02. Take advantage of email marketing

Updated: Mar 4



Hmmmm… how do I feel about this one? … similar to quite a few other people I imagine…


If you’re anything like me, you’ll groan inwardly when you see yet another marketing email from someone you don’t know sitting in your inbox, and silently curse them because you know darn well you’re gonna have to try several times before successfully extricating yourself from their hit list… grrr!


Still… there’s a very good reason email marketing is held in such high esteem when it comes to driving traffic to your website. Its average rate of return can be as high as 4400%, that’s £44 for every £1 spent. It can work - really well.

However, there is a strong argument for proceeding with caution. Those who hit the sweet spot, get there because they’ve done their homework (and probably messed it up a few times along the way too). If you don’t hit the mark with your marketing material, you’ risk losing subscribers instead of gaining them, which is most certainly NOT the result we’re after… That said, if you stick to a few simple rules you should have a fair shot at email marketing success.

The single most valuable thing you can do when creating email marketing campaigns is

GET TO KNOW YOUR IDEAL CLIENT REALLY REALLY WELL! I’m gonna say it again because EVERYTHING depends on it… GET TO KNOW YOUR IDEAL CLIENT REALLY REALLY WELL!

This rule, of course, goes for all marketing activity, but it’s especially important when it comes to email marketing since you’ve only got a matter of milliseconds in which to persuade your reader not to hit the delete button.


When I say get to know your IDEAL customer really well - I mean the ones that fall into the “if Carlsberg made clients…” category (now there's a good marketing campaign).


You should know the answers to the following questions at the very least:


  • How old are they?

  • Male or female? Or do you have a fairly even mixture of both?

  • Where do they live?

  • What kind of house do they live in (rented/owned/huge/social housing)?

  • Do they have kids?

  • How old are their kids?

  • What’s really important to them (nice things/time/space/keeping up with the Jones’s)?

  • Where do they shop? Tesco’s or Waitrose?

  • What are their favourite brands?

  • What’s their sense of style like (smart/trendy/youthful/mature/boho)?