Email marketing is just one of the campaigns marketers are actively looking to improve measurement of.

A report from Constant Contact found that 45 percent of consumers and B2B buyers do not open email marketing messages because they receive too many from the company. Small businesses using email marketing should ensure that they send messages on regular basis, but avoid sending so often that is puts off prospects or existing customers.

Email marketing is a proven method of boosting conversions when carried out properly. However, excessive messages will result in prospects or customers either ignoring these campaigns or unsubscribing entirely. Additionally, the reputation of a small business will suffer if prospects view their content as spam.

Analyzing a list of subscribers and segmenting them to improve content targeting is one way to ensure that messages are sent only to those interested in specific offers or content.

When consumers and B2B buyers sign up for email marketing campaigns, many do so because they support and enjoy working with a specific small businesses. However, their perception of a company can change if they feel as though an SMB is acting too aggressively.

Additionally, driving recipients to unsubscribe from email marketing campaigns could hurt a major stream of lead generation for small businesses. ContentLEAD recently reported that the channel was among the best sources of new leads, with 57 percent of SMBs saying email results in the most new sales opportunities.