The Do’s and Don’ts of Email Marketing Campaigns

Envelopes fly out of a laptop into the air to demonstrate emails being sent

There are so many different marketing methods out there nowadays, especially with the rise of digital marketing, that it can often be difficult to pinpoint which methods will be most successful in reaching your audience. Luckily, there are a few trustworthy methods that prove their effectiveness time and time again – one of which is email marketing! While it can be daunting starting an email marketing campaign from scratch, especially as a digital marketing apprentice, there are plenty of free tools to help break it down. This blog is one of them, and I’m going to go over some of the major do’s and don’ts of implementing an email marketing campaign to hit as many competencies in your Level 3 Digital Marketing Apprenticeship as possible!

A figure gives the thumbs up while leaning on a green tick

Email Marketing Do’s

Use a Free ESP (Email Service Provider)
There are plenty of tools available online for free that can make the process of preparing and distributing an email campaign much easier. Platforms such as MailChimp and SendGrid offer built-in segmentation tools to segment your audiences, as well as drag-and-drop email editing and easy-to-navigate analytics reports. Using a tool like these simplifies the process, reducing the need to manage mailing lists and content in separate applications. If that wasn’t enough, using an ESP properly and effectively to build an email campaign can contribute towards multiple competencies, including but not limited to implementation, technologies, written communication, and analysis.

Segment Your Audience

As mentioned above, it’s important to segment your audience to ensure that you are sending the most relevant content to each group. There are four types of audience segmentation:

  • Geographic Segmentation
    Grouping audiences together based on geographical location and borders.
  • Demographic Segmentation
    Grouping audiences together based on demographic, such as age, gender identity, education level etc.
  • Psychographic Segmentation
    Grouping customers based on traits such as their personalities and interests.
  • Behavioural Segmentation
    Grouping customers based upon their decision making and purchase history.

As an example, if you were to run an email newsletter based on fashion trends and industry news, it may make sense to use demographic or behavioural segmentation. Demographic segmentation could be used to segment audiences based on their gender identity, to ensure they are only receiving information on trends that impact them. Likewise, behavioural segmentation could be used to segment audiences based on their purchasing history, and to break audiences down into those who have purchased different items, i.e. purses, handbags, shoes, clothes etc.

Not only will segmenting your audience lead to higher open and click-through rates, but you will again meet several competencies from the Level 3 Digital Marketing Apprenticeship, including research, implementation, and digital tools.

Utilise A/B Testing
A/B testing is a method whereby two almost identical emails are sent to two different test groups, with the aim of finding out which is most effective and produces the best results/analytics. It’s important to note that when conducting A/B testing of an email, the elements that are changed should be kept to a minimal amount. If too many features are different, such as the subject, preheader, imagery and links, then it may be difficult to determine exactly which feature/s impacted the results. In contrast, using only a different subject line and preheader for both emails will enable you to easily track what impacted the results, with whichever one having a higher open rate and generally better metrics being the ‘winner’. Since A/B testing is conducted with just a small sample of your total audience, the ‘winning’ email can then be sent out to the rest of your audience knowing that the more effective and impactful subject and pre-header are being used.

A figure gives a ‘halt’ gesture to signal not to do something

Email Marketing Don’ts

Send Emails for the Sake of it
Since there are particular competencies and projects you may need to complete for your Level 3 Digital Marketing Apprenticeship, it could be tempting to put together an email marketing campaign and send the emails out in quick succession to ensure you meet the competencies. This could have the opposite effect though, as it is one of the quickest ways to lose your audience’s interest, and can lead to a dramatic increase in unsubscribes and spam reports. If you’ve taken the time to segment your audiences and curate content that is relevant and engaging to them, you don’t want to overdo the emails and bombard them with too many! It’s important to create and adhere to a campaign schedule for email marketing, which should evenly space out emails and prevent too many being sent close to each other. This could lead to audiences losing interest in your content, and may result in email providers marking your emails as spam/junk, further damaging your campaign’s analytics.

Forget to Check Your GDPR Compliance
Since the EU’s GDPR (General Data Protection Regulation) was enshrined in UK law via the Data Protection Act 2018, it is vital that every email you send adheres to these regulations and legislation. Every email marketing campaign must include the sender’s physical address within each email, whether it be an office address, home address, or PO Box. In addition, you must also provide a way for email recipients to easily change their preferences or opt out of all email communications from you. This is usually found at the bottom of an email, with buttons stating ‘Unsubscribe Preferences’ and ‘Unsubscribe Completely’. By including these simple elements, you are ensuring that your emails are GDPR-compliant and mitigate the risk of any legal or financial backlash.

Use Too Many Images
Finally, don’t use a lot of images in one email! While it may look nice when you’re designing your campaign, images can have a large impact on email’s loading times, and may not even display due to data limitations on mobile devices. It’s fine to use a couple of images in each email, but using too many images reduces how well your content will display on different devices, and may therefore result in people losing interest in your campaign. If you are including imagery in your email campaign, be sure to test the email before sending, and view the email on multiple devices and platforms to ensure the content and imagery are optimised and fully visible on every one.


