Ever feel like you can’t retain customers and they are ghosting you?

One minute they’re browsing your site, and the next… they’ve vanished like your will to check your work inbox after a long weekend.

Spoiler alert: it involves email. 

More specifically: working with an email marketing agency that knows how to turn inboxes into income.

(Other than the fact that it’s older than TikTok and still refuses to die.) 

Email is still: 

• One of the most cost-effective marketing tools 

• The top ROI channel for most businesses 

• Fully automatable, trackable and gloriously low maintenance when done right 

• Personal without being creepy (unlike some targeted ads we could mention) 

So, how do you use it to guide your customers from “who are you?” to “take my money”? 

Let’s break it down, customer journey style. 

Aka: They’ve seen your ad, stalked your LinkedIn or accidentally clicked on your website while looking for something else. 

Emails at this stage should: 

• Gently introduce your brand without hard-selling 

• Offer free value (lead magnets like free guides, downloads, products or something shiny enough to make them hand over their email) 

• Set expectations about what they’ll get (no spam, only sass and solutions) 

Example emails: 

• Welcome Email: “Oh hey, you’re here! Let’s make it official.” 

• Freebie Delivery: “Here’s that thing we promised, we’re not monsters.” 

• Intro to Brand Values: “5 Things You’ll Love (Or Hate) About Us” 

Automate this welcome sequence through your favourite email marketing agency (hi, that’s us). 

Aka: They’re browsing. Comparing. Overthinking. Possibly asking their dog what to do. 

This is your time to shine. 

Show up in their inbox with helpful, charming, borderline genius content. 

Emails at this stage should: 

• Nurture their curiosity (without coming on too strong) 

• Build trust with case studies, testimonials or stats 

• Position you as the obvious solution to their problem 

Example emails: 

• Product Comparison: “Us vs. Them: Spoiler, We’re Better” 

• Client Case Study: “How We Helped [Business] Go from ‘meh’ to ‘mega’” 

• FAQ Round-up: “You Asked, We Answered (Mostly Politely)” 

Automation win: 

Set up email flows triggered by behaviour, like if someone downloads your brochure but doesn’t book a call. 

Your email marketing agency can build that flow for you while you binge watch Love Island.  

You’re welcome. 

Aka: Time to whip out the invoice. 

They’re ready(ish) to buy, now don’t blow it. 

Emails at this stage should: 

• Add urgency or incentive (without sounding desperate) 

• Be crystal-clear on pricing, packages and what happens next 

• Reassure them with social proof and professionalism (yes, it’s possible to do both) 

Example emails: 

• Limited-Time Offer: “You Snooze, You Pay Full Price” 

• What to Expect: “Next Steps (Now That You’re One of the Smart Ones)” 

• Success Stories: “Our Clients Said This, and No, We Didn’t Pay Them (Much)” 

Bonus automation: 

Cart abandonment emails. 

Yes, even for service businesses. If someone half-fills a booking form and vanishes, we can help you chase them (politely, with emojis). 

Ask your friendly neighbourhood email marketing agency how (it’s us, remember). 

Aka: Don’t ghost them after the sale. You’re not in a situationship. 

Now that you’ve sealed the deal, it’s time to deliver like a pro. 

Emails at this stage should: 

• Confirm everything (people love a good confirmation email) 

• Set expectations (timeline, what you need from them, who their point of contact is) 

• Reduce admin (because no one wants another spreadsheet) 

Example emails: 

• Welcome Aboard: “You Made It! Here’s What Happens Now” 

• Client Onboarding Checklist: “Let’s Get This Show on the Road” 

• Meet the Team: “This Is [Name]. They’ll Be Pestering You Shortly.” 

Admin bonus: 

Use automations to: 

• Send meeting links 

• Collect assets 

• Share project timelines 

• Nudge clients for missing info 

(Yes, your email marketing agency can set all this up in your sleep.) 

Aka: Make them love you so much they come back, again and again. Like a dog to dropped chips. 

Emails at this stage should: 

• Check in regularly (without being clingy) 

• Offer ongoing value (tips, tools, updates, the occasional meme) 

• Promote new offers and cross-sells 

• Encourage referrals, reviews and testimonials 

Example emails: 

• How’s It Going?: “Still Happy? Say Yes or We’ll Panic.” 

• New Service Promo: “We’ve Got Something New – and You Get First Dibs” 

• Review Request: “Tell the World How Brilliant We Are (Please?)” 

