While successfully creating marketing emails is a moving target, TJ Philpott writes on Promotion World that there are factors that allow small business marketing professionals to have good success in the field, including building relationships with subscribers and being patient with them.

"Establishing trust and credibility is crucial to your marketing effectiveness," Philpott said. "Once these are established, subscribers have a deeper sense of loyalty toward you thereby making them more receptive to your promotional efforts. The content you are offering your opt in list is what helps you gain their trust while building your credibility. Freely offering anything of value or interest is a great way to gain the trust of others and when what you offer is of good quality this tends to boost your credibility as well."

Philpott said businesses should also look to send other useful information to subscribers to help people create other attachments to the business. This can help businesses appear useful and interesting, creating more long-term business.

Blogtrepreneur said other ways to increase success include personalizing emails for subscribers, communicating with people through social media and constantly testing how email is working in any campaign. These can all help small business marketing departments more successfully reach their clientele.