Black Lab Digital

6 Key Lessons to deliver results with your Email Marketing

At Black Lab Digital, we support and manage email campaigns for our clients. Based on our experience we wanted to share six key lessons to help you to run more effective email campaigns that deliver results.

1. You Need to ‘Think Differently’

It’s easy for all of us to think “what can I do to increase sales”, but when it comes to communicating with customers’ ‘Empathy’ can help you identify the correct way to approach your customers.

Look at things from your customers’ point of view, do they really want to receive an email at 9 am on a Monday about your new Craft Ales, or is this better on a Wednesday afternoon when they’re starting to think about the weekend.

By really getting into your customer’s mindset, you can appreciate what will resonate with them. It may sound simple, but this simple approach can dramatically improve your marketing approach.

Understand that your messages are less important to the recipient than you.

Always question, would you engage with this?

2. Know who you are and what you stand for

When it comes to email marketing it’s important to have a good understanding of your business and your email subscribers. 

Take the time to dive in deep to understand what your business represents, and what makes your audience tick.

Understanding your business better and your audience will help you to produce email campaigns that represent your business well and email content that your audience wants to engage with.

Knowing who you are and what you stand for also applies to having standards. Having high standards for your email campaigns ensures you deliver the best possible email campaigns.

3. Email Automation – Structure your Automations

Email automation is a powerful marketing automation tool that lets you send the right message to the right people at the right time, by using automated workflows. It is very effective for lead nurturing and driving sales from potential customers as well as existing ones.

Setting up automation can make your life easier as an email marketer and allows you to provide a more customized experience for your email subscribers. It also saves you a lot of time, once set up email automation can deliver results on autopilot for you.

Having a structure to your automation is better for you as a marketer and better for your customer. Therefore, it’s important to plan out and think about how to structure your email automation effectively.

Below is an example of an email automation workflow and how each email has a different purpose to nurture the lead to purchase your products or services. 

4. Segmentation – Know your Data

Segmentation refers to splitting up audiences based on observable, people-based, and behavioural based differences. Some examples of this could include separating your audience based on age, sex, email engagement, and so on. 

Recognise that by effectively segmenting your audience, people should be interested in what you have to say. 

One of the most effective ways of segmenting we have found is through segmenting by engagement and sending emails more frequently to people more engaged with your emails and sending emails less frequently to people less engaged. 

5. Cadence Vs Spamming

One of the worst things you can do to your email subscribers is spamming them, this will affect your deliverability and annoy your email subscribers.

That’s why having rhythm and incorporating good timing into your email marketing is far better than spamming.

You can do this by applying the steps we mentioned above, by understanding your business, customer, and data better to give your subscribers a better experience and email them at the right times.

6. More Engaging Email Content

Producing the right email content can be a challenge so it’s important to know what you should and shouldn’t do.

Email content should be concise and explain the message you’re trying to convey clearly and concisely. You want your emails to be interesting and entertaining, and you definitely don’t want them to be boring.

Like with any marketing, success comes by testing and trying new things, and the same applies to email marketing, but when you do find a winning formula, stick to it.

Work smarter, not harder. You can do this by building standard email templates and creating an email design that allows you to make quick changes and iterations. This will save you tons of time, so you don’t have to create a completely new email design for every email.

Another top tip to help you to improve your email Headlines is to apply the ‘Squint Test’. You can do this by squinting your eyes to see if you can read the Headline text, or whether it stands out? If it’s a good headline it will either be readable or stand out when you squint.

When it comes to writing subject lines keep them clear, short, and to the point, and if you can, include a verb and urgency (i.e. limited offer) to spice up your headlines. 


We are sure these 6 key lessons will help you to drastically improve your email marketing, help you deliver better results, and provide a better experience for your email subscribers.

Look out for more Black Lab blog content, as we share more lessons to help you achieve your marketing goals.


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