Each month we ask you to shed some light on an email marketing question sent in by one of our readers.

In February’s newsletter Emily from Kent asked: ‘How can I expand my email strategy beyond monthly newsletters?’

Here’s some advice from one of our readers:

Sending out a monthly newsletter is just the tip of the iceberg, when it comes to using email as a tool. You should aim to grow your data list on an ongoing basis by encouraging people to sign up to your newsletter and latest email offers, via your website.

Ask qualifying questions in an online sign up form to help segment your database according to your product/service/industry type.

This will allow you to send targeted acquisition emails that might be of interest to your various segments on a regular basis – encouraging sales.

You can also set up automated emails to be sent at various times. For example, when a new contact has signed up, or when someone last logged into their account or made a purchase.  These emails can include various messages encouraging further action to produce sales.

If your product is subscription based you can set up automated campaigns close to the subscription expiry date to encourage customers to re-subscribe to your service, even offering a discounted incentive to re-subscribe.

Emails work even better if they’re part of an overall multi-channel marketing strategy. They can help reinforce brand awareness and/or promotion awareness prior to, during and after a campaign, using a personal message tailored to the recipient. 

Matthew, Kent