Email Marketing Best Practice Guide

EMAIL MARKETING GUIDE Grow your list and supercharge your sales

WHY USE EMAIL MARKETING? Email marketing is a powerful and cost-effective way to stay connected with your audience. It helps you stay top-of-mind with existing clients, showcase recent projects, promote seasonal services or special offers, and build long-term trust with your community.

Whether you're running a solo garden design studio or managing a multi-site contracting business, email gives you a direct line to your clients - helping you grow your business, one message at a time.

The best part? You don’t need to be a marketing expert to get started. With the right tools and a clear strategy, you can create emails that feel personal, look professional, and drive real results.

From monthly updates to timely promotions, email marketing lets you stay in control of your message and your growth.

HOW TO GET STARTED BUILD YOUR EMAIL LIST Start simple.

Past and current clients (with permission) People who’ve enquired via your website or social media Visitors who signed up for your newsletter or garden tips CHOOSE YOUR EMAIL TOOL There are lots of easy-to-use tools like: Mailchimp: free up to 500 contacts MailerLite: great for beginners HubSpot: ideal if you already use a CRM PLAN YOUR CONTENT Keep it simple - be helpful, visual, and timely.

Share project highlights, seasonal tips, team updates, or useful advice. Aim for 80% inspiration and value, 20% promotion.

SET UP A SENDING SCHEDULE You don’t need to send emails every week.

Start with once a month or every 6 weeks.

Be consistent Send at the same time (e.g. 10am Tuesday mornings) Include your logo, contact info, and a clear CTA (e.g. “Book now” or “View our gallery”) MEASURE AND IMPROVE Most email tools show you: Open rates: How many people opened it Click-through rates: How many clicked your links Unsubscribes: Normal! But learn what’s working

BALI BONUS TIPS USE PROFESSIONAL IMAGES

OPTIMISE FOR MOBILE USE

When crafting your communication strategy, the visual impact cannot be overstated. Utilising professional images elevates your brand's credibility and professionalism. Even with the convenience of smartphone cameras, ensuring well-lit and high-quality imagery can significantly enhance your message's reception.

With the majority of email users accessing their inbox via mobile devices, optimising your email layout for mobile viewing is crucial. A responsive design ensures that your message remains clear, concise, and visually appealing across various screen sizes. By prioritising mobile compatibility, you maximize the reach and impact of your communications.

ADD A PERSONAL TOUCH In a digital landscape dominated by faceless interactions, adding a personal touch can make all the difference.

Incorporating your name or team photo in emails not only humanises your brand but also fosters a sense of familiarity and trust. Clients and prospects are more likely to engage with content that feels personalised and genuine.

INCLUDE CLEAR CTAs Every email communication should guide the recipient towards a specific action. A clear Call-To-Action (CTA) directs readers on what steps to take next, whether it's visiting your website, signing up for a webinar, or making a purchase. A well-crafted CTA stands out amidst the clutter, prompting immediate responses and driving desired outcomes.

READY TO START? At BALI, we believe that big changes often start with small steps. That’s why we recommend a simple yet effective approach to reconnecting with your network. Start by selecting a project you’re genuinely proud of - something that reflects your best work and the value you bring to your clients. Then, write a short, thoughtful email that highlights this project, and send it to 10 – 20 previous clients or contacts. This isn’t about selling hard - it’s about sharing your progress, staying top of mind, and opening the door for future opportunities. You might be surprised by the conversations, leads, or referrals that come your way just from reaching out.

Not sure where to begin? Whether you need help picking the right email platform, writing your message, or launching your first outreach campaign, BALI is here to guide you every step of the way.

Contact us at marketingteam@bali.org.uk, and let’s make sure your work gets the attention it deserves.