Stop ignoring email – It’s the most valuable channel your business isn’t using properly

Colin Sinclair McDermott, AKA The Online Print Coach, explains how you can use emails to your advantage.

I hear it all the time: ‘Email doesn’t work anymore’. But here’s the truth, bad email doesn’t work. Good email? It drives repeat orders, keeps you top-of-mind, and positions you as more than just a commodity garment supplier. It positions you as a partner.

What you provide isn’t an impulse buy. Your customers don’t wake up and decide to spend £1,000 on a garment bundle out of nowhere. It’s a decision. And decisions take time. That’s where email comes in.

Email supports the entire buyer journey, from the moment someone hears about you, through their first quote, all the way to reorders and referrals. It’s personal, permission-based, and unlike social media, not beholden to algorithms or ad spend. In fact, it’s 40x more effective than social at acquiring new customers.

The three types of emails you should be sending

Let’s get practical. Every garment decoration business should have three types of emails in their mix:

1) Transactional emails
These are the most opened emails you’ll ever send (think 60 to 90% open rates). ‘Thanks for your order’, ‘Your job has shipped’, etc. But most people miss the opportunity to make them count. Add a helpful link, a tip about what’s next, or even a gentle upsell. ‘Your T shirts are on the way, have you thought about matching hoodies for when the colder weather kicks in?’ That’s smart follow-up.

2) Relational emails
These build trust. Think case studies, behind-the-scenes looks at your team, or tips from the factory. One client recently shared a simple email showing how they helped a local café fix a bad file and avoid a disaster, and it got replies from five new prospects. These emails aren’t selling; they’re educating and building authority.

3) Promotional emails
These drive direct action: quotes, reorders, bundles. But balance is key, don’t cram three offers into one chaotic message. Keep it timely, relevant, and simple. ‘Save 10% on branded workwear this quarter’ works. ‘Mega offer: T shirts, hoodies, beanie hats, all now cheaper!’ just gets deleted.

Five campaigns you can launch this month

If you’re not using email yet (or it’s just an occasional promo blast), start here:

• Welcome sequence: Someone downloads your checklist or requests a quote. What happens next? Introduce your team, share your process, and invite them to take the next step.
• Quote follow-up: A one-and-done quote email is lazy. Set up a sequence, ‘Here’s what to expect’, followed by a relevant case study, then a soft nudge: ‘Still planning your event?’
• Reorder reminders: Most customers don’t reorder because they forget, not because they’re unhappy. A gentle nudge, ‘It’s been three months since your last order’, goes a long way.
• Upsell and cross-sell: Use job history. Printed shirts last month? Suggest waterproof jackets for winter. It’s not pushy – it’s helpful.
• Dormant reactivation: Got a list of old clients? Email them. ‘We miss you, here’s 10% off your next job’ or ‘Here’s what’s new since you last ordered with us’.

Human first, marketer second

The best emails sound like they’re from a person, not a brand. Ditch ‘Marketing Department’ and send from a real name. Use short sentences. Be conversational. Add your photo in the signature if you’re the face of the business. And segment your list, event planners want different tips than local schools.

And please, don’t buy lists. Earn trust, offer value, and build your audience properly.

You don’t need to become a full-time marketer to make email work. You just need to show up consistently. One helpful email a week beats radio silence every time.

Email isn’t dead. In fact, it might just be the most powerful tool your garment business hasn’t taken seriously, yet.