Retention tip: 

Segment your lists. 

Don’t send your high-spenders the same email as someone who ghosted you in 2021. 

An email marketing agency can keep your lists as organised as a Type A wedding planner. 

Aka: The “hey stranger” email, minus the desperation. 

Sometimes customers drift. Life happens. 

You can either write them off… 

Or bring them back with the power of a well-crafted re-engagement campaign. 

Emails at this stage should: 

• Remind them what they loved about you (gently, like a soft sell breakup song) 

• Offer a reason to return (discount, new feature, invitation to reconnect) 

• Give them a clear choice (stay subscribed or peace out) 

Example emails: 

• We Miss You: “You Still There? We Made Snacks.” 

• Comeback Offer: “A Little Thank You for Coming Back to Us” 

• Preference Update: “Tell Us What You Like (And What to Stop Sending)” 

Golden rule: 

Don’t keep emailing people who don’t open a thing. It hurts your deliverability and your pride. 

A good email marketing agency knows when to say goodbye (and how to say it nicely). 

Using email across your customer journey can: 

• Build trust, convert leads and retain customers 

• Automate all those repetitive admin tasks you hate 

• Give you a clearer picture of where your customers actually are 

• Make your business look slick, smart and strangely like it’s got its act together 

But only if it’s done properly. 

And guess who knows how to do that? 

An email marketing agency like us. 

Actually, exactly us. 

Let us build your email journeys, so you can stop guessing and start growing. 

Because sending emails manually in 2025?  

That’s a bold move… just not the good kind. 

Let’s talk. 

When it comes to marketing, so many small businesses are throwing emails into the void, crossing their fingers and hoping something sticks. Maybe you’re sending out newsletters with no open rates. Or maybe you’re trying to sell on every single send, and people are unsubscribing faster than you can say “flash sale.”

The problem isn’t email marketing itself, it’s using the wrong type of email for the wrong goal. At Bold, we know that email marketing for small businesses is still one of the most powerful tools in your digital toolbox. But without understanding the types of emails and how they work, it can feel like a waste of time. Let’s break it down, so you’re sending smarter, not harder. 

Before we get into the types of emails, here’s a reminder: email marketing for small businesses is NOT dead. In fact, it offers one of the highest ROIs of any marketing channel. According to recent studies, the average return is £36 for every £1 spent. 

Why? Because your email list is yours. It’s a direct line to people who have already shown interest in your business. No algorithms. No filters. Just you and your audience. 

But the magic only happens if you send the right message at the right time to the right people. 

Best for: eCommerce, service-based businesses, subscription models and local retailers
Use when: A customer joins your mailing list or creates an account 

This is your first impression, so make it count. A good welcome email introduces your brand, sets expectations (like how often you’ll email) and gives something valuable, whether that’s a discount, a freebie or helpful tips. 

Why it works:
Welcome emails can generate up to 4x more opens and 5x more clicks than standard emails. It’s a chance to build trust from the start. 

If you’re not sending welcome emails, you’re missing a golden opportunity to turn a new subscriber into a customer. 

Best for: Retail, hospitality, fitness studios and online stores
Use when: You have something to sell, sales, events, new products or limited time offers 

These emails are about driving action. A clear call to action (CTA), eye-catching design and compelling offer are essential here. 

Why it works:
Promotional emails can create urgency and boost sales, if timed and targeted correctly. But overdo it, and you’ll land in the junk folder. 

Mistake to avoid: Many small businesses only ever send promotional emails, which can lead to subscriber fatigue (meaning recipients get majorly bored with your emails). These emails work best when balanced with other types. 

Best for: Professional services, local businesses, creatives or community-based brands
Use when: You want to keep in touch, share updates or add value 

Newsletters are ideal for nurturing relationships, not necessarily selling. Share updates, blog posts, behind-the-scenes content or expert tips. When done right, they position your business as a trusted voice in your industry! 

Why it works:
They keep your business top of mind. People might not need your service today, but when they do, you’ll be the first they remember. 

Biggest mistake: Making it all about you. Focus on what’s useful or interesting for your audience. 

Best for: eCommerce, SaaS or service-based businesses
Use when: You need to confirm something, orders, bookings, sign-ups or password resets 

Often overlooked, transactional emails are some of the most opened emails you’ll ever send. Why? Because they’re expected and relevant. 

Why it works:
Even though they’re functional, they offer an opportunity to reinforce your brand. Add a thank you, product suggestions or contact details to enhance the experience. 

