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Discussion –


Discussion –


Benefits of Email Marketing for Small Businesses

fingers typing on laptop showing email marketing

Email marketing – one of the simplest digital tool since the advent of internet, actually stood the test of time and consistently stands out for its effectiveness and reliability.

Why email marketing, you ask?

Well, in a digital space crowded with fleeting social marketing trends and ever-changing algorithms, email marketing provides a direct line to your audience – a way to cut through the noise and engage with them on a personal level.

This is not just about sending out emails; it’s about building relationships and driving real business growth.

Many business owners I’ve met would often argue that they always find email spammy and would delete them in loads, so they rarely drive business growth using email marketing.

But let’s consider some compelling numbers:

According to a study by Campaign Monitor, for every $1 spent on email marketing, you can expect an average return of $42. That’s a staggering ROI, and it’s precisely why email marketing should be a cornerstone of your digital strategy.

Whether you’re looking to nurture leads, boost your sales, or strengthen customer loyalty, email marketing can be your ace in the hole.

Section 1: Understanding Email Marketing

At its core, email marketing is about sending messages to a list of subscribers – people who’ve shown interest in your business.

But it’s more than just a digital letter; it’s a strategic tool for building connections, sharing information, and driving sales.

Unlike social media, where your message competes against countless others, an email sits in a subscriber’s inbox, waiting to be opened. It’s direct, personal, and has staying power.

Remember, email has evolved. It’s no longer the blunt instrument of the early internet days but a sophisticated channel that allows for tailored messages, stunning visuals, and engaging content.

This means your emails can be as unique as your business, reflecting your brand and speaking directly to your customer’s needs.

Why Email Marketing Stands Out

Comparing email marketing to other digital marketing forms highlights its unique strengths.

Social media is fleeting; posts are here today, gone tomorrow. Search ads can be costly but the audience could be cold.

CriteriaEmail MarketingSearch AdsSocial Media Ads
Cost-EffectivenessHigh ROI, generally lower cost per engagement.Can be expensive, but offers high ROI for well-targeted campaigns.Cost varies; can be lower per engagement but depends on platform and targeting.
Targeting CapabilitiesExcellent for targeted communications to an existing audience. Segmentation allows for personalised content.High targeting based on user search intent, demographics, location, etc.Highly sophisticated targeting based on interests, behaviours, demographics, and more.
Content Control & CustomisationHigh control over content and personalisation.Limited by search query and ad platform rules. More focused on keywords.High control, with a focus on visual content and creativity. Limited by platform algorithm.
Engagement LevelHigh engagement, especially with personalised and relevant content.Depends on search intent and ad relevance.High engagement potential if content is creative and resonates with the audience.
Measurability & AnalyticsAdvanced analytics on open rates, click-through rates, conversions, etc.Detailed analytics on click-through rates, conversions, keyword performance.Comprehensive analytics on engagement, reach, conversion, etc.
Ease of UseRequires knowledge of email marketing tools and content creation.Requires understanding of SEO and keyword research.Requires understanding of social media platforms and creative content creation.
Speed of ResultsCan be slower; builds over time as the list grows.Immediate results, especially for high-intent keywords.Can offer quick results with the right content and targeting.
Long-Term ValueBuilds long-term relationships and customer loyalty.Drives immediate sales but less effective for long-term relationship building.Good for brand awareness and engagement, can build relationships over time.
ScalabilityEasily scalable, though list growth is gradual.Highly scalable, but costs increase with scaling.Scalable, with varying costs based on audience size and competition.
Compliance & RegulationsMust adhere to email regulations (e.g., PDPA, SPAM Control Act).Subject to search engine ad policies.Must follow specific platform rules and advertising policies.
Vulnerability to External FactorsNot subject to algorithm changes or platform rules, offering more stability and control.Affected by search engine algorithm changes and ad policies.Highly influenced by social media algorithms and platform-specific rules.
Features comparison between Email marketing and other digital tools

Email marketing, however, offers consistency and control. You own your email list – it’s not at the mercy of algorithm changes or platform rules.

Moreover, email marketing is adaptable. It can serve various purposes – from educating your audience about a new product to sharing industry news, or just saying a heartfelt thank you to your customers.

Each email is an opportunity to deepen the relationship with your audience – audience who are already familiar with your brand/product.

A Closer Look at Benefits


For SMEs, budget is always a consideration. Email marketing is one of the most cost-effective marketing methods, especially when considering its high ROI. A well-crafted email campaign doesn’t require a large budget but can yield significant results.


