All businesses can profit from smart email campaigns, but SMBs will usually find that the formats that work best for deeper engagement with their customers are the following: 1) Newsletters are the bread and butter of any email marketing campaign. Since you are running a small or medium business, you are more likely to intimately know what your customers really need. Send them a newsletter with useful tips, how-tos, and guides. Your content should be tailored to what you perceive as their need and be sufficiently engaging and informative at the same time. 2) Promotional email is yet another essential marketing format that does heavy lifting whenever you need to promote the launch of a new product or service, collect subscriptions and push your sales. These are best sent with irresistibly attractive exclusive offers and cross-sales of related or complementary products/services. 3) Acquisition emails are essential if you are to keep valuable subscribers who have not yet been promoted to full-blown customers. These usually combine valuable information tailored to them and exclusive offers, particularly those that they can enjoy by becoming your regular customer. 4) Retention emails play a hidden yet key role in making your customers come back to you after a prolonged lack of engagement with your business. Remember, it’s highly important to keep the lights on in every relationship you establish with your customer, so make sure you regularly remind them of their value for you every once in a while.