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Please join our Winter Warmth campaign by collecting up and donating winter clothes like coats, jumpers and personal hygiene products to local charities to help at a time when many rough sleepers are starting to feel the effects of winter.  Every year there is always a shortage of warm clothing for those experiencing homelessness.

PARTNERSHIP – we work in partnership with Only A Pavement Away who distribute c.250,000 items to those sleeping rough or are in hostels each year.

JOIN the Winter Warmth Campaign by collecting up warm winter clothes and donating to a homeless charity, shelter or hostel near you who will be thrilled to receive your kind donations.  We can guide you to your local drop off point.

YOUR DONATIONS must be in good, wearable condition and that you have cleaned out any pockets, any hygiene products must be new and unused.

TELL US if you plan to take part on the form below,  we can guide you to nearest charity, shelter or hostel and promote your donation.

SHARE your donation photos and tag Agents Giving

What donations are required?

GET INVOLVED

We are looking for donations of the following items:

• Coats
• Winter jumpers
• Scarves
• Gloves
• Toiletries – new, small deodorants, anti-perspirants, small shower gels

However, consumers will still be affected by the financial strain caused by high inflation and interest rates, so businesses that offer good value could claim a larger market share. 

With this information in mind, let’s explore how you can boost revenue during this seasonal boom in spending.

Define your goals

Firstly, decide what you hope to achieve during the Christmas rush. Do you want to launch a new product, sell off existing stock, or generate new leads to pursue in January? 

Setting clear goals will ensure you focus your marketing budget on the appropriate strategies and distribution channels for the best results.

Schedule seasonal content

Once you have clear goals to work towards, create a content calendar to schedule everything from social media posts and blog articles to email campaigns and whatever else you feel will help build excitement and engagement with your business, brand, products, or services. 

Although it may feel like a lot of work, pre-scheduling your content will free up time to deal with an influx of demand as you near the big day.

Prepare for higher demand 

Is your business ready to respond to higher order numbers and website visits? Ensure you’ve planned your inventory and streamlined your payment processes to avoid losing customers because something is out of stock or they can’t pay immediately.

Likewise, pay attention to user experience. If high demand slows your website down or you haven’t optimised it for mobile view, you could put people off investing in your offerings.

Rebrand for the festive market

Refreshing your website, social media pages, online shops or high street shop front with festive imagery and Christmas cheer is an excellent way to attract customers eager to spend money. Don’t forget to highlight the products and services you want to promote in your graphics, imagery, pop-ups and displays.

Give a gift

The Christmas season is all about giving, so why not capitalise on the trend for value by offering customers something extra? Think discounts, sales, gift cards and vouchers, giveaways, competitions and free shipping.

Supporting a charitable or community cause could also boost your reach and reputation while helping others – a win-win for everyone involved.

Of course, it’s a good idea to collect data on current trends and your competitors’ strategies before launching your Christmas push. If you have metrics floating around from last year, incorporate them into your plans.

Lastly, don’t forget to take time for you and your staff to enjoy the festive period; a positive work environment will boost productivity and help everyone get into the right mindset for success. Merry marketing!

In the fast-paced world of digital marketing and optimisation, data-driven decision-making is paramount. One of the most effective tools at a business’s disposal is A/B or split-testing – a controlled experiment that compares two versions of a webpage or other elements, A and B, to determine which one performs better. 

Here are a few ways businesses can use it to their advantage:

1. Improving website conversion rates

One of the primary use cases for A/B testing is optimising a website’s conversion rates. Businesses can create two versions of a webpage, with slight differences in design, content, or calls to action. 

By testing these versions with real users, companies can determine which performs better in generating desired actions, such as making a purchase, signing up for a newsletter, or downloading a resource.

2. Refining email marketing campaigns

A/B testing is also invaluable for email marketing. Companies can experiment with different subject lines, email content, send times, and calls to action. By analysing open rates, click-through rates, and conversion rates, they can fine-tune their email marketing strategies to ensure that their messages resonate with their audience.

