Make email marketing work for you

Posted on by Jo Shaw

Estimated read time: 5 mins

Get started today with our handy top tips.

Email marketing is a quick and cost-effective way to reach thousands of new potential customers, making it an attractive tool for many businesses. As with any marketing activity, perfecting it takes time – so we’ve put together these handy tips to help you get started.

  1. Throw away the spreadsheets

Small companies may be tempted to use blanket emails and spreadsheets to store contact details – not only is this time consuming but it also increases the chance of mistakes from manual errors.

Instead, upgrade your system to an email marketing service that allows you to store your contacts in a specially designed database, helping you to send personalised communications.

  1. Find the right provider

There are currently a wide range of online email marketing providers available to suit every business’ needs. With many different price plans to choose from depending on factors such as, the number of emails you will send every month, how often you plan on sending, or the size of your database, there’s something to suit any budget.

Some providers even offer free plans that allow you to send professional-looking emails to a small database.

If you’re just starting out, Experian B2B Prospector provides an easy-to-use, cost effective solution for quickly building up a relevant list of contacts to send B2B marketing material to.

  1. Assess and improve

Email marketing services often allow you to track your emails, monitoring how many are opened (open rate) and how many people click through to your website (click-through rate).

These statistics allow you to work out your return on investment (ROI) to discover how effective your email marketing campaign has been.

A high ROI means you’re doing well, while a low ROI may mean you have a few things to work on and change.

But if you run seasonal campaigns, for instance, it’s also worth tracking email click-through rates against sales performance to see what was successful so you can make improvements the next time around.

  1. Testing every device

At times, a low ROI may mean that your emails aren’t being displayed properly by an email provider or device.

However, email marketing services often allow you to test your emails before you send them so you can see how they look on mobile, desktop and tablets and make any necessary changes before sending.

As we’ve mentioned, ROI can be the best measure to help you evaluate and improve for the future by exploring what worked and what didn’t.

Breaking down the jargon

Once you’ve started to explore email marketing, you may come across terms you’ve never heard before. Below is a glossary of the most common terms used within email marketing to help you get the most out of your upcoming marketing campaigns.

Bounce rate: A percentage of how many of your emails were not delivered. These can fall under two types of bounce, either hard bounce – a permanent reason, such as an incorrect or blocked email address – or soft bounce – a temporary issue, such as a full mailbox or issue with the server.

Call-to-action (CTA): A clear message with a hyperlink of what your readers should do next, such as contact you directly, click through to your website, or book an appointment.

Conversion rate: The number of your subscribers who responded to your call-to-action. This will be one of your email campaign’s main measures of success.

Personalisation: Adding specific personal elements about individual subscribers, based on the information you have gathered on them. This can be simply addressing them by their name at the start of the email, or can be more complex such as tailoring your content based on their recent purchases and suggesting other products.

Spam: Any unsolicited emails.

Understanding the basics of email marketing and how to calculate the ROI of your B2B email marketing activity is a great starting point for developing and enhancing your 2019 marketing plan.


Create a brighter future for your business and build targeted marketing lists with the very latest data. Click here to find out more about Experian B2B Prospector.

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