostly working their job and are with their employees and customers they are perfect to be reached by mobile devices as laptops and smartphones."

Ways to fix this disconnect with small business owners is to adjust the company's website and make it mobile friendly, write marketing emails so that they can be more easily read and understood, and become active in social media.

The Cargo and Inc. study's infographic showed that local search volume may also be important, as it is growing by 50 percent every year and expected to reach 3.45 billion by the end of this year. Small business marketing should take note of this as well.

Social media has been a growing force in essentially all industries over the past few years, but Angela West of PC World writes that sending newsletters via marketing emails is still a great way for companies to get results online.

"Email newsletters perform one major function: Reminding potential clients that you're here, waiting for their business," she writes. "While it is a good idea to include helpful tips and company news in your newsletter, you should send each newsletter out with some kind of promotion tied to one of your products or services, such as a promo code or a coupon. This action will help you track the effectiveness of each email newsletter campaign."

Many companies may not have the time or know-how to put together their own business email marketing campaign, but West said email service providers are available to help companies get a good small business marketing plan together and succeed.

MarketFish said marketing emails that act as newsletters have many advantages, including giving thought leadership, nurturing leads, collecting data from customers and extending the company's reach beyond what it would be.

While enticing customers with a great menu and food is the No. 1 objective for restaurants, they must also take to the internet and personalized customer experiences with business email marketing and other online marketing, according to research from the National Restaurant Association.

The report found that restaurants that use online marketing are viewed more positively and as more of a modern company by customers. With email marketing, 67 percent said it made the business look more modern and 63 percent said it made it look more popular. Eighty-two percent of restaurant owners said marketing emails were helpful at bringing in new customers.

"Finding the right marketing mix is crucial to success in the restaurant industry," said James Balda, chief marketing and communications officer of the National Restaurant Association. "Our new research outlines the challenges and opportunities of both offline and online marketing to help restaurant operators find the 'sweet spot' for promotions by identifying what consumers respond to and how various messaging vehicles are perceived."

One small business marketing company said marketing emails are a great way for smaller restaurants to overcome the advertisement advantage that bigger restaurants may have.

Business email marketing in the travel industry isn't always the easiest thing to do. Small business marketing departments' marketing efforts can get caught up in spam boxes, suffer low click-through rates and have other problems that they may not know how to fix, but marketing expert Ron Cates writes on Travel Market Report that there are some tips that can help drive results, including targeting messages.

"One of the most exciting things about email is that travel agents can easily target what they send by creating multiple lists," Cates said. "Lists can be comprised of customers, prospects, people who have shown an interest in a specific service, etc., and you can send a different message to each group that matches their exact interests."

Other tips from Cates include using an email marketing service, making it very easy to subscribe and opt-out, using smart, short subject lines, and making sure the emails are shareable to get some play on social media websites.

Another business email marketing expert, Anthony Church, wrote on Business 2 Community that messages should not be sent too frequently, as it can cause subscriber fatigue. Companies should find a balance in how many emails they send to subscribers.

Business email marketing and small business marketers are always on the move, so CIO.com spoke with leading marketing email vendors to come up with some tips for successful tactics in today's online world. The first suggestion is to use double opt-in at the start, which means people click a link in a email to confirm that they actually want to subscribe to the list.

"Using double opt-in forms on websites, blogs, social media pages and anywhere prospective recipients may be looking to stay in touch with you is a must," says Paul Turnbull, product marketing manager at Campaigner. Doing this makes sure that an address wasn't just randomly added to a list and gets the best subscribers on a list.

Other tips for small business marketing departments include reaching customers wherever they are, keeping subject lines short and informative, having clear calls to action in the content, and writing like a person and not a machine. This should help make things more personal with potential and current customers.

TopRank, an online marketing blog, said making a good first impression in marketing emails is also a good idea. The double opt-in should help with that, but sending a good welcome letter to new subscribers could create a lot of good will for companies.

With marketing emails, small business marketing departments are able to reach customers and engage them. In recent years, social media has become increasingly popular with businesses and customers alike, so marketers should know how to use this medium to their benefit. ClickZ said the first step to improve email marketing with social media is to find the right people online.

"List growth is important, but finding compatible consumers will bring more value to your list," the website said. "Use your social media sites to feature discussions that will draw consumers back to a preference page. Your articles and discussions on social media should feature information about your brand. In doing so, you tend to attract those who are interested in your brand versus those who have just signed up to receive a free gift."

Other ways to bridge out via social media is to take away the rhetoric of marketing and get to the point, assure customers that others have endorsed the services, be sure to track opens, views and dialogue with customers, and leverage brand ambassadors for the business' advantage.

Social Media Examiner said that by using business email marketing and social media together, companies can let customers communicate with the business in the way they choose. Instead of pushing customers into a corner, they can have more control to make decisions about what they want to see online.

Business-to-business marketing professionals may be able to learn a lot from business-to-customer marketing emails, according to what one email marketing professional told BtoB Online. The company had a report looking at the consumer's view of email marketing and the professional told the news source that there are some key things B2B companies need to take from consumers.

One thing the report said B2B should know is that only 27.7 percent of people have one email address, and 60 percent said they have two to three email addresses.

"This means there's a good chance a marketer's emails aren't going into the consumer's primary email inbox," BtoB Online said. "Getting that primary placement may take some time spent building trust in both the brand and the content."

The survey also found that 69.7 percent of consumers will delete emails that do not "look good," 95.4 percent of people said the reason they signed up with email marketing was to get discounts and 37 percent of respondents said they share email marketing content on social networking websites.

Email marketing consultant Tamara Gielen recently suggested on her blog that for business marketing emails, a clear message should be stated, the tone should be much like it would be in a face-to-face meeting and the content should be appropriate for the audience.