3. Enhancing ad campaigns

Digital advertising campaigns can benefit significantly from A/B testing, too. By creating multiple ad variations and tracking their performance, businesses can discover which ad copy, imagery, or targeting parameters yield the best results. This information allows for more efficient ad spending and higher return on investment.

4. User experience optimisation

Split-testing can also improve the overall user experience on a website by experimenting with different layouts, navigation menus, and content placement to ensure that users find what they’re looking for quickly and easily. This not only enhances user satisfaction but can also lead to higher engagement and conversions.

5. Product development and innovation

Beyond marketing, A/B testing can be employed to refine product features and offerings. By introducing variations and tracking how users respond, the experimenter can gather valuable insights into customers’ preferences so they can make informed decisions about product development and innovation.

6. Testing hypotheses

A/B testing provides a systematic way to test and validate assumptions about what will work best for a business. Whether it’s a new website design, a product feature, or a pricing strategy, A/B testing allows companies to gather key empirical data.

Tips for successful A/B testing

1. Clearly define objectives to define what success means for each experiment.
2. Test one variable at a time to accurately identify what caused improvements or setbacks.
3. Collect enough data by using large, randomly chosen samples. You’ll also need to decide what difference makes a result statistically significant to you.
4. Break down the results by segmenting your audience to see who was most affected (positively or negatively) by the changes.
5. Be patient – allow tests to run for an adequate duration to capture different user behaviours and trends.
6. Survey users about their experience to learn why they preferred one option over another.
7. Keep adapting your approach by using the insights from A/B testing.

In conclusion, A/B testing is a powerful yet simple way businesses can enhance their online presence, increase conversions, and make data-driven decisions. Why not start implementing it today?

At this time of year, many businesses will be assessing how well their marketing strategy has worked over the last 12 months. And with 2024 fast approaching, now is the perfect time to update your approach to hit the ground running.

Here are 10 things you should consider focusing on as you refresh your marketing game plan:

• Rethink distribution 

Most businesses don’t have the budget to get in front of their audience in every way possible, but that doesn’t mean diversifying is out of the question. 

By researching your customer base, you can find new ways to attract their attention in less competitive areas. 

For example, if you plan to develop a social media presence, choose the platforms that make sense based on your audience’s age range and interests rather than trying to appeal to everyone. 

• Invest in paid advertising

According to WordStream, over three-quarters of businesses currently run paid campaigns on Facebook, which is unsurprising considering the vast amount of data it holds about its billions of users. 

With other social media platforms promoting their advertising options, building a following just by organic means is becoming increasingly difficult. So, if your business is struggling to gain traction, consider dabbling in paid ads where it makes sense for you.

• Refresh current content

New, high-quality content will always help businesses grow their audience – but don’t overlook what you already have. 

Regularly updating and republishing old articles and posts can boost SEO and visibility, while videos, slides, and infographics can be repurposed in different contexts to bulk out your offerings. 

If some of your older content performed well, use it to inform spin-off content that will attract people back to your business. 

• Encourage word-of-mouth

Our social network influences us when it comes to engaging services or purchasing products. Ensure your customers have a good reason to sing your praises, whether setting up an affiliate programme, creating fun hashtags, or rewarding reviewers. 

• Improve usability

Your marketing efforts could go to waste if your customers find it difficult to interact with your business. Think slow-loading websites, a lack of mobile-friendly content, or hard-to-find information. Always keep user experience in mind throughout the whole process.

• Close the loop

If you employ digital and in-person marketing strategies, focus on linking them together to drive particular actions, such as mailing list sign-ups, phone calls or product sales, to create a cohesive campaign.

• Be human

It often pays off to be less ‘business-y’ and more human by sharing your personal journey and running events such as podcasts, live workshops and streams to show your audience who you actually are and why they should trust you. After all, most consumers have become wise to traditional sales tactics. 