While it may seem a daunting task with too many technical aspects to remember, building an effective email marketing campaign can reap sizable rewards for your company. If you stick to best practice and the advice above, you can easily build and schedule an amazing email marketing campaign that takes care of itself, with you only needing to monitor the analytics once each email is sent. In turn, you should have a brilliant campaign to include in your portfolio for your Level 3 Digital Marketing Apprenticeship, and hopefully have ticked off quite a few competencies along the way!

Top 5 tips to increase mailer engagement

As a Digital Marketer you will know mailers are a key factor when producing content to increase conversions. Here you can find our top 5 tips to increase mailer engagement. Although, one main struggle many of us face is keeping the audience engaged and subscribed. Within this blog I will share some of my experience and key tips to help you develop an engaged and growing audience.

Engagement can be measured in many ways from open rates, click through rates, conversions and unsubscriptions, carry on reading to find out more.

Tip 1 – Subject Lines

It is important to keep subject lines short and snappy to help generate a higher open rate. If you can include an incentive or offer even better. You need the reader to be engaged from the outset and want to find out more. Another way to achieve a higher open rate is by trying to create FOMO. For example “Last chance to get 50% off, follow the link inside” or “Last 50 final realise tickets on sale now.” This type of messaging will create a sense of urgency and encourage the reader to make a conversion.

Tip 2 – Content

Within your mailer you need to make sure the content is engaging. If you are sending these regularly it is important you keep the branding consistent while also ensuring they aren’t identical week in week out. The best way to do this is by creating template that contains all of your branding and updating the content when it comes to building a mailer. Gifs are a great way to spice it up while making the content aesthetically pleasing. Follow this link to create a gif quickly and easily to add to your mailers. Another way to do this is by embedding videos into your mailers this is a feature you can do on Mailchimp and is also extremely simple to do, just drag across the content block and paste the link to your chosen video.

Tip 3 – Segmentation of Audience

Though Mailchimp you can “tag” members of your audience depending on what they are interested in. For example where you have imported these contacts from or what signup form they have used. From here you can tailor particular mailers depending on the characteristics of the contacts in this segment. This will cause a decrease in unsubscriptions as the content is audience dependent and create a unique experience for the reader.

Tip 4 – A/B Testing

A/B testing can be used to experiment to see what your audience engages more with. You can A/B test to see whether different alterations including content and copy can improve open rates. The best way to do this is by splitting your audience in half and sending two similar mailers with for example two different subject lines and measuring which one preforms best. From here you can adapt your ways to what your audience engage with more.

Tip 5 – Tracking, Adapting & Improving

Once you have segmented your audience and sent your mailer make sure to take a look at the campaign reports. Here you can check the open rate and compare it to your previous mailers, this will allow you to see if the campaign was a success. It is best to aim for an open rate over 21%. You can also check the link clicks within the mailer and see which parts in particular you audience engaged with best with and form there make that more prominent in your future mailers.


Mailers are a great way to spread news, make conversions and engage with your audience. Whether you are an apprentice or just looking to up your game with your mailers we hope you enjoyed our top 5 tips to increase mailer engagement and tune in next time for some more tips and tricks.

For the latest blogs follow this link.

Top 10 Tips for Email Marketing

Laptop Showing Gmail

Email marketing is a great way to connect with customers, promote sales and raise brand awareness so we have created a blog post to reveal our Top 10 Tips for Email Marketing! If you’re a marketer then you probably already know the importance of email marketing tools and optimising campaigns for maximum ROI. However, many businesses send out emails that get few opens and clicks. So how can you improve your email marketing reports? We have listed 10 tips to explain how!

Choose your Email Marketing Software

Email marketing is a powerful marketing tool, so it is important to make sure you are using the right software to improve your marketing and take it to the next level. Email marketing software’s don’t just send emails, they include tools that are able to increase your audience, segment your lists and provide reports to grow your business and earn more revenue. We have listed 10 free email marketing campaigns to help you save both time and money:

These email marketing softwares allow you to get creative with your marketing. Their free plans provide features such as email creation, scheduling, and reports. Creating a strong email marketing strategy is essential to connecting with your audience in a personalised way and gives the business the ability to reach customers with ease.

Make it Easy to Subscribe

To reach your audience there needs to be a quick and simple way to subscribe. This can be done through online forms and promoted on social media to attract your audience. The form must be simple to navigate and quick to fill out to ensure you do not lose the attention of the potential subscriber. If the form requires too much information or is hard to find the potential subscriber will lose interest and therefore not join the mailing list

Have a Clear Purpose

When creating your email it is important to have a clear purpose in mind. You need to know what you want to achieve and put the email together with that goal in mind. For example, an online gaming company will advertise its games with the goal of producing further sales.

Look at Previous Reports

If you have used an email marketing software in the past, it is always a good idea to have a look at how it performed. This way you can analyse what features worked well, what content encouraged engagement, open rates, and more. For example, if your email got a high open rate but low click rate, this may mean that your content wasn’t engaging enough for the subscriber to interact with it.

