The Importance of Email Marketing for SMEs and Where to Start


Email marketing is one of the simplest and cheapest marketing channels in your digital marketing arsenal.

This week I was talking to a well established B2B SME and was surprised to learn that they do not have an email marketing program.

This article is going to discuss the importance of an email marketing campaign and how to start growing your marketing list.

Benefits of an Email Marketing Campaign

Put simply, your email marketing campaign is one of the easiest methods of talking to your existing customers, and we all know that it is far cheaper to retain a customer than find a new one. An email programme helps you to do just that.

It can also allow you to talk to potential customers including those visitors that have visited your website but have not placed an order. Perhaps they have submitted an enquiry or downloaded a piece of information or they have shown interest in your business but haven’t converted to a sale.

How to Grow your Email List

Where to start… we are going to start on your website. To ensure that the data is collected legally the user should be asked for their permission to add them to your
mailing list. A simple check box with access to your privacy policy is enough.

Standard locations on a website to add your subscribe button: –

  1. Create an account
  2. Shopping cart
  3. Enquiry form

Other methods to build your email list: –

  1. Link in your email footer
  2. Create downloadable content
  3. Exit pop up
  4. Subscription box in your website’s footer

With this in place you can start to see your email database grow.

Top Tip

I personally think that once you have captured your customer or potential customers contact details the most important thing to do is to send out a Welcome email, which provides users with an outline of what they can expect from your emails, reinforce the benefits of working with you as a supplier and confirm where and when the user subscribed to your email. ​ Starting to build your email list is simple so get out there and do it. You will be glad that you did in the future.

Do you already have an email program set up? Would like to find out how you can improve its performance, take a look at this article Reviewing Your Email Performance.

If you feel your email list isn’t working hard enough for you or you simply do not have enough hours in the day to focus your time on your email but would like some help or advice, get in touch to discuss how I can help you.

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