• Create meaning

Linking your business or brand to something positive – such as supporting an important cause related to your product or service – can help customers connect with it and see it in a more positive light. This will help boost brand loyalty and encourage sales.

• Collaborate 

Networking is a powerful tool for many reasons. The more influential people you build a rapport with, the easier it is to join forces to increase your reach and generate warm leads. Social media influencers are also often open to reviewing products and services or promoting them within their content in return for support.

• Don’t rest on your laurels 

While sticking with what you know is tempting, the market is constantly shifting and evolving. Instead, continually review the data to make real-time changes to your marketing campaigns based on the results. Once a campaign ends, analyse it in detail to see how you can improve next time.   

There’s a good chance your business has already implemented the above strategies. But, let’s face it; it’s easy to get distracted by the day-to-day running of a company, so it’s always worth refreshing your approach to adapt to the current market. 

Thankfully, there’s still time to update your tactics before the New Year. Which one will you try first?

Email marketing is a fantastic tool for businesses hoping to engage their audience, drive conversions, and build lasting customer relationships. But how can companies make the most of it? Let’s find out.

What is email marketing, anyway?

Simply put, it’s a direct digital marketing strategy where a business sends emails to a list of recipients to promote products or services, nurture leads, or share valuable information. 

Here are some key benefits:

• Cost-effective compared to traditional advertising methods.
• Personalisation: Emails can be customised to suit each recipient's preferences and behaviour, enhancing engagement.
• Targeted campaigns allow you to send tailored messages to specific groups of recipients.
• Measurable results: Email marketing platforms provide valuable insights into the performance of your campaigns, enabling you to refine your strategy for better results.

Now, let's explore the different types of email campaigns that generate results:

• Promotional campaigns promote products, services, or special offers. They often include discounts, limited-time deals, and call-to-action buttons that encourage recipients to make a purchase. These emails are a great way to boost sales and clear inventory.

• Transactional emails are automated messages triggered by specific actions or events, such as purchase confirmations, order updates, or password resets. Although they are primarily informative, companies can use them to upsell or cross-sell related products.

• Welcome emails help businesses make a positive first impression by briefly introducing their brand, showcasing key products or services, and encouraging recipients to explore their website.

• Drip campaigns are a series of pre-scheduled emails over a specific period. These campaigns are excellent for lead nurturing and customer onboarding as they gradually introduce recipients to your brand and products, building trust and engagement over time.

• Newsletter campaigns share updates, industry news, tips, and valuable content with subscribers. They help maintain a strong connection with your audience and position your brand as an authority in your field.

• Abandoned basket emails remind customers of their abandoned shopping baskets and encourage them to return to your website and complete the purchase.

• Re-engagement campaigns are designed to win back disengaged subscribers. They often include special offers or personalised content to reignite their interest in your brand.

• Announcement campaigns inform subscribers about new products, features, events, or company updates. These emails generate excitement and awareness among your audience.

• Survey and feedback emails solicit opinions and suggestions from your audience, helping you understand their needs and preferences better.

• Educational campaigns provide valuable information, tips, or guides related to your industry. These emails position your brand as an expert and help build trust with your audience.

Whether you're looking to increase sales, build customer loyalty, or nurture leads, email marketing can be tailored to suit your needs. By implementing a range of email campaigns and using them strategically, businesses can unlock the potential of this timeless and effective marketing channel.

Making Christmas gin can be a fun and festive project. You can infuse your gin with a variety of seasonal flavours to give it a festive twist. Here's a simple recipe to get you started:

Ingredients:

1. Gin: Choose a good-quality gin as the base for your infusion.
2. Juniper Berries: These are essential for gin and will form the base of your infusion.
3. Christmas Spices: Use a combination of cinnamon sticks, cloves, star anise, and cardamom pods for a warm and festive flavor.
4. Citrus Peel: Orange or clementine peel can add a bright and citrusy note.
5. Cranberries: Fresh or dried cranberries will add a touch of tartness and a pop of color.
6. Sweetener (Optional): You can add a sweet element like honey or simple syrup if you prefer a slightly sweetened gin.

