Fundamentally marketing is about communication – and always has been.
The digital age has done nothing to change this.
What it has done however is significantly expand the communication options & reduce delivery costs.
For SMEs this has opened up some great opportunities for developing and enhancing their marketing communications but the ease with which it can be accessed has also maybe reduced the perceived need for planning and measurement.
Here, I focus on how effective e-mail marketing can deliver cost-effective, sustainable communication for SMEs.