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  • Deborah Breacher

Why is email marketing important?

Ever heard/said the following?


It’s 2020, surely email marketing is a thing of the past?


With GDPR, I can’t email people anymore, can I?


People will just think it’s spam


The list goes on and on. The truth is, if you’re trying to get the attention of past or potential clients/customers, you need to be using email.


Email marketing is still the most effective form of online marketing.


Did you know, 91% of email users check their email at least once per day?!


Why is email marketing so important?


It can be personalised – you can send groups of customers/prospects customised emails based on their buying history/interests.

It can be triggered by an event – abandoned shopping cart, competition entry, purchase etc. your email can land in their inbox at the right time to encourage them to take an action/improve their experience.

It is affordable – most mailing platforms are very cost effective, unless your list is very large, you can use free or low-cost solutions to manage your email marketing.

It is instant – emails land in inboxes very soon after they are sent meaning you can take advantage of current affairs (if they are relevant of course!).

It is preferred by consumers – over direct mail, phone and other types of communication, people prefer email.


The above are just a few of the reasons email is still a great tool to use.


How can I start/make the most of email marketing?


Start building your list using current/past clients – after all, in a world where people are bombarded with marketing messages from your competitors, if you don’t stay in front of even your past customers they might be tempted elsewhere for future purchases!


Add to your list with potential customers, those who have enquired about your services, competition entries etc.


What should I email them and how often?


I wouldn’t recommend sending ‘buy now’ emails every day. Think of the journey each group of customers/prospects are on. Segment your list and plan your emails. For example, a prospective customer will be on a different journey to a current customer. You may need to build trust and a relationship before they commit to buying from you. Consider sending useful content, such as blogs and 'top tips'. Become a trusted source of useful (and sometimes amusing) content then when you slip in an offer or a call to action, they're more likely to respond positively. Don't worry if they do not respond to your first 'selling' email, they might just need a little more time to build trust.


Frequency is up to you. Only you can judge how often you think your clients/prospective clients will want to hear from you. Try not to bombard them but also try not to leave it too long (remember those competitors might be creeping into their inboxes!). Keep it regular, that's the key. If you can only email once a fortnight or once a month, that's fine. So long as you keep at it.


The less fun stuff


Make sure there is ALWAYS an unsubscribe button and a link to your data policy which explains why someone is receiving an email. Look up 'Legitimate Interest' under GDPR, it will explain how you are able to email people who have not explicitly opted in but have shown interest in your business/product/services.


Not sure where to start? I am here to help! Get in touch with me to find out how to make the most of your email marketing.



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