Could you benefit from email marketing?

The aim of marketing is to build the foundation of a relationship with potential customers. It is to entice them to choose your services or products over your competitors’. It is to position you in the minds of your customers and potential customers as the preeminent market leader.  It is to nurture and capitalise on relationships you have with your loyal customers and clients.

And we’re spoilt for choice when it comes to the channels we have on offer.

While the rise in popularity of social media made it a popular choice over more traditional forms of marketing, other channels should not be overlooked.

Email marketing for example is still an effective form of marketing and is a channel which clearly has a place in a number of different places in the sales cycle.

So, if you’re about to embark on your own email marketing campaign, we’ve compiled a few key questions to ask yourself…



Why are you looking into email marketing?  What is it that you want to achieve?

One of the beauties of email marketing is that it is easy to keep in contact with current and potential customers on a regular basis – cost effectively.  It gives you an opportunity to build loyalty with them and to stay in touch as they make their way through the sales process.

But be sure to be clear about what you hope to achieve so that you can measure it effectively. Email marketing allows you to measure open and click through rates which – in addition to the good old-fashioned sales data – gives you insights into your audience preferences and behaviours.


The law states that only people who have chosen to receive your email communications should receive them. If you have a record of where and why they engaged with you in the first place, you will have a better idea of the content they may be interested in and how you can tailor it to their specific needs. And don’t forget to personalise the email either. Simple touches like a greeting to their first name can make big differences to engagement and click through rates.

Of course, with the imminent GDPR legislation coming into effect, the rules regarding what data you keep on people is becoming even stricter. So, while we hate to sound like a broken record, with the GDPR deadline fast approaching, it is incredibly important that you are handling this data correctly.


Creating the right content to send to your audience is crucial.

One of the most popular forms of email communication is the good ol’ newsletter; be that for a quick bulletin style news and events round-up or a lengthier industry insight. But it doesn’t stop there. Reminders for relevant promotions and events to birthday greetings and seasonal dates are simple to produce, but equally as effective. Here are a few ideas for email content if you are stuck.

However, you must remember to put your audience first when planning your content. Inboxes get crowded – your competing for attention against more than just your direct competitors, but anyone who also has their email address for marketing purposes.  Keep your audience opening your emails by providing them with content they’ll love at a frequency they are comfortable with.


Choosing the right time to send out your email is important.

Picking a time when people are likely to be more receptive to your message could be the difference between the success and failure of your emails.

Here is a useful article about what times are most effective for email marketing communications that could get you started. 

The secret is to try a few different times to see when you get the best response rate and then stick to the time that works best.

But remember, less can be more. They will not appreciate you flooding their inbox with promotions.


There is a variety of emailing software available that allows you to schedule emails and create great looking content.

There is also the option of automated emailing campaigns so that people can receive communications that are highly specific to their interests. This information can be gathered from what they have interacted with or clicked on in the past.

But remember, there will be many more restrictions around collecting this data on your subscribers with the new GDPR legislation coming into effect, so you must ensure you are compliant. (If you are looking for more information on GDPR you can call us on 0333 101 0075.)

Don’t forget to consider how your audience will view your emails either. Mobile devices are being used far more frequently for marketing communications, so you must make sure that your emails are mobile friendly.

Send out test emails to your colleagues to double check everything is running smoothly before sending it off to your lists – and test across a number of devices and email clients too. What works in Outlook on a PC may not work as well on Mac Mail for example…

A poorly produced email could be enough to make someone unsubscribe so getting a second opinion is a good idea.


The fact is. None of this is ground breaking or new. Email marketing has been around for a long time.  But that certainly doesn’t mean it’s lost its mojo.

This channel is still highly effective and well worth integrating into your marketing plan to strengthen your communications.

Just remember that, like any marketing channel, it is important to report regularly on your campaigns to identify areas of improvement and figure out what content your subscribers are enjoying.

If you’ve got the time and the resources to create the campaigns, then email marketing could offer you real ROI.

And if you don’t, then why not get the help of OlsenMetrix to manage your email campaigns?