The resurgence of email marketing
Once considered outdated, newsletters are experiencing a global revival — and Morocco is no exception.
Companies are finding that a loyal subscriber is often worth more than a mere "follower." Email offers a direct and controlled relationship, without relying on the algorithms of Facebook or Instagram.
In France, over 85% of B2B companies regularly use email campaigns. In Morocco, this practice is now extending to SMEs, agencies, associations and e-commerce businesses, which see it as a reliable and cost-effective channel.
Why Moroccan companies are interested
-
Low cost: email remains one of the most cost-effective marketing tools, with an estimated ROI of 38 dirhams for every dirham invested.
-
Targeted audience: modern tools allow segmentation of sends based on profile, city, or purchasing habits.
-
Complete control of data: unlike social media, the company retains control over its subscriber base.
This approach particularly appeals to Moroccan SMEs looking to build a lasting trust relationship with their customers, without relying on high advertising budgets.
French inspiration
By drawing inspiration from French models — where email marketing has become a central component of digital strategy — Moroccan SMEs can structure their campaigns in a more professional manner:
-
Utilizing platforms like Brevo (formerly Sendinblue), Mailchimp or MailPoet integrated with WordPress.
-
Creating automated sequences to welcome new subscribers, recover abandoned carts, or announce exclusive offers.
-
Producing regular, high-value content: news, tips, case studies, targeted offers.
A framework to be structured locally
Despite this growth, several obstacles remain:
-
Few SMEs have a website with a compliant registration form (GDPR, clear opt-in).
-
Email collection often remains manual or unsegmented.The lack of a
-
culture of regular content hinders loyalty campaigns from establishing themselves sustainably.But tools are evolving. An increasing number of Moroccan solutions — hosted locally or integrated into CMSs — offer newsletter management options from a
unified back office, as Chronexium already does for its readers.Conclusion
Between opportunity and professionalization, email marketing is establishing itself as
a pillar of modern communication in Morocco.For SMEs, investing in email collection and creating a newsletter is no longer a luxury: it is a strategic lever for existing, retaining, and selling in the long term.
]}}} a .
