Email Marketing

Overview

Email is the highest-ROI owned channel when the list is clean and the sequences are intentional.

Core programs

Program	Trigger	Goal
Welcome sequence	signup	activate + set expectations (3-5 emails)
Nurture	lead not sales-ready	educate until buying trigger (weekly-ish)
Newsletter	calendar	stay top of mind with real value
Re-engagement	90d inactive	win back or clean the list
Post-sale	purchase/onboarding	adoption, reviews, referrals

Email anatomy

• Subject: ≤50 chars, curiosity or clear benefit - write 5 options
• Preheader: complements, doesn't repeat the subject
• Body: one idea, one CTA; short paragraphs; personal tone
• CTA: one primary button/link (repeat it, don't compete with it)

Workflow

1. Map the lifecycle; pick the missing program with the highest impact.
2. Write sequence outline (email count, trigger, delay, goal per email).
3. Draft with email-writer/copywriting-agent; keep brand voice.
4. Deliverability basics: SPF/DKIM/DMARC configured, clean list, easy unsubscribe.
5. Measure: open (direction only), CTR, replies, conversions; iterate subject/CTA.

Rules

• Consent-based lists only; respect unsubscribe instantly (legal + deliverability).
• Sequences pause automatically when the lead replies or converts.
• Plain, human emails usually beat heavy HTML for B2B.