Small business win: These emails show your professionalism and give customers confidence in your service. 

Best for: eCommerce and online services
Use when: Someone adds an item to their cart but doesn’t check out 

This is your gentle nudge: “Hey, you forgot something!” 

Why it works:
Abandoned cart emails can recover up to 15–20% of lost sales. A well-timed reminder, maybe with a discount or product image, can reel the customer back in. 

What many small businesses miss: Automating this one email can make a big difference to monthly revenue, no extra ad spend required. 

Best for: All industries with an existing list!
Use when: Subscribers haven’t opened your emails in a while 

Before purging your list, try to reignite interest. Offer a fresh incentive, ask for feedback or give them the option to update their preferences. 

Why it works:
Inactive subscribers cost you money if you’re paying per contact. But before you give up on them, one well-written email might be all it takes to win them back. 

Bold tip: Segment your list by engagement and tailor your reactivation strategy accordingly.

Here’s where many small businesses go wrong: they send emails with no clear goal, or worse, the wrong type of email for the goal they have. 

Let’s match the email type with your business goal: 

Build trust with new leads, Welcome email 

Increase sales, Promotional/Abandoned cart 

Keep audience engaged, Newsletter 

Confirm bookings/purchases, Transactional 

Reactivate disengaged subscribers, Re-engagement 

Email marketing for small businesses works when it’s strategic, not sporadic. 

Email marketing for small businesses isn’t just about sending newsletters and hoping for the best. It’s about understanding your customer journey and matching your messages to each stage. 

Stop wasting time on emails that miss the mark. Let Bold help you turn your email list into your most powerful sales and retention tool.

If you’re still unsure which type of email to send, how often or how to build a campaign that actually converts, you’re not alone. 

That’s where we come in. 

At Bold, we help small businesses craft tailored email strategies that actually support your goals, whether it’s increasing repeat purchases, building trust or filling up your booking calendar.

Despite its proven efficacy, many business owners are still unaware of the incredible impact email marketing can have on their growth. By diving into real-world examples of SMEs that have utilised the power of email marketing, we can uncover actionable insights and strategies to inspire and guide your own campaigns! So, are you ready to dive in and explore the best email marketing campaigns for SMEs 

Email marketing offers a direct line of communication to potential and existing customers, enabling businesses to build relationships, promote products and drive sales. Unlike social media platforms, where algorithms can limit your reach, emails land directly in the recipient’s inbox, providing a higher chance of engagement. With advancements in personalisation and automation, such as sending out specific emails to targeted lists, or even email journeys, email campaigns can be tailored to individual preferences, enhancing the customer experience and encouraging loyalty.  

Percival: Cultivating Loyalty Through Exclusive Email Content 

British menswear brand Percival knew that to stand out, they needed to create deeper connections with their audience. Their solution? “The Closed Circle”, an exclusive email-driven loyalty club that gave subscribers access to WhatsApp and Instagram group chats, behind-the-scenes content and pre-launch previews. 

Their email strategy didn’t just focus on selling. It made subscribers feel like insiders. This unique approach contributed to a community-led crowdfunding campaign that raised over £1 million and helped Percival achieve significant international reach. 

Why it worked: 

• Personalisation and exclusivity made subscribers feel valued. 

• Community engagement strengthened brand loyalty. 

• Strategic integration with social media amplified results. 

Source: https://www.ft.com/content/78806249-38f2-4143-b57b-8be9add12fef 

 

2. Bloom & Wild: Revolutionising the Customer Experience Through Email

London-based flower delivery service Bloom & Wild has become a household name, not just for its products, but for its empathetic and customer-first email strategy. One of their standout email campaigns was the “Thoughtful Marketing Movement”, which gave customers the option to opt out of sensitive holiday emails (like Mother’s Day), demonstrating emotional intelligence and respect. 

This simple but powerful opt-out email received widespread praise and saw high engagement levels. It didn’t just reduce unsubscribes, it strengthened customer loyalty and positioned the brand as one that genuinely cares about its audience. 

Why it worked: 

• Built customer trust through empathy and choice. 

• Reduced churn by offering an opt-out instead of forcing unsubscribes. 

• Showed that brand values can shine through every email touchpoint. 

Source: https://www.thetimes.com/business-money/entrepreneurs/article/flower-seller-bloom-and-wild-says-it-with-opt-outs-enterprise-network-hr9tr80dc 

 

3. Wingstop UK: A Cold Email That Built an Empire

When Tom Grogan and Herman Sahota emailed the US-based Wingstop about franchising in the UK, they weren’t expecting to build a 58-location fast food empire. But that cold email, simple, targeted and clear, was the start of a booming business. 

