How to master email marketing in 2024

In the digital age, emails remain one of the most powerful tools for direct communication with your audience.

But, users are becoming more selective about the emails they open. In this blog, find out how to create standout email campaigns in 2024:

1) Understanding email marketing today

People expect more from email marketing today, it’s not just a case of typing a quick email and pressing send. Personalisation, relevant content and a great design is needed to catch your audience’s attention and encourage them to read more.

2) Write attention-grabbing subject lines

The subject line is your first and sometimes only chance to engage your audience. We find that clear, concise subject lines that spark people’s interest will encourage people to open your emails and read on. A/B testing can be used to see what works well for your email campaigns.

3) Personalisation

Personalising your emails to deliver more targeted and relevant content works really well. Including their name is a great start, but going beyond this you could segment your email list based on purchase history, location, or behaviour and really personalise your approach and increase engagement.

4) Send at key times

Make sure you are sending your email campaign at a time that is most likely to reach your audience. This varies by industry and demographics, so it is about getting the right time for your business. A key thing to avoid is clashing with any industry events, or sending at times when no one will be checking their emails.

5) Optimise for mobiles

With the majority of emails now being read on mobile devices, it’s essential that your emails look great and function seamlessly across all devices. This can significantly impact open and click-through rates. By prioritising mobile optimisation, you can effectively reach and engage your audience wherever they are.

6) Engaging content

The era of static emails is behind us. Today, consumers crave interactivity and engagement. This includes interactive elements such as polls, surveys, or clickable buttons to capture attention. It has also been found that interactive content builds a deeper connection with your audience.

7) Review results

Understanding how your email campaigns got on by looking at open rates, click-through rates, and conversion rates is essential for refining future campaigns and making sure your audience engages with your emails. But if you get stuck, we are always here to help!

For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email

Why marketing is essential for small businesses

In today’s competitive business landscape, marketing is not just a luxury reserved for the big players; it’s a vital tool for small businesses looking to thrive.

While many small business owners might consider marketing a non-essential expense, especially when budgets are tight, the truth is that effective marketing can be the lifeline that propels a small business from obscurity to success.

Here’s why marketing is vital for SMEs:


1) Building brand awareness

For a small business, making potential customers aware of your brand is the first step toward success. Marketing helps put your brand on the map, making sure customers think of you when they need the products or services you offer. Without marketing, even the best products can go unnoticed.

2) Engaging with customers

Marketing provides a platform for small businesses to communicate and engage with their customers. Whether it’s through social media, email newsletters, or content marketing, engaging with your audience helps build relationships, foster loyalty, and encourage repeat business.


3) Standing out from the competition

In a crowded market, making sure your brand stands out from competitors is essential. Marketing allows you to highlight what makes your business unique, showcasing your value proposition and why customers should choose you over others.


4) Driving sales

Ultimately, the goal of any business is to generate revenue, and marketing is a key driver of sales. By increasing brand awareness, engaging customers, and highlighting your unique selling points, marketing will directly influence your sales numbers.


5) Encouraging customer retention

Acquiring a new customer often means investing in new marketing and advertising campaigns, which in reality, can be much more expensive than retaining an existing customer.

By using effective marketing strategies like email marketing and loyalty programs, small businesses can keep their existing customers engaged and encourage repeat business.

6) Growing your business

Marketing is not just about selling products or services; it’s about telling your business’ story, sharing your values, and building your brand. As your business grows, consistent marketing helps maintain momentum, attract new customers, and explore new markets.


7) Cost-effective strategies

Thanks to digital marketing, small businesses now have access to cost-effective marketing tools that were once available only to companies with substantial marketing budgets.

Platforms like social media, email marketing, and content marketing offer powerful ways to reach your audience without breaking the bank.


8) Measurable results

With the rise of digital marketing, small businesses can now track how effective their marketing campaigns are in real-time.

Tools like Google Analytics and social media insights provide valuable data on how your marketing efforts are translating into actual business results, allowing for more informed decision-making.

9) Building credibility and trust

Consistent, high-quality marketing efforts help build your business’ credibility and trust. Customers are more likely to do business with a brand that presents itself professionally and communicates clearly and consistently.

If you need marketing support, our friendly team is always happy to help.


For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email

How to engage your audience using Interactive Content

Digital marketing is constantly changing and interactive content is the perfect way to engage your audience in real-time.

It’s not just about talking to your audience anymore; it’s about inviting them to join the conversation and be part of the action.

Let’s delve into the the most popular ways businesses are interacting with their audience:

1) Polls and Surveys

Polls and surveys are all about sparking conversations and showing your audience that their voices matter.

Want to know what your audience really thinks? Create a poll or survey and watch as their opinions and insights pour in. You’ll be able to understand what they think and capture some valuable data along the way.

2) Quizzes

Quizzes are a fun way to engage with your audience. Who doesn’t love a good quiz after all?

Whether it’s testing their knowledge, personality, or trivia skills, quizzes invite audiences to join in and you get to show off a bit of brand personality.

3) Live Q&A Sessions

Inviting your audience to join you in real-time is engaging and has an authenticity that no pre-recorded video can match.

Whether it’s answering burning questions, sharing behind-the-scenes stories, or simply having a chat, live Q&A sessions are a great way to build a connection with your audience.

4) GIFs

GIFs have emerged as a powerful tool in interactive marketing for capturing attention, sharing emotions, actions and messages in an expressive, visually captivating way.

Whether you’re using them in social media posts or email campaigns, GIFs have proven to be versatile and impactful across various marketing channels.

They are easy to share, enhance engagement, increase brand visibility and leave a lasting impression on your target audience.

5) Viral posts

Whether it’s a funny meme, an inspiring story, or a thought-provoking video, viral posts have the potential to reach a wide audience and generate buzz around your brand.

Creating shareable content that resonates with your audience is key to driving brand visibility and engagement.

6) Video

Video content will keep your viewers on your page for longer. It’s a great way to get your message across clearly, and featuring staff members will make your brand more personable and relatable.

7) Augmented Reality (AR) Experiences

AR (Augmented Reality) technology lets users interact with virtual objects overlaid onto the real world using their smartphones or other devices. Whether it’s trying on virtual clothing, or visualising furniture in their home, AR experiences offer an immersive brand experience and provide a unique and memorable way to engage with your audience.

8) Interactive calculators

Offering interactive calculators on your website can be a game-changer for engaging your audience. You could use it to calculate how much they would save by switching to your brand. It keeps users engaged on your site for longer periods, increasing the chances of conversion.

9) Community building

Many successful businesses have built a strong community around their brand. Sharing insightful information and helpful advice to build a supportive environment for their followers, whilst increasing engagement and loyalty.

To find new ways to engage your audience, sign up for our free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email