Top tips for email marketing campaigns targeting a British audience.

Why use email marketing for your UK brand or business?

Why send emails to your customers? There are many benefits of this kind of marketing:

Personalise your communications.

Email is a great way to add a personal touch to your marketing strategy. Personalised subject lines, email banners and promotions based on previous purchases can be a great way to make your marketing more targeted. According to Experian, open rates improve by 29% when the subject lines are personalised with a name, while click-through rates go up by 41%.

Build relationships with your customers.

Targeted messaging can help foster a better relationship between your brand and its customers. People appreciate it when you’ve addressed their preferences. They’re aware that emails go to the masses – show them you’ve gone the extra mile with directed messaging.

Optimise return on investment.

Email marketing can be cost effective too. It tends to be cheaper than other paid advertising channels, and you can reach lots of people from your target audience in one go. It’s a chance for you to generate sales with little cost to the business. A 2023 study shows 52% of marketers saw a two-time improvement rate in email marketing return on investment.

Drive people to your website.

Email marketing is a great way to get customers to visit your website. Have links that drive them there. Be careful not to be too ‘spammy’ though, as it will put people off. Subtly include links to your website with enticing messaging. Always leave them wanting more.

Increase brand awareness.

It can be easy for customers to forget about a brand. Regular email newsletters are a great way to stay on their radar once they’ve signed up or made a purchase. You can use it to announce any upcoming promotions and product launches.

You can also share useful information about your products after purchase. For instance, say they’ve bought a plant from your online shop. A week later you could send tips on how to care for it during this season.

How to do an email marketing campaign.

You’re tasked with setting up an email marketing campaign, but where should you start? Take a look at the steps below to get going.

Email marketing tips and tricks.

Want to know how to do email marketing properly? These tips and tricks might help:

1. Use eye-catching and on-brand designs.

Grab their attention with the use of cool images, fonts and text. Make use of your corporate colour schemes too. Stay consistent with your brand identity across all emails you send, so your customers can quickly recognise it’s from you.

2. Include social sharing buttons to help spread the word.

Add in links to your company’s social media channels so that people can stay up to date on other platforms too. It’s a great opportunity to drive traffic and build your following on the likes of Instagram, Facebook and TikTok.

3. Use catchy subject lines.

Write attention-grabbing subject lines to encourage users to open the email. The first thing people see when they receive an email is the subject line. So, make it a good one. Personalisation can be a great option here.

4. Choose the right time.

Sending an email at the right time can help you better reach customers. For example, you can automatically schedule emails to send over the weekend, when many people are off work. Some may be better first thing Monday though – for example, business-to-business emails.

5. Add clear calls to action (CTAs).

Include clear calls to action that prompt readers to act. Make them obvious, and ensure the messaging is inviting. Make readers want more, and subtly lead them further along the customer journey.

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