Instructions:

1. Prepare Ingredients: Gather all your ingredients and wash any fresh fruits or berries.

2. Combine Ingredients: In a clean, airtight glass container or jar, combine the gin with the juniper berries, Christmas spices, citrus peel, and cranberries. Adjust the quantities based on your personal taste preferences.

3. Infuse: Seal the container and let the mixture infuse in a cool, dark place for at least 2 weeks. Shake the container gently every few days to help distribute the flavors.

4. Taste Test: After the infusion period, taste the gin to see if it has reached your desired flavor. If it needs more time, you can let it infuse for an additional week or longer.

5. Strain: Once you're satisfied with the flavor, strain the gin to remove the solid ingredients. You can use a fine mesh strainer or cheesecloth to achieve a clear liquid.

6. Optional Sweetening: If you want to add sweetness, you can mix in a small amount of honey or simple syrup to taste. Stir well and taste as you go to avoid over-sweetening.

7. Bottle: Pour the finished Christmas gin into clean, airtight bottles for storage.

8. Serve: Enjoy your homemade Christmas gin in festive cocktails or simply over ice. Consider garnishing with a twist of orange peel or a few cranberries for an extra touch.

Remember that the infusion process is flexible, and you can adjust the ingredients and quantities to suit your taste preferences. Have fun experimenting and creating your own unique Christmas gin!

Creating the perfect Christmas wreath for your front door can be a fun and festive DIY project. Here's a step-by-step guide to help you make a beautiful Christmas wreath:

Materials Needed:

1. Wreath Base:

   • Purchase a pre-made wreath base (typically made of foam or grapevine) from a craft store, or use a wire wreath frame.

2. Greenery:

   • Artificial pine branches, holly, cedar, or any other greenery of your choice.

3. Decorations:

   • Christmas ornaments, pinecones, berries, ribbon, bows, faux flowers, and other festive decorations.

4. Wire or Floral Picks:

   • Floral wire or picks to secure the greenery and decorations to the wreath base.

5. Hot Glue Gun and Glue Sticks:

   • For additional reinforcement and attaching smaller decorations.

6. Wire Cutters:

   • To trim and cut the greenery and decorations.

7. Ribbon:

   • A festive ribbon for hanging and additional decoration.

Steps:

1. Prepare Your Workspace:

   • Lay out all your materials on a clean and spacious surface.

2. Attach Greenery:

   • Start by attaching the greenery to the wreath base. If you're using artificial branches, separate them into smaller sections and use floral wire to secure them to the base. If using a wire frame, twist the branches around the frame.

3. Layer Greenery:

   • Layer different types of greenery to add depth and texture. Mix and match colors and shapes to create a visually appealing wreath.

4. Add Decorations:

   • Once the greenery is in place, begin adding your decorations. Attach ornaments, pinecones, berries, and other items using wire or hot glue. Distribute them evenly around the wreath for a balanced look.

5. Create a Focal Point:

   • Choose a larger ornament, bow, or a cluster of decorations to serve as the focal point. Place it off-center for visual interest.

6. Secure with Wire or Picks:

   • Use floral wire or picks to secure decorations firmly to the wreath base. This will prevent them from falling off over time.

7. Add Ribbon:

   • Create a bow with your chosen ribbon and attach it to the wreath. You can place it at the top, bottom, or side, depending on your preference.

8. Check for Balance:

   • Step back and assess the wreath for balance and symmetry. Make adjustments as needed.

9. Hang Your Wreath:

   • Attach a sturdy ribbon or wreath hanger to the top of the wreath, and hang it on your front door.

10. Optional Finishing Touches:

    • Consider adding lights or other embellishments for an extra festive touch.

Remember, there are no strict rules when it comes to making a Christmas wreath.

Let your creativity shine, and personalise it to match your style and preferences. Have fun crafting, and enjoy your beautiful, handmade Christmas wreath!

