Effective Use of E-Mail Marketing on Example of Small And Medium-Sized Enterprises in Serbia

In the world of modern business, new marketing tools created in line with the Internet and new technologies, are being integrated into communication strategies. Email marketing is increasingly recognized as a cost-effective tool for small and medium-size enterprises (SMEs). Most of the companies which are doing business in Serbia are organized as small and medium-sized enterprises. The aim of this paper was to analyze the usage of e-mail marketing as a strategy for small and medium-sized enterprises (SMEs) in Serbia. Also, this paper aims to analyze employee’s knowledge regarding e-mail marketing, usage of e-mail marketing tactics, the use of e-mail services, the practical problems that emerge and to analyze the potential for combining the e-mail marketing with other marketing strategies and platforms. The research was conducted in the form of questionnaire and included respondents in the fields of IT, marketing and other related areas. Our paper quantifies the benefits of email marketing with the showcase of results from the practical usage of email marketing. It has clear implications for the firms that are starting to design their email marketing campaign.