E-marketing - getting it right

E-marketing - getting it right

It’s been over 40 years since the first email was sent. No one could have predicted the effect this would have on the way we work. Email marketing exploded in the mid-nineties and it remains one of the most effective ways to engage with, and generate revenue from your customers – if it’s done well. Do it badly and your unsubscribe rate will go through the roof.  

With the number of emails hitting inboxes, it’s crucial to stay ahead of your competitors and keep your customers engaged. We’ve created many email campaigns for clients over the years and we’re constantly researching new and innovative ways to make them stand out. As always, we love to share our learnings with you so here are our latest tips for how to get the best out of your email marketing.

Overall strategy

  • E-marketing should form part of your overall digital strategy but you need to have a fundamental goal. You must be able to pinpoint relevant areas where you can maximise     your revenue
  • Create a short statement highlighting who you’re communicating with, how you are promoting your brand/service and include a strong call to action i.e. visit your website
  • Creative – does it reflect your brand?  Is it instantly recognisable as you? 
  • Don’t be afraid to have fun with the emails – it shows personality and humanises it

Goals – what do you want to achieve with your newsletters?

  • Maintain a conversation with your customers
  • Call to action – direct them to your website
  • Positioning – position yourself as the leader in your marketplace

For each goal set an objective to show how you’ll get there. 


  • KPIs and benchmarks – words that often make people shudder! But if you put these in place you can then continually measure how campaigns are performing.
  • Check the average for your particular industry so you can set realistic goals. Don’t get us wrong – the sky’s the limit but you need to start somewhere! 


One of the main challenges is maintaining open rates. Customers can become less engaged with content if it is a one-off purchase or if they have moved along in their service or purchasing journey. But remember an active group of users must be capitalised on to increase engagement. 

If it’s appropriate, think about sending a questionnaire to understand what interests and engages your customers. That way, you have the tools to maintain their loyalty. Take a step back and put yourself in your customers’ shoes. It’ll give you a different perspective and make you think about how you communicate with them.

Data segmentation

You may have several sets of data depending on your product/service. The key to maintaining engagement is to ensure that your emails are relevant to each dataset. There’s nothing more irritating than receiving an email related to something you’re not vaguely interested in. Maintaining your data is hard work but it’s absolutely worth it. In an increasingly competitive world, it’s fundamental that you know your customer.   

This time it’s personal… (say out loud in an over-dramatic voice)

If you can, make it personal. Customers appreciate you remembering their name (simple yet effective), what they bought and what else they may like.  It’s cross-selling made easy. Many businesses send a birthday discount which a great way to encourage their customers to make a purchase they either hadn’t planned on or convinced them to buy that one thing they were considering.  

Creative is King

We approach each email campaign differently but there are fundamental aspects that should always be included. 

  • Make the subject line interesting or funny enough that it makes the recipient open it
  • The email must load swiftly. People have short attention spans so will be turned off if it takes too long to load.  Don’t use large files in the body of the email
  • On opening the email there needs to be an immediate hook to keep the reader engaged
  • Great photography and illustration is a must
  • With over 70% of people reviewing emails on their mobiles, it’s essential the email looks great on both desktop and mobile platforms

In our eyes, creative is king alongside content. Make your emails interesting, attractive, relevant, on brand and on message and you are well on your way to keeping customers engaged and loyal.  

If you would like to chat to us about creating a great campaign and how to keep your clients engaged, then get in touch. We’re always happy to have a chat.