In 2024, there is no shortage of marketing tactics available to help connect businesses with their audiences. Small to medium enterprises (SMEs) are literally spoilt for choice when it comes to social media channels, pay-per-click (PPC) ad platforms, content marketing initiatives, influencer marketing and search engine optimisation (SEO) tactics. And that’s just on the digital side of things. Traditional marketing still offers numerous opportunities.

But where does email factor in the above marketing mix? Short answer: Right at the top. Did you know that more than 4.48-billion people on the planet are using email daily? That’s more than half of the daily users Facebook gets.

These statistics alone make a great case for email marketing. But read on as we share five additional reasons why email should be one of your SME’s most prioritised marketing efforts this year.

1. It can help you make a personal connection with your audience

Email offers a unique opportunity to create stronger connections with your customers. By sending helpful and relevant content, you can show your value and encourage subscribers to stay engaged. Integrating social media links in emails also helps in building credibility and offers additional platforms for customers to connect with your brand.

2. It can help you stand out as an expert in your industry

Email marketing does not have to be sales driven every time. You can use it to position your company as an expert in a particular field. Do this by sharing valuable content like blogs or videos that offer solutions to the problems your customers may encounter. Use email to build your reputation and ensure subscribers look forward to your emails. This not only enhances your business’s credibility but also strengthens customer relationships by providing them with useful information beyond just a sales pitch.

3. It is cost-effective

One of the most significant advantages of email marketing for SMEs is its efficiency in terms of both time and budget. Unlike traditional advertising methods, which can be costly and time-consuming, email marketing allows you to reach a large audience at a fraction of the cost. It’s a direct line to potential customers that have signed up to hear from you.

4. It can boost your sales

At the end of the day, SMEs want to make sales and email can help to do that. Because you can personalise and segment your audience, you can send targeted offers, which can motivate customers to make purchases. Special promotions, urgency in offers, and exclusive deals can convert subscribers into customers and even re-engage those who haven’t purchased in a while.

5. It can help you build a valuable subscriber base

Unlike social media followers, an email subscriber base is an asset that you can own. This provides a stable and reliable way to contact customers directly, without the risk of losing access to them due to platform changes or issues. It’s a critical component for building a long-term relationship with customers.

For any email campaign to work, you need a database of subscribers that want to hear from you. If you do not have a database yet, start building it. You can create opt-in forms on your website and offer incentives like discounts or free downloads. Alternatively, use pop-up forms strategically and promote subscriptions on social media.

Secondly, you’ll need a custom email address that matches your business’s domain name (e.g., [email protected]). This not only enhances your brand’s professionalism but also increases trust among your subscribers. Trust is vital for email marketing, as customers are more likely to open and engage with emails from a recognisable source.


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