INDUSTRY TIPS Writing Emails That Actually Get Read Nobody wants to read a sales brochure in their inbox. Your emails should sound like a human, not a corporation. Use contractions, short sentences, first names, and ditch the "Marketing Department" sender line. Emails should come from "Claire at Ink+Paper Studio" or "Matt from GraphicoPrint." Even better? Put your face in the signature, make it personal, you’re the brand’s best ambassador. Building the Right List (Without Buying It) Lead magnets work. Guides, checklists, templates – anything that solves a specific problem for a specific customer. Promote it on your website, socials, and email signatures. Add an opt-in box to your quote request forms. But please don’t buy lists. Don’t scrape LinkedIn. Don’t add random names from networking events. You want qualified, warm leads, not cold contacts who never asked to hear from you. Top Tip Mail a physical version of your lead magnet with a swatch book or branded notepad. It works when you bring print into the mix to support your digital efforts. Just don’t cram every offer into one chaotic message. One campaign. One clear call to action (CTA). The Campaigns That Keep the Work Flowing Here’s what every printer should be sending, regularly: The Welcome Campaign Most printers skip this. Don’t be most printers. When someone downloads a guide or requests a quote, that’s the perfect time to introduce your team, set expectations, and deliver value. Quote-to-Conversion Follow-Up Don’t just sit on the quote. Follow up with helpful content: timelines, FAQs, case studies. Use soft CTAs like "Need to adjust your spec?" to keep the conversation going. Repeat & Reorder Campaigns Set calendar reminders or use automation. "It’s been six months since your last direct mail campaign" or "time to refresh your promo items for the next trade show?" These are gold. Upsell & Cross-Sell Campaigns Most customers don’t know the full range of your services. How many times have you heard: “Oh I didn’t know you printed that?”. Use email to show what’s possible – quick visuals, before/after results, and link it to their past jobs. Client Reactivation Campaigns Dormant leads often get ghosted because you disappeared. Show up again with relevance and value, not desperation. How Often Should You Email? • Relational: Weekly or bi-weekly • Promotional: Monthly or quarterly, tied to your marketing calendar • Re-engagement: Every 90 to 180 days • Transactional: As needed, but always branded and helpful The Minimum Viable Email Plan for Printers You don’t need to become a full-time marketer; you just need consistency. Here’s your starter pack: 1. Create (or improve) your welcome and quote follow-up emails 2. Build one lead magnet and start growing your list 3. Segment your contacts by interest or buying stage 4. Launch one promotional campaign this month 5. Track results – open rates, clicks, replies, and adjust Email marketing isn’t about fancy templates or writing like a copywriter. It’s about showing up, staying relevant, and building real relationships over time. When all the other print companies are still playing the waiting game, the ones who do this well are the ones who win. Start small, stay consistent, and stop ignoring the most profitable marketing channel in your business. Put your face in the signature, make it personal, you’re the brand’s best ambassador 24 email: editor@printmonthly.co.uk Issue 357 - November | December 2025
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