Email marketing is a highly effective form of digital marketing, allowing businesses to reach out to their target audience directly to promote products and services. With compelling content tailored to their interests, it’s like sending them a gift that they actually want to open. Add in clever strategic timing and these emails also act as a friendly reminder for your brand leading to customer engagement.

Targeting existing warm leads is always best practice in email marketing. However, if there is no other option, then cold email marketing is still a viable alternative. With the right strategy, cold email marketing can generate reach and exposure to a whole host of potential customers. Whether or not they are interested in your service offering now, it can lead to potential business opportunities further down the line.

Build an email list by offering value through incentives like free resources, exclusive content, or discounts. Use sign-up forms on your website, social media, and at events to capture subscribers' information.

Improve open rates by crafting compelling subject lines, personalising emails, and sending them at optimal times. Segment your audience and ensure your emails are relevant and engaging. Never overstay your welcome - people don't want to read an essay in email form!

Measure success by tracking metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. Analyse these metrics to assess performance and make data-driven improvements.