Back in October, Google and Yahoo laid out plans to enforce tighter industry practices, which come into force this February. 

The updated requirements target bulk senders – anyone operating an email mailing list that sends over 5,000 emails to Gmail addresses a day – to make it harder for spammers and fraudsters to break through.

However, the news has left many digital marketers wondering whether the new rules will prevent them from reaching their subscribers’ inboxes.

So, what do the changes actually mean for your business?

Well, if you’re hitting the 5,000-in-a-day threshold, you’ll have to grapple with the new authentication and procedural requirements – if you haven’t already incorporated them into your set-up. 

In terms of authentication, that means your emails will have to pass DKIM (DomainKey Identified Mail) and SPF (Sender Policy Framework) protocols; you’ll need to configure a Fully Qualified reverse DNS” (FQrDNS), which is also known as a Forward Confirmed reverse DNS” (FCrDNS); and your FROM sending domain will require a DMARC (Domain-based Message Authentication, Reporting, and Conformance) record.

Basically, you’ll have to prove you’re exactly who you say you are. 

Other than this, bulk senders will be expected to ensure it's easy for their audience to unsubscribe at the click of a button (literally) and that anyone who has requested to leave a mailing list is removed within two days.

The last main change centres around an industry-first complaints threshold. While Google already blocks 15 billion spam emails per day, many still get through. To prevent even more unwanted emails, senders that hit a complaints threshold of .3% will likely be blocked. However, you will see issues with deliverability and reputation long before that. 

Lastly, it’s important to note that these changes won’t be the last. Unscrupulous senders will keep trying to break through, using whatever loopholes they can find. For this reason, we can expect the whole industry to keep closing the gaps to protect their end-users from harm – a motivation we can all support. 

If you’re still unsure whether your business meets all the new requirements, you can read more about the updates and how to implement them here: https://support.google.com/mail/answer/81126

The success of digital marketing campaigns often hinges on a critical factor: email deliverability. This measures how easily emails reach subscribers’ inboxes – without being flagged as spam or filtered into the promotions tab or junk folder. 

In this article, we’ll explore strategies businesses can implement to enhance their email deliverability and ensure their messages effectively reach their target audience.

Build and maintain a quality email list

One of the fundamental aspects of improving email deliverability is to have a clean and well-maintained email list. Regularly clean your list by removing invalid email addresses and unsubscribed users. Avoid purchasing email lists, as they often contain outdated or inaccurate information and can harm your sender reputation.

Use double opt-in

Implementing a double opt-in process ensures that subscribers genuinely want to receive your emails. This two-step verification confirms the subscriber's interest and helps prevent fake or mistyped email addresses from entering your list. This practice contributes to a higher quality and engaged audience, positively impacting your standing.

Personalise your emails

Personalised emails not only enhance user engagement but also contribute to better deliverability. Tailor your content based on user preferences, behaviours, and demographics. Personalisation goes beyond just using the recipient’s name – it involves creating relevant and targeted content that resonates, increasing the likelihood that your emails will be opened and interacted with.

Master subject lines

The subject line often determines whether someone opens your emails or deletes them. Avoid spammy or misleading subject lines, as they can trigger spam filters. Instead, focus on creating concise, compelling, and relevant subject lines that reflect what the recipient will find inside.

Optimise email content:

Ensure that your emails are well-designed, mobile-friendly, and contain a balance of text and images. Use a clear and compelling call-to-action and avoid excessive links or attachments that could trigger spam filters. Regularly test your emails to identify any elements that might impact deliverability negatively.

Authenticate your emails:

Authentication protocols – such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) – verify the authenticity of your emails, reducing the likelihood of being mistaken as spam.

Monitor and analyse:

Regularly monitor your email deliverability metrics using tools provided by your email service provider. Keep an eye on bounce rates, open rates, and click-through rates. Analyse this data to identify trends, pinpoint potential issues, and make data-driven adjustments to your email strategy.