Personalised emails deliver six times higher transaction rates, as noted by Experian. With email marketing, you can tailor your messages based on customer actions, preferences, and past purchases, making each communication more relevant and effective.


One of email marketing’s greatest strengths is its measurability. Platforms provide detailed insights into open rates, click-through rates, and conversions, allowing you to continually refine and improve your strategy.

Reach and Engagement:

With billions of email users worldwide, your potential reach is enormous. And since people check their email daily, you have a higher chance of your message being seen and acted upon.

Section 2: Why Email Marketing is Essential for SMEs

For SMEs operating on limited budgets, every penny counts. This is where email marketing truly shines. It offers a high return on investment (ROI) without demanding hefty spending.

In fact, according to Webinarcare, email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.

This efficiency is a game-changer for smaller businesses, allowing them to compete with larger companies without breaking the bank.

Building Stronger Personal Connections

Personalisation is the heart of effective email marketing. Imagine that in a world where everyone is exposed to multitude of marketing messages every single moment. Why would someone take notice of your message if it does not resonate?

With tools at your disposal to segment your audience based on their preferences, purchase history, or engagement level, you can send highly targeted messages.

This personal touch makes your customers feel valued and understood, leading to stronger, more loyal relationships. It’s a way to show your customers that you’re not just a business, but a brand that cares about their individual needs.

Business Example: Sephora:

An example of building stronger personal connections in email marketing is demonstrated by Sephora.

They use personalisation effectively by sending tailored product recommendations based on individual browsing and purchase history.

Additionally, Sephora celebrates customers’ birthdays with personalised greetings and offers.

They also segment their audience based on loyalty tiers, providing exclusive offers to frequent buyers.

This strategy of personalisation makes customers feel uniquely valued and enhances their connection with the brand.

Targeting and Reach: A Dynamic Duo

The beauty of email marketing lies in its ability to reach a wide audience while still being incredibly targeted. You’re not just casting a wide net and hoping for the best.

Instead, you’re engaging with individuals who have already expressed interest in your brand. This targeted approach ensures that your messages are relevant, increasing the likelihood of engagement and conversion.

Real-Life Success Stories

A great example of a company leveraging the power of personalisation in email marketing is Netflix.

The streaming giant has become a master at using customer data to create highly personalised and engaging email marketing campaigns. How Netflix Uses Email Personalisation:

Segmentation Based on Viewing History:

Netflix analyses each subscriber’s viewing history to understand their preferences. This data forms the basis for highly personalised email content.

Tailored Recommendations:

Subscribers regularly receive emails containing recommendations for new shows or movies. These recommendations aren’t random; they’re carefully curated based on the subscriber’s past viewing habits. For example, if you’ve been binge-watching sci-fi series, you’re likely to receive suggestions for similar shows.

Personalised Alerts:

Netflix sends emails to inform subscribers when a new season of a show they’ve watched is available, or when a movie on their watchlist is about to leave the platform. These timely notifications keep subscribers engaged and coming back for more.

Customised Imagery and Content:

The emails feature images and content that align with the subscriber’s preferences, making the emails visually appealing and relevant.

Impact on Customer Relationships:

  • Increased Engagement: These personalised emails result in higher open and click-through rates as they resonate more with the recipients.
  • Customer Loyalty: By consistently delivering relevant content, Netflix keeps its subscribers engaged and less likely to unsubscribe from the service.
  • Brand Perception: This level of personalization demonstrates that Netflix understands and values its subscribers’ preferences, enhancing the overall customer experience and reinforcing the brand’s image as customer-centric.

In essence, Netflix’s email marketing strategy showcases how effective personalisation can lead to stronger, more loyal relationships with customers. It’s not just about promoting content; it’s about providing value in a way that’s tailored to each individual, making the brand more relatable and trustworthy in the eyes of its subscribers.

Section 3: Building Your Email List

The foundation of successful email marketing is a robust email list, but it’s crucial to build this list ethically and effectively. Start by encouraging your customers to sign up through your website, at the point of sale, or during events. Offer them something valuable in return, like exclusive discounts, informative newsletters, or early access to new products.

Remember, under laws like PDPA (Singapore), consent is key. Always ensure your subscribers have opted in to receive your emails or have a valid way to unsubscribe from your list.

Choosing Your Email Marketing Tools

There are numerous email marketing platforms out there, each with its unique features.

Look for a platform that offers ease of use, robust analytics, automation capabilities, and integrative functionalities with other tools you might be using.

