Email Marketing.

I create and implement email marketing strategies for clients who want to level up their communication. Using modern email tools, I'll work with you to build an email marketing platform that delights your customers and delivers real value.

Email marketing has become increasingly sophisticated. You can tailor your message to different types of customer, drip-feed information through automated funnels, and use in-depth reporting to uncover valuable customer insights.

Direct Communication with Your Customers

Unlike social media, email gives you a direct link to your audience. Social platforms use algorithms to decide who sees what — but with email, provided everything is set up correctly, your message should always reach your entire audience (spam filters and 'focused' inboxes aside).

Email platforms also allow for segmentation: grouping your audience by interest so you can communicate with specific groups of customers. This fine-grained control makes your communication far more targeted. Platforms like Shopify go further still, grouping contacts by activity such as number of purchases or total sales value.

DNS Configuration

Every email marketing platform requires some DNS configuration as part of setup. DNS (Domain Name System) records are technical details assigned to your domain name, handling things like routing website and email traffic, proving domain ownership, and enabling recipient servers to recognise legitimate email.

In recent years, Google and Yahoo introduced stricter requirements for email marketers. Every sending domain must now have valid SPF, DKIM and DMARC records. These are good practice anyway — they make it easier for recipient mail servers to spot and reject spam — but it's important they're configured correctly for your domain. If you'd like help with this, please get in touch.

Brevo

Brevo (formerly Sendinblue) is my preferred email marketing platform. It offers a range of communication options — email campaigns, automated campaigns, transactional email, web chat and meeting scheduling — and organisations can use as much or as little of the service as they like. I've set up Brevo for clients simply to improve the delivery rates of automatic emails like sales confirmations, and I've also built automated campaigns that drip-feed information to recipients over time. This can be a really effective way to introduce your brand, services or products to potential customers.

Mailchimp

Mailchimp is another widely used platform. Like Brevo, it covers everything from one-off campaigns to transactional email, and its segments and tags offer endless flexibility for grouping your contacts.

Shopify

Shopify comes with its own email marketing platform built in. It handles single emails and automated campaigns much like Brevo and Mailchimp, but because it's integrated directly with your online store it's easier to use — and customers can be grouped by their purchasing activity in ways that are harder to achieve elsewhere.

GDPR & Your Mailing List

GDPR (General Data Protection Regulation) is the legal framework protecting personal information. Under GDPR, email addresses can't be added to mailing lists automatically — users must give explicit permission, which is why there are so many tick boxes on websites these days.

While this makes it harder to build a sizeable mailing list, it results in a higher-quality one: everyone on it has actively chosen to hear from you. Open rates and click-through rates tend to be much higher as a result. Ultimately, GDPR has reduced the volume of unsolicited email being sent — which is a good thing.

How I Can Help

From DNS configuration to planning, creating and implementing your email campaigns, I've got it covered. Get in touch to discuss how email marketing could work for your organisation.