Introduction  

In a world filled with marketing messages, it can be challenging for businesses to stand out. However, when done right, email marketing can be a powerful tool for nurturing long-term relationships with customers. I want to share a personal story about how a simple yet consistent email strategy turned me from a follower into a customer for Dishoom, a London-based restaurant, for my 60th birthday celebration.

My Experience with Dishoom’s Email Marketing  

For the past two years, I have been following Dishoom’s journey. Every so often, I’d receive an email update from them: sometimes about new menu items, other times about upcoming events or behind-the-scenes stories. It wasn’t aggressive or overly promotional, just a gentle nudge that kept the restaurant in my mind.  

Here are the emails I've received from Dishoom in October 2024 alone ...

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Fast forward to this year, as I began planning my milestone birthday, Dishoom came to mind immediately. Their emails had built a sense of familiarity and trust. I felt connected to their brand and confident that they could deliver a memorable experience. I booked a table for 16 guests, knowing we’d be in good hands.

Had we not booked a table, this is the queue we would have been standing in! Clearly I was not the only person receiving their emails.

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Why Regular Emails Matter for Your Business  

This experience highlights the importance of regular, thoughtful email communication. Here’s why your business should prioritise this channel:

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1. Keeps You Top-of-Mind  

Life gets busy, and even if customers love your brand, they may need reminders. Regular emails help ensure that you’re the first place they think of when making a purchasing decision.

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2. Builds a Relationship Over Time  

Email marketing allows businesses to gradually build relationships by delivering value, sharing stories, or simply offering helpful reminders. It’s a low-pressure way to stay connected with your audience.

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3. Increases Brand Loyalty  

By keeping in touch, your customers are more likely to feel a sense of loyalty and trust toward your brand. They remember you not just for your product but for your values and story.

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Are you sending regular emails to your prospects and clients?

If you’re not already using email marketing as a core part of your strategy, you’re missing a chance to engage your audience consistently. You don’t need a flashy campaign – even a simple, regular message can have a huge impact. Dishoom’s gentle persistence over the years resulted in a significant booking for them, and the same could happen for your business.

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Conclusion  

Email marketing is more than just promotions – it’s a way to nurture connections and keep your brand in your customers’ minds until they’re ready to take action. Invest in regular, value-driven communication, and watch your customer relationships deepen and your business grow.

If you would like to discuss email marketing for your business, please click here to book your free consultation.

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