Email marketing is perhaps the oldest form of digital marketing, and almost certainly the most underestimated.

Whether you’re operating in a B2B or consumer market, whether your website is ecommerce or brochure, your email list should be one of your most important business assets:

  • For sales – ecommerce businesses regularly drive over 50% of their sales through email. In some markets it’s as high as 80%. These are your most engaged customers and the best chance you have in any given moment of driving additional revenue into the business.
  • For brand – for many businesses email is not a direct promotional tool but rather a means of staying in the front of the consumer’s mind. That’s why it’s so important to ensure that the content is creative, engaging and useful.
  • For on-boarding – many businesses, particularly those that sell tech products, depend on early engagement to determine customer lifetime value. Email sequences that introduce the user to different product features and benefits are essential for maximising this early engagement.
  • For social shares – this surprises a lot of people, but most social shares for on-site content do not come through social advertising, but through distribution to an engaged email list that then in turn share it with their networks.


There is no single key to great email marketing but some of the key ingredients include:

  • Segmentation – your list will include a broad range of audience segments – some that are ready to buy, some that have already bought, and some that may buy in the future. Some that are interested in products a, b and c, and others that are interested in d, e and f. If you’re to effectively engage with each of these different groups then you need to send targeted content, and that depends on effective list segmentation.
  • Automation – certain emails will need to be constructed and sent manually, but others can be set up to be automatically triggered when certain events occur. These autoresponders, particularly when there is a long sequence of them, are essential for running a campaign efficiently.
  • Engagement – if you want your audience to open your emails, then you need to ensure they are receiving them frequently and consistently, so ensuring this features centrally within your content calendar is critical.


To learn more about the value of email marketing or to enquire about a broader digital campaign, please email and someone will respond within ten minutes.