Using Email Marketing to Grow Your Digital Agency

We’re about to do it again. We’re talking about using email marketing, so we have to do it.

Mention that buzzword you might not like.

Email Lists.


They’re not your enemy. Seriously, we’ve said it before and we’ll keep saying it again:

With a smart strategy, great copy, and the email addresses you’ve generated from GoPinLeads, you could be raking in some amazing leads every week.

You’ve just gotta put your shoulder to the wheel.

Chances are, as a digital or design agency, you’ve set up email campaigns or newsletters for your clients.

Why aren’t you doing the same thing for yourself?

Practice what you preach. We do it. You should too.

using email marketing


To get your sales machine moving, you need to get in touch with someone important. You need access to that “golden telephone” that connects you with the head honcho. A direct contact address gives you that link you need.

With it, you have the power to launch yourself straight into their inbox – whether you choose to connect with them via LinkedIn or via email is up to you.

Don’t underestimate how significant or powerful this is for your business.

Using GoPinLeads to generate these contact details is the first step in your B2B sales “power plan”.


We all have an inherent concept of what “email marketing” means.

Right now, you might be envisioning one or more of the following:

  • Well-designed newsletters

  • Links to valuable content (blogs/articles etc.)

  • Coupon codes, special offers, and freebies

  • Strategic marketing content

  • SPAM

The fact of the matter is that email marketing can be any and all of those things. Actually, it’s more.

Apart from that last one – which you’ll want to avoid like the plague – when used correctly and ethically, you’ll find yourself with more viable leads.

Be consistent with your company goals and branding, keep at it, and you’ll start improving your content marketing skills.

It’s an amazing way to add some more oomph to your business. The more you do it, the better you’ll get at it.

Don’t think that one campaign will get you all the solid leads in the world. You’re going to need to do some follow-ups, and some refreshers to stick in the minds of your prospects.

This is a game of resilience and persistence.


“But I’m not a copywriter.”

There’s an excuse we hear all the time.

As a web designer or developer, you’re all too aware of aesthetics. You know that there’s a certain element of flair involved in creating great copy.

Most of the time, you outsource your copywriting because your skills just aren’t up there.

It’s a little different with email copy. Here’s the trick: just be yourself.

Avoiding creating copy entirely is going to stunt your business’ growth. Don’t prevent yourself from developing new skills. Growth is a big deal.

You already know about headlines and calls to action, so apply it to your email copy:

  • The headline on an email is your subject line.

  • The call to action should be placed in the body of the email, somewhere near the bottom.

With email marketing, one thing you know for certain is that you’ll pretty much get instant feedback on the quality of your headlines and calls to action.

  • If people aren’t opening your emails, your subject lines aren’t working.

  • If people are reading but not clicking or responding, you need to work on your CTA.

Experimenting, tweaking, and split-testing are going to be steps you really start to get used to with your emails. Even better: you’ll learn this stuff fast.

An unexpected perk: These skills will come in handy with your web design too!


Your headline and CTA are most important but what about all the content that goes in between?

Sure, it can be challenging to work out how to create effective copy but there are some things that can give you a confidence boost.

When you sit down to write, decide what the ONE thing is you want the reader to do when they finish reading your message.

Next, you’ll want to share something and connect it to your offer. Make sure it works well with your CTA.

If you’re feeling low on inspo, a quick Google search will give you hundreds of email marketing samples and templates that you can emulate. In fact, you’ll some on the GoPinLeads website too!

Spend some time thinking about the types of emails you actually click to open and rephrase those concepts in your own words.

Pro Tip: If you’re super worried about the quality of your work, get someone to proofread it. Make sure your grammar and spelling are a-okay. No one responds well to glaringly obvious mistakes.


As someone who works in the digital sphere, design is always going to be a concern for you.

We get it.

As a designer, you’ll probably feel compelled to craft a beautiful template with customised fonts, striking images, bold colours, and memorable icons.

If that’s what you REALLY want to do, feel free.

BUT here’s something you need to know: what really works best is a plain old email that look like a personal email you might send to a real person using your personal email account.

You don’t necessarily have to opt for plain text, even though it can be a really easy option. Feel free to include just a smidge bit of HTML. It can give you some great insights into who’s opening what and clicking where. Just skip the unnecessary headers, margins, and overly designy bits.


There’s no hard and fast rule about who your email market should be. You could safely target the niche you’re serving or reach out to fellow designers – whatever you need to do, really:

  • If you want more web design clients, your emails should cater to people who will pay for your services.

  • If you want to move into offering your own courses, products, or coaching services to fellow web designers, tailor your emails to them instead.

Remember this: you can only target one audience at a time, so don’t try and bundle too much outreach into one mail. You don’t want to blur the lines with a wishy washy approach. Be direct.

Once you get into the habit of sending emails, you’ll get a much better idea of what your target market needs and wants.