Today, Wingstop UK is one of the most successful food franchises in the country, proving that email is still a powerful tool when done right. 

Why it worked: 

• Clear, concise messaging opened the door to opportunity. 

• Shows that email isn’t just for marketing, it’s a business tool. 

• Reinforces the importance of bold outreach. 

Source: https://www.thetimes.com/business-money/companies/article/the-secret-of-a-successful-email-campaign-just-press-send-c9tp95lg9 

 

4. Biscuiteers: Sweetening Sales with Creative Campaigns

Luxury biscuit company Biscuiteers, based in London, has used email marketing to transform seasonal shopping into an artform. Their creative, beautifully designed emails consistently see high engagement rates, especially during key gifting seasons like Valentine’s, Easter and Christmas. 

By combining mouth-watering visuals with segmented audiences and perfectly timed promotions, Biscuiteers drives significant online sales via email. Their campaign reminders for “last order dates” before holiday seasons are particularly effective, driving urgency without being pushy. 

Why it worked: 

• Visually appealing, on-brand emails boost click-through and conversion rates. 

• Timely seasonal emails make the most of peak shopping periods. 

• Clever use of urgency without pressure encourages action. 

 

5. Emerald Forest Gifts: Re-engaging Customers Through Promotions

Emerald Forest Gifts offers lessons that businesses can take on board. Facing a drop in in-store sales, they leaned into email marketing to retain customers, promote offers and encourage holiday spending. 

By planning strategic promotions and using email to stay top-of-mind, they ensured a strong finish to a challenging year. 

Why it worked: 

• Timely promotions boosted engagement during key sales periods. 

• Email helped maintain customer relationships without relying on foot traffic. 

• Proved email’s power in keeping small businesses resilient. 

Source: https://apnews.com/article/small-business-holiday-shopping-marketing-4162ba863014fcd3ad456a983312a61a 

These examples all share a few things in common: 

• Email isn’t just about selling. It’s about building trust, nurturing relationships and offering real value. 

• Even cold emails can spark business growth when they’re thoughtful and well-targeted. 

• Automation and segmentation are game-changers that let SMEs scale their efforts without losing personalisation. 

So, if you’ve been wondering whether it’s worth investing in email marketing, the answer is a huge YES. Some of the best email marketing campaigns for SMEs started with small lists and big ideas. With creativity, consistency and the right strategy, your inbox could become your business’s biggest revenue channel. 

At Bold, we help businesses develop email strategies that convert. From automation to content planning, design and implementation, we’ll help you create the best email marketing strategy for your business. 

In the busy world of e-commerce, standing out against your competitors can feel like trying to find a needle in a haystack. But there’s a secret weapon at your disposal that you can utilise to speak directly to your audience – please welcome email marketing.

Whether you’re a small business owner or just starting in the e-commerce space, effective email marketing can be a game-changer. In this blog, we’ll explore some creative and practical email marketing ideas for small businesses to help you boost engagement, drive sales, and create valuable customer loyalty.

First impressions matter, especially in the digital world. A welcome email is your opportunity to introduce your brand, set expectations, and make your new subscribers feel valued. Here’s how to craft an effective welcome email:

• Personalise the Greeting: Use the subscriber’s name to create a personal connection.
• Tell Your Story: Share a brief story about your brand and what makes it unique.
• Offer a Welcome Discount: Encourage first-time purchases with a special discount.
• Highlight Key Products: Showcase some of your best-selling or unique products to spark interest.

Segmentation is the practice of dividing your email list into smaller groups based on specific criteria. This allows you to send more relevant and personalised emails. Here are some segmentation ideas:

• Demographics: Age, gender, location, etc.
• Purchase History: Frequent buyers, first-time buyers, etc.
• Engagement Level: Highly engaged, moderately engaged, inactive subscribers.
• Interests: Based on browsing or purchase behaviour.

By tailoring your messages to different segments, you can significantly increase open rates, click-through rates, and conversions.

Did you know that nearly 70% of online shopping carts are abandoned? Abandoned cart emails are a powerful tool to remind customers of the products they left behind and entice them to complete their purchase. Here’s how to craft compelling abandoned cart emails:

• Timing: Send the first reminder within a few hours of cart abandonment.
• Personalisation: Include the customer’s name and the items left in the cart.
• Incentives: Offer a small discount or free shipping to encourage the purchase.
• Urgency: Create a sense of urgency with phrases like “Items are selling out fast” or “Your cart will expire soon.”

