• Laura Stevens

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)?

  • What do they spend their pocket money on (clothes/holidays/makeup/booze/cars)?

  • What kind of contraception do they use…


…Ok - so I may have gone a little off-piste toward the end there :) but you get the idea.


The answers to these questions (with the exception of maybe the last one) will enable you to really visualise your ideal client - get to know them - hell, take them out for dinner!

The better you know this person, the easier you’ll find talking to them about the stuff they love. The better you know this person, the better-able you will be to tailor your brand and your marketing campaigns toward their tastes - and the more likely they are to read your newsletter, subscribe to your mailing list and forward your newsletter on to a like-minded friend, who may just end up being your next big client… see why this is important? So, once you know your new bestie inside out and back to front, consider the following:

  • What are your new friend’s real bug bares, what makes his or her life harder than it should be (in life/at work)?

  • How can you help ease these problems - or get rid of them completely?


As a marketing strategist turned web-designer with 20+ years experience in branding and corporate identity, I make it a priority to inject as much of my expertise into your site build as possible. Everything I do when designing a new site is done with your ideal client at the fore. It’s my job to make your site appeal to your Carlsberg Client (hmm I might trademark that - it’s got a nice ring to it).


But that’s just the tip of the iceberg… One of the (many) reasons I teamed up with Wix (they’re still not paying me incidentally), is that they have a fabulous suite of apps to help with the delivery of your precisely executed marketing campaign.


Wix’s email marketing services can help you to create, send and share professional email newsletters and other email marketing campaigns in minutes. From automated emails generated when someone fills in your contact form, to scheduled blogs which can be automatically sent as newsletters straight to you client's inbox, Wix has an app for every marketing need. If you’re a sucker for Mailchimp - you can integrate that too (amongst other email marketing faves).


Wix’s marketing capabilities are far too numerous to go into in detail in a blog post and I couldn’t do them justice, but one feature I must mention is the Customer Management system (or CMS). Amongst other things it enables you to differentiate between those who have subscribed and those who simply sent you an enquiry via your contact form - so that you never get in trouble with the GDPR police - really handy these days.

If you’d like to know more, or have a tour of the Wix platform to see if it could deliver for your business and your clients, give me a call and we’ll have a chat… happy to show you around.

See you soon

Laura x

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