Exploring Email Marketing Among Small and Medium Enterprises

The use of digital channels by Small and Medium Enterprises (SMEs) for consumer engagement is changing as a result of advancements in information and communication technologies and subsequent adoptions, notably by customers. According to market research, marketers continue to trust email marketing more than conventional digital marketing. Few studies have been done on email marketing and how SMEs may use it to succeed as a business, and those that have been done, have all been in developed nations with well-established telecommunications infrastructures. This book chapter aims to investigate email marketing among SMEs in attaining business success in order to fill the knowledge gap and expand the body of information already existing in this field. By synchronizing the use of particular marketing tools and resources, such as email marketing, SMEs can maintain the competitive edge of an existing product(s). By sending emails to current or future clients, email marketing aids in the promotion of any business online. However, SMEs must be aware of the numerous challenges and complexity around General Data Protection Regulation (GDPR) compliance in order to help SMEs adhere to email and data compliance required for business relationships built on trust and data protection and privacy.