The core of a good Email strategy


Is what you are doing good enough to be used at scale.

When planning your email strategy it is important that you know the value of an email lead and that you have sources for acquiring these leads at less than the value of the lead.


If CPL < NET Lifetime Value of Lead then Scale.


I want my CPL to be a maximum of 50% of my NET lifetime value. You still need to turn a profit.

In a perfect world you recover your acquisition costs through your initial automation. A solid welcome series is important, so take the time planning and executing this. Constantly test and improve. Pull this off and the rest is gravy.


What makes a good welcome series?

  • Personalisation
  • Positioning
  • Promotion
  • Relevance
  • Retention


Experience shows that you will always have a high unsubscribe at the point of your first promotion. Don’t lead with a promotion. Lead with softer messages that position your business to a new lead, build trust and establish credibility. I recommend at least 5 emails in your welcome series.

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