Intro to Email Marketing

Email Marketing is essential to a successful marketing strategy. We’re all used to see our own inboxes flooded with marketing emails every single day. Emails from Amazon, Topshop, Fitbit or whatever you’re into. These emails are usually full of special offers, pretty graphics and customer surveys. With email marketing, it is so important to have a mixture of content within your emails and even more importantly, to not bombard your customers.

Why should I do email marketing?

Email Marketing is an effective way of communicating with customers. It provides an opportunity for you to send relevant messages and information. From special offers, new products/services or to advertise an event your company is attending. But why email marketing? It is important, particularly for businesses to help them do a number of things.

  • Inform– email marketing is a good way of keeping your customers updated. Perhaps with company news, new product releases, important updates for your sector, plus special offers and events. When sending these types of emails, ensure that you have a variety of emails to send, rather than just promoting your products or services.
  • Educate– this is more for B2B marketing, its great to advertise that you have fantastic new products but why not provide some information on how to use the products? Is it an add on to an existing product or a new version of an older model? Additionally, it may be useful to educate on other matters such as new legislation, and industry standards.
  • Entertain– this can apply to B2B and B2C, but more likely the latter. Obviously we always want to engage the customer, no matter the sector. But if you’re marketing in an industry such as travel, beauty or hospitality, entertaining your customers is key. For example, whilst in lockdown, a travel company’s email campaign could focus on ‘dream destinations’ and you could include information and images of beautiful landscapes, couples sunbathing on a remote island and cocktails with a sea view.
Photo by cottonbro on

Okay, so where do I start?

Before you get to creating your email template and choosing a platform, your first stage is to determine what approach you wish you take. This will of course depend on the industry you’re in, whether you’re B2C or B2B as well as personal preference. I would recommend looking at what you want to say to your customers. Do you want them to just buy your products, do you want them to buy your products and use your company as a source of information? But whatever approach you decide upon, it is important to have a variety of email content. Like the following:

Offers– Sending special offers are great as customers are always looking for ways to save money. But don’t over-do it. If you’ve got promotions across your entire site, price cuts due to an event or sale on something that a customer has previously purchased? Fantastic. But try to avoid sending annoying ‘save 30% on *insert here*’ emails three times a week.

Educational– I did mention this briefly above but these emails are ideal if you’re in a sector where there are new technologies developed or similar. For example, when I worked in health and safety, we updated our customers on new health and safety laws, but in conversational language that was easy to understand.

Events– If you’re attending an event/exhibition/trade show, its always a good idea to let your customers know. With some email platforms and CRM’s (customer relationship management systems) you can even filter your data and send to customers in the location where the event is taking place.

Photo by MD Duran on Unsplash

Seasonal– No matter the industry, I think its nice (and humane) to send your customers Merry Christmas, Happy Easter emails etc. It shows your human side and its friendly! Something like a postcard with a team photo would be ideal to show the faces behind the company.

New Product/Services – If there’s a change to the services you’re providing or a new product released, this is something that may be of interest to your customers. You could combine this with an educational style email, and you could even ask customers to sign up to receive updates about it to ensure its reaching the right audience.

Newsletter– There are lots of different ways you can send newsletters. Most common are probably company updates and industry updates. Quarterly updates offer an overview to what has been happening with your company or industry. This is probably better suited to B2B marketing.

When you’re set up and ready to start building your mailing list, you can give your customers the option to set preferences for what emails they wish to receive. This will discussed in a future email marketing post.

This has been a brief introduction to email marketing, why you should do it, the types of emails you can send and what email marketing can add to your marketing strategy. There will be lots more information coming about email marketing in the future.

Thank you for taking the time to read this and my next post will be released very soon.