Email marketing that turns contacts into clients
Most businesses are sitting on a list of past enquiries, old quotes and warm contacts who never hear from them again. We build the automations, nurture sequences and outreach that follow up for you, so good leads stop going cold.
- 5.0 on Google
- UK Small Business Awards 2026 Finalist
- Accredited Living Wage Employer
You will speak to Marcus Lobow, our founder, on the first call. He runs every account personally. Call 020 7167 8465
- Day 0: quote sent, with clear next stepsAutomated
- Day 3: answers the question buyers usually askAutomated
- Day 7: a short example from their sectorAutomated
- Day 14: a personal check-in from the ownerPersonal
- Reply or call bookedSequence stops
- 5.0 on GoogleRated by the businesses we work with
- UK Small Business Awards 2026Finalist, Best Digital Marketing Agency, London
- 10+ years in B2B marketingSeven of them in-house, on the client side
- Accredited Living Wage EmployerFair pay for everyone who works with us
Why is your email marketing not producing leads?
Usually because it is either missing or aimed at the wrong moment. Enquiries get one reply and then silence, newsletters go to everyone about nothing in particular, and cold outreach goes out from a domain that was never set up to deliver. Email works when each message has one job and arrives while the reader is deciding.
Quotes nobody follows up
A quote goes out, nobody chases it, and the business assumes the prospect chose someone else. Often they simply got busy.
Newsletters nobody asked for
A monthly round-up sent to every contact, measured on opens, and never linked to a single enquiry.
Outreach that lands in spam
Unauthenticated domains, bought lists and templated copy that damage your sender reputation along with your chances.
The cheapest lead you will ever win is the one who has already asked you for a quote.
What is email marketing, and what does it include?
Email marketing is using email to start, build and keep business relationships. It covers automated messages triggered by what someone does, nurture sequences that move an enquiry towards a decision, outreach to prospects who have not heard of you yet, and campaigns to people who already know you.
For most SMEs, the biggest wins are not in newsletters. They are in the follow-up that is not happening: after an enquiry, after a quote, and after a job is done.
| Type | What starts it | Its job | How we measure it |
|---|---|---|---|
| Automation | An action, such as an enquiry or quote | Respond instantly and never forget a follow-up | Replies and bookings |
| Lead nurturing | A lead who is not ready yet | Stay useful until they are | Leads re-engaged and sales |
| Outreach | A researched list of target accounts | Start conversations with the right prospects | Positive replies and meetings |
| Key account and tender | Named high-value opportunities | Be known before the tender opens | Shortlists and wins |
| Campaigns and newsletters | News, offers or seasonal moments | Keep existing contacts warm | Replies, enquiries and repeat work |
What is included in our email marketing service?
Six areas of email marketing, run by one senior marketer against one plan. Most clients start with automation and nurturing, then add outreach.
Email automation
Messages triggered by what someone does, so every enquiry gets a fast, relevant response.
- Instant replies to new enquiries
- Quote and proposal follow-ups
- Onboarding, review and renewal emails
Lead nurturing
Sequences that stay useful to leads who are not ready yet, until they are.
- Content mapped to each buying stage
- Segments by service, sector and intent
- Hand-off to you when a lead warms up
B2B email outreach
Targeted, compliant outreach that starts conversations with the right prospects.
- Researched target lists, not bought ones
- Short, personal emails with one clear ask
- Separate, warmed-up sending domains
Key account and tender campaigns
Staying known to the decision-makers behind your biggest opportunities.
- Named target accounts and contacts
- Useful, relevant contact over months
- Timed around contract and tender cycles
Newsletters and campaigns
Regular emails your existing contacts actually want to read.
- One clear purpose per email
- Content from your real work and expertise
- Measured on replies and enquiries
Deliverability and set-up
The technical foundations that get your emails into the inbox.
- SPF, DKIM and DMARC set up and tested
- Platform and CRM integration
- List clean-up and unsubscribe handling
The senior marketer you brief writes and approves every email. No junior copywriter, no templates sent unchecked.
Which email automations should you set up first?
Six automations that pay back fastest for most service businesses. Each one fixes a follow-up that is currently left to memory.
New enquiry response
An instant, useful reply to every form or email enquiry, with what happens next and a way to book a call.
Quote follow-up
Three to five emails after every quote, answering common questions and stopping the moment they reply.
New client onboarding
A short sequence that sets expectations, introduces the team and reduces early cancellations.
Review request
A polite request for a Google review once a job is complete, which also feeds your local SEO.
Renewal reminder
A heads-up before contracts or services renew, so clients re-sign rather than drift.
Lapsed client win-back
A friendly check-in with past clients who have gone quiet, often the easiest revenue you will find.
What can email marketing do for a B2B business?
For one commercial cleaning company, a targeted email programme kept the business in regular, useful contact with the decision-makers behind large contracts, rather than appearing cold at the moment of a bid.
It helped win the largest tender in the company's history, at over £1M, followed by several further major contracts. Alongside SEO, it supported growth from £9M to over £30M in turnover.
Why it worked
Major contracts are rarely won by a single bid. Being visible, credible and familiar to the people who decide, long before the tender opens, is what gets you onto the shortlist. Email is one of the few channels that can do that consistently.
Will your emails actually reach the inbox?
Only if the foundations are right. Google's sender guidelines require authentication, one-click unsubscribe on marketing emails, and spam rates kept below 0.3%. Senders who miss them risk their emails being delayed, filtered or rejected.
We set up and test SPF, DKIM and DMARC, clean your lists, and send cold outreach from a separate, warmed-up domain so your everyday business email is never put at risk.
Three checks worth running today
1. Ask whoever manages your domain whether SPF, DKIM and DMARC records are in place.
2. Check every marketing email has a visible unsubscribe link.
3. Look at how many addresses on your list have bounced or not engaged in a year, and remove them.
Is B2B email outreach legal in the UK?
