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Firstly, what is email marketing?

“Email marketing is a digital marketing strategy based on sending emails and developing relationships with prospects and customers. An effective email marketing strategy converts prospects into customers and can turn first-time buyers into recurring customers.”

Email marketing, when done correctly, is very effective in building customer relationships and generating sales. Some of the most common uses of email marketing are boosting brand awareness (keep your company at the forefront of your customers’ minds, ready for when they need your product/service), promoting new content such as blog posts or to promote products and services.

The most common way to obtain a mailing list is by offering something of value to your customer in return for their personal information. For example, a 10% discount code or a free download (e-book/pdf). 

However, to create an effective email marketing campaign, you need to research the do’s and the don’ts.

Let’s start with the do’s!

Get personal!

  • Tailor the email to the recipient, starting with the subject line; include their name or something relevant to them.
  • Personalise the content of the email to something that the recipient will want to read, what made them sign up to the email list originally? Have you noticed any trends to which emails they open and which they ignore? By personalising the email, the recipient will have more of a relationship with the brand rather than viewing it as spam they want to unsubscribe from.
  • Create subscription preferences that the customer can access, recipients can then choose what messages they are interested in and which they are not by updating their preferences.
  • Monitor the success of each campaign so you can analyse what works and what needs improving.

Use Call to Actions to your advantage.

  • A call to action or a CTA is a marketing term surrounding words or phrases designed to ignite an immediate response. ‘Click Here’ is a prime example of a CTA, however, longer phrases can also fall under the term e.g. “Love learning about marketing and want to learn more? Subscribe now so you never miss a post!” These longer phrases incorporate the short urgent terms (subscribe now) into a longer more enticing sentence.
  • Whether you are promoting a product or sharing content, make sure to include click-through links to your website, if your email has done its job, the reader will want to find out more.
  • Also, if you are promoting a product, you want to make it as easy as possible for the customer to make that purchase, the fewer steps they have to take, the more likely they’ll commit to the purchase.
  • Research says a click-through button is more likely to be clicked on than a text URL, this is because it is often larger, more colourful and is surrounded by white space making it stand out more.

Keep the design in mind

  • Think about emails you have received from brands, are they instantly recognisable? How have they achieved this?
  • An email is an extension of your brand and therefore should reflect this. Same font, same colours (if applicable) and add the company logo.
  • Use imagery and colour to make the email appear more appealing but keep in mind your brand personality; your website, social media, advertising, and emails should all be recognisable to your brand and each other.
  • Bear in mind, 46% of all emails are opened on a mobile device so make sure your email is optimised for mobile viewing as well as desktop.

Create an engaging subject line.

The aim of email marketing is to have the customer engage with the email. The first step of this is to have the email opened and if the subject line is not engaging the email may be ignored or deleted without being read. This can stem back to personalization as including the customer’s name can make it appear more tailored to the reader and encourage them to open it. It is recommended that this is short and concise as well as explaining/being relevant to the content of the email.

Example: “🐶 Want a Custom Emoji of Tullamore & 6 Months FREE Walks? Book a Walk Today for Your Chance to Win!”

This subject line example is from the walking app ‘Wag!’ it is personalised with the customers’ pet name and uses words like ‘free’ and ‘win’ to engage the customer to open and read more. Also, who doesn’t want a custom emoji of their pet?

For more examples of engaging subject lines click here: https://blog.hubspot.com/marketing/best-email-subject-lines-list

Include links to your social pages.

Don’t miss an opportunity to promote your social media pages and potentially gain new followers. Social media marketing can be a great touchpoint in a customer buyer journey and is another effective tool when building customer relationships! Read more on social media for business here.

 The don’ts!

Do not purchase an email list

 There are many reasons why purchasing your mailing list is a no-no. Firstly, GDPR states that you need a clear record of how you obtained an email address and also that the recipient ‘opted in’ to receive email communications. Secondly, if the recipient did not sign up to receive emails from yourself, they may be put off by your techniques and mark you as spam before giving you a chance.

Best practice is to build your own mailing list from people who are interested in hearing from you and offer an unsubscribe option in emails so they can change their minds at any time.

“You’ll see the highest ROI when you build and maintain an engaged subscriber list, made up of people who want to receive your messages (and who opted in on purpose)”


Do not use a “no-reply” email address

‘No-reply’ email addresses are more likely to be automatically put in the spam/junk mail by the internet service provider. However, if your recipients can reply to your emails it shows credibility and allows for better engagement with your customers.

If you need any help with your Digital Marketing strategy and campaigns, get in touch.

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