Why Strategic Marketing Matters for SMEs – And How to Get It Right #2
Email, Direct Mail and Public Relations
In the second of our series of strategic marketing for SMEs (Small to Medium Enterprises) blogs, we look at Direct Marketing (Direct Mail and Email Marketing) and PR (Public Relations).
What does email marketing and direct mail do for SMEs?
Direct mail and marketing emails deliver personalised messages directly to the recipient. Marketing platforms feature dynamic content building to tweak campaigns for specific segments of your dataset, such as image variations, tweaks to copy, contact information etc.
Targeted offers can be issued based on spend patterns and value – usually calculated through RFM (recency, frequency, monetary) methodologies. Lapsed and dormant customers can be encouraged to spend or use your services again with the right incentives, this would involve putting together a tailored plan and conducting detailed customer analysis and insight to get your data segments.
Email marketing relies on clean, segmented data, which contains the correct contact details of your customers or prospects. The best place to start is your existing database, including active customers, lapsed and dormant customers. Additionally, you can purchase data lists or subscribe to data bureaus to ensure your data is continually refreshed and validate the data collection processes to ensure you are compliant with GDPR (see below). Effective email management is critical to ensure you are not seen as ‘spam’.
The same applies to direct mail, but this also includes postal addresses, which can be ran through PAF software to ensure the postcode and address details are accurate.
What is direct marketing best for?
This is generally outbound lead generation, as you are reaching out to promote your company, your products and/or services, and expertise.
Emails can be used to nurture inbound or outbound generated leads and used to drive repeat sales as a retention strategy for current or previous customers using a CRM system and marketing platform.
CRMs and marketing platforms can be used to automate campaigns and segment the data further based on behaviours and campaign engagement. Lead scoring can also be applied to qualify leads for the sales team (where applicable).
With overkill in recipients’ inboxes, is direct mail making a comeback? The general view right now is YES!
Compliance Considerations
When running marketing campaigns, especially email and direct mail, it’s essential to maintain compliance and protect your brand reputation by using appropriate suppression files. This helps ensure you’re not contacting individuals who shouldn’t be targeted. Here’s a breakdown of the key suppression files to run against your data.
Essential Suppression Files
- TPS (Telephone Preference Service)
- CTPS (Corporate Telephone Preference Service)
- MPS (Mailing Preference Service)
- Internal Email Suppression Lists
- Known Customer/Prospect Exclusions
- Deceased Records Files
- To avoid distressing families by contacting deceased individuals. Services like The Bereavement Register or Mortascreen can be used.
- Goneaway Suppression Files
- Helps remove outdated addresses when people have moved house. Providers include GAS (Gone Away Suppression) and others.
- Industry-Specific Lists
- Depending on your sector, you might need to apply suppression based on professional codes, legal exclusions, or ethical standards.
Other Considerations
GDPR and PECR (Privacy and Electronic Communications Regulations) mean that consent and legitimate interest must be considered when processing marketing data. Details of which can be found here: https://ico.org.uk/for-organisations/uk-gdpr-guidance-and-resources/
Regular cleaning and suppression checking can reduce complaints, improve targeting, and increase ROI.
Public Relations
What does public relations do for SMEs?
Shapes public perception through media, storytelling, and thought leadership. Tactics include press releases, interviews, and media outreach. Upholds brand reputation, crisis management, trust-building, and positioning. Especially powerful when aligned with cultural moments or purpose-driven storytelling.
What is public relations best for?
In the dynamic world of business-to-business (B2B) commerce, building trust and credibility is paramount. Unlike consumer-focused marketing, B2B relationships often span months or even years, requiring a foundation of mutual respect, shared values, and strategic communication. This is where public relations (PR) emerges as an indispensable tool for organisations aiming to thrive in competitive markets.
Public relations, at its core, is about managing perception. In a B2B environment, PR encompasses the strategies and tactics businesses use to shape their reputation among clients, industry peers, investors, and other stakeholders. It involves the deliberate crafting of narratives that articulate a company’s mission, values, and unique selling propositions, all while fostering goodwill and trust in the wider business community.
PR is about earned influence. Through media coverage, thought leadership, strategic partnerships, and event participation, PR helps companies gain credibility that cannot be bought but needs to be cultivated.
Building Thought Leadership and Industry Authority
One of the most significant roles of PR in B2B settings is establishing a company as an industry thought leader. Thought leadership goes beyond product features or service offerings; it’s about demonstrating expertise, foresight, and innovation.
By sharing insights through whitepapers, guest articles, webinars, and interviews, organisations can position themselves as trusted advisers. This visibility not only attracts new business opportunities but also reassures existing clients that they are working with a forward-thinking partner. Industry awards, speaking engagements at major events, and participation in high-profile panels further amplify credibility and set a company apart from its competitors.
Managing Reputation During Crises
Every business faces challenges, from economic downturns to supply chain disruptions or product recalls. In such times, PR serves as the shield and the guide for safeguarding a company’s reputation. Transparent communication, timely updates, and a proactive approach to problem-solving are the hallmarks of effective crisis management.
A well-structured PR strategy ensures that the right messages reach stakeholders quickly, minimising speculation and misinformation. By demonstrating accountability and empathy, businesses can preserve trust and even emerge stronger from adversity. In the B2B context, where relationships are often high-value and long-term, reputation management is not optional, it’s essential.
Public relations is far more than media coverage or crisis management—it is a strategic lever for growth in the B2B realm. When executed thoughtfully, PR enhances credibility, builds lasting relationships, and opens doors to new opportunities.
In today’s interconnected world, where reputation travels faster than ever, investing in robust PR practices is not a luxury but a necessity. For B2B organisations striving to lead, adapt, and excel, public relations is the bridge between potential and achievement.
Your Purpose is our Passion…
At Purpose Marketing, we understand that meaningful communication goes beyond the digital scroll. That’s why we offer tailored support for SMEs across direct mail, email marketing, and PR – strategies that don’t just reach audiences but resonate with them. Whether it’s crafting standout campaigns that land on doorsteps, building email journeys that nurture engagement, or driving PR that reflects your values and builds your reputation, we create integrated solutions that grow your business with purpose and impact.