Yes, within clear rules. The ICO's guidance on business-to-business marketing explains that sole traders and some partnerships are treated as individuals, so they can only be emailed with consent or where the soft opt-in applies.
Limited companies and LLPs can be emailed without prior consent, but every email must say who it is from and offer a simple way to opt out, and UK GDPR still applies when you email a named person.
This is general guidance, not legal advice.
How we run outreach
Researched lists rather than bought ones. Sole traders and partnerships screened out unless they have opted in. A clear sender and a one-click opt-out in every email. Every opt-out honoured, and a suppression list kept up to date.
How does our email marketing process work?
Five stages, run by the same senior marketer, each tied to a result you can check.
Audit
We review your lists, platform, deliverability and what happens today after an enquiry or quote.
You see where leads are going cold.
Plan
We choose the sequences worth building first, based on where the value is.
Effort goes where it pays back fastest.
Set up
Authentication, platform and CRM integration, segments and templates.
Emails land in the inbox and data flows properly.
Write and launch
Plain-English emails with one job each, written and approved by a senior marketer.
Messages that sound like you, not a template.
Measure and improve
Replies, meetings, enquiries and revenue, sequence by sequence.
You see which emails earn their place.
What email marketing mistakes do we see most often?
Most are quick to fix, and fixing them usually improves results within weeks.
One follow-up, then silence
A single reply to an enquiry and nothing after it.
The fix: A short sequence that stops the moment they respond.
Everything to everyone
The same email sent to prospects, clients and suppliers alike.
The fix: Segments by service, sector and relationship.
Unauthenticated domains
No SPF, DKIM or DMARC, so emails are filtered or rejected.
The fix: Records set up, tested and monitored.
Cold outreach from the main domain
Outreach reputation problems spilling into everyday business email.
The fix: A separate, warmed-up sending domain for outreach.
Emails that look like adverts
Heavy templates and images, when B2B buyers respond better to short, personal messages.
The fix: Plain, human emails with one clear ask.
Judged on open rates
Opens inflated by privacy features, and no link to revenue.
The fix: Reporting on replies, meetings and revenue.
What do clients say about working with us?
Real reviews from our Google Business Profile, pulled in live. We do not edit, filter or write them.
Which services work alongside email marketing?
Email turns the leads other channels win into clients. It works best as part of one plan.
Content marketing
Guides and case studies that give your emails something useful to share.
See content marketingSocial media
Stay visible between emails where your buyers spend their time.
See our social media serviceBranding
A clear voice and identity so every email sounds and looks like you.
See our branding serviceAI search optimisation
Get cited when buyers ask AI tools who to shortlist.
See AI search optimisationHow much does marketing cost?
We publish our pricing: £62.50 an hour plus VAT, in monthly packages of 15 to 65 hours, with a minimum three-month term. Email is usually combined with SEO or PPC in one plan. Any sending platform subscription is paid directly to the provider.
15 hours a month
£937.50
a month, plus VAT
25 hours a month
£1,562.50
a month, plus VAT
40 hours a month
£2,500
a month, plus VAT
65 hours a month
£4,062.50
a month, plus VAT
Every price on this page excludes VAT. You choose the hours, and we agree together how they are spent.
See our pricingFrequently asked questions about email marketing
Is B2B cold email legal in the UK?
Yes, within the rules. Under PECR, limited companies and LLPs can be emailed without prior consent, as long as you identify yourself and give a clear way to opt out. Sole traders and some partnerships are treated as individuals, so they need consent. UK GDPR still applies when you email a named person. This is general guidance, not legal advice.
Which email automations should a small business set up first?
Start where leads are already going cold: a fast response to every new enquiry, and a follow-up sequence after every quote. Then add onboarding for new clients, a review request after each job, and a reminder before renewals. These usually pay back before anything else.
How many emails should a follow-up sequence have?
Usually three to six, spread over two to four weeks, and it should stop the moment someone replies or books. Each email needs one job, such as answering a common question or sharing a relevant example. More emails is not better. More useful emails is.
Why are my emails going to spam?
Most often because the sending domain is not authenticated with SPF, DKIM and DMARC, the list includes old or invalid addresses, or too many people mark the emails as spam. Cold outreach sent from your main domain can also damage the reputation of everyday business email.
Are open rates still a useful measure?
Less than they were. Privacy features in some email apps load images automatically, which inflates open rates. We measure what matters instead: replies, meetings booked, enquiries and revenue from each sequence.
Which email platform should we use?
Usually the one that fits the CRM and tools you already have. We can work in your existing platform, or recommend one if you are starting from scratch. The platform matters less than the sequences, the list and the deliverability.
Do you write the emails?
Yes. AI helps with research and first drafts, and a senior marketer writes and approves every email before it is sent, in plain English and in your voice. Nothing goes out that a person has not checked.
How much does email marketing cost?
Ours is £62.50 an hour plus VAT, in monthly packages from 15 hours with a minimum three-month term. Email is usually combined with SEO or PPC in one plan. Any sending platform subscription is paid directly to the provider.
Who is behind Lobo Digital?
A small London agency, on purpose. The person you brief is the person who does the work.
Marcus Lobow
Founder, Lobo Digital
Marcus has 10+ years in B2B marketing, seven of them in-house across facilities management and property. He holds an MSc in Management with Marketing from Birkbeck and runs every Lobo Digital account personally.
Lobo Digital Ltd is registered in England and Wales, company number 14627869, with a registered office at 128 City Road, London EC1V 2NX. Call 020 7167 8465 or email hello@lobodigital.co.uk.
Written and reviewed by Marcus Lobow. Last reviewed September 2026.
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