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How and why use email marketing?

Regardless of which of the cloud based email marketing sites or CRM integrations you will be using, it is important to know why you are sending emails, what to include and what to be mindful of.

Email marketing sometimes has a bad press when it comes to SPAM and those who ignore the GDPR.  But if you have ticked the consent or legitimate interest boxes then emails can work well for you, especially now with more people having more time to read emails. Emails are also a good way of keeping in contact and building relationships and building up your reputation.  But how can you make sure your emails have a chance of getting read:

  • Good and interesting subject line
  • Include tips and information, don’t make your newsletter all about you
  • Include links, images and videos
  • Include content that is relevant, especially at this time. Be mindful of how people feel and that they may not be open to sell or buy etc
  • Offer them exclusives and build your community
  • Personalise eg Dear Nicole
  • Always test and preview your campaign before sending out to your list
  • Don’t make them too long!


If you are using Mailchimp (which is my tool of choice but I appreciate there are other options out there so this is your choice), the main areas to work on once you have your account set up (note free accounts and paid accounts and what is/isn’t included in each type) are:

  • Audience/s (list/s) – make sure your fields are all populated so you can personalise eg Dear Nicole.
    • You can create sign up forms per audience so people can easily sign up and you can keep a written record of this for GDPR purposes
    • You can have one list or if you think you will want to send different messages and emails to different groups of contacts, then split these over multiple lists (whilst sticking to the rules based on your account type)
  • Templates (your email itself – fonts, images, links, headers, footers, layout)
    • Don’t forget to include your social media links and refer to your brand guidelines to use the right colours (RGB), pantones, fonts and logos
  • Campaigns (the process of sending your email/template) *
  • Note when sending you can send split test eg send one half of your audience one email with a subject line and then the other half the same email but a different subject line

Don’t forget to integrate your social media accounts as well (Facebook, Twitter and Instagram) so your campaign gets posted to these accounts as a post.

* Once you have sent your campaign, do not forget to measure and track it after a few weeks. Why? Find out who opened it, what they clicked on, what data bounced etc. Use the opens and clicks to follow up with as potential leads or connect with on social media and use the bounced data to clean your database.

Of course, do not forget to adhere to GDPR rules. Find out more here and here via the ICO.


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