According to consumers, 60% of clients prefer email over social media for brand communication. 

Unlike social media, you own your list and the contacts on it and you can communicate with your audience no matter what. 

You can create emails that house more than one idea or topic at a time.

Understanding that email marketing is a tool that can help you grow your business in more ways than just sales. Building loyalty, driving continued purchases and staying top of mind are also key goals. 

Here are a few groups that can make up your total email audience: 

1. Non-Customers (Leads) 
2. Current / Past Customers (Made at least one purchase) 
3. Most loyal Customers (most active purchasers) 
4. Lapsed Customers (Have not purchased in over a year) 

IDEAS FOR EMAILS: 

• Answer Objections 
• Bust a Myth 
• Before & After 
• Case Study 
• Client Story 
• Behind the Scenes 
• What’s Coming 
• Direct Sell 
• Product Spotlight 
• Q & A 
• How To 
• Helpful Tips 
• Ways to Use 
• Founder Favorites 
• Industry Updates 
• Show a Process 

One of my favorite ways to organize and map out my email campaigns is simply to have a monthly calendar with key dates of what is going on within my agency correlating with some overall goals. 

There are six types of sequences for your emails – 

1. Welcome (Nurtures New Subscribers) 
2. Weekly/ Monthly Newsletter 
3. Sales / Promotions 
4. Re-Engagement and Abandoned Cart Emails 
5. Follow up / Tutorial Emails 
6. Loyalty-Based Emails 

Between these sequences and the ideas listed above for emails, you can curate and map out your monthly email campaign to revamp, reboot or even start up your email marketing.  

Here are some KPIs to take note of when tracking your email rates; 

• Open Rate: this indicates if your subject line working 
• Click Through Rate: shows how people are engaging with your emails 
• Conversion Rate: indicates if your emails are driving sales, downloads or subscriptions 
• Unsubscribe Rate: are you not sending what your audience was expecting?

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