Create Your Subject Line

The first thing your subscribers will read is your subject line, so it is important that it capture’s their attention and urges them to read more. If it doesn’t, many subscribers will delete the email or potentially unsubscribe from the mailing list. Here are some guidelines to help lead your subject line for success:

  • Make a Promise: Get 20% off our new product!
  • Make Them Intrigued: A free treat on our behalf
  • Use of Numbers: Five reasons why you should visit our website
  • Ask a Question: Are you feeling hungry?
  • Scarity Tactic: Only 10 sale products remaining!

Remember to keep your subject line brief, 50 characters is the maximum length recommended for an email subject line.

Personalise Your Message

Although your message may be sent to thousands of subscribers, it should be written as if you are talking to an individual target customer. There are multiple ways you can personalise your message, for example, you can divide your email lists into smaller groups based on location, interests, content download, recent purchases, and more. Another example of how to personalise your message is by talking to the recipient with their name. This gives a nice touch to your email and will make it stand out from the crowd.

Include a Call to Action

As you have already established the purpose of the email, you will know what you want the readers to do. Using a clear call to action within the email will help encourage the subscribers to do what you intend them to do. For example, you could use features such as a ‘Buy Now’ or ‘Visit Our Website’ button within the email.

Create Incentives

Creating valuable content is a great way to provide your email subscribers with enough incentive to engage with the content. To help influence this, you can promise the subscriber discounts, entry to a giveaway, or a special deal

Use Interactive Features

To improve client interest in your brand you can embed creative features such as a countdown, survey, or live poll to encourage them to engage.

Measure the Outcome

The last tip on our Top 10 Tips for Email Marketing is Measuring the Outcome. This is a great way to continually improve your email marketing campaigns by tracking what is successful and what isn’t. This can be done by comparing previous reports and the features you used differently. Keep a record of important statistics such as open rates, click rates, and revenue for future purposes.

Analytic Research


If you found this Top 10 Tips for Email Marketing blog post hopeful and would like to keep up to date with everything apprenticeship related then make sure to follow us on LinkedIn, Twitter and Facebook!

Enjoyed reading this blog post? Check out our latest posts here!

5 Steps to Creating a Successful Email Marketing Campaign

iphone, ios, home screen, close up, pixels, retina, smartphone, icon, mail, email,
Photo by Brett Jordan on Unsplash

Knowing how to create and deliver a successful email marketing campaign can be a hugely powerful tool to have in your portfolio. As a digital marketing apprentice, it can sometimes feel like you are not quite sure where to start. Is it the subject line, the copywriting or even the target audience?

In this post, I aim to give you a formula that should help your emails perform, time and time again.

Why Email Marketing?

Businesses across the globe are learning that even though Social Media is growing rapidly, Email Marketing is not a channel that can be neglected.

It consistently shows the highest conversion rate of all marketing channels. And, as a result, delivers the best ROI. Therefore, learning how to deliver them effectively, is vital to a business’s growth and success.

Some statistics pulled together by Optinmonster compare Email Marketing with Social Media in terms of potential reach and a few common KPIs.

A table showing the comparison between Email Marketing and Social Media statistics.

The article delves into each of these elements and helps you understand the key differences between email and social media. Give it a read here to dive into the detail.

How to do it

  1. Understand why you are sending the email

Before anything else, you need to make sure you understand why you are sending this email. What is your goal? What do you want customers to do as a result of getting the email?

There are a number of different goals that emails can help a business achieve, such as;

  • Raising brand awareness
  • Generating revenue
  • Encouraging website traffic
  • Informing customers

As part of your goal setting, it is important to set out how you will assess whether these goals are being met. This can be done using KPIs or Key Performance Indicators. We will look at these later on in more detail.

Once you have a good idea of your email campaign goal, it will help you formulate the content, the targeting and how you analyse the performance.

2. Decide on your audience

A large part of an email marketing campaign is the audience.

Woman's hand writing the word "audience" on a whiteboard, with arrows.
Photo by Melanie Deziel on Unsplash

There are a number of ways to identify a target audience based on certain characteristics. These can be broken down into 4 main segmentations;

  • Demographic: Age, gender, race, marital status etc.
  • Psychographic: Lifestyle, personality, values and beliefs etc.
  • Behavioural: Spending habits, brand interactions, customer loyalty etc.
  • Geographic: City, region, country etc.

Use your brand and campaign goals to identify your customers.

3. Create your email

Depending on your end goal, there are several types of email campaign to choose from. You also need to make sure the type you opt for is suitable for your chosen audience.

Here are some of the most popular or recognisable email types;

  • Newsletters – These are ideal for when brands want to share industry information, news, business updates or even sending out a weekly round up of blog posts. Typically they are sent on a regular schedule such as daily, weekly or monthly and are very rarely used for promotional purposes.
  • Promotional campaigns – Typically used when a brand is trying to sell a product or service. The email will highlight key features, benefits, positive reviews and sometimes a price point before directing customers to the website to purchase using a CTA.
  • Triggered emails – These are emails that are sent as a result of customers performing a specific action such as abandoning an online shopping cart. The email will remind the customer of their cart and prompt them to return and complete their purchase.
  • Re-engagement emails – When a customer has become ‘inactive’ with a brand, these emails will target them with the goal of getting them to re-engage. For example, if a customer stops regularly visiting a website, a brand might send them a special discount code to tempt them back to being ‘active’.

