Using email to reach and maintain a strong customer base

In its most basic sense, email marketing is a way of broadcasting your business news to a ready audience. Developments, new products, events and feedback could all benefit from being shared through email marketing. If someone is interested in your product enough to leave their email address it is worth dropping them a line to let them know what you’ve been up to, or what new product they can buy.


Email marketing applications

An added bonus of email marketing tools is that they can also help you compile a database of contact information. Some are integrated tools that can manage and monitor social media activity and be used for customer relationship management (CRM).

Popular email marketing tools include MailChimp, which has a free package that can target up to 2,000 customers and offers template design and feedback reports. Email marketing software will report back on the effectiveness of the campaign, recording ‘open rate’ – how many emails have been opened, and ‘click rate’ – how many unique visitors follow the link to your website.

There is a huge choice of email marketing tools to choose from; some come at a premium while others have a level of free service. It is worth researching which best meets the needs of your business. Ideally you will want a program that can be set up to work automatically, offers content management solutions (including social media) and can support this with analytical data.
Hubspot has established itself in this ‘offer all’ slot well and has developed tools that allow firms to target customers through newsletters, blogs and Search Engine Optimisation.


What is CRM?

CRM is essentially just a way of working with customers to meet and anticipate their needs by monitoring interactions, feedback, sales and leads.
A CRM program such as Capsule can really help as an organisational tool to keep control of, and track, social media interactions, sales leads, emails and projects. Whatever your needs there is an email marketing tool to fit, just make sure don’t miss the opportunity to get the message out – email everyone you can with the news of your new website’s launch.



Make sure your email contains informative and visually enticing content. Craft a striking headline and think carefully about your subject matter so that receivers will feel intrigued and want to read more.

Think about whether your email needs to lead somewhere. If you are announcing your new website for example, you might want to include a link and encourage people to offer their feedback.
If you have a large database and you already use some kind of CRM (as mentioned above) then see if you can segment your contacts into repeat customers, prospects, or networking contacts as an example. At some point, each of these contact segments may require a different message.

Finally, be conversational in your approach.

I hope you found this useful. If you know anyone else who you think would find this sort of content useful, please send them this link:


  Article written by Rob Mackley -
Small Business Web Expert, Founder of Red Box Web Design and creator of the pay monthly website package RED BOX ALL-IN™


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