When Tom first launched his national IT support company, he never imagined it would grow as quickly as it did. With a turnover of £1.7 million, his business was thriving, providing tailored IT solutions to small and medium-sized enterprises across the UK. His company had built a strong reputation for being reliable and responsive, and many clients came through word-of-mouth. However, as the business grew, Tom noticed that new customer inquiries weren’t as frequent as they used to be.
With increasing competition in the IT industry, Tom knew he needed to find a more consistent way to drive customer growth. He wasn’t keen on spending huge amounts on paid ads or getting lost in the complexity of SEO. Instead, he turned to email marketing—a strategy that was simple, cost-effective, and powerful.
Here’s how Tom used email marketing to drive customer growth for his IT support business, and how you can do the same to grow your SME.
Building Relationships Through Email
Tom’s first realisation was that email marketing wasn’t just about sending out promotional offers or pushing sales. It was about building long-term relationships with his clients. Many of the businesses that Tom worked with were looking for ongoing support and trusted advice when it came to their IT needs.
So, instead of filling his emails with jargon or technical details, Tom focused on providing value. He sent out a monthly newsletter filled with practical IT tips that small business owners could easily apply, such as how to improve data security or prevent cyber-attacks. He also included success stories from his current clients, showcasing how his company had solved specific IT challenges for them.
Within weeks of sending his first few emails, Tom noticed a change. Businesses that had once been hesitant to reach out were getting in touch, thanking him for the helpful advice and asking how his team could help them further. By providing useful content, Tom was nurturing relationships with potential clients and building trust—without needing a hard sell.
Staying Top of Mind with Regular Updates
One of the challenges Tom faced was that many businesses didn’t always need IT support immediately. However, he knew that when they did face a problem, he wanted his company to be the first one they thought of. This is where email marketing played a crucial role.
By sending regular updates—whether it was a newsletter, a reminder about his services, or an email announcing new service offerings—Tom stayed top of mind with his audience. His emails weren’t intrusive; they were designed to keep his business visible, so that when the need for IT support arose, clients knew exactly where to turn.
This consistent communication resulted in more repeat business, as well as new clients who had been on the fence about signing up for a support package. Email marketing kept Tom’s IT company in front of his audience without being pushy, creating a steady stream of inquiries that helped drive his customer growth.
Personalising the Approach for Maximum Impact
Tom knew that not every business had the same IT needs, so he decided to personalise his emails to make them more relevant to each recipient. For example, some of his clients were concerned about data security, while others needed help managing cloud services. By segmenting his email list based on these needs, Tom was able to tailor his messages to speak directly to what mattered most to each group of clients.
For businesses that had shown interest in cloud computing, Tom sent emails with tips on optimising cloud services and securing sensitive data. For clients worried about cyber threats, his emails focused on proactive measures to prevent attacks. This personalisation meant that each email felt relevant and timely to the recipient, which increased engagement and made clients feel that Tom’s business truly understood their challenges.
The result? More clients responded to his emails, booked consultations, and signed up for his IT support packages. Personalising emails isn’t just about adding someone’s name to the subject line—it’s about sending content that genuinely resonates with their needs, which in turn drives customer growth.
Offering Value Without Pressure
One thing Tom did differently from many other businesses was offering value without pressuring potential clients to make an immediate purchase. His emails were designed to educate and help, rather than push for a quick sale.
For instance, he sent out a free downloadable guide on “How to Protect Your Business from Ransomware Attacks” to all his email subscribers. This wasn’t a sales pitch—it was a practical resource that provided real value. But the guide also served as a reminder that if a business did face any security issues, Tom’s IT support team would be there to help.
This approach worked wonders for building trust. When businesses did need support, they already knew who to turn to—Tom’s company. The emails kept his business top-of-mind, and his helpful, non-pushy approach made it easy for potential clients to reach out when they were ready.
Driving Consistent Customer Growth
Within a few months of launching his email marketing efforts, Tom saw a noticeable increase in new client inquiries. His existing clients were also more engaged, often reaching out to upgrade their support packages or ask about new services he had mentioned in his newsletters.
The beauty of email marketing, as Tom discovered, is that it doesn’t require a massive budget or advanced technical skills. It’s about consistency, offering value, and staying connected with your audience. By keeping his emails helpful, relevant, and personal, Tom was able to grow his IT support company without the need for complex marketing strategies.
Why Email Marketing Works for SMEs
Tom’s story is a perfect example of how small and medium-sized enterprises (SMEs) can use email marketing to drive customer growth. Unlike paid ads or social media campaigns that can be costly and time-consuming, email marketing allows businesses to build meaningful relationships with their clients in a budget-friendly way.
For SMEs like Tom’s IT support company, email marketing provides an easy way to:
Build trust by sharing useful content that addresses real client needs.
Stay top-of-mind with regular, non-intrusive updates.
Personalise communication to make each email feel relevant to the recipient.
Offer value without the pressure of an immediate sale.
The result is a steady, sustainable increase in customer inquiries and client engagement, all without needing to invest in complicated digital marketing techniques.
Ready to Grow Your Business with Email Marketing?
If you’re looking to use email marketing to drive customer growth for your SME, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop a simple, effective email marketing strategy that’s tailored to your business. With his guidance, you can build lasting relationships with your audience, keep your business top-of-mind, and see real growth—without the overwhelm of complex marketing strategies.
