Answering the Top Email Marketing Questions

FAQs From Professional Services Businesses

If you’re a business owner, often you find yourself with a bunch of questions, but no one to ask them to.

You know your business needs to do marketing, but how do you do it? Where should you start? What are the steps to get your marketing up and running?

At Crisp Communications, we specialise in helping businesses kickstart their marketing. We can support you by either taking marketing off your plate, or by acting as a sounding board for you to do it yourself.

If you’re looking to kickstart your marketing efforts, and want to add an email newsletter to your strategy, look no further. We’re here to make your life as easy as possible. Here are some of the top questions that we get asked about email marketing:

What technology should I be using for my email marketing?

I suggest Active Campaign (we think it’s the best), but you could also use something like MailChimp or HubSpot. The key is to find a platform that aligns with your business’ needs and budget.

Once you’ve decided on a platform, set yourself up a nice template that is branded, easy to use and has your contact details listed on it. This is not only for your convenience, but it will create a consistency in your email communications.

What type of content should I be sending in my emails?

Your emails should give value to the person reading them. Think about what your audience wants to learn or know more about, and then tailor your emails accordingly. The more value you add, the more they will be looking out for your next email.

An easy way to start your email marketing is to choose a theme for each newsletter and include information about that theme. This could be anything from a trending topic in your industry, a common pain point among your audience, or even a seasonal promotion.

For example, you could start with a short paragraph (or for bonus points, do a video) about the theme. Then include some articles or resources like podcast episodes, a video, and a download. And I always like to finish the email with a plug for my services and my contact information.

Once you get into the swing of things, don’t hesitate to experiment with additional elements like team profiles, industry news updates, humour, or special event announcements to keep your audience intrigued.

Where do I get articles for my emails?

If writing isn’t your forte, don’t worry, there are many options available to you. You can subscribe to article services like Connective or Feedsy, which will provide you with a steady stream of relevant content tailored to your industry.

Alternatively, you could outsource your writing to professional copywriters (like Crisp Communications) or leverage articles you find elsewhere. Just remember to credit sources and add your own unique perspective to make the content resonate with your audience.

How often should I be sending emails to my clients / potential clients?

Sending emails monthly is a great place to start. That way you can maintain regular communication without overwhelming your audience (or yourself). However frequently you decide, just try to keep it consistent

Crispy Tip

Consider batching your email content creation to save you time and a whole heap of stress!

I send to my clients, should I also be sending to potential clients?

Yes, absolutely!

We recommend having two email lists; clients and potential clients. For existing clients, the focus is nurturing relationships, encouraging repeat business, and adding value. For potential clients, the emails serve to nurture leads and build credibility.

How can I grow my email list with potential leads?

If you are looking to have a list of potential clients to send to, Make sure to include opt-in forms on your website, blog, and contact forms to capture visitor information.

A great way to build your list is by offering incentives such as exclusive content, discounts, or freebies in exchange for email sign-ups to entice potential leads. Stuck for ideas? Check out our article on
lead magnets for websites!

Looking to kickstart your email marketing and grow your business?

  1. Book in a time to discuss how Crisp can take care of your email marketing for you

  2. Book in a one-hour ask me anything session to get all your marketing questions answered by our lead strategist, Abi

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