• Tim Gray

How to use email as part of your marketing strategy.


Today, people are inundated with email marketing campaigns, and yes, some of them feel “spammy”, however there's no denying the impact a well-crafted message can have on customers—not to mention CRM and lead nurturing.


As an agency, we help our clients use email marketing as a part of the larger strategy to connect with their audience to promote their brand and increase sales. A company can do a lot of things with emails, such as sell products, share some news, improve their cart abandonment rate or tell a story, however, just sending emails out without clear goals or KPIs in place can hinder businesses growth and devalue their brand.


Having an overarching marketing strategy in place allows marketers, regardless if they are internal staff, artists, events, or solopreneurs, to lay out their email advertising process ahead of time that fits larger business goals.


With an email marketing strategy, we can help companies plan when to send time-based promotions or non-promotional emails. Time-based promotions are emails containing time-sensitive messages which prompt recipients to take action, for example, purchasing a discounted product, registering for a new class, RSVPing for a concert, pre-saving a new album, or booking an appointment.


Non-promotional emails are less timely and sales-driven. They are more for establishing relationships and giving value to customers. Contrary to promotional emails that tend to boost sales, non-promotional emails enable marketers to determine the interests of their subscribers, thus helping with mailing list segmentation. In turn, they can follow up with more personalized messages that aid in nurturing and strengthening relationships with prospects and customers, respectively.


Email marketing has and continues to be a very important aspect of marketing and advertising overall for a brand. Many important considerations define successful campaigns outside of just determining frequency, copy, calls to action and design. Often, as an agency we need to help brands think of these “outside” considerations in order to set themselves up for success. These can be considerations like “Is a new company, new artists, etc?” and “Do they already have a customer or contact list we can leverage?”.



10 “Tools” we use in building an effective email strategy:

  1. Test Constantly - Copy, subject lines, creative, calls to action, layout, audience, text only, and interactive

  2. Cadence of Communication & Schedule

  3. Ensure you Have the Proper Pixels set up and Tested

  4. Gauge Your Results: Open Rate, Click Through Rate, Web Traffic, Ecommerce Sales, Conversion Rates, Cart Abandonment

  5. Segment Your Audience

  6. Track Where New Signups Come From

  7. Build & Schedule Communication Automation / Drip Campaigns

  8. Think Through Email Design Layout & Ensure it is Mobile Friendly

  9. Define the Best Tactics For Your Company & Audience

  10. Remember that the more relevant the campaign, the better the results.

  11. *BONUS - stay up to date on technology changes and privacy laws i.e. Apple’s iOS15 - You can read more about this update on our recent blog titled “Should Email Marketers Be Worried About Apple’s iOS15?”