Although the email type plays a large part in whether you meet your goals, it is not the entire picture. Making sure you send the email at the best time can also be crucial in its success. And so, on to step 4…

4. Find the best time to send it

To get maximum engagement with your emails, you need to consider when you send them. This means looking at both the day of the week and the time of day.

Some thing are obvious, for example, sending an email to a UK audience at 3am would get very little engagement as people are likely asleep. However finding the right hour of the day might seem a little more tricky.

Luckily, a huge number of studies have been done, analysing millions of email campaigns, to find that optimal time. And, whilst the studies vary in size and style, they all show a very similar pattern.

A infographic showing that the best days of the week to send an email marketing campaign are Tuesday, Thursday and Wednesday.

Based on number of email opens and clicks, Tuesday came out as the top day of the week to send out those emails, with Thursday coming up as a great day to send a second email in the same week.

Whilst the studies did find slightly more varying results when it came to what time of day to send emails, there were a few more popular times, based on differing factors.

An infographic showing the key times of day at which to send an email marketing campaign based on different data factors. 10am, 8pm. 2pm and 6am.

Of course, you can take from this that Tuesday at 10am should be the best time to send your emails and it is definitely a good starting point but we should always consider our specific business, brand and audience when making this decision as well.

5. Measure your success

When it comes to KPIs for an email marketing campaign, there are a few common ones that businesses tend to focus on. These are;

  • Clickthrough rates – the percentage of the audience who clicked on one or more links within the email. CTR is good in understanding what content your audience most engages with.
  • Conversion rates – the percentage of the audience who click on a link within the email and then complete an action. This action can vary e.g. purchasing a product or filling out a form.
  • Open rates – the percentage of the audience that opens the email. This can often be a good indicator of your subject line strength.
  • ROI (return on investment) – this is essentially the revenue you made as a result of the email campaign, divided by the cost of delivering the campaign.

In order to establish the success of your campaign, it is important to align the initial goals you set at the beginning with the KPIs you measured at the end. If your goal was to drive more customers to your website a positive indicator of success might be a strong clickthrough rate.

Hopefully this guide has given you the confidence and information you need to create your own successful email marketing campaign. If you are keen to try your hand at some more digital marketing, check out these blog posts for more helpful tips and tricks;

Happy marketing!

5 Free Email Marketing Tools to Create Effective Campaigns in 2022

Three emails in a Gmail Workspace inbox

Contrary to what many may think, email marketing isn’t dead. In fact, the average order value of an email is three times higher than that of social media. It is thus no wonder that email marketing remains one of the specialisms listed in the digital marketing apprenticeship standard. Use these best email marketing tools and software to develop effective email marketing campaigns.

  1. Best Email Service Provider (ESP) | Mailchimp
  2. Best Email Template Builder | Stripo
  3. Best for Email Marketing Analysis | Google Analytics
  4. Best Email Copywriting Tool | Grammarly
  5. Best for Email Compression | Compress JPEG

Best Email Service Provider (ESP) | Mailchimp

Let’s start with the most essential: email service providers. ESPs allow you to send email campaigns to a list of subscribers using email software. Mailchimp is a great free one because you can split your subscribers up into groups and segments. This means you can send targeted emails improving click-through rates and conversions. In 2022, personalisation continues to be an important part of email marketing strategies, and email automation is a great way to achieve this. Email automation is available on Mailchimp and can be used to create effective drip marketing campaigns, ensuring you send the right message at the right moment to the right people. Other ESPs you could look at are Zoho Campaigns, which is free with up to 6,000 emails per month to 2,000 contacts, and Klaviyo, which is also free with up to 500 emails to up to 250 contacts.

Cost: Mailchimp Free includes up to 2,000 contacts, with 10,000 sends per month and a daily limit of 2,000.

Digital marketing apprenticeship standard: Technologies, implementation, specialist areas (email marketing), digital tools

A person planning their email workflow strategy on a whiteboard for abandoned cart emails
Email automation workflows can be directly created in Mailchimp

Best Email Template Builder | Stripo

Most ESPs provide a host of free email marketing templates, but they are usually basic newsletter designs. Stripo utilises drag-and-drop content modules to help you create HTML email templates, and is one of my personal favourites as you can set the branding for headings and other design elements. Additionally, each content block can be optimised for mobile. Using Stripo you can create beautiful email mock-ups and reuse the templates. Sections of your email templates can also be saved as modules, which can be dragged into new designs. Altogether, Stripo guarantees brand consistency across your email campaigns.