By following the tips above, anyone can enhance their email deliverability, improve their sender reputation, and ultimately increase their brand’s reach and influence. Remember, successful email communication is not just about sending messages but ensuring they reach the right audience at the right time. 

Email marketing is one the best tools available for growing your customer base, so it makes sense that many businesses focus on creating highly engaging content for their subscribers. 

But that doesn’t mean your social media strategy should suffer – after all, your target audience is probably spending a fair amount of time hanging around online somewhere, so why not use the various platforms to supercharge your growth?

Luckily, there are various ways to join your email and social campaigns together, saving time and ensuring consistency from every angle. Curious? Let’s explore some tips to ensure seamless integration with Instagram, Facebook and X (previously Twitter).  

Instagram

According to marketing automation and email marketing platform Mailchimp, more Instagram users follow at least one business than celebrities. With such a large audience at your fingertips, why not showcase your brand’s best deals, sales, and products by repurposing some of the pitch-perfect imagery you already included in your emails?

As Instagram is primarily a visual platform, ensure you pick only the best-quality images and videos that highlight your products and the lifestyle they promote. Your pictures should be between 320 and 1080 pixels wide for best results. Neutral backgrounds and captions (often hashtags) that relate to your photo or video will also help your content stand out and be found by new followers.

Facebook

Renowned for its vast database of users, Facebook is a great place to advertise your business and attract attention, whether you’re sharing regular updates with page followers or running ads that encourage mailing list sign-ups. Once again, you can reuse copy and design elements from your email campaigns to save time if they reflect your followers’ interests and goals.

Other tips include encouraging users to create content for you (for example, by sharing video reviews of your products) and adding a personal touch by including real people in your posts or running live sessions for your followers. 

If you intend to share your emails directly to the platform, choose images that are 1200 x 628 pixels to ensure they’re readable. And don’t forget to pay attention to your captions and call-to-actions!

X (Twitter)

X – previously known as Twitter – is the perfect platform for joining ongoing conversations or starting your own. Including bold and colourful imagery in your posts to explain your product/service at a glance, along with a caption and trending/related hashtags that sit within the character limit, will allow your brand to stand out. Keep your tone relaxed and conversational so you don’t come across as too business-y and put people off from sharing your content. 

Finally, did you know that your email platform may come with social media integration, allowing you to design posts within their email builder that you can share directly with your followers once you’ve linked your accounts? 

Once you have set up a system that works for you, synchronising your email and social content should boost your impact without over-complicating your schedule. 

By now, most marketers have heard about the AI tools flooding the market. While it has a reputation for creating generic content, it is perfect for helping businesses brainstorm, especially when you need variations on a theme, such as a group of related blog post ideas or subject lines for a seasonal email campaign. 

Enter AI prompts, which allow you to generate reams of suggestions in moments by interacting with a Large Language Model, such as Open AI’s ChatGPT, or a tool designed for short-form copy, like Iterable’s Copy Assist.

Read on to learn how to implement AI prompts in your digital marketing strategy:

Idea generation

AI prompts can spark creativity and innovative ideas – but they work best when you get specific. For example, when crafting a prompt, include ‘seed copy’ – information regarding your target audience and text snippets that reflect your brand’s tone of voice. 

For instance, if a marketer needs inspiration for a blog post, they can input a brief description of the topic into the AI prompt tool, along with details about who the content is aimed at, its purpose (e.g. to encourage enquiries or sales), and instructions on tone of voice. 

The AI can then generate outlines, headlines, and even introductory paragraphs, providing a solid foundation for your creative team to work with.

Personalised messaging

Marketers can input customer profiles, purchase history, or preferences into AI prompt tools to receive suggestions for personalised email campaigns, product recommendations, and targeted advertisements, enhancing engagement and improving conversion rates.

For example, you can ask AI to generate subject lines during a sales period targeted at different segments of your email list, whether you’re an estate agent reeling in first-time buyers or an insurance broker looking to offer a product designed for globetrotters.

