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Don't underestimate email marketing

It seems to me that email marketing is one of the things that sparks the least interest amongst clients – and wrongly so.  In fact, I think it’s one of the most important things you can do for your business. Let me explain why.

Compared to most other forms of advertising, it’s incredibly cheap to stay in touch with interested customers.

When you advertise in any shape or form, you are only speaking to the people who are actually interested in what you have to offer. So whilst the circulation of a magazine might be 50 or 100,000 you’ve got to think “How many of these people are actually going to see the advert and how many are going to respond?” In practise, even with large readerships, you may only be speaking to a few hundred people who are likely to be in the market for buying your product. So even a modest email list can potentially compete with an expensive advertising campaign in terms of ROI.

When someone subscribes to your email list they are putting their hand up. They are saying: ” Hello! I’m interested in you! Keep me in touch with what you’re doing!” In short, someone on your email list is more likely to buy from you having volunteered their email address, than many other forms of less targeted advertising.

Compare building an email list with advertising in a magazine. Print advertising costs a lot. Email marketing doesn’t. In fact, it’s one of the cheapest types of campaigns you can run.

Just as important, you can choose exactly when you send an email. It’s great for time limited offers, and it’s perfect to use at times when you want to drum up more business at short notice.

With social media like Twitter, though you may have 10,000 followers, the chances are that less than 1% of those will be listening. When you deliver email you know that your customer is actually going to get it (which makes it all the more important to craft relevant, useful communications that your customer will value over time).

Emails have branding impact. If you send them regularly, customers are more likely to think of you first when they need your products and services – even if they’ve ignored the last 12 emails you’ve sent them! This is priceless.

In short, email marketing allows you to conduct easy, fast, low cost opportunistic marketing campaigns on a regular basis. SO where do you start? Here’s our quick and dirty advice for getting on the wagon with email…

First steps

- Commit to building an email marketing list, where email addresses are volunteered by individuals visiting your site, trade shows or other contact points in your business.

- Set up solid processes to build your email list via multiple channels – telephone, website, trade shows, social media etc. Make the number of subscribers on your list a business KPI (Key Performanace Indicator)

- Email your customers about once a month depending upon your industry. Even with a small list of 100 potential customers, you’re actually going to be sending out targeted communications 1200 times in a year.

- I don’t believe in “newsletters”! The point is not to become the publisher of an online magazine. You’re simply communicating offers and information likely to be of benefit and use to your subscriber list.

- Emails do not need to be long. In fact, in split tests with emails sent out to over 50,000 people in a single campaign, I’ve found that shorter emails can often work better and generate more sales.

- Strive to be of interest and service to your target customer.

- Above all, be relevant. It’s important to engage your customers with information that’s useful to them.

- Make sure your emails are permission based with clear options for unsubscribing.

- Don’t try and send emails to lists of people from your personal email addresses. Why? It’s very easy to get marked as a spammer and get blocked. Use an industry standard software system to handle your marketing.


We can set up your entire email marketing system and offer you advice on best practise and how to make more money from it. We can design email templates, handle copywriting and email sends, freeing you to concentrate your resources elsewhere.

For help and advice, call us on 01392 427 358.

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