marketing
Email Marketing
Marketing through email - newsletters, sequences, and broadcast campaigns to an owned list.
Definition
Email marketing is the channel most service businesses underinvest in - and it's almost always the highest-ROI channel they have. Unlike social or paid, an email list is owned: you control distribution, you don't pay per send, and you can segment precisely. The two main formats: nurture sequences (automated emails triggered by signup or behavior) and broadcasts (one-off campaigns). Healthy benchmarks: 25-35% open rate, 2-5% click rate, under 0.5% unsubscribe. Tools: Mailchimp, ConvertKit, HubSpot, ActiveCampaign.
In your business
- →Build a welcome sequence (5-7 emails) before anything else - first impressions compound
- →Segment by behavior, not just demographics - active vs lapsed subscribers need different treatment
- →Email weekly at minimum - lists that aren't emailed for a month become cold lists