How Lunne uses email marketing to ignite client growth

The digital world is a loud space. Websites, social media channels, streaming services, and email inboxes are constantly buzzing with content vying for our attention. But we know that great and engaging content doesn’t just happen on a whim—it takes curiosity, creative thinking, and the ability to turn insight into action. 

That’s Lunne’s sweet spot. Our mission is to inspire talented people to create smart marketing that works. We don’t want to just make noise—we want to make a real, meaningful impact. So we collaborate with each other to peel back the layers and identify the challenges and opportunities that exist to motivate behaviors. 

One of the best ways we help our clients accomplish this is through email marketing. It is (and has been) one of the most powerful tools in a modern business’s toolbox.

Why?
Email marketing is measurable, direct, and personal. Whether you’re sharing tips, announcing a special offer, or just checking in, email marketing helps businesses grow by building relationships and keeping consumers coming back for more. Plus, valuable data like clicks and open rates paint a clear picture of what audiences are looking for. That’s what helps make emails the bread and butter of successful growth efforts.

We’ve seen firsthand how effective it can be—like when we helped a client achieve higher year-over-year open rates for their provider-facing e-newsletter. Another client even outperformed industry benchmarks for their email open rates. 

Gaining such big wins is about hitting the right audience at the right time while fostering relationships with a brand. Here’s a closer look at how we help clients achieve these results through our step-by-step process. 

Step 1: Walk in their shoes

When we work with clients, we don’t offer support from the sidelines—we get right in the game with them and work as an extension of their team. It’s important for us to understand their hurdles and goals in order to tailor sound, personalized marketing strategies. During the discovery phase, we’ll ask the questions that uncover what they really want to achieve and why. We’ll also explore more about the target audience and discuss examples of what has worked before and what hasn’t. 

Yes, we want to check all the boxes, but our approach goes deeper than that. It involves taking the time to listen and to get to know people, which may mean interviewing members of the target audience or diving into the client’s media channels. We value building these connections so we can build email marketing campaigns that resonate and speak directly to the audience’s wants and needs. 

Step 2: Strategize

After we complete the discovery phase and ensure we’re aligned with the client’s goals, we wrap up all these takeaways and put them into a creative brief that becomes the road map for our team. We dig deeper into the goals, target audience, and key messaging points. We ask: Who are we sending this to? What do they care about? What are their pain points and needs? Which tone feels right? What do we want them to do? How can we make this fresh? And then we start putting our industry expertise into action.

We’ve worked with our clients for years—some even decades—and that’s given us a deep understanding of the health and finance markets we work in. We use that history and industry experience to shape email campaigns that are not only relevant and useful but also compliant.

But delivering the right message is only one part of the equation. We also consider timing, frequency, and segmentation. These are important elements that will help shape overall performance and engagement. For instance, when an email shows up in someone’s inbox at the right time—not too often or too infrequently—they’re more likely to feel like the brand truly understands and supports them. Whether it’s a reminder about a promotion ending soon, news about program updates, or an invite to visit a booth at a trade show, thoughtful timing helps build trust and make a brand seem more human.

The experience should feel like walking into your neighborhood coffee shop when the barista already knows your order, or when they add a special treat in the bag because they can tell you’ve had a day. It’s thoughtful and personal.

Making this type of impact isn’t based on guesswork. We rely on data to get the message and moment just right. Regularly analyzing metrics such as open rates and click-through rates tells us what’s working and what we may need to improve. Maybe the subject line needs to have a higher level of urgency, or maybe the CTA needs to be more clear and enticing. Testing (and re-testing) the content ensures our approach is just right. 

Step 3: Drive creativity

Next, we start to let the content and design magic unfold. Our creative team doesn’t settle for the easy or obvious route. We’re always seeing what’s possible and thinking of ways to push the envelope to surprise and delight people in their inbox. 

We know that copy and design are at their best when they work in sync, capturing attention and delivering messages that stick. That’s why we always keep the process collaborative. It allows us to elevate both parts of the creative. We’ll explore ways to make people scroll and act without sacrificing clarity. And we love looking for opportunities to bring in bold and inspirational designs, smart animation elements, new structures that keep things interesting, and layouts that help bring the messaging to life. 

One example of this was when a client came to us to develop an email series to inform merchants about a recent program update. It involved bringing in more options for customers, but it also required businesses to take the mandatory steps to complete the process and hit the ground running. The client provided a lot of detailed information, but we knew we needed to break this down and present it in a clear, engaging way. So we created a theme to tie the series together and make the update feel like an exciting opportunity, rather than a complicated to-do list. The content was broken down into digestible chunks with a strong CTA, and the fun, bold design made key points pop. 

The result? An impressed client who appreciated our fresh, creative approach, as well as an energized and encouraged merchant.

Turning steps into long-term relationships 

We’re always ready to step up when a client needs us to move the needle for an email marketing campaign. And we also know that this email is part of a larger picture. Our role as the Agency of Relationships is to help you show up for your audience, build trust, and keep them coming back for more. We bring the strategy, creativity, and experience to create unique personalization and brand differentiation—and our clients know they can trust us with that responsibility every time. Because we’re not just here for a single campaign. We’re here to be a partner they can rely on to ignite impact and growth. 

Want to learn more about how email marketing services can benefit your business? Contact us here to start a conversation.