Email Marketing

  • Chris Butler

What is Email Marketing

Email Marketing is sending a message to a list of people using email. Email marketing is a good tool to connect you with your database and update them with the latest news, offers and helpful information.

Does Email Marketing Work

Email Marketing is one of the most cost-effective tools. A study in 2015 by the DMA (Data Marketing Association UK) found that for every $1 spend, there was an average return of $38. It is important to stand out in a full inbox as email marketing is very popular and many people use it. Companies that do a good job of email marketing have higher sales and more cost-effective marketing.

How do I get an Email List?

You will get a higher return if you continuously work on growing a subscriber list that is active. There are options to building your subscriber list:

  • Creating a signup form on your website.
  • Have a physical signup sheet for in-store or at events.
  • Use social media to encourage sign up.
  • Host a contest or offer a discount that requires sign up.
  • Make your email easy to share.
  • Build a landing page.

It is not recommended to buy mail lists as they are not effective and are often out of date or incorrect, and because they have not given you permission or are not subscribers, many of them will be identified as spam and therefore blocked to the customer. Non-permission email marketing in New Zealand breaches the law.

Email Marketing Tips

Create an email marketing plan

Define your audience in order to effectively communicate with them so you can send them personalised emails that will better target the segment. By having personalised emails you are increasing engagement and are more likely to have an active mailing list.

It is important to have a variety of signup sources so that you can reach a larger amount of your target market.

Create groups and segments to send more relevant emails to customers. By having different segments within your mailing list you can send more direct messages to a certain group.

Decide what to write. Think about what you want to say to your audience. Keep in mind what they have signed up for. If you start writing about content that they did not sign up for they may unsubscribe.

It is important not to send too often to subscribers or they will opt out but you also must send enough to stay relevant. Consider who your audience is and what frequency would be relevant and check the unsubscribe rate and click through rates and change the frequency as needed.

Make a schedule to ensure you stay on track when creating content.

Design your emails

When creating your email be clear on what message you would like to get across to your customers. If the information is not straight forward then you run the risk of your customers getting confused. It is recommended you layout your email with the most important information at the top of the email.

Test your emails

It is important to check the email on a mobile device as well as a computer as it may look different to how you designed it. Make sure the design is easy on the eye on both devices.  Send test emails to co-workers and friends to check for typos and feedback on the layout.

If you’re not sure what time of day to send the email or which subject line is most appealing you can run an A/B test. This means you can create different versions of your email and see which one is most effective.

Marketing Automation

Automation is a series of emails that you can set up to be sent automatically. These can be welcome emails or follow up emails after a purchase.

Measure your performance

Check your opens and clicks from your email as these will advise you how appealing your content and subject line is. It is important to compare these clicks to others in the industry.  (A feature available in Mailchimp).

The emails you send can help encourage more traffic to your website. You can track any changes in website traffic after sending an email to see how successful the email was.


Create Effective Emails and Test Them with Mailchimp | Mailchimp. (2015). Mailchimp.

DMA. (2015). National client email report 2015.


About Chris Butler

Chris is a Marketing Consultant and is based in Nelson, New Zealand. On moving back to his hometown of Nelson after a stint in Australia, Chris identified a service in the market place to assist business owners and managers with their marketing effort. He saw first-hand how many business owner/managers didn’t really have the time to plan or implement their promotional activity to its full potential, and although they knew their trade very well, were not experienced in marketing. The Marketing Studio was created to fill that need and has a comprehensive growing list of clients, who it continues to help, on an on-going basis. Chris and his team provide Marketing Strategy and Marketing Support Services and believe “Marketing is business development, it’s all about optimising opportunities to grow your business, through everything you say and do.”

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