Last week I shared a flying overview of Email Essentials and why they are the foundation of every good email marketing program’s success.

This week, I’m playing devil’s advocate.

“I can do email marketing without essentials, right?”

Yes, you CAN send “push and pray” email without having the essentials of email marketing in place (Acquisition, Welcome, Triggered, Transactional, and Attrition). Businesses are doing it every single day. And yes, they make money too.

But SHOULD you send email campaigns when you don’t have Email Essentials firmly in place? Not for long.

SUMMIN’ IT UP

Email essentials are required for long term email marketing success. YES, you can send lots of email and probably even get some decent sales without an acquisition strategy, automatic welcome email, triggered one-to-one emails, spruced up and on-brand transactional email, and a process for evaluating what happens when people choose to opt out. But at the end of the day, if you want to use email to GROW your business over the long term, the investment of time and resources to install these programs and maintain them will pay dividends.

Where will you start? You can honestly go at them in any order you chose, but I like to start with acquisition and welcome, because they are the lowest hanging fruit for most businesses. If you are looking for more help with these essential essentials, please sign up for my free email training “Send Email. Make Money.” The form to signup is right in the sidebar.