When I started my business two years ago, I envisioned working with lots of different businesses to implement what I call “Email Essentials” – the foundational elements of email that not only nurture customers from the start, they also make all of your ongoing marketing efforts more effective.

I believe so much in the power of this programming that it is an essential component of every contract and proposal I write. It’s the starting line for many of my client relationships. And I’ve shared examples of each of these essential programs on my blog and through social media posts and on YouTube over the last few years. AND YET!

I never have shared an overview summary of them so that you can understand how they all work together… UNTIL TODAY!

Let’s talk about email essentials, the foundational elements of a successful email marketing program and the #1 thing you can do today to grow your business while you’re sleeping.

ACQUISITION

Definition: Grow your email list with the right kind of subscribers.

What does success look like? An email list that grows over time and remains engaged with your content.

One thing you can do today to improve your results: Take a look at your website and see if signing up for your email list is easy to do.

WELCOME

Definition: The first impression in your subscriber’s inbox – an automated email thanking them for permission to stay in touch.

What does success look like? Your welcome email is sent automatically and immediately, and scores at least 80 on the Winning Welcome Scorecard.

One thing you can do today to improve your results: Keep score!

Go here to download the resource.

TRIGGERED

Definition: Email that is sent automatically based on an individual subscribers information or actions.

What does success look like? Your email marketing program contains at least ONE triggered email BESIDES your automated welcome. You could do an anniversary email, a birthday email, a cart abandonment email, or a post-visit survey email. The possibilities are endless.

One thing you can do today to improve your results: Look in your email service provider to see what kind of automations they offer “out of the box.” MailChimp, for example, has a few pre-built email sequences in their Automate toolkit, including date-based triggers and ecommerce triggers.

TRANSACTIONAL

Definition: The emails your customers or potential customers recieve from your point of sale, forms on the website, etc.

What does success look like? Optimize the layout and language in your transactional emails to reinforce brand positioning and provide your customers with easy links to key connection-points with your business.

One thing you can do today to improve your results: Take a look in your point of sale or website backend and read through any automatic emails that you have turned on. Password reset, order confirmation, new account, whatever… are these emails still the default, out of the box? Do they reflect your brand voice, your policies? If not, rewrite those puppies.

ATTRITION

Definition: Gain valuable insights from your subscribers when they choose to leave your email list.

What does success look like? A low unsubscribe rate – you want under half a percent – and at minimum quarterly review of the top reasons given for unsubscribing. Are you sending too much? Not sending what you promised? This feedback helps you adjust your message strategy to keep attrition low.

One thing you can do today to improve your results: Take a look at the last 3 emails you sent and see what your unsubscribe rate was. Is it under a half percent? If no, look at your email content and see if it lines up with what you promised your subscribers. Adjust accordingly.

Your Email Essentials Questions, Answered

SUMMIN’ IT UP

Now that you understand Email Essentials, you have the foundation to begin implementing this important programming. Don’t get overwhelmed. Each element of the Email Essentials package I just outlined builds on itself and can be implemented in whatever order you chose, so pick your favorite (or the one that seems like it has the biggest opportunity to positively impact your customers) and GO! Knock one essential program off per week for the next month or so, and set a calendar reminder to review your results. You’ll be ahead of so many other businesses out there, delighting your customers on the regular, and making even more magic happen every time you send an email.