Low Down: Top tips for SMEs

Email marketing is an important part of the overall marketing mix and, executed correctly, can deliver a clear and measurable return on investment.

If you are using the right technology, you can ''design your emails for optimum results – for example, dynamic content, rich media and two-way feedback features.

Here are my top tips for ensuring email marketing provides the ROI that it should in today's marketing tool kit.

**1. Set goals**

What ...