eMail - a versatile marketing tool for Welsh SMEs
How Can Welsh SMEs Use eMail for Marketing and Promotion?

eMail can be used in a variety of ways to promote your company, build relationships with your customers and improve customer service. It offers several vital benefits to small companies in Wales:

• It can provide a low cost means of staying in touch with customers e.g. to provide them with updated information such as details of new products, special offers etc.
• It is more flexible than other mediums e.g. it is much easier to test responses to different layouts and designs;
• It usually results in a faster response - results will probably come in within days or even hours rather than weeks associated with conventional mail campaigns;
• It can enable even the smallest business to carry out personalized, highly targeted marketing - something previously only available to large companies with equally large marketing budgets;
• SMEs can track and analyze their eMail marketing campaigns, enabling them to measure their effectiveness and develop and adapt their marketing strategy accordingly.

SMEs can employ eMail to provide highly targeted information at appropriate times to existing and potential customers, for example by using:

• eMail mail shots (an electronic version of a traditional postal mail shot);
• eMail newsletters;
• Discussion lists/forums;
• Newsgroups for networking and promoting your company.

eMail marketing campaigns are considered very successful when compared to traditional marketing and promotional methods. Current research suggests response rates to eMail marketing campaigns are in the region of 5-15%, compared to postal direct mail campaign rates of 1-2%; tradeshows, the usual business-to-business marketing method in general, attract only a 1.4% response rate (Source: Jupiter Media Metrix).

Some practical examples:

• A garden shop might send its customers highly tailored information by eMail newsletter about plant care at appropriate times of the year based on their buying history;
• A company renting out holiday accommodation might use an eMail mail shot to inform customers of late deals;
• An SME using an on-line "shopping trolley" system on their Web site could use eMail to communicate with customers who have "dumped" or abandoned their trolley without making a purchase. There are many reasons why users abandon "shopping trolleys" without buying - concerns about security, the buying process is too complex or they simply change their mind. However, you the company, will never know unless you interact with your customers and ask! In this example eMail could be the perfect tool to contact the customer and ask if they require further assistance or information in order to make their purchase.

As well as possibly creating their own newsletter, businesses can purchase advertising space in commercial eMail newsletters just as they would buy a traditional advert in a newspaper or magazine. As for any publication, do your research and ensure it is reputable, targeted and relevant to your audience, and well presented.

Newsgroups and forums provide another avenue for promoting your business and attracting visitors to your Web site.  Everyone with eMail can participate in mailing lists and newsgroups. There are literally thousands of such groups related to specific topics or industries, which can provide a valuable source of business information and a means to network with contacts and potential customers. Most of these lists do not allow members to market their businesses overtly and this is where an informative eMail signature is extremely useful. Google Groups is a good starting point for finding relevant newsgroups at  groups.google.com. Many local business support organizations and local authorities have on-line forums and discussion groups. Further information on eMail signatures can be found in the article Get Better Use From eMail.