Direct To The Inbox Get Your Email Marketing Strategy On Target To Reach Your Key Audience - The Directory Group

Direct to the inbox – get your email marketing strategy on target to reach your key audience

Published on 20th Jul 17

Email marketing may seem to have less presence in recent times, yet it continues to evolve and act as a key element in a business’ marketing strategy.  This is because an email can send your desired business message directly to the inbox of your potential customers. Email is the most cost-effective way for a business to promote its products, build relations with your customers or potential customers and create returns.

It is important to create an email-marketing plan to ensure there is a consistent direction in your email campaigns in order to achieve your business goals. Better planning of your email content will ensure you reach your audience and maintain their attention.

Stand Out

A standout message is crucial in email marketing. Customers are pretty picky as to how they spend their time when reading emails; with plenty of filters and email sorting systems available it’s easy for emails to go unseen. Try to stimulate a tease for the reader to create curiosity or an offer they simply cannot resist but to take a look at. Combine your use of text, imagery and offers to create this effective tease.


Start by putting yourself in your target audience’s shoes – what would you want to read if you were them? Be specific and personalize your email marketing whenever possible. Do not use generic “batch and blast” messages. Build the data included in the email around the client and their interests to keep them engaged. MailChimp offers simple email marketing software that helps you to design emails and newsletters and track your results. This way you can really experiment with your email marketing and see what best grabs your audience’s attention.

It is important for your email to look great, no matter how or where it is read. Make sure your email is formatted in a way that can be read easily from any portable device your audience may have. For example, try using a one column template and larger text for an easier, clearer read on a mobile phone.


Similarly, the use of newsletters is a great way to raise awareness and educate your target audience about your product or services without being too pushy for a sale. Newsletters provide a great way to differentiate your business from your competitors, as they act as a personal, exciting communication tool. Newsletters allow your business to stay in touch with previous and prospective customers – people who are interested and will buy from you again when they are ready. The monthly or quarterly reminder of your business name and services will keep you in the forefront of their mind for whenever they are ready to purchase.

Newsletters and email marketing simultaneously work together to drive online traffic to your company website and blog, creating further customer engagement with your business.

Here at TDG we recognise the importance of effective email marketing for all businesses. We can provide creative copy for your company’s Mailchimps, Newsletters and Blogs to ensure you stand out and captivate your target audience. Interested? Give us a call…


The Directory Group covers the following areas within Hampshire and West Sussex: Petersfield, Clanfield, Hayling Island, Cowplain, Waterlooville, Denmead, Purbrook, Widley, Farlington, Cosham, Drayton, Havant, Rowlands Castle, Emsworth, Southbourne, Westbourne, Bosham, Portsmouth, Alton, Alresford, Bentley, Four Marks and Meon Valley