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Email marketing isn’t just about sending newsletters—it’s about building relationships, driving sales, and creating a seamless customer experience. And when you add automation into the mix, it becomes a powerful tool for growth. But too often, businesses get it wrong. They either bombard customers with irrelevant emails or fail to follow up when it matters most.
At Longshot, we believe in making marketing feel human. That means using email and automation to add value, not just noise. Here’s how to build a strategic, organised email & automation approach that helps your business grow.
1. Know Your Audience: Segmentation & Personalisation
Not all customers are the same, so why treat them that way? The best email strategies start with segmentation—dividing your audience based on behaviour, interests, and demographics. This allows you to send the right message to the right people at the right time.
How to segment effectively:
New vs. Returning Customers: Treat first-time buyers differently from loyal customers.
Engagement Levels: Target highly engaged customers with VIP offers and re-engage inactive ones with incentives.
Purchase Behaviour: Recommend products based on what they’ve bought before.
Personalisation goes beyond using a first name. It’s about making every email feel relevant and valuable to the reader.
2. Build Automation Workflows That Work
Automation isn’t just about saving time—it’s about making sure no opportunity is missed. Well-structured automation ensures customers are nurtured at every stage of their journey.
Key automation workflows to implement:
Welcome Series: First impressions count! Introduce your brand, set expectations, and offer a compelling reason to stay engaged.
Abandoned Cart Recovery: A well-timed reminder (with a little nudge like free shipping or a discount) can recover lost sales.
Post-Purchase Nurture: Don’t just stop at the sale. Send order confirmations, how-to guides, and review requests to keep customers engaged.
Re-Engagement Campaigns: Win back inactive subscribers with a special offer or a friendly check-in.
Each of these workflows ensures that your business stays top of mind without you having to manually chase every lead.
3. Crafting Emails That Convert
The best automation in the world won’t work if your emails are dull, irrelevant, or too salesy. Every email should provide value and feel like a natural extension of your brand.
Best practices for high-performing emails:
Subject Lines Matter: Keep them short, intriguing, and relevant.
Clear, Concise Copy: Get to the point—people don’t have time for fluff.
One Goal Per Email: Don’t overwhelm your audience with too many CTAs.
Mobile-Friendly Design: Over 60% of emails are opened on mobile—make sure yours look great.
4. Track, Test, Optimise
Email marketing isn’t a ‘set it and forget it’ strategy. Regularly reviewing performance metrics helps you refine your approach and get better results.
Key metrics to track:
Open Rates: Are people even opening your emails?
Click-Through Rates: Are they engaging with your content?
Conversion Rates: Are your emails leading to sales or actions?
Unsubscribe Rates: If too many people are leaving, your content may not be hitting the mark.
A/B testing subject lines, email content, and send times can provide insights into what resonates best with your audience.
Final Thoughts: Keep It Human
Email and automation should never feel robotic. At Longshot, we believe that marketing should feel personal, even when it’s automated. When done right, email marketing isn’t just a sales tool—it’s a way to build lasting relationships with your customers.
Want help crafting a strategy that puts people first? Let’s chat. With Longshot, you’ll never feel like just another client, and neither will your customers.
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