Before I begin, I need to stress that email marketing is NOT dead!

When social media exploded onto the scene, the future of email marketing was, unsurprisingly, questioned.  Social media presented a shiny new way of communicating that was going to eventually mean the ‘death of email marketing’…it was going to be squashed under Facebook’s giant thumb.

Fast forward a few years though and emails are neither dead nor dying. In fact, they’ve evolved and research by Adobe found 63% of consumers still prefer to get marketing offers that way. Building an email list is just as important as gaining social media followers and, when done correctly, email marketing is still one of the most effective ways of generating new opportunities.

However, it’s important to remember that there’s no ‘one-size-fits-all’ approach when it comes to email marketing, but there are some general guidelines worth taking note of:

  • Don’t spam! One of the most common reasons emails are diverted to the junk folder is because they are too frequent. Studies by Campaign Monitor suggests sending 2-3 emails a month is a good amount but that’s doesn’t mean sending 1 every month is too little – it all depends on your audience.
  • Do catch their attention. Your email will most likely be landing in an inbox with hundreds of others so it needs to stand out. To improve open rates, keep your subject line short (about 60 characters), straight to the point and personalise it using the contacts name if you can. Don’t be afraid to use emojis if you feel they’re relevant either!
  • Do keep your copy short and sweet – big chunks of text are out and images/videos are in. Make the brief text you include scannable so the reader can easily identify what your key message is, make your call to action clear and don’t forget your keywords!
  • Don’t ‘batch and blast’. Having a fab-looking email is great but it’s pointless when it’s sent to the wrong people. Reach the right audiences by segregating your readers; sending the same message to your entire database may be the easiest option but it certainly isn’t the most effective.


In need of some inspiration? Take a look at these…

Dropbox – Short and sweet, Dropbox managed to find a way of making their “come back” email non-intrusive and funny

Urban Outfitters – A great example of knowing your target audience, Urban Outfitters got their tone of voice spot on with this quirky bit of marketing.

ModCloth – We all know nothing beats a good testimonial so why not include them in your marketing emails like ModCloth have done?


Coach – Here, Coach prove that powerful imagery removes the need for copy when it comes to selling. Besides, who doesn’t love looking at designer bags?!