Promotional emails are a staple in any email marketing strategy. They can help drive sales during special events, holidays, or end-of-season sales. Here’s how to make your promotional emails stand out:

• Eye-catching Subject Lines: Grab attention with compelling subject lines like “Exclusive 20% Off Just for You!”
• Clear Call to Action (CTA): Make sure your CTA stands out and clearly tells the recipient what to do next.
• Limited-Time Offers: Use time-sensitive promotions to create urgency.
• Highlight Benefits: Clearly state the benefits of your offer and why the customer should act now.

Newsletters are a great way to keep your audience engaged and informed about your brand. Instead of focusing solely on sales, provide value through informative and engaging content. Here are some ideas for your newsletters:

• Industry News: Share the latest trends and news in your industry.
• Product Tips and Tutorials: Offer helpful tips on how to use your products.
• Customer Stories and Testimonials: Showcase success stories and testimonials from satisfied customers.
• Behind-the-Scenes: Give a sneak peek into your company culture or product development process.

Seasonal campaigns are perfect for leveraging key shopping periods such as Black Friday, Christmas, or back-to-school season. Plan your campaigns well in advance to maximise their impact. Here’s how to get started:

• Calendar Planning: Map out key dates and plan your campaigns around them.
• Creative Themes: Use festive themes and imagery to catch the eye.
• Exclusive Offers: Provide exclusive deals that are only available during the season.
• Reminders and Countdowns: Send reminder emails and countdowns to build anticipation and urgency.

Customer feedback is invaluable for improving your products and services. Sending out surveys and feedback requests shows that you value your customers’ opinions and are committed to enhancing their experience. At Bold, we also ask for Google reviews in some of our email campaigns, which is just another method to hear how you’re doing! Here’s how to effectively gather feedback:

• Simple Surveys: Keep surveys short and to the point to encourage participation.
• Incentives: Offer a small reward, like a discount or entry into a prize draw, for completing the survey.
• Actionable Questions: Ask questions that provide actionable insights.
• Follow Up: Share how you plan to use the feedback to improve your products or services.

It’s normal for some subscribers to become inactive over time. Re-engagement emails are designed to win back these inactive subscribers and remind them why they signed up in the first place. Here’s how to do it:

• Personalised Subject Lines: Use personalised subject lines to catch their attention.
• Exclusive Offers: Provide exclusive discounts or offers to entice them back.
• Feedback Request: Ask for feedback to understand why they became inactive.
• Clear CTA: Encourage them to visit your store, check out new products, or take advantage of your offer.

User-generated content (UGC) is a powerful way to build trust and a sense of community around your brand. Encourage your customers to share their experiences with your products on social media and feature this content in your emails. Here’s how to incorporate UGC:

• Customer Photos and Reviews: Highlight customer photos and reviews in your emails.
• Hashtag Campaigns: Create a branded hashtag and encourage customers to use it.
• Contests and Giveaways: Run contests where customers can submit photos or stories for a chance to win a prize.
• Thank You Notes: Send personalised thank you emails featuring UGC to show appreciation.

Email automation can save you time and ensure that your emails reach the right audience at the right time. Here are some automation ideas to consider:

• Welcome Series: Set up a series of welcome emails for new subscribers.
• Birthday Emails: Send special offers or greetings on customers’ birthdays.
• Post-Purchase Follow-Up: Send follow-up emails to thank customers for their purchase and suggest related products.
• Re-engagement Campaigns: Automate re-engagement emails for inactive subscribers.

Email marketing remains one of the most effective strategies for e-commerce businesses, offering a direct line to your customers and potential for high ROI. By implementing these email marketing ideas for small businesses, you can create engaging, personalised, and effective campaigns that drive sales and build customer loyalty. Remember, the key to successful email marketing is to provide value, be consistent, and always listen to your audience. Happy emailing!

If you’re looking to master the art of email marketing or take your existing campaigns to the next level, you’re in the right place, we’re here to guide you.

First things first, let’s talk about why email marketing is still so important today. Some people believe that email marketing is dead, that it lacks creativity with the rise of social media marketing over the recent years, but that couldn’t be further from the truth! Email marketing offers so many advantages that make it an indispensable tool for professionals. We create monthly email campaigns for many of our clients, including ourselves. They are a fantastic way to increase your website traffic, as well as building a relationship between your brand and the recipient.

