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Business Buzz: How to master email marketing

Legacy Phuket Gazette



PHUKET: Other than branding, one of the primary functions of social media marketing is to create a database of potential customers. But building the database is only the first step, so what do we do with it once we have it?

I have previously discussed the importance and value of your database; now I am going to show you how to leverage it. It is critical to develop the relationship with your clients further, and email marketing is a perfect way to do this.

People interested in a product or service are much more likely to purchase from a provider with whom they have an established rapport, or trust. So one of the important goals is to create and build that trust and rapport. Email marketing is an efficient way to do that.

Email marketing has many benefits. The most relevant being its very low cost. It is also informative, instantaneous and continues to reinforce your branding over time.

Remember that the easier you make it for your audience, the more interesting and compelling your message is and the higher the response rate you will have.


The subject heading is critical. This is the first thing your audience sees. Its purpose is to get the recipient to open the email. It needs to grab their attention. Common tactics include using shocking facts, scary statistics, promoting benefits and even humor. Create a sense of urgency; work on people’s fear of loss and scarcity.

You should also personalize the email where possible, as people love to see their own name, and it makes it feel less like spam.

If you have a gimmick or offer, make sure the body of your email continues your offer.

Remember that people will see from their inbox who the sender of the email is, so this should be consistent with your company and branding.


Once the recipient has opened the email, the content should make them undertake a specific call to action, which was the purpose of sending them the email in the first place. This may be to go to a website, place an order or answer a survey – but the purpose must be very clear to the reader.

Let them know what you want them to do and make it as easy as possible for them to execute it. So, if you want them to visit your website, have a live link that they can click. Spell it out for them and offer them an easy way to do it without them having to think or use any effort. If it is time sensitive, then make that clear.


Finally, you should check your overall spam score to make sure that the recipients’ filters are not likely to send it to the spam folder. Often your mailing software will have this built in. If not, there are a number of products that can do this. Also make sure you have your address at the bottom of the email, as well as a way that they can opt out from receiving any further emails.

Remember to be consistent with your branding and your goals. The information must be relevant, honest and factual. Know your target market well – the more the message speaks to your recipient on a personal level the more engaged they will be.

It is also very important to track and monitor all your email marketing, so you can see what is working and what is not. The analytics can have a huge impact on determining whether your email marketing will be a success or not.

Simon Wetherell is a social media expert and lawyer. He trains businesses and individuals on how to profit from the social media industry. For more information, visit or call 095-085 3355.

— Simon Wetherell


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Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

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