Cost: The free version of Stripo allows you to create two email templates and export 4 emails to ESPs per month

Digital marketing apprenticeship standard: Technologies, specialist area, digital tools

Best Email Marketing Analysis | Google Analytics

ESPs are great sources to collect email metrics, such as open rates, click-through rates and email deliverability. But, once a user clicks on a link and leaves their email inbox, ESPs can no longer track their behaviour. This is where Google Analytics comes in. Using UTM tracking parameters, Google Analytics can track where users came from, how long they spend on a page and whether they ended up completing a goal. As a result, digital marketers can calculate their return on investment for their email marketing strategy.

Cost: Google Analytics is free for small and medium-sized businesses

Digital marketing apprenticeship standard: Data, analysis, digital tools, digital analytics

Best Email Copywriting Tool | Grammarly

Have you ever sent an email and then realised there’s a typo? It can happen, but unfortunately, it could make your brand look unprofessional. While email best practice is to write copy in Google Docs or a Word Document, this can often be time-consuming. These word processors do not analyse the text for the tone of voice either. Grammarly is a writing assistant that does not only review your spelling but also your grammar, inflexion, and clarity of the sentences. The best features are Grammarly’s plug-ins that can be used in apps, word processors and, you guessed it, email clients. This ensures you can write easily readable and typo-free email campaigns even when time is of the essence.

Cost: Grammarly free checks for spelling, grammar and punctuation.

Digital marketing apprenticeship standard: Written communication, technologies

Best for Email Compression | Compress JPEG

If you have used an ESP before, you may have noticed a warning comes up when you try to import an image that is too big. The reason ESPs have these pop-ups is that emails over 3MB in size risk being flagged as spam. One way to reduce an email’s size is to compress the photos in it. Compress JPEG makes it easy to import or drop the files into its compressor. After the software compresses the file, you can download the minimised version. Any files uploaded on Compress JPEG are deleted after one hour because security and privacy are key to the operations of most businesses. You can also adjust the quality, and in turn the file size, manually. In addition to JPEGs, PNGs, GIFs and PDF files can also be compressed by clicking on the appropriate tab on the website.

Cost: Compress JPEG and its sister sites are free to use with unlimited file compressions

Digital marketing apprenticeship standard: Problem-solving, digital tools, interprets and follows

Screenshots of where you can upload the file, adjust the quality and download the minimised file format on Compress JPEG
On Compress JPEG, you can upload a file, adjust the quality and then download the minimised version.

Creating Effective Email Marketing Campaigns

As a digital marketer, it is important to understand the wide range of tools at your disposal. Using various email marketing tools will bring you one step closer to building and implementing a great email campaign that is sure to impress your line manager and EPA organisation.

Follow us on social media to get digital marketing tips and tricks in your daily feed.

Twitter Link
LinkedIn Link

5 Easy Ways to Generate Website Traffic

The more people who reach your website, the more potential customers you have. Everyday 250,000+ websites are launched worldwide according to Siteef. As this space becomes ever more cluttered, it has never been important to ensure your message gets through. If you don’t generate website traffic, you won’t have any potential customers.

An image of someone working on a laptop, using a data tool to track the growth of web traffic

1. Social Media

There are multiple different social media and all have a different user base. These are the main ones:

  • TikTok: You have the ability to reach millions of people for free. 60% of all TikTok users are aged between 16-24 according to a social media research firm Wallaroom. A good example of a company who have used TikTok well is the Irish airline Ryanair, who have amassed 1.3 million followers. From every post you make you could recieve thousand of additional hits to your website. The more you post, the more views you get, giving you more chance to increase profits.
  • Instagram: Similar to TikTok, Instagram’s main demographic is 18-29 year olds who make up 59% of all users according to The London School of Economics. Instagram gives you more freedom than TikTok because with Instagram you can post picture, videos, stories and more but TikTok can only be a video. A good example of a company who have used Instagram well is Starbucks who have 18 million followers. The American Coffee giant have transformed themselves from just another Cafe chain to a status symbol.
  • Twitter: You can reach thousand of people with just one post. Unlike TikTok and Instagram you can actually put a website link in the description of a post which means it is easier for people to click on to your website. A good example of a brand who do well on Twitter is H&M the high street fashion retailer with 8.4 million followers. According to the same London School of Economics report 37% of Twitter users are aged 18-29.

2. Reviews

Reviews help sell product but what most people don’t know is reviews also generate website traffic. It does this in a few different ways:

  • Referrals: People who have bought something are likely to tell their friends about it if they like it. According to a study conducted by Big Commerce only 25% of people trust adverts, but 92% of people believe the recommendation of a friend or family member and 75% of people believe the reviews of previous customers.
  • Search Ranking: If you have reviews on your website you will rank higher on google. If your previous customers leave reviews, the Google algorithm can improve its ranking of your website.