• Direct Communication: Email provides a direct line of communication to your audience. When someone subscribes to your email list, they are inviting you into their inbox, giving you a unique opportunity to connect with them personally.
• Cost-Effective: Compared to many other marketing channels, email marketing is incredibly cost-effective. You can reach a large audience without breaking the bank.
• Targeted Messaging: With email marketing, you can segment your audience and send tailored messages to specific groups. For Bold, we use MailChimp, which allows us to separate different audiences with the use of tags and more. This personalisation increases engagement and conversion rates.
• High ROI: Email consistently delivers one of the highest returns on investment (ROI) of any marketing channel. It’s an excellent way to maximise your marketing budget.
• Analytics and Insights: Email marketing platforms provide detailed analytics, allowing you to track opens, clicks, and conversions. This data helps you refine your strategy over time.

Now that we’ve established why email marketing is a must for professionals, let’s dive into some top tips to help you succeed.

Your email list is the foundation of your email marketing success. Building a quality list is all about attracting subscribers who genuinely want to hear from you. Here’s how to do it:

• Create Engaging Content: Offer valuable content on your website or social media platforms to entice visitors to subscribe. It could be a newsletter, a free ebook, or exclusive access to resources.
• Use Opt-In Forms: Place opt-in forms strategically on your website and landing pages. Make it easy for visitors to subscribe without any hassle.
• Incentivise Subscriptions: Offer incentives like free downloads (wink wink, you’ll get this by subscribing to us), free trials, or exclusive offers to encourage people to join your email list.
• Segment Your List: As your list grows, segment it based on subscriber interests and behaviours. This allows for more targeted email campaigns.

Once you have a solid list of subscribers, the next step is to create content that resonates with your audience. Your emails should be engaging, informative, and relevant. Here’s how to do it:

• Personalisation: Address subscribers by their first name and use dynamic content to tailor emails to their preferences.
• Clear Call to Action (CTA): Every email should have a clear and enticing CTA. Whether it’s to buy a product, read a blog post, or attend an event, make sure it’s easy for subscribers to take action.
• Mobile Optimisation: With so many people checking email on their mobile devices, ensure your emails are mobile-friendly and display properly on smaller screens! Check out our recent post on Insta which details how to keep your email campaigns mobile friendly.
• A/B Testing: Experiment with different subject lines, content formats, and CTAs to see what resonates best with your audience. A/B testing can help you refine your email strategy.

The timing of your emails can significantly impact their effectiveness. Sending emails at the right time and frequency ensures that your messages are seen and don’t end up buried in the inbox. Here are some timing and frequency tips:

• Test Different Send Times: Experiment with sending emails on different days and times to determine when your audience is most responsive.
• Avoid Overloading: While consistency is important, avoid bombarding your subscribers with too many emails. Find a balance that works for your audience.
• Consider Time Zones: If you have a global audience, consider their time zones when scheduling emails to maximise engagement.

Email deliverability is a crucial factor in the success of your campaigns. Here’s how to improve it:

• Use a Reputable Email Service Provider (ESP): Choose a reliable ESP that has a good reputation for deliverability.
• Authenticate Your Domain: Implement domain authentication methods like SPF, DKIM, and DMARC to prove the legitimacy of your emails.
• Maintain a Clean List: Regularly clean your email list by removing inactive or bounced email addresses. High bounce rates can harm your deliverability.
• Monitor Spam Complaints: Keep an eye on spam complaints and unsubscribe rates. High complaint rates can negatively affect your sender reputation.

The final tip is an ongoing one: never stop analysing your email marketing strategy. Use the data and insights from your campaigns to make continuous improvements. Here’s how:

• Review Analytics: Regularly review your email analytics to track performance metrics. Look for trends and areas for improvement.
• Seek Feedback: Encourage subscribers to provide feedback through surveys or by replying to your emails. Their insights can be invaluable.
• Stay Informed: Keep up with industry trends and best practices. Email marketing is constantly evolving, so staying informed is essential for success.

Email marketing remains a crucial tool for professionals to connect with their audience and achieve business success. By building a quality email list, crafting compelling content, focusing on timing and frequency, optimising for deliverability, and continuously analysing and iterating on your strategy, you can unlock the full potential of email marketing.

Are you in the process of producing a monthly newsletter? Want to inform your clients about an upcoming webinar? Or perhaps you want to send a promotional email out to advertise an exclusive offer?