Optimising ad copy and SEO

AI prompts can create high-quality, SEO-friendly ad copy, meta descriptions, and website content if they’re fed key information, such as target keywords, product details, or campaign objectives. 

Automating social media accounts

By automating routine social media tasks, you can focus on strategic aspects of your campaigns. If you use AI prompts correctly, they can ensure consistent messaging through captions, comments, or responses and help maintain an active and engaging online presence. Again, you’ll need to provide information about your brand’s tone, objectives, and target audience for best results.

Predictive analytics 

AI prompts can analyse vast amounts of data to provide insights into campaign performance and predict future trends. Simply input data from past campaigns, customer interactions, and market trends to receive recommendations, which will help you make informed decisions about budget allocation, target audience selection, and overall campaign strategy. 

As digital marketing continues to evolve, incorporating AI prompts into your workflow can unlock new levels of efficiency, creativity, and effectiveness as you expand your business. 

Here’s how:

• Click on the link below to find your nearest food bank
• Tell everyone you are collecting & what items your food bank requires
• Create a collection point in your office
• Promote your involvement & invite everyone to donate something
• Invite other businesses & local communities to drop off items
• Collect & make the donation drop off to your local food bank
• Don’t forget to share with us your collection & donation photos for us to share

Thank you for your support.

Find your foodbank

If you’re setting up a new business or thinking of alternative ways to reach your audience, crafting a solid email marketing strategy is a great way to scale your results. 

After all, around 88% of people in the UK use email daily*, so it’s one of the easiest ways to boost brand recognition, which is probably why it’s 40 times better at driving engagement than social media and can dramatically cut the time to achieve a sale.** 

Okay, so email marketing is a fantastic tool, but where should you begin? If you’ve been researching, you may have come across reams of tips and tricks to maximise your results, but taking the first step is the most important. So, let’s begin.

An email marketing platform will automate the email process, meet sender requirements to stop you from ending up in spam folders, and help you analyse data. A quick Google search will bring up several options, such as Mailchimp, Constant Contact, and Hubspot, to name a few. 

Consider the type of emails you wish to send and the features you’ll need. For example, you’ll probably want to send a combination of transactional emails and drip campaigns, so a platform that can deliver a wide range is your best bet. 

Look for in-built features like A/B testing, automation, and integration with online stores or social platforms. Some providers offer a free plan for a small list, which is a great way to test what they can do before committing. 

Can you define the purpose behind sending customers emails? Are you looking to increase sales, develop trust in your brand, increase website traffic or encourage people to book a call? Keeping a clear goal in mind will allow you to decide how your first campaigns should look. Think about design, tone of voice, valuable content you can include in each email, and appropriate calls to action. 

Before you can send your emails, you’ll need to attract potential customers to sign up to it. For example, you could offer a free guide or discounts on your website in exchange for emails, encourage sign-ups on your social channels, or host events and webinars that require an email to join. 

However, ensure you make it clear on your sign-up forms that they’re agreeing to receive future emails from your company (worded to sound positive) and use a double opt-in process to ensure only warm leads occupy space on your list. 

As your list grows, divide it up using the tools provided by your platform to separate customers based on location, age, interests, behaviour, or anything else that makes sense for your business. This will allow you to send emails only to people likely to engage, boosting open rates and sender reputation. 

This step can feel like a leap of faith, but it needn’t be. You already know what type of content to send and to which customers. Use the plan you created earlier to create a series of emails that use simple, attractive designs optimised for mobile, and fill your templates with interesting, relevant content that reflects your brand and offers something of value to your subscribers. 

Use attention-grabbing but non-spammy subject lines, personalise the name fields, and round off your emails with a clear call-to-action that reflects the next step you wish your subscribers to take. 

Next, schedule your emails in advance using a content calendar and the automation features on your platform to ensure your subscribers receive high-quality content at predictable intervals.

After you’ve completed your first few campaigns, it’s time to look at the data. What was your open rate? How many people clicked through to your website? Did you notice a corresponding uptick in enquiries or sales? How do these figures compare to industry averages? 

