Email Marketing
Definition
Using email to communicate with your audience, promote your services, and build customer relationships. One of the highest-ROI marketing channels.
What is Email Marketing?
Email marketing is using email to communicate with prospects and customers – sharing updates, promoting offers, nurturing relationships, and driving sales.
Types of Email Marketing
Newsletters
Regular updates sharing valuable content, news, and insights.
Promotional Emails
Special offers, sales announcements, new products/services.
Welcome Sequences
Automated series for new subscribers introducing your business.
Transactional Emails
Order confirmations, shipping updates, receipts.
Re-engagement Campaigns
Win back inactive subscribers or customers.
Why Email Marketing Works
Owned Channel
Unlike social media, you own your email list. No algorithm changes can take it away.
High ROI
Often cited as the highest-ROI marketing channel – £40+ return per £1 spent.
Direct Access
Land directly in someone's inbox, not competing in a feed.
Personalisation
Segment and personalise messages for different audiences.
Automation
Set up once, let sequences run automatically.
Building Your Email List
Lead Magnets
Free guides, checklists, or tools in exchange for email addresses.
Website Opt-ins
Newsletter signup forms on your website.
Existing Customers
Ask permission to email customers (with GDPR compliance).
Events
Collect emails at networking events or webinars.
Email Marketing Best Practices
Get Permission
GDPR requires consent. Don't buy lists.
Provide Value
Don't just sell – share genuinely useful content.
Be Consistent
Regular sending builds habit and trust.
Optimise Subject Lines
This determines whether emails get opened.
Mobile-Friendly
Most emails are read on mobile devices.
Track Results
Open rates, click rates, conversions. Learn what works.
Getting Started
Tools like Mailchimp, ConvertKit, or MailerLite offer free tiers for small lists. Start simple – even a monthly newsletter builds valuable relationships over time.