Well, before you hit the send button, make sure you’ve worked through our email checklist, to avoid any embarrassing mistakes!

You’d be surprised at the number of people who make a mistake in their subject line.

Studies have shown that 64% of individuals make a decision on whether to open an email based on their subject line. So it’s an element of the email that you really don’t want to forget about.

Make sure to create a catchy and concise subject line that draws your clients in. The subject line is your opportunity to convince your subscriber to click open – so take full advantage of it!

Up next on the Email Checklist is the click test!

What do we mean by this?

Well, you’ll want to click every link that’s embedded within your email and ensure that they are taking clients to the right web pages. These could be buttons, hyperlinks or clickable images.

You want to make sure that you are making the client experience as straightforward as possible. We can’t imagine anything worse than missing out on a potential sale or sign up due to a link taking someone to the wrong web page.

So do your checks and make sure you’re not that person!

Bear with us on this one…

You may be wondering: Why would I want to give clients the option to opt-out of my marketing campaign?

However, an unsubscribe link is far more beneficial than you think.

Firstly, an option to unsubscribe will often help you to avoid the dreaded spam folder – a place that no email wants to land.

Secondly, it gives you a chance to reflect on your email marketing campaign more regularly. If you’re noticing that a certain number of followers are unsubscribing regularly, you can reflect on the marketing campaign and work on solutions to retain and entertain clients by email.

Have you filled in the alt text on all of your images?

This may have been a stage that you’ve overlooked in the past, but it’s pretty important.

If your image fails to load, then it’s the alt text that comes to the rescue.

The written copy that you decide to fill out for each image within the ‘alt-text’ field, will appear in place of the picture within the email.

Ideally, your photographs should load, but it’s better to be safe than sorry!

Last but not least on the email checklist before clicking send, is of course selecting your mailing list.

It’s a good idea to divide your subscriber’s list up into different lists. For example, you may have a ‘B2B list’ and a ‘B2C list’. This way you can ensure that you’re targeting the right individuals with the right content when sending emails out.

Creating a variety of mailing lists makes the process of sending an email far easier. Simply select your desired mailing list, and target them with the appropriate email content. It’s as simple as that!

Sending an email can induce panic attacks. There is so much that can potentially go wrong. What’s more, if you’ve just started your own business, or even if you’ve been going at it for some time, the likelihood is you don’t feel “expert” enough to be curating your own emails, let alone scheduling them and sending them out. That’s where having an email checklist comes into it.

As an email marketer in a previous life, I’ve made all sorts of mistakes that have only become apparent after hitting send, so I can offer you two pearls of comfort:

1. I can tell you do survive beyond your worst email errors
2. I can tell you what to include in your emails so they compete with the best of the best.

Subject lines are important for getting people to read your email in the first place. Imagine putting in all that effort to provide a work of art for the inbox, yet no-one gets to see it?

Choose your words wisely, include a question and personalise the subject line with the recipient’s first name. Always check the spelling and get your colleagues to proofread it too.

This is the part just after the subject line in the inbox. This acts as a teaser and supports the subject line in getting the recipient to open up the email. If you don’t include it, then the next thing they will see is “View in browser” or something equally dull for a first impression. Therefore, get creative with these few words so that people will want to know more.

Sometimes your email won’t render properly in the inbox, especially if the recipient is using an older email client or has opted to not show images. In this case, a “View in browser” link is an alternative way to view the email.

You must always offer recipients a way to opt out of your marketing messages. If you don’t, you can be reported for spam or worse. Plus, it’s just good practice. Your “unsubscribe” link should be clear and not trick people into only opting out of one small part of your marketing (and believe me, there are people who would do this. Don’t be one of them!).

Normally found near the footer and containing the “unsubscribe” link is some explainer text to jog the recipient’s memory. I get lots of emails and sometimes I don’t remember opting in. Either I forgot or they got my email from another company. Either way, I want to know how I ended up hearing from you.

Display your company name and your physical address in the footer of your email so people know who you are and can get in touch.

Alt text is essential for accessibility for those using screen readers, or for those whose email clients don’t display images as default. Another very good reason to include alt text is because not including it increases your likelihood of being found to be spam.

When you write an email, you write with an action in mind that you would like your reader to take. This is the “call-to-action”. This can be a snazzy button or simply a link in the text. The copy should make it obvious what the desired action is e.g “Download your e-report”.