Some popular choices include Mailchimp, Constant Contact, and Campaign Monitor.

These platforms not only help in sending out emails but also provide valuable insights into how your campaigns are performing.

List of Top 10 Email Marketing Tool (Updated 2024)

MailchimpKnown for its user-friendly interface and drag-and-drop email editor, ideal for beginners. Simple dashboard and intuitive navigation.Offers extensive integration with over 300 apps, including major CRMs, e-commerce platforms, and social media tools, like Shopify, WordPress, and Salesforce.Provides a Free plan for up to 2,000 contacts and 10,000 emails per month. Doesn’t specifically mention a money-back guarantee, but the free plan serves as a risk-free way to trial the service.Includes a wide range of features like email automation, audience segmentation, A/B testing, detailed analytics, custom templates, and capabilities for multi-channel marketing.
Constant ContactKnown for a straightforward interface suitable for beginners and small businesses. Offers a simplified email creation process with a range of templates.Supports integration with a variety of applications, including CRM systems, social media platforms, and e-commerce solutions like Shopify and WooCommerce.Provides a 60-day free trial (no credit card required). Also offers a 30-day money-back guarantee for users who are not satisfied with the service.Features include email automation, contact segmentation, subject line A/B testing, dynamic content, social media integration, and comprehensive reporting and analytics tools. The Premium plan offers additional features like SEO and richer analytics.
Campaign MonitorKnown for a user-friendly interface with a drag-and-drop email editor, suitable for beginners and small businesses. Offers a straightforward email creation process with a variety of templates.Supports integration with a wide range of applications, including CRM systems, social media platforms, and e-commerce solutions.Offers a variety of plans, including a Basic plan starting at $9/month. No explicit mention of a free trial or money-back guarantee.Features include email automation, contact segmentation, A/B testing, comprehensive reporting and analytics, and custom templates.
(Previously SendinBlue)
Offers a user-friendly interface suitable for both beginners and experienced marketers. Features a straightforward setup and intuitive campaign management tools.Provides robust integration options with various CRM systems, e-commerce platforms, and other marketing tools.Features a free plan with a daily limit of 300 emails. Paid plans start at $25/month for 20,000 emails/month. No specific mention of a money-back guarantee.Includes email automation, transactional emails, SMS marketing, audience segmentation, detailed analytics, and a CRM tool. Offers a comprehensive set of features for diverse marketing needs.
ActiveCampaignActiveCampaign offers a user-friendly interface with a range of powerful automation tools. It’s well-suited for users who have some experience with email marketing.ActiveCampaign boasts over 870 integrations including major CRM systems, e-commerce platforms, and other marketing tools like Salesforce, WordPress, and Shopify.ActiveCampaign provides a 14-day free trial, allowing users to explore its features before committing to a paid plan.ActiveCampaign is known for its advanced automation features, including email marketing, CRM and sales engagement, personalization, site tracking, and analytics. Additionally, it offers landing pages, forms, and API/webhooks support.
AWeberAWeber is known for its ease of use with a straightforward interface. It offers a drag-and-drop email builder, making it user-friendly for those with varying levels of technical skills.AWeber offers a wide range of integrations, connecting seamlessly with various CRM systems, e-commerce platforms, and other online marketing tools.AWeber provides a free plan for up to 500 subscribers, which includes most of their features. They also offer a 30-day free trial for their Pro plan.Offers a comprehensive set of features including email automation, segmentation, autoresponders, sign-up forms, detailed reporting, and analytics. AWeber is well-suited for small businesses and individual marketers.
ConvertKitConvertKit is known for its straightforward and clean interface, which is particularly friendly for content creators and bloggers. The platform emphasizes simplicity in its design and usability.Offers robust integration options with popular tools used by content creators, such as e-commerce platforms, membership sites, and lead capture tools.Provides a free plan for up to 1,000 subscribers with limited features. Paid plans come with a 14-day free trial. No specific mention of a money-back guarantee.Focused on email marketing and automation, ConvertKit includes features like email sign-up forms, landing pages, email sequences, and tagging systems for audience segmentation. Also offers analytics for tracking email engagement.
HubSpot Email MarketingHubSpot is known for its comprehensive yet user-friendly platform. It offers a clean and intuitive interface, making it suitable for both beginners and advanced users.Strong integration capabilities, seamlessly connecting with HubSpot’s own suite of CRM, sales, and service software, as well as external tools like Salesforce, Shopify, and WordPress.HubSpot provides a free version of its marketing tools with basic features. For more advanced features, they offer a demo and various pricing tiers but do not explicitly offer a money-back guarantee.Features a robust set of tools including email automation, detailed analytics, customizable templates, CRM integration, lead management, and marketing automation, making it ideal for comprehensive digital marketing strategies.
KlaviyoKlaviyo is known for a slightly steeper learning curve than some competitors, but offers powerful tools for those familiar with email marketing. Features a more data-driven interface.Excellent integration with e-commerce platforms like Shopify, Magento, and WooCommerce, as well as other tools for a seamless data sync.Offers a free tier based on the number of contacts and email sends, allowing users to explore its features without upfront payment. No explicit money-back guarantee mentioned.Renowned for its advanced email automation, detailed segmentation, and robust analytics tailored for e-commerce. Also offers SMS marketing, personalised content, and customer lifecycle stages tracking.
List of Top 10 Email Marketing Tools Comparison

