As a London ad agency, it’s our duty to think about every possible channel when it comes to spreading the message of the people who hire us. The digital revolution has increased the communication channels and advertising options massively, with the result being that many businesses – particular smaller concerns lacking the ability to lavish lots of money on a marketing department – can feel somewhat overwhelmed. Developing PPC advertising, working with Google Adwords and creating a custom mobile app to drive sales can all seem like highly complex and specialised practices. Of course, that’s where professionals like us enter the picture, but the individual or small business is still in a position to take advantage of the power of email marketing. There’s a tendency to look upon email marketing as being somewhat old fashioned in this multi-media age, but get it right and it can form an excellent channel of communication between you and your customers.

The key to effective email marketing is to keep a few simple tips in mind at all times. You don’t want to bombard your customers with emails until they’re sick of the sight of your name in their inbox, nor should you send out unsolicited email marketing. What you should do is provide carefully targeted and crafted messages capable of providing what your customers want in terms of information or entertainment, and designed to turn them into repeat visitors to your wider online presence.  A few simple tips and pieces of advice will help you to do this:


The underlying purpose of any email marketing is to drive traffic to your website, landing page or home page. No matter how entertaining, informative or useful the content of your email is, if the recipient doesn’t click through then it won’t actually lead to any business. Make it easier to click through by including plenty of links and calls to action, and making sure that the links obviously are links. Don’t be afraid of being obvious and using ‘click here’ links.


It may seem to defy logic to make it easier for customers to stop receiving your marketing emails, but the opposite is even worse. It someone chooses to unsubscribe, then you have to accept that you got something wrong in this case, and make it easy for them to do so. A long, drawn out process, or one which is all but impossible, will have two effects; it will lead to the customer blocking all of your emails permanently, and it will create a lingering negative impression of your brand. Let them unsubscribe now, and you might get another chance in the future.

Keep it Short

Nobody has lots of time to send ploughing through long, drawn out emails, so make sure that you edit to keep yours short and concise and include the relevant information as quickly as possible.


Many email programmes don’t automatically download images, so make sure that the text and any images you want to use are kept separate, and that the main message of the email is not contained in just an image.

Don’t Overdo It

Don’t send too many emails to your customers. You want them to look forward to hearing the latest you’ve got to tell them, discovering your newest offers or finding out what advice you’ve got to share. Several emails a day will simply frustrate even the most loyal customer.