Email marketing — Leyland & Lancashire
Turn existing customers into repeat customers.
You've already done the expensive part — getting someone to buy from you once. Email marketing is how you stay in front of them afterwards, with offers that are actually relevant, at the times of year they matter.
Most businesses talk to strangers more than customers.
Nearly all the effort, and nearly all the money, goes into finding new people. Meanwhile there's a list sitting in the booking system, the till or the inbox — full of people who have already paid you once and would happily do it again if you gave them a reason.
Email is the one channel where that list actually belongs to you. No algorithm decides how many of them see it, and nobody charges you per view. It just needs something worth opening.
Done properly it's less about selling harder and more about staying in someone's mind between visits — so when they next need what you do, you're the obvious answer rather than one of five tabs open on their phone.
Stay in front of people who know you
A short, regular note keeps you in mind between visits, so you're not starting from cold every time someone needs you.
Make seasonal offers land
Christmas, summer, Valentine's, the back-to-school rush. Email puts the right offer in front of people while it still matters, not a fortnight after.
Bring back the ones who drifted
Every business has customers who stopped coming for no particular reason. Often all it takes is a reminder that you're still here.
Turn one visit into a habit
Repeat bookings and repeat orders are the cheapest revenue a business has. Email is how you ask for them without becoming a nuisance.
From the whole thing to just the writing.
Some businesses want it handled end to end. Others want the words doing, or a second opinion on what they're already sending. Both are fine.
Email campaign strategy
What to send, who to send it to and how often — worked out around your calendar and your quiet periods rather than a generic schedule.
Email copywriting
The actual words. Written to sound like your business, rather than like a template with your logo dropped in at the top.
Promotional campaigns
One-off sends behind a specific offer, a new service or something you need to shift — written to be opened, not filed.
Seasonal campaigns
Planned in advance around the points in the year when your customers are already thinking about buying.
Customer re-engagement
A short sequence aimed at people who used to buy and haven't in a while, without sounding desperate about it.
Retention campaigns
Regular contact for the customers you already have: early access, quiet reminders, and the occasional thank-you that isn't asking for anything.
Automated sequences
Welcome emails, follow-ups after a first visit and booking reminders that send themselves once they're set up.
Audience & list care
Keeping the list tidy, properly consented and grouped, so the right message reaches the right people instead of everyone at once.
Businesses that already have customers.
This works best where there's already a base of people to talk to — retailers with regulars, hospitality venues with a booking list, salons and beauty studios with a diary, gyms and fitness businesses with members, lifestyle brands with past buyers, and local service businesses whose customers come round on a cycle.
If you're brand new and nobody knows you yet, email isn't the first thing to fix — a website is. That's the main thing I do, and I'd rather point you at the website side than sell you a campaign with nobody to send it to.
Four steps, in order.
The same principle as the website process: you see the work before it goes anywhere near your customers.
Understand the business
What you sell, who buys it, when they buy it, and what's already been tried. If you're sending emails now, I'll read them first — there's usually something in there worth keeping.
Build the strategy
A plan for the next few months: what goes out, who it goes to, and which dates it's built around. Written down, so you can see the shape of it before a single email exists.
Craft the campaigns
The writing, the structure and the subject lines. You read everything and change anything before it's sent — nothing goes out that doesn't sound like you.
Send, learn and improve
What gets opened, read and clicked tells you something real about your customers. The next round uses it, instead of repeating the same send and hoping for a better week.
Already have customers? Let's make more of them come back.
Tell me what your business does and roughly how many customers you're already sitting on. I'll tell you honestly whether email is worth your time — including if it isn't yet.