Email marketing can be a great tool when utilised the right way – like most things in life.
Whether most of your sales comes from in person purchases, or whether you are a predominantly online business, let’s learn how to make the most of email marketing.
Step 1: Build up your Mailing List
Email marketing is only ever going to be as good as your mailing list.
Take steps to collect and collate customer email addresses at conversion points in your sales process. Depending on the nature of your business, this could be at the enquiry stage right through to the physical act of making a purchase.
It doesn’t even have to be via your website, it can be on social media, from phone calls, and even from competitions that you may run.
Don’t just get their email address though, try to collect enough surrounding data to make the email address extra useful. That surrounding data could include…
- Their name
- Their birthday
- Their location – broad such as country, or as niche as their town
- Any key services/product categories that they may be most interested in
You are looking to collect surrounding data on anything that might allow you to customise your emails for them. Everyone prefers to receive emails that are actually for them.
Step 2: Ensure a Safe Mailing List
This is not the time for random pieces of paper, it isn’t even the place for non-password-protected spreadsheets of customer data.
Ensure that your mailing list is safe and secure – consider GDPR and any company polices that you may have (or may want to implement).
Email platforms such as MailChimp are ideal – and don’t worry, if you are starting out, they do offer free packages to get you started.
Step 3: Think Ahead
Build your email marketing campaigns into your marketing strategies.
Think ahead, look at key dates in your business calendar and in the seasonal calendar. Highlight those that are relevant and that you would like to tie your email campaigns into.
Email campaigns can work best with a bit of a build-up. i.e. with the upcoming Black Friday event you could tease any offers or promotions you plan to run in the lead up. Alternatively, you may find that your mailing list is filled with such keen customers that you can send surprise email campaigns on the day of your Black Friday promotions launch.
Trial different forms of promotions and measure their success, this will enable you to use the results to improve the next email campaign and so on.
Email campaigns that work
We often get asked where our customers should start when it comes to email campaigns. In short, its where ever you want to start based on your goals for email marketing.
However, there are a few different types of email campaigns that are particular effective. They include….
A welcome email
When someone joins your mailing list, send them a welcome email whilst the email sign up is still fresh in their mind.
This welcome email will allow you to set the tone for your future emails and perhaps even capitalise on the very interest that made them join your mailing list in the first place. Offering a discount, voucher, special offer, or exclusive access to early content or a relevant guide (more for B2B customers).
Celebrate emails
If you collect data such as birthdays, or even anniversaries if its relevant to your business, then you can use this data to send them a special email on their birthday.
This email could invite them in to your store for a free gift, or simply give that personal touch to an otherwise impersonal marketing email.
If you don’t collect data such as birthdays and anniversaries then you can still send out celebratory emails for relevant seasonal dates such as Valentine’s Day, Easter, and Christmas. Any seasonal dates that are relevant to your business and your customers.
Educational emails
Emails don’t just have to be sales focused, they can be educational.
For example, if you sell deck chairs you can run an email campaign about the benefits of your particular brand of deck chairs. Showcasing their lightness, longevity, ease of storage, and sustainability.
Anything that is relevant and helps the customer to see the benefits and features of your offerings.
These educational emails can also help you to highlight your key business details – such as shipping rates, delivery times, and any limitations on stock.
Exclusive emails
This can be any email that gives your customer a sneak peek, access to something a ‘normal’ customer does not have, and even special deals/offers.
A popular marketing activity for lots of brands at the moment is in building a community. Email marketing is a great way of building this community with exclusive access to events, freebies, and first in line for new products/services.
The most common mistake made with email campaigns
There is one single most common mistake that is made with email campaigns, and that is not giving the page/s linked in your email attention.
Whether that is simply ensuring that the landing page chosen is functioning to the best of its ability, or not creating a custom landing page specific to the email if the email is particularly targeted.
With any email campaign, take the time to look at the pages you are sending individuals to within your emails. Ensure they enhance the process and don’t detract.
Need Help?
If you are looking to branch out into email marketing, or perhaps want to improve your current email marketing campaigns, get in touch with the team here at Digital Nachos today.
Published: 26th Nov 2025