Over time, you’ll better understand the content that resonates with your audience and recognise trends more quickly. Yes, it can be overwhelming when you’re just starting out, but adopting a growth mindset and using any data – both good and bad – to inform future campaigns will set you on the right path. You’ve got this! 

*Data from ZeroBounce

** McKinsey & Company

While a website can seem static compared to other ways of reaching an audience, it should evolve alongside your business, changing trends, and your customer base's shifting interests and priorities. Depending on the size and scale of your website, this can seem like a daunting task. 

However, investing time in keeping your site fresh and relevant can result in better profits overall. So, even if you need to outsource this crucial task occasionally, don’t be put off. Below, we’ve outlined two broad areas where businesses should regularly refocus their attention. Let’s take a look.

Simplifying the layout and design so the purpose of each webpage is instantly clear, with easy-to-spot ways to navigate to other areas of your site, will prevent visitors from abandoning it prematurely. Other than streamlining the design, we recommend you:

• Conduct a speed test using the Google Page Speed Insights tool, which will identify anything slowing down pages as they load. Customers are less likely to trust a slow site, especially when entering payment information or contact details.

• Optimise for mobile by checking how every page appears on phones and tablets. There’s usually a preview feature built into your publishing platform, so use it to tweak the layout for mobile before you go live.

• Fix broken links and out-of-date metadata to avoid viewers landing on the incorrect page via a search engine and help guide them to the content they need. Customers associate broken links with old content, so always check links before republishing newly updated posts, guides, and articles.
  

Before upgrading your website, it’s worth conducting a thorough content audit to determine if your current creative is serving your needs, attracting visitors through robust SEO practices, and keeping them engaged once they’re there. 

During an audit, consider:

• Which topics have historically attracted the most engagement
• Outdated topics or articles that can be cut or refreshed
• Which blog post or articles have been shared or commented on the most
• How you can implement consistent SEO tactics that work well site-wide

Of course, you’ll have to analyse key metrics, such as visitor numbers, time spent on each page, bounce rates, click-through rates, and mailing list sign-ups, to build an accurate picture. Some helpful tools include metrics from social media and email platforms and data extracted from Google Analytics, Google Search Console, and Bing Webmaster Tools. Once you know what’s working, you can save time by fuelling your website with more great content customers love and, ultimately, converts – a win-win for everyone.

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It was Microsoft founder Bill Gates who predicted that the internet would evolve into a ‘marketplace of ideas, experiences, and products – a marketplace of content’ in his essay Content is King, published online in 1996. 

He also anticipated that people (and businesses) who leveraged this truth, this innate desire for humans to explore, learn, and acquire, would ultimately achieve the most success. At its heart, content is simply information used to inform and entertain. Some examples of content include blog posts, how-to videos, FAQs, open evenings, product launches, social media posts, emails, webinars, leaflets and posters.   

A quick definition

Content marketing is a way of attracting customers or clients by providing them with engaging, relevant and valuable information that will lead them to access the product or service on offer. 

It differs from traditional marketing in that it’s a slow-burn approach; rather than directly advertising to your audience, you’re drawing them in by building trust and clarity about what your business does and how it can solve their most pressing problems. 

How to use content

For this reason, the type of content you create and the channels you distribute it through depends on the issues your customer base faces and how they access information. For example, an estate agency may use social media to encourage first-time buyers to enquire about the perfect starter home. In contrast, print media such as leaflets may work better for targeting people who are considering downsizing after retirement. 

Ultimately, you still want a good return on investment, so it’s worth putting in the effort to craft content that will generate the most positive feelings towards your business. So, when planning your content, make sure it’s:

Once the basics are nailed down, you can focus on content strategy. This involves regularly evaluating previous content campaigns to analyse what’s working well and what could be improved, thinking about how best to distribute different types of content, and who is responsible for creating specific content forms.

Remember: content is king.