“Google itself has made it clear that reviews can influence local search rankings — and are factored into its algorithms for determining where businesses appear on Search Engine Result Pages”

Review Tracker

3. Paid Advertising

Paid advertising is a brilliant tool, but only when it is planned out well and constantly reviewed. Failure to manage paid advertising well can turn it into an ineffective money pit. The best methods for paid advertising are:

  • Paid Search Marketing: This is the most popular type of paid advertising, according to a study done by PPC Protect, 45% of small businesses used Paid Search Marketing in 2018. This method is good because you only pay for clicks onto you website after someone uses your search term. The Paid Search Marketing price is dependant on the competition for search terms, if you pick to many mainstream terms, you will find your paying a lot more per hit then they are worth to you. If this happens you should pick some more niche keywords and under used ones. You can research keywords using Google Trends, Semrush and many other programs.
  • Display Advertising: This is where you have a pop up advert on different websites, whos viewerbase you want to target. An example of a website you would see Display advertising on is the Daily Mail website. According to research firm Sumo only 3% of people click on these kind of adverts, but it is a good way to build brand awareness.
  • Social Media Advertising: This is where a post on social media is promoted to reach far more people than it ever would have. You can generally pick the locations, ages and interests of people you want your campaign to reach. The idea is to generate website traffic from only people interested in your sector. The average cost of social media advertising per 10,000 impressions are (according to Bark a marketing firm):
Social MediaCost Per 10,000 Impressions
Tik Tok£75.60

4. Email Marketing

Email marketing is a fantastic, cost effective way to drive traffic to your website, because you are emailing people who have already registered an interest in your company. The best time to do this is when you have a new product or your have a special offer, to entice these people in.

5. SEO

Search Engine Optimisation (SEO) in simple terms is optimising content on your website in order to rank higher on search engines. Things you can do to improve your SEO include:

  • Use Alt tags on images
  • Update content regularly
  • Keep Meta description to no more than 70 characters
  • Start regularly blogging
  • Fix or remove broken links
  • Use Keywords
  • Benchmark your site against your competitors using Google Page Speed

10 Pro Email Marketing Tips for Beginners

email marketing, email creation, women, laptop, notebook

Whether you are a new Digital Marketing Apprentice ready to take on Email Marketing or simply want to know how to develop your content as a starter, here is your guide to ensure the maximum results from your campaigns. By creating email marketing campaigns, you can reach more customers and grow your business heavily by putting your company’s name on the radar. In order to achieve your desired results, here are the Top 10 Email Marketing tips which new email marketers should take into consideration.

1. Pick a suitable email marketing platform

The first and probably most obvious would be to decide on which platform best suits your email marketing requirements. The things to take into account are your budget, recipient size, email design and so much more. HubSpot is an amazing tool that allows you to easily redesign and configure your emails for your audience, however, it is a paid feature. A free version that would be suitable for large email lists and designing opportunities would be MailChimp. So as previously mentioned, research heavily into which platform is the best for your company.

2. Segment your audience

Segmenting your audience is the practice of grouping customers who have certain attributes together. You may ask why this would be beneficial, the first reason being personalizing content becomes much easier for future campaigns. Also, measuring results for particular contacts is more accurate and precise.

3. Designing your content

It is extremely important that your email campaigns reflect a similar style to your brand colors and website design. This as a result creates more brand awareness surrounding your company and makes your content look professional and easily identifiable.

Ways to Improve SEO content writing

4. Personalisation

Personalizing aspects such as Subject Titles/Lines, Intro Texts and more, causes higher open rates as recipients are more likely to open emails that are addressing them directly. This tip also aligns closely with Segmentation as you can increase the relevancy your emails have to your receivers by making your content more personal for different groups.

5. A/B Testing

Also famously known as split testing, A/B testing allows you to test certain elements of your content to help improve your campaign as a whole. Changing small things like one word in your Subject Line can go a long way in terms of measuring the results and seeing which performs better to adapt your future campaigns and see which best suits your audience.

6. Optimising campaigns for Mobile Users

Considering the percentage of users who are more likely to check their emails on their phones, it is crucial to make sure your content is optimized for their device. 70% of users are more likely to open emails on a mobile device so make sure your links work, your font size is readable and your email loads quickly on mobiles.

young woman using laptop, email creation, marketing tips

7. Make sure you have an unsubscribe button

As soul-crushing as it can be to have a dedicated contact unsubscribe from your content, it is crucial you give them the option to opt-out. This ensures you stay in GDPR regulations and also makes sure you stay on the good side of your target audience.

8. Do not spam

Creating a marketing campaign plan before releasing your batch of emails over the next month is very important. This ensures you are not overloading your recipient’s inboxes whilst also creating excitement for your next campaign release. Weekly campaigns are a great way to dive into the email marketing sector as a beginner.

9. Make your CTA contextual

Recipients should know exactly what action you are pushing them to take with one small message as your CTA. Clearly defining your wording such as ‘Read More’ or ‘Buy Now’ pushes the reader to take those desired actions. Another benefit is, good CTAs will drive traffic to your other platforms if the links work correctly.

10. Measuring Metrics and KPIs

The top 3 email metrics to look out for are: Open Rates, Click-Through Rates, Bounce Rates, and Conversion Rates. By measuring these KPIs over a period of time you can develop reports to see which campaigns settled better with the recipients and what sort of content pushed for the best results. With this information, you can cater your future campaigns for their stronger interests.

email creation, women typing on laptop

To reach customers in the most effective manner, follow these tips so you can ensure you get the maximum results for your company – whether you are an apprentice for a start-up or large organization. New and improved email campaign platforms make it easier for you to personalize your content, so you ensure CTAs are perfect and your content focuses on what your audience wants to hear rather than what you want to tell them. See better results, reach more potential customers around the world, and make a memorable impression with our top email marketing tips.

