Summary: Email is still one of the most cost-effective marketing tools — when done right.
Problem: SMEs often send the same message to everyone, killing relevance.
Solution: Segment audiences and send content tailored to their interests or purchase stage.
Comparison:
Mass emails: ignored
Over-segmentation: complexity
Smart targeting: engagement and retention
Actionable Recommendation: Create 3 audience segments (leads, customers, inactive) and plan a monthly email for each.