Email nurturing and your sales campaign

Marketing a product or service by email is nothing new, but in an ever-changing digital world, where target markets are becoming more discerning and wanting that personal touch, we think of email nurturing as a faithful old friend.

No one wants a spam email, or with the onset of GDPR, should be receiving one! We are constantly hit with impersonal advertising in our inboxes, so unless it seems that some time and effort has gone into providing us with the information we seek, we simply aren’t going to buy into it.  According to Experian, personalised emails deliver 6x higher transaction rates. Therefore, it is worth taking some time to think about what an individual may want to receive.

If you have identified a group of individuals or businesses with a legitimate interest in your product or service, running a personalised email campaign is the way to go. Thanks to many email packages now offering comprehensive reporting insights, a simple introduction to coding and segmentation, there is no excuse for not using personalisation. Such sites also allow you to send as many personalised emails as you like in one hit. 100s of tailored emails can be distributed in a matter of minutes, each addressed to a specific person/company, putting your product or service directly in front of decision makers in a format they like.

But you need to keep in mind that personalisation alone will not make your email campaign stand out – it is also important to get creative! We’ve created the email below to give you our favourite hints and tips for a basic, personalised, introduction email:

Example of an introduction email from Roots to Market

Once you have sent out your first email, it is key to then follow this up rather than just providing sporadic, one-off communication. A fantastic way to do this is with a nurture stream, this is a sequence of emails that send your recipients on a journey of your story and works especially well for those that express interest or for those that might consider your product or service at a later date.

A key addition to these emails are testimonials. Research has shown that 92% of customers read online reviews, with 88% of people trusting online recommendations as much as ones given in person. An impressive 72% of people claim that positive testimonials lead to them trusting a business.

We’ve created an example nurture email and featured the use of testimonial, have a look below:

Example nurture email from Roots to Market

If you are interested in using email marketing as a part of your campaign, but perhaps don’t have the resource or expertise in-house, get in touch with us and we will help you by creating a tailor made campaign for your business – give us a call on: 01392 796 702 or email:

#TeamRoots have moved!

After a whirlwind of a week #TeamRoots is now up and running in our lovely new office, raring and ready to go, helping our clients accelerate their businesses.

#TeamRoots is so happy to still be sharing the space with our sister company, Air Marketing, whose successes over the past two and a half years have given us endless amounts of inspiration. After starting in May of this year (2018), we’re now actively working with 10 brilliant clients and always looking to work with more.

Starting with only one member of staff we now have four full time staff who are all creative, driven and dedicated to ensuring the success of our clients.

Moving from Queen Street to The Forum has been an exciting new chapter in our story, with a bigger space and more people around us, our potential to grow is limitless. And, to top it all off, we’ve even got office deck chairs (complete with a faux grass garden) and there’s talk of a giant Jenga set!

If you fancy coming to have a look around our new home, or chat to us about how we could help you with your marketing please pop in and see us. Or you can give us a call: 01392 796 702 or email:

How can hashtags help to boost business success?

Hashtags are a familiar sight, with most of us now using social media daily. However, many businesses still aren’t utilising them to the best of their ability. Whilst they may seem like a fun way of sharing what you’re up to with friends and family, they are in fact powerful tools. Twitter states that tweets containing hashtags are twice as likely to be seen. Functioning much like keywords/phrases on websites or SERP’s they can gain traction for your company. Therefore, it is worthwhile aligning yourself to ones which will boost your business and help you to develop a recognisable brand.

With so many of us now using social media, there is a hashtag for everything, whether it is #NationalDoughnutDay or #Brexit – hashtags offer an opportunity for everyone to boost their business and start trending conversations around topics of interest. Even if you are time poor or lack the creativity to generate your own hashtags, you don’t have to worry. Today all social platforms make finding popular hashtags easy, as most offer a list of the days trending hashtags so that you can see which ones you can use to optimise your business’ presence.

So, even if you aren’t a doughnut company, your company could produce reactive marketing material around #NationalDoughnutDay. For example: You may buy your whole team doughnuts, why not take a photograph of yourselves enjoying them and post against #NationalDoughnutDay? In jumping on hashtags such as these, it also offers a sense of transparency to your business, showing humanity and your business personality. The wider you reach the more likely you will be seen by your target market.

Using hashtags makes your company relatable. However, it is important to make sure that your company is staying on brand allowing clients and prospects to create a solid concept of what your business offers and values.

If you are an energy company, for example, the hashtags you’re regularly using should help you to portray a message relevant to those that you want to reach. As a suggestion, in using the hashtag, #RenewableEnergy, you will be linked to like-minded businesses, leading authorities in your industry and potential clients, or simply people with an interest in the topic. As a note of caution, it is vital to not use hashtags that could be misconstrued, if you’re an energy company that doesn’t work with renewable energy steer clear. Hashtags that don’t align with your brand message will demonstrate lack of transparency causing your audience to retreat and ultimately damage your company image.

Hashtags are like the dividers in a filing cabinet, when you use a certain hashtag you are telling the social media platform what you’re posting and what category you’d like your post to sit. Hashtags are typically associated with Instagram and Twitter, but Facebook and LinkedIn are now trialling the use of hashtags. Why not jump on the #trend here too? Especially with LinkedIn, a platform developed for growing businesses, where content shows up in Google searches meaning that using hashtags can greatly benefit your business by putting it in front of a larger audience.

Ultimately it is up to you how and when you choose to utilise hashtags on your social media platforms. Whether it’s just to garner support from likeminded businesses, create your own unique brand hashtags, show your interest in current affairs or to start discussions within your industry – promoting yourself or your business as an authority figure within your subject, we encourage you to optimise this simple marketing tool which can make a big difference to expanding the conversations surrounding your business.

#Enjoy! #BusinesstoBusinessMarekting #hashtags