Keep up to date with our new apprenticeship roles or even blog content that will push you in the right direction as an aspiring apprentice, Sign Up to our mailing list and be the first to be alerted.

Alternatively, you can follow us on Twitter or Linkedin.

Want to find out more about the current apprenticeships we offer? Feel free to take a look at our other posts here:

How to create exceptional email marketing campaigns in 5 steps

A Digital Marketer planning an email marketing campaign

Email marketing is still one of the most successful ways of generating leads for B2B businesses. They are a fantastic way of generating business for B2C businesses too. Anyone can send emails, but it takes skill to send ones that resonate with an audience enough to keep them subscribed, yet alone purchase a product or service. Here is how you can get one step closer to achieving your email marketing goals, with these five easy steps.

Create attention-grabbing, concise subject lines

To create the best subject lines, you must put yourself in the shoes of your email recipients. There are countless email apps and providers, each with their own way of displaying emails. It is because of this that your attention-grabbing subject line is kept short and to the point. Email marketing platform Mailchimp suggest you use no more than 9 words or 60 characters, but in my personal experience, the fewer, the better. If you can get your message across in less than 5 words, you are making it easier and easier for your reader to consume and understand.

Avoid giving too much away, make your readers want more

This is probably one of the most important rules you should stick to. It can be so tempting to write out a great article going into detail about a certain topic, which make your subscribers happy – but if you are giving them everything they want, they will not go searching for more. If your goal is to generate a lead or make a sale, encourage your readers to finish the rest of your article on your website. That way, they are encouraged to visit more pages and learn more about what you offer.

A person receiving marketing emails through their phone

Find the perfect balance between quality and quantity

Sending campaigns daily or even biweekly can frustrate your subscribers, even the ones with the most interest. It is important to drip feed content, not force it upon them. Sending a brilliant campaign once a week is going to resonate better than 5 average ones. Quality over quantity. This is essential in keeping your unsubscribe rate as low as possible. Only you can find out what the best balance is for your company, however.

Integrate your call-to-action (CTA), try not to bolt it on at the bottom

Your call-to-action is the single most important part of your email; without the ability to learn more, sign up or purchase a product, your email marketing campaigns are not going to be a useful part of your digital marketing strategy. How your call-to-action is implemented is important. A lot of email marketing campaigns tend to place their call-to-action towards the end of every email, creating a clear divide between your sales pitch and your content. You must remember that most people do not read the full email, so by placing your call-to-action at the end, you are missing out on many potential conversions. You can be clever with your implementation; try to drop hints about what you offer in the context of the main body of the email.

Try to keep your word count low but do not sacrifice quality

Research shows that some of the most successful email marketing campaigns contain some sort of media, such as video. If people have opened your email, you are lucky if you still have their attention past the first few lines of text. A video software company found that using video in email marketing led to a 300% increase in click-through rates. People do not mind reading, but sometimes they just do not want to keep reading, or in a B2B scenario, sometimes they just do not have time to keep reading. Try to mix things up with some moving parts – but avoid sacrificing on quality just to achieve these goals.


Try to remember that, to stand out among the crowd, you must do something differently. People remember things that are out of the ordinary, and if you are unique and excelling in your own area, you will be remembered, and your company will be considered down the line for potential business. Create those concise and impactful subject lines, find that perfect balance between quality and quantity, intelligently integrate your call-to-action and try not to write too much. Good luck out there, fellow marketers.

Top 3 Easy Email Marketing Best Practices

Email marketing best practice

Within your business, you may have a growing database filled with customers you have put a lot of hard work into acquiring the data for. You’d be forgiven for thinking that the easy parts come next however keeping that customer base engaged and pushing them down the journey you want is equally as challenging. Whilst every business is different so things such as brand tone will be bespoke, there are easy email marketing best practices that can be implemented to help drive positive engagement.

Keep key information above the fold

In today’s mobile-focused world everything is available through the little box in your hand, and emails are no exception. As of 2018, it has been shown that over 80% of emails are opened using a mobile. For this very reason, it is imperative that when designing your email content you take a mobile forward approach. This is where the fold comes in. The fold is the section of the email that is visible upon opening on a mobile before scrolling. Therefore, you are going to want to contain as much wow factor as possible in that small space. The main things you will want to include above the fold are:

  • a CTA
  • Main Header
  • Offer messaging if applicable
  • Name personalisation

Personalise your content to your segment

When sending out email content the idea is to send it out to the full database as many eyes as possible is best right? Not exactly. There are times when a full active send is justified however, there are going to be many communications that aren’t relevant to specific targets. It’s best to segment your targeting in order to help combat email fatigue and to ensure that only relevant information is given to your customers. With this in mind, your content should fit the segment you are targeting. For example, if you are targeting customers who haven’t purchased before, it wouldn’t make sense to go with ‘we know you love’ messaging. If they haven’t purchased how would you know? It can cause frustration if a customer feels you are just sending out a generic message. Therefore, make sure your comms always take into account the segment you are targeting.