Broken links don’t do anything to improve trust in a brand, so make sure you test your links before you schedule your email.

When someone clicks a link on your email, it needs to go to the right landing page or people feel deceived or disappointed. A landing page should be consistent with the call-to-action in the email. What’s more, you can have the best open rate and click through rate, but without a strong landing page, you won’t have a great conversion rate.

Automated emails, also known as behavioural or triggered emails, are emails that are set up to fire off to your audience’s inbox based on an action a site visitor has taken. They are the opposite of bulk emails, which are sent in a batch and are not dependent on an action having been taken on site.

Actions that trigger emails may be: an email sign up, a product purchase, adding a product to your basket, viewing a range of products.

Triggered emails have higher engagement rates than bulk emails and therefore improve your deliverability rate (this is your ability to get into the recipient’s inbox). The rule that a lot of email clients (ie Gmail, Hotmail or Yahoo) work by is the more positive signals your emails receive (opens, clicks, forwards), the more they will let your emails breeze gracefully through the spam filter.

The reverse is also true. The more negative signals an email client picks up (unsubscribes, deletes, spam reports), the more likely your email is to get redirected to the spam folder or worse still, bounce.

So, is automated email a good thing for the health of your email list? Absolutely.

People do not like unsolicited email. Let’s consider this in terms of phone calls.

If I phone your business up with an order, and later on you call me back to confirm and let me know the shipping date, I will be really happy you called. What’s more, I will be expecting a confirmation call from you.

If you call me up just to sell to me and I haven’t had any dealings with you for months, I will be annoyed. It’s the same with email.

What is just as annoying as getting emails when I don’t want them is not getting an email that I should have received. That password reset email, for instance.

This is why you need to think seriously about your email customer journeys to ensure that those emails are landing in people’s inboxes when they are supposed to.

Let’s have a walk-through the six automated email campaigns you need to start using.

What: An email to check if your customer really wanted to sign up.

When: Someone signed up on your site and you’re just giving them an easy way out if they changed their mind.

Who for: Everyone who collects emails.

Anything else?

Also known as the double opt in, this is to verify your new signup really wanted to register and to check the email is a bonafide one, not just some spammer.

What: A polite email to welcome you aboard.

When: Someone has just signed up with you, either to receive emails or they have opened an account.

Who for: Companies that have an email newsletter or subscription accounts. In short, if ever you collect an email address, send them a welcome email.

Anything else?

These emails are expected. They are a great opportunity to make a positive first impression and often deliver good open rates. Use this email as a platform to tell people more about you, and maybe follow up with a couple more emails to offer a “virtual tour” of your service.

What: An email to remind your customer they still have goods in their virtual basket they still haven’t paid for.

When: Someone was browsing your site, they were about to pay and then clearly got distracted or had second thoughts.

Who for: E-commerce sites.

Anything else?

Abandonment emails come in the form of abandoned basket (customer added to basket but didn’t finish the order), abandoned browse (the visitor was looking around your site but didn’t add anything to their basket) and abandoned search (the customer performed a search on your site but didn’t look at any of the products).

This email type requires some advanced data processing as you will want to display the products that are relevant to the recipient. You will most likely be using cookies on your site, and as such, it is essential you make sure you are acting in accordance with the GDPR and only contacting those who are opted in. Always give people a way to unsubscribe.

What: An email to confirm that a purchase has been successful.

When: Someone has just checked out.

Who for: Any e-commerce site.

Anything else?

Of all the automated emails, this is the most important as it gives people confidence that the order has gone through correctly and that you have received payment. It is also evidence in case something else turns up at their door other than what you ordered.

What: An email inviting the customer to leave a review.

When: Someone has bought from your site recently or used your service.

Who for: Any business that sells products or services – So everyone.

Anything else?

Link directly to where you are collecting your reviews, ie Google, Facebook or Trustpilot:

“In our experience, there’s often a large pool of customers who don’t think about leaving reviews. Sometimes all it takes to activate these customers is a polite request. Invitations make it easy for people to leave a review, and remind them that their opinions matter.” Trustpilot 

What: An email to tell customers that a product is back in stock.

When: A customer searched for a product that was out of stock. Tell them you’ve got it in again so they remember they were interested in it.

Who for: Any e-commerce site selling products.

Anything else?

Like with abandonment emails, you will need some sophisticated plugins to capture your customer’s behaviour. Make sure that you’re GDPR compliant, your privacy policies are up to date and that your customers are opted into receiving your emails.