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And that customer data is the key here. It’s data that’s built up from existing customers, ones that you know are willing to buy your products and ones with more obvious potential than a new lead.

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It’s crucial because with the right balance of event-based chains and intriguing content, you can guide these customers into huge brand advocates with great lifetime value. But you won’t be able to if you’re not using email correctly.

But ultimately the reason this is so important recently is that there are huge existential risks to not taking action on customer data. If you don’t, you’re still relying on the trickle through from lead generation. It does work, but you’re placing a huge amount of trust solely in Ad platforms that aren’t in the business of making that cheap. That kind of single-focus leaves you vulnerable to outside pressures.

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Did you know that this year Digital Ad Spends across the UK have soared further than ever? It’s something we’ve seen time and time again, with Ad platforms hoiking prices up and sapping off your bottom line, because they know you need their leads.

You’re not going to undo that tide overnight, but boosting your email marketing is a surefire way to reduce that reliance and actually make use of the value you already have, sitting on a dusty hard drive somewhere.

If you’ve got customers, you’ve got customer data to explore. Why not take that chance now?

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