Why Every SMB Needs Email Marketing
Social media reach is declining, advertising costs are rising. Email marketing offers SMBs a direct, reliable, and affordable channel to their customers.
<p>While large companies spend thousands of euros per month on social media advertising, SMB owners are looking for channels that are effective and affordable. Email marketing is that channel. With an average ROI of 36 euros for every euro invested, it is by far the most profitable marketing channel that exists. And yet it is underestimated or ignored by many small businesses.</p>
<h2>The direct channel you own</h2>
<p>On social media you depend on algorithms. Facebook shows your post to only 2-5% of your followers. Instagram constantly changes what appears in the feed. If the platform decides to change the rules, you lose your reach overnight.</p>
<p>With email marketing you have a direct channel to your customers that you own yourself. Your email list is yours — no platform can take it away. Every email you send actually arrives in your recipient's inbox. That makes email the most reliable marketing channel for SMBs.</p>
<h2>How to build an email list</h2>
<p>Your email list starts on your website. Offer something valuable in exchange for an email address: a free guide, a discount, exclusive tips, or early access to a new product. Place signup forms in strategic locations: your homepage, your blog, your services pages, and your footer.</p>
<p>Never buy email addresses. Purchased lists contain uninterested contacts, result in high unsubscribe rates, and can permanently damage your sender reputation. Build your list organically with people who are genuinely interested in what you have to offer.</p>
<h2>Email templates that work</h2>
<p>You do not need to be a designer to send beautiful emails. Use templates that match your brand identity: your colors, font, and logo. Keep the design simple — emails with too many images and formatting are more likely to end up in spam. The best emails look like they were written by a person, not by a marketing machine.</p>
<p>Structure your emails with a clear layout: a compelling subject line that sparks curiosity, a personal greeting, a short valuable message, and one clear call-to-action. More than one CTA per email causes decision fatigue and lowers your click rate.</p>
<h2>Personalization and timing</h2>
<p>Personalization goes beyond "Dear [name]" in the greeting. Segment your list based on interests, purchase history, or behavior on your website. A customer who recently bought a product receives a different email than a prospect who just downloaded your e-book.</p>
<p>Timing is crucial. Test which day and time works best for your target audience. Generally, emails on Tuesday and Thursday mornings perform best for B2B, while B2C emails on weekends often have higher open rates.</p>
<h2>Start today</h2>
<p>You do not need a large marketing team to start with email marketing. Begin with a simple monthly newsletter. Share useful tips, industry news, and a behind-the-scenes look at your business. Be consistent: a good email every month is better than a sporadic perfect one.</p>
<p>With Webey's built-in email module you can start right away. Choose a template, write your content, and send to your contact list. All signups through your website forms are automatically added. It is simpler than you think — and the returns are enormous.</p>