Utilise as much live text as possible

email deliverability

Images are unusually the punchier parts within an email however, text plays an important role in email deliverability. Whilst it may be easier to string together images with all the necessary information when building out an email, it increases the weight of the email drastically. The weight of live text is almost nothing. This is important as ESPs take note of email weight and consistent heavy emails will affect your IP in the long-term.

Make sure to take on board these email marketing best practices and watch your engagement grow!

Check out more information on digital marketing here

A Beginner’s Guide to MailChimp for Digital Marketing Apprentices

An image of a Digital Marketing Apprentice typing on a laptop.

There’s a lot to consider when it comes to email marketing, so we created a beginner’s guide to MailChimp for Digital Marketing Apprentices! Email marketing is one of the most important tools in your belt as a digital marketer, and is sure to be a major component of many of your marketing strategies. It allows you to speak directly with your audience at a convenient time via their inbox. With the right messaging you are able to build and maintain relationships with customers old and new. MailChimp is an online email marketing service that helps to make this process quicker and easier for even the most inexperienced Digital Marketing Apprentices.

Signing Up to MailChimp for Digital Marketing Apprentices

As a web-based application, MailChimp works in your browser without the need to download or install any additional software. As long as you have Javascript, cookies and pop-ups enabled, the service should work just fine. 

Setting up your MailChimp account couldn’t be easier – simply input your details and keep an eye out for the activation email to arrive in your inbox. While there are a number of plans available to choose from, you will want to select the FREE option, which allows you to experiment with all of the basic features you’ll need to start email marketing. You can create campaigns using some of the essential tools and features offered by MailChimp, grow an audience and gain access to basic reports to help you analyse your efforts and adjust your strategies.

Building Your MailChimp Audience

You should now have your first MailChimp account set up. Depending on your employer, you might have access to an existing account as their Digital Marketing Apprentice, but we recommend creating your own account so that you have an opportunity to get to grips with the service. 

With this free account, you have the opportunity to build 1 audience of up to 2,000 contacts. You should do your best to update this record regularly and keep the information very concise. When you create your account, MailChimp will do its best to create an audience for you based on the setup details you give. However, you do have the option to add contacts manually or import by uploading a CSV file, or copy and pasting from a spreadsheet. Hopefully one list is all you’ll need because the management tools available allow you to organise and segment your contacts. You can create groups and assign tags to each contact you import, so be sure to use these features to your advantage!

An image of basic design ideas for a beginner's guide to MailChimp for digital marketing apprentices.

Creating Your First MailChimp Email Campaign

It’s unlikely that you’ll have the contacts as a Digital Marketing Apprentice to create an audience from the get-go, but you can still dive straight in and familiarise yourself with building your first MailChimp campaign. Why not try setting up a landing page to help gather contact information and flesh out your audience? But in the meantime, start by checking out the limited selection of email templates available to free account holders. Start with a “regular” campaign and try not to feel overwhelmed by the sheer amount of customisation options. You’ll soon wrap your head around them once you’ve mastered the basics. For now, Digital Marketing Apprentices should focus on the setup and very basic design.

Before the design process can begin, take some time to fill out your campaign setup. Use the “To” section to select recipients, the “From” section to add your name and email address, and the “Subject” section to add your subject line and preview text. MailChimp gives you some handy hints for completing each section before you can then move on to the design of your campaign in the “Content” section.

Using the “Classic Builder” and your chosen template as a starting point, use the window at the right hand side to explore the various types of content blocks you can add to your design. These range from images and text, to buttons and dividers. Once you’re happy with your design, you can send yourself a test email using the “Preview” drop-down menu at the top. Once you’re happy, press send and MailChimp will take care of the rest for you! You can even schedule your campaign to send at a specific date and time.

Analysing Your MailChimp Email Campaigns

Your work isn’t done yet! As a Digital Marketing Apprentice, you’ll come to learn that successful marketing relies on campaign monitoring and analytics. Many digital marketing tools offer data to help you track your content and develop an understanding of what has performed well and what hasn’t. You can use this information to create more tailored content that will resonate with your audience and lead to better results.

With your basic MailChimp account, you will be able to see an immediate rundown of the open rate, click rate and unsubscribe rate of your campaigns, with more detailed data available the more you explore your report. Get into the habit of doing this with every single campaign you create as it’s important to be able to show how you are using this data to your advantage. You also have the option to export your report or share the information with a colleague or client.


Getting to grips with the basics of email marketing is key to your role, and hopefully our beginner’s guide to MailChimp for digital marketing apprentices will help you do just that! We’re only scratching the surface of this free-to-use online service, but with our beginner’s guide, you’ll soon master the basics of email campaigns. With time and practice, you’ll find that email marketing is one of the most important and effective tools in your roster.

If you found this this helpful and would love to learn more, be sure to make the most of our other articles on Digital Apprenticeships right here on