Sophie Bennett
Sophie Bennett
Account Director

The Basics of Email Marketing

If you’re like me, you probably receive a lot of marketing emails from your favourite brands, but what makes us decide which to open (rather than outright delete), and secondly, which ones will we take something from?

Email marketing can be a great way to reach your consumers without spending a lot of money. But it’s a big responsibility too—people don’t give their email addresses to just anyone and keeping them engaged and on your database is key!

One of the great opportunities that email marketing presents is the advanced level of strategy that can be applied; segmentation, testing, design, landing page optimisation and reporting are all key elements that can take your email marketing to the next level. However, it is important you get the basics right first.

Here are my 10 basic email marketing tips for getting it right:

  1. Make it easy to subscribe.Include a signup form on your website homepage, blog, Facebook profile, and wherever else your consumers and fans are active.
  2. Gain their trust.
    The first step in encouraging a recipient to open your email is to gain their trust. Therefore consider using a custom ‘from’ address such as or a more personal approach; try to be specific to make the user experience as positive as possible.
  3. Perfect your personalisation.
    Personalisation makes the recipient feel special and therefore increases engagement levels and improves your brand relationship, but it must be done correctly. Greeting the recipient by their first name is a widely used basic tactic, but can be done in a more exciting and engaging way, something that the Pizza Express emails do very well!
    Email Marketing Ponderosa
    There are many ways in which you can use personalisation within your email marketing campaigns, and this is something we will explore in a later more detailed blog!
  4. Send a welcome email.
    This is the start of what you hope will be a fruitful relationship, so it’s always smart to remind people that good things are in store from your emails. This could be a special offer or exclusive content, as your way of thanking them for their brand loyalty and letting them know what they have committed to.
  5. Be instantly recognisable in the inbox.
    Your email campaigns should be consistent with the rest of your brand, a familiar feel will make your audience feel more comfortable from the start.
  6. Make it scannable.
    Your email audience will no doubt be busy people who get a lot of emails, so it’s safe to assume you don’t have their undivided attention. Break up content, include sub headings, images and well placed CTAs. A well designed email should deliver the reader on a journey through the content, and should not be a chore to read.
  7. Content is key.
    Content should be relevant to the audience and of interest! Once your audience has been defined you can become smart with segmentation, sending specific content to sets of your audience.
  8. Test, test and re-test.
    Different email clients and mobile devices display emails differently – a design that can work seamlessly on one can fall apart in another. Testing reveals design flaws before it’s too late, and testing programs can predict whether or not a campaign will get caught in a spam filter. You can never test your emails enough, from subject lines and offers, to design, layout and personalisation tests. Basic A/B testing is crucial to getting your email marketing bang on.
  9. Think about mobile. According to Litmus, Mobile now makes up the majority of email opens at 51%.
    With varying screen sizes and constantly-evolving technology trends, you can’t afford to think in terms of “mobile” and “non-mobile” email design. Instead, focus on responsive design that will be personalised to the screen it’s opened on.
  10. Keep an eye on your stats.
    Pay close attention to your open rates, click through rates, unsubscribes and identify any patterns over time. This will then inform key decisions on improving performance over time.

To get the most out of your email marketing please contact us on 01943 854 174 or email us at

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