How SMEs can use email marketing to drive growth in the new year

Key lessons from my email marketing talk for small and established businesses

As we head into a new year, many small and established businesses are reviewing their marketing strategy and asking the same question: what actually works? In a recent talk I gave to SME leaders in Kent, I focused on one channel that continues to deliver strong, measurable results for B2B and service-led businesses: email marketing.

I see email consistently outperform social media when it comes to return on investment, control and long-term value. Used properly, it strengthens relationships, supports sales and keeps your business front of mind without relying on algorithms.

Does email marketing still work for SMEs?

Yes, and the data supports it.

• 63% of UK businesses report excellent or very good ROI from email marketing

• Automated emails achieve an average 48.6% open rate in the UK

• The average value of a UK email address is £36.64

• Outbound email activity increased by 14% this year

  
  

Email also feels personal in a way many other channels don’t. For small businesses, that’s an advantage. Your tone sounds human, your expertise comes through clearly, and customers are more likely to engage with a business they recognise and trust.

How small businesses should use email marketing

Email works best when it supports your wider sales and marketing strategy, rather than operating as a standalone tactic. It should reinforce your positioning, remind people why you’re useful, and prompt action at the right moments.

In practice, that means using email to keep customers informed and engaged. This could include sharing upcoming events, product or service updates, newsletters, promotions or business announcements. Email is also an effective way to thank customers, ask for referrals or reviews, and gather feedback. For many business owners looking for marketing help, this is one of the simplest ways to drive results quickly.

What makes a successful marketing email?

Every effective email relies on a small number of fundamentals. The subject line matters more than anything else, with 47% of people deciding whether to open an email based on this alone. Keep it short, helpful and relevant, and avoid language that feels pushy or spam-like. A short pre-header can reinforce the message and improve open rates.

Beyond the subject line, consistency is key. Your branding should be familiar, visuals should add meaning rather than decoration, and personalisation should be used where possible. Even light personalisation can significantly improve engagement.

Creating emails without creating more work

Lack of time is one of the most common barriers I hear from small business owners. The reality is that most businesses already have more than enough content to support regular email communication.

Strong sources of email content include:

• Customer questions and sales emails

• Blog posts and case studies

• High-performing LinkedIn posts

• FAQs and common objections

• Curated industry content with your perspective

  
  

This approach works particularly well for B2B marketing strategy and marketing for established businesses, where consistency matters more than volume.

Email ideas for the new year

The new year is a natural reset point and an ideal time to reconnect with your audience. Useful emails to send at this time include:

• An end-of-year round-up sharing highlights and learnings

• A new year message outlining priorities and focus

• A value-led email offering tips, guidance or insight

• A soft call to action such as an invitation, new availability or service update

  
  

Target existing customers first. Encourage them to return, recommend you, or simply feel appreciated.

Email design and timing tips for SMEs

Your emails should be clean, mobile-friendly and easy to scan. Use short paragraphs, occasional bullet points and one clear call to action. Aim for around 200 words for weekly emails and up to 400 words for monthly ones, and stick to one reusable template to keep things consistent.

Timing can help performance, although it’s not everything:

• Monday and Tuesday often see higher open rates

• B2B emails tend to perform well mid-week in the morning

• Weekend mornings can work for community or cause-led messages

  
  

Key email marketing metrics to track

Rather than overcomplicating reporting, focus on a small set of meaningful metrics:

• Open rate

• Click-through rate

• Action or conversion rate

  
  

For most SMEs, a 30–40% open rate and 2–5% click-through rate is a strong benchmark.

A practical channel that delivers real results

Email marketing remains one of the most reliable ways to improve marketing ROI for small businesses. It’s personal, measurable and completely under your control. With a clear strategy and consistent approach, it can play a central role in your marketing strategy for business growth this year.

If you want support building a practical email and B2B marketing strategy that delivers real results, I provide senior marketing support for SMEs as a freelance marketing consultant and fractional CMO. 

Get in touch to discuss what would work best for your business.