Email Marketing

Email still matters – when it’s targeted and part of a bigger journey.

We help you build stronger relationships through email – keeping your business visible, relevant and connected to your audience over time.

From automated nurture sequences, to targeted campaigns and regular communications, we create email journeys that guide customers from initial interest to enquiry and beyond.

Email Marketing with business impact

Email marketing is still one of the most effective ways of communicating with prospects and customers over time – but not if you’re just creating noise.

At Herron, we take a structured, targeted approach to email marketing, ensuring that it is designed as part of a wider system – connected to your website, CRM, lead generation activity and overall customer journey. Each communication has a clear purpose, whether that’s nurturing early interest, supporting a decision or re-engaging a contact at the right moment. With a mix of automated email, behaviour-led nurture sequences, targeted campaigns and ongoing communications, we find the right approach to keep your business visible and relevant.

Why do you need Email Marketing?

Yes, inboxes are busy, but email remains one of the few channels where you can communicate directly with your audience – on your terms, not controlled by algorithms or platform changes. When emails are relevant, well-timed and aligned with the recipient’s interests, they are highly effective in building engagement and supporting decision-making.

A well-planned email strategy helps maintain visibility, build trust and keep opportunities moving, particularly in longer B2B buying cycles where decisions take time.

It helps you to:

Stay visible over time

Maintain a consistent presence during longer buying cycles, ensuring your business remains front-of-mind.

Nurture early-stage prospects

Keep engaging with contacts who are not yet ready to enquire, helping build trust and familiarity.

Re-engage inactive contacts

Reconnect with prospects who have gone quiet or dropped off.

Support sales conversations

Provide relevant content and follow-up that reinforces discussions and builds confidence.

Build trust through consistency

Regular, valuable communication helps position your business as credible and reliable.

Increase conversion from leads

Turn more existing interest into meaningful enquiries and opportunities.

What You’ll Get

We help businesses design email strategies that support both lead generation and long-term customer relationships. By aligning email activity with your wider marketing and sales process, we ensure communication is timely, relevant and based on how different audiences engage with your business – helping move prospects forward in a natural and measurable way.

Our work typically includes:

Email strategy

Defining how email supports lead generation, nurturing and customer engagement.

Audience segmentation

Structuring your data so different audiences receive relevant messages based on their behaviour, interests and stage in the buying journey.

Automated journeys

Designing nurture sequences triggered by user behaviour and engagement.

Campaign emails

Creating one-off communications to support campaigns, updates or promotions.

Content planning

Ensuring emails deliver value and reinforce your expertise.

Performance tracking

Monitoring engagement and refining email activity to improve results.

Why choose Herron?

We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner – easy to reach, hands-on, and invested in your success.

Proven in complex B2B sectors

We work extensively with organisations in engineering, manufacturing, energy and professional services – sectors where buying decisions are technical, sales cycles are longer and often involve multiple stakeholders. We understand how to use email in these industries to inform, build trust over time and create customers from prospects.

Senior expertise, hands-on delivery

Our work is led by experienced specialists and delivered by a senior team. You’ll work directly with people who understand how to design and implement email strategies that are practical, measurable and aligned with your wider marketing.

Partners for the long term

Many of our client relationships last years, not months. We stay involved to help you evolve your marketing as your business changes – maintaining consistency, sharpening focus and supporting continued success.

Joined-up thinking

Our brand, web and marketing teams work as one. That means your email marketing is aligned with your brand, website, lead generation and sales activity — creating a consistent journey from first interaction through to enquiry.

Who We Work With

Our sweet spot is industrial and manufacturing B2B – businesses with complex products, long sales cycles and specialist audiences. In these environments, email plays an important role in maintaining visibility, sharing useful information and supporting ongoing engagement.

We also work with professional services firms where regular communication helps reinforce expertise, build trust and generate repeat or referral business.

Testimonials

Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.

Keith Stewart
HEROSE UK

The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.

Josh Kershaw
Furniss & White

Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.

Ryan Lockwood
Fernco

Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.

Dr. Pam Murrell
Cast Metals Federation

Our approach

Our email marketing work focuses on creating structured, purposeful communication that supports your wider marketing activity.

Our approach typically includes:

1. Discovery

Understanding your brand, audience, data and existing marketing activity – including how contacts are captured, segmented and currently communicated with.

2. Design

Planning email journeys, campaigns and segmentation based on how your audience engages and where they are in the buying process.

3. Build

Creating email templates, content and automated workflows that support nurturing, follow-up and ongoing engagement.

4. Optimise

Tracking performance, analysing engagement and refining journeys to improve relevance, timing and conversion over time.

Frequently asked questions

Got a few questions about how we work or what to expect? You’re not alone – here are some of the most common things we get asked about our Email Marketing service:

How do we measure whether email marketing is working?

Performance can be tracked through engagement metrics such as opens and clicks, but more importantly through how email contributes to enquiries, conversations and pipeline activity over time.

How does email marketing support lead generation?

Email marketing plays a key role after initial engagement, helping nurture prospects who are not yet ready to enquire. By maintaining regular, relevant communication, it increases the likelihood that existing interest converts into meaningful sales opportunities.

How often should we send emails?

There is no fixed rule - it depends on your audience and buying cycle. For many B2B organisations, consistency and relevance are more important than frequency. The goal is to remain visible without overwhelming your audience.

How should email marketing work alongside our CRM and sales process?

Email should be closely integrated with your CRM and sales activity. This allows leads to be segmented, tracked and followed up effectively, while ensuring communication reflects where each prospect is in their journey.

Is email still effective in B2B marketing?

Yes - particularly when it is targeted and part of a wider marketing system. While inboxes are busy, email remains one of the few channels where you can communicate directly with your audience and support longer buying journeys over time.

What type of emails should we be sending?

This depends on your audience and objectives, but typically includes a mix of nurture sequences, campaign emails, updates and insight-led content. The focus should be on providing useful, relevant information that supports decision-making rather than purely promotional messages.