Crafting Your First Campaign: Content is King

Your first email campaign is your chance to make a lasting impression. Keep your content relevant, engaging, and true to your brand’s voice.

Focus on delivering value – be it through informative content, exclusive offers, or insider insights. The subject line is your first hurdle; make it catchy and compelling to ensure high open rates.

The body of your email should be concise yet impactful, with a clear call-to-action (CTA).

Remember, the goal is to engage your readers, not overwhelm them.

Staying Compliant: Navigating Email Regulations

In Singapore, compliance with email marketing regulations primarily falls under the Personal Data Protection Act (PDPA) and the Spam Control Act (SCA).

These laws govern the collection, use, and disclosure of personal data for marketing purposes, ensuring that businesses adhere to specific guidelines and practices to protect consumer rights and privacy.

Section 4: Overcoming Challenges in Email Marketing

One frequent challenge is creating content that resonates with your audience. To overcome this, invest time in understanding your audience’s needs and preferences.

Use surveys or feedback forms to gather insights directly from your subscribers.

Another common issue is email deliverability. Ensure your emails don’t end up in the spam folder by maintaining a clean email list, avoiding spam trigger words (i.e. Best Price, No Obligation, Act Now), and following best practices for email design and content.

Maintaining Subscriber Engagement

Keeping your audience engaged over time can be a tough nut to crack. The key is to consistently provide value through your emails. This could be in the form of insightful content, exclusive offers, or updates about your products or services.

Regularly vary your email content to keep it fresh and interesting. Also, segmenting your email list can help deliver more targeted and relevant content to different subscriber groups, thereby increasing engagement.

Managing Unsubscriptions Gracefully

Unsubscriptions are an inevitable part of email marketing. However, they can be a source of valuable information. Implement an exit survey for those opting out of your emails to understand their reasons.

This feedback can be instrumental in adjusting your strategy. Also, ensure the unsubscription process is straightforward and respectful – forcing subscribers to stay can harm your brand’s reputation.

Staying Current with Email Marketing Trends

The digital marketing landscape, including email marketing, is continually evolving. To stay relevant, keep abreast of the latest trends and practices. This could involve exploring new email marketing tools, adopting emerging technologies like AI for personalisation, or experimenting with new formats like interactive emails. Subscribing to marketing newsletters, attending webinars, and following industry experts on social media are great ways to stay informed.


The key takeaways:

  • Start with a Strong Foundation: Build a solid, ethically-sourced email list and choose the right tools that align with your business needs.
  • Engage and Personalise: Craft content that resonates with your audience, personalising messages to create deeper connections.
  • Learn and Adapt: Stay informed about the latest trends and practices, and be prepared to adjust your strategies in response to feedback and changing market conditions.

In conclusion, email marketing is not just another tool in your marketing arsenal; it’s a crucial element that can significantly impact your business’s growth and success. With the right approach, strategies, and mindset, you can transform your email marketing efforts into a powerful driver of business results.

Additional Resources

To further aid your email marketing journey, here are some resources that can provide additional insights and guidance:

Feel free to reach out if you need more insights or have specific questions as you navigate the exciting world of email marketing!

Vincent MC Ng face

Vincent (MC) Ng

Written by Vincent (MC) Ng., founder of Clickiris Digital Marketing, this post stands as a testament to his passion for sharing knowledge and building connections. A certified marketing strategist and Google certified digital marketing and E-commerce marketer, Vincent is an ardent advocate for the digital transformation of small to medium-sized businesses and he is focusing on empowering SMEs growth and discover new opportunities through digitalisation.
Connect with Vincent on Linkedin

1 Comment

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