/ Marketing
What ROI can I expect from email marketing?
£30–£45 per £1 spent is the industry-cited average. Realistic UK SMB returns are £15–£40 per £1 with a properly built list and consistent sends.
/ 01
The short version
Email is the highest-ROI channel in digital marketing, full stop. It's also the most abused, which is why most SMB email programmes underperform.
/ 02
Where the ROI comes from
You own the list. There's no algorithm between you and your customer. Every send is essentially free at SMB volumes. Repeat customers cost 5–7× less to acquire than new ones, and email is the best channel for repeat purchase.
/ 03
What kills email ROI
Buying lists. Sending too rarely (once a quarter). Sending too often (three times a week). Only sending offers. Sending from a no-reply address. Ignoring segmentation. Not owning the list (relying only on social platform DMs).
/ 04
Realistic setup for an SMB
Klaviyo for ecommerce, MailerLite or Beehiiv for content brands. Weekly newsletter with genuine value plus 2 automated flows (welcome series, abandoned cart) covers 80% of what most SMBs need. Segment by purchase behaviour, not demographics.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your email programme right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How big does my list need to be?
It pays back at 500 engaged subscribers if they're the right people. Ignore vanity list-size metrics.
Are unsubscribes bad?
No — they clean the list. Falling open rates because you're afraid to email are worse.
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