room because from a customers’ point of view, they just see one brand; they don’t really care how many people are in your company responsible for sales, marketing, PR. All they care about is ‘what are you sending to me, am I interested in it, and is it consistent with the perception that I have about your brand’?


So whatever the theme is going to be of that customer communication, make sure that it’s consistent and there’s one tone of voice, one brand look and feel, and wherever the customer touches your site they’re going to see consistent messaging.


NJ: What is the most important advice that you can give someone starting out in email marketing? CN: Ultimately we really believe very strongly in testing. Because every brand is different, which is probably not what you want to hear because it’s nice to walk away with a perfect solution, but we’ve seen across our range of clients that there isn’t a right or a wrong way. It’s really about getting involved with that customer database and understanding what motivates them, what life stage are they at, what products they’re going to be interested in and then rolling that out when you’ve proved that it’s successful.


Click here to see Claire Nicholson speak at